When lockdown struck, Dulwich-based wedding photographer Micaela Lindsay found herself facing months without work, writes Holly O’Mahony…
She was keen to send something special to her clients who had been forced to postpone their big day, but struggled to find an affordable gift box that wasn’t filled with unoriginal, mass-produced items. So she set up That Counts, an ‘impactful gifting company’ that sells gift boxes filled with items from independent brands striving to make a difference.
Holly O’Mahony: Tell us a bit about your business, That Counts. What do you do, what inspired you to set it up and what gap in the market does it fill?
Micaela Lindsay: During lockdown, I was looking for gifts to send to my friends and clients whose weddings I’d been due to photograph. I couldn’t find any gift boxes that were design-led and selling products by independent suppliers, while also being affordable and supporting a good cause. So I decided to set up my own version of that.
HOM: In your opinion, what makes a great gift?
ML: A good gift box should delight the person when they open it, and should consist of something tasty, something useful, something just for fun and something that feels like a treat. In my opinion, there should be bonus points if it incorporates some colour coordination.
HOM: What’s the best gift you’ve ever received?
ML: I received a film camera on my 16th birthday. Considering the fact that I’m a wedding photographer, it’s got to be pretty high up on the list!
HOM: You specialise in gift boxes. Tell us about the items you’ve chosen to fill them with. What makes these items popular with your customers?
ML: Gift-giving is as much about the giver as it is the receiver, so we like to offer gifts that we know will be universally liked, used and appreciated. It means that you don’t have to stress and worry about whether or not the recipient will like them. Odds are, if they don’t love shortbread, tea or chocolate from Coco – they’ll be able to regift or share those items with someone who does! All of the above feature in our boxes, as does stationery, ceramics, candles from Hobo + co, bath salts and more.
HOM: How do you choose which independent producers to partner with?
ML: We try really hard to prioritise brands that are making a difference, or are small businesses. Working with brands like Nemi Teas that support refugees, Vent for Change that make notebooks from recycled materials or Arthouse Unlimited who employ neuro-diverse people with physical support needs means that we’re able to spread the impact of our small business.
HOM: Your boxes promote the idea of gifting beyond standard occasions like birthdays or sending gifts in sympathy. You offer boxes for things like self-care and working from home. How come?
ML: Anyone who has been on the receiving end of a gift when we least expected it knows how wonderful it feels to be thought of and cared for. So we try to make it easy and fun for people to send out gifts that can surprise, boost and uplift their friends and family members who didn’t know they needed it. I like to think that we’re there for the discerning but laidback ‘just because’ gifter, who isn’t interested in sending something that feels tacky or wasteful.
HOM: As an online business, what do you do to stay a part of the Dulwich community you’re also a part of?
ML: As a West Dulwich resident who works at Parkhall, I’m surrounded by amazing businesses and entrepreneurs who are always up for a coffee or a walk. Since my home and studio are within 10 minutes of each other, I’ve found myself looking for close and local services to use and support, which has been wonderful.
HOM: You partner with two brilliant charities: one working to end creative poverty and the other supporting refugees. Why have you chosen these charities?
ML: I consider myself a creative entrepreneur and have another career as a wedding photographer. It’s so sad that creative subjects are continuously underfunded in schools and not considered valid career choices. Make Bank aims to tackle creative poverty by providing art supplies to students who otherwise couldn’t afford them. As a South African citizen, I’ve also been very privileged to build a life here in London, but I know that refugees aren’t afforded the same easy transition and support that I was. So being able to support the work of Refugee Action is something that we are proud to do.
Gift boxes from That Counts can be found online at www.thatcounts.co/
This article was brought to you from The South Londoner
