Etsy Inc. has made a spirited move by welcoming Drew Barrymore, the renowned actress, talk show host, and co-founder of Barrymore Brands, to its executive team as the first-ever “chief gift officer.”
In a corporate blog post, Dayna Issom Johnson, Etsy’s resident trend expert, highlighted Barrymore’s genuine and caring demeanour, noting her ability to make people feel special. As the “CGO,” Barrymore will leverage her expertise to guide millions of Etsy shoppers worldwide, fostering better gifting habits and sparking new ideas for any gifting occasion.
Barrymore’s responsibilities include sharing gift-giving tips, tricks, and inspiration, along with her recommendations of Etsy items from global sellers. A dedicated page on their website features Barrymore’s curated gift recommendations, categorised by recipient types such as “flower child,” “nature lover,” and “cheese lover.”
Expressing her excitement, Barrymore emphasised Etsy as her “happy place” and go-to for meaningful gifts. As the inaugural Chief Gifting Officer, she aims to showcase to Etsy shoppers the ease and joy of making their loved ones feel cherished through thoughtful gifts, portraying herself as a “gifting fairy godmother.”
Moreover, Barrymore is actively involved in promoting Etsy Gift Mode, a new AI-enabled shopping hub within the Etsy app and website. Utilising AI and human curation, Gift Mode assists shoppers in finding the perfect present for any occasion. By inputting a few details about the recipient, customers are matched with unique items from Etsy sellers, categorised by over 200 recipient personas.
The decision to appoint a high-profile figure like Drew Barrymore reflects a trend seen in other retail giants, including Walmart and Amazon, which have collaborated with mainstream celebrities to curate digital product assortments. With Barrymore’s addition, the aim is to enhance the gifting experience for its community of shoppers and sellers, reinforcing its position as a leading destination for unique and heartfelt gifts.
