How to choose the perfect present

Celebrating birthdays over the last 12 months has been a challenge but with lockdown continuing to ease over the coming weeks, it should become easier to mark special occasions with our loved ones. The real challenge though? What to buy them to make them feel truly cherished, especially if you haven’t seen them for a while. We asked stylists and fashion editors for advice on how to bag the ideal gift. Get it right and there’s no better feeling.

Think beyond the clichés. Flowers and chocolates have their place, but there are times when a little more thought is required. ‘Have a budget and stick to it,’ says Jo Jones, fashion editor at The Observer. ‘Avoid grabbing an expensive present you haven’t thought about. Make a mental note of all the things your recipient would love but perhaps wouldn’t necessarily buy for themselves.’

She suggests silk pyjamas or a well-selected cashmere piece. ‘Pampering bath products in an eye-catching bottle, such as Laura Mercier’s Almond Coconut Milk Honey Bath, are also good all-rounders,’ says Jo. ‘Top of my gifting list is jewellery: a charm that’s personal and will last forever, for example. Fashion-conscious friends will love something from the new Kin range.’

A good starting point is to think about their interests and write a list of 10 things that they love – it could be golf, yoga, music, travel or food. As well as helping shape what you’ll buy them, it’s a fun exercise in recognising who they are and what they’re into.

‘The best gift for a man is one that speaks to his tastes, dreams, ambitions and desires,’ explains Alfred Tong, trend forecaster and author of The Thinking Man’s Guide To Life (Hardie Grant). Ask yourself what type of person you’re buying for. ‘Contrary to popular belief, lots of men are perfectly happy with socks,’ Alfred continues. ‘I love the luxurious feel of these Egyptian cotton socks by John Lewis.’ A classic aftershave and leather wallet also often go down well.

A common mistake is to buy children the latest toy that every other child wants. As any parent with a few birthdays under their belt will testify, this is not always the key to long-term happiness. It’s much better to choose one considered gift that encourages activity and interaction. Perhaps it’s a classic book you know they don’t have, a sewing kit if they are interested in crafts, or their first proper football.

‘In an age where everyone is so busy and lost in digital, the gifts that kids will treasure are the ones that create memories,’ says kidswear stylist Yvadney Davis. ‘Spending quality time together through interactive and creative gifts will feel less throwaway and more special.’

The key thing to remember when buying gifts for babies is that you are, in fact, buying a gift for the parents. Think about something they will find useful and aesthetically pleasing. A good bet is to think practical and personal.

‘Consider the friend’s situation,’ says kids’ stylist and blogger Charlotte Kewley. ‘Do they need practical gifts or will they have all the essentials covered? Is it a second – or third – child? If so they probably have a lot of baby products and would maybe prefer a luxury gift for themselves. Or is a thoughtful keepsake more appropriate? If you’ve had a baby yourself, think about what you personally would have loved to receive.’

All products in the images above are from our specially curated Find, Keep, Give collection.