Melanie Parker
Name: Melanie Parker
Location: Richmond, Virginia
Profession: Entrepreneur / Founder x Gifting Strategist @ Hewson, a B2B Marketing Studio
Self-Description: Introverted dance party lover who thrives on authentic connections and challenging the status quo.
Words to live by: “Action may not always bring happiness; but there is no happiness without action.” -Benjamin Disraeli
On health & wellness
What is something you changed in your life, to change your life for the better? Good, quality sleep is a top priority for me, so I’m always on the lookout for ways to optimize the atmosphere of my bedroom and my pre-sleep rituals. Over a decade ago, I set a hard rule: no TV in the bedroom. In my opinion, beds should be reserved for reading, sleeping, and sex. Lighting is a key element of our bedtime routine, but the bedside lamps had started to feel too harsh, disrupting the peaceful vibe we wanted. My husband gifted me a book light, and it made such a difference that now everyone in the family has one. Our new ritual is simple but sweet: we go to bed with all the lights off, snuggled up with our books. It's become a calming, shared part of our evening.
What advice, inspiration, or motivation can you share to encourage someone to take care of their body, mind, or soul? As a mom, it’s easy to get lost in the constant hustle of to-dos. When I’m running on empty, I remind myself of the airplane mask analogy: you have to secure your own mask before helping others. If I want to show up as the best version of myself—I have to carve out time for myself. It’s tough, no question. There will always be something vying for your attention, whether it’s at work or at home. But finding what fills your cup—whatever that looks like—and making space for it on your calendar is non-negotiable. Prioritizing yourself isn’t selfish; it’s the key to being able to show up fully for everyone else.
What is your favorite health or wellness product? A traditional heating pad serves such a dynamic role from back pain to period cramps or cold toddler toes.
On business
Tell us about your business or role. With nearly a decade of experience in B2B marketing, one thing I’ve learned is that authentic, real relationships are everything. That’s why I started Hewson: to help businesses build meaningful, strategic connections that are thoughtful and intentional. I like to think of myself as an event planner or hotel concierge—just for strategic gifting. I’m not a product owner or affiliate marketer. My role is behind the scenes, connecting businesses, clients, and vendors. It’s about understanding your clients and employees, figuring out the emotional tone you want to set, and sourcing gifts that truly resonate. Think high-quality, meaningful items—nothing generic like another branded mug (there’s a time and place for promotional swag, but that’s not the same as gifting). I typically work with clients in two main ways:
Personalized Consulting
Whether you're looking to strengthen client relationships, boost employee loyalty, or build a community, everything starts with a conversation. We’ll dive into your goals and challenges, and I’ll collaborate with your team—sales, marketing, and leadership—to create an engagement plan that’s authentic and impactful. My goal is to help you nurture genuine, long-term connections while freeing up your time to focus on what matters most.
Strategic Gifting
We’re not in the business of sending impersonal swag. Our gifting process is completely tailored to your business goals. Want to turn one-time clients into repeat customers? Increase referrals? Build loyalty? We begin by understanding what makes your audience tick, and then we dive deep into research. We handle everything—from sourcing and procurement to wrapping and shipping. You focus on nurturing the relationships, and we take care of the logistics.
Here are a few ways we can help:
-Annual Holiday Gifts
-Tiered Client Gifting
-Employee Milestone Celebrations
-Event Gifting (Board Meetings, Team Off-Sites, etc.)
-Alumni and Development Gifting -Creative Direction & Marketing
-Retargeting Campaigns
-Prospect Campaigns
At the end of the day, it’s all about creating moments that are meaningful and leave a lasting impression.
Were you always interested in it or did you fall into it? Marketing wasn’t part of the plan—it was a complete happy accident. After graduation, I spent a few years trying to figure things out. I worked in food and beverage in Charleston, then moved into hospitality in Jackson Hole. I had a ton of fun, neither felt like a long-term path. When I moved to NYC after that chapter, it felt like everyone had a head start. I was hustling, but nothing seemed to click. My F&B and hospitality experience didn’t quite translate to the city's fast-paced restaurant or event scenes, and I found myself stuck. Enter what I called my ‘quarter-life crisis.’ After some unsatisfying admin roles, I decided to take a hard left turn and planned to move to Haiti to volunteer for a women’s microfinance organization. My husband gave me some game-changing advice to spend some time there before making the leap. So, I went. After a week in Port-au-Prince and one very long bus ride to the middle of nowhere to check out where I’d live, I realized—I couldn’t hack it. Coming back home made me more determined than ever to find my next step. By then, interviewing had become my full-time job. When I landed in front of the small business experiential marketing team at American Express, I was losing hope. I didn’t fully understand the role or how my background was a fit, but thankfully, my manager took a chance on me. That leap of faith changed everything. I discovered white-space marketing strategy and, for the first time, I felt professionally challenged and truly satisfied..
What is your favorite part of your work? My favorite part of my work is the variety—I'm always juggling different tasks and learning something new. Lately, I've been diving into content creation with a talented copywriting strategist and exploring AI solutions to streamline my processes, which is super exciting to see unfold. Then, there’s the fun stuff: building a diverse, handpicked selection of vendors. I’ve been vetting white-label candle companies and have found a few local makers that are a perfect match. But it’s not all about sourcing and gifting; I’m also deep into the practical side—financing, process-building, project management, and working with graphic designers to create on-brand, visually appealing experiences. The heart of my work, though, is helping clients map out their client engagement strategy. Whether it's how they onboard customers, communicate throughout the year, or plan meaningful gifting moments, it's about creating a cohesive, intentional experience at every touchpoint. The real joy comes when everything clicks together, and clients see things in a new light. Like when someone says, "We’ve always sent Christmas gifts because that's just what we’ve always done," I get to ask, "But why? What’s the purpose? Is it to position your brand, show appreciation, or something else?" It’s about getting them to think beyond the routine and be more intentional with every action. The best part is that it doesn't have to be complicated. With thoughtful execution, even a couple of meaningful touchpoints a year can make a huge impact. When you focus on making those moments count, they create real, lasting value.
What advice would you give someone who is looking to get into the same industry? It will all work out. Life is a series of decisions and steps, and not every one of them has to feel like the "perfect" move at the time. I’ve experienced my share of stressful career moments, and honestly, I’ve never been the type to map out a five-year plan. A piece of advice I heard recently really stuck with me: "Rather than waste your time being stressed over the right decision, make the decision right." Every twist and turn I’ve taken has taught me something valuable that ultimately led me to where I am today—running my own small business. The truth is, the most challenging, tumultuous times in your career are often the ones that teach you the most. It’s not just about surviving those moments but reflecting on them, processing what you've learned, and understanding how those experiences shape your story and show up on your resume. In the end, career paths rarely follow a straight line, but the experiences along the way give you the skills and insights that matter most. Embrace the journey and trust that it all contributes to the bigger picture.
On motherhood
What advice would you give a new mom who is going through it for the first time? Advocate for yourself, educate yourself, and plan ahead. There’s a lot of emphasis on things like setting up the nursery and your registry, but one of the most important things you can do is prepare for the logistics of birth and those first few weeks postpartum. If you have divorced parents or complicated family dynamics, plan in advance how you’ll communicate updates. Will there be a family phone tree? A group email? Will you take visitors in the hospital or at home? And if so, are you comfortable with them seeing you breastfeed or walk around in a diaper? These conversations can feel awkward, but as the birthing parent, you should call the shots. Educate yourself on your options. I was set on a natural birth, but my backup plan was an epidural—not a C-section. When I needed an epidural, I was shocked to realize I wouldn’t be able to move from the bed. Know what choices you have in a hospital setting—whether it’s about pain management, interventions, or even newborn care. Advocate for your birth plan. Print out your preferences and share them with your doctor, nurses, and partner. We were adamant about declining certain standard procedures for our newborn, and having a copy of hospital policies and laws helped us stand firm. And lastly, not everything about newborn parenting is binary. People talk about babies as if they either sleep or don’t, breastfeed or bottle-feed—but real life isn’t that black and white. Surprise, you can mix formula and breastmilk! The goal isn’t to check a box; it’s to find what works best for you and your baby so learn where you can play around with process.
Was motherhood something that came naturally to you or did it take some time to find your rhythm? Motherhood has always felt natural to me. As the oldest of four, I grew up around babies and kids, started as a mother’s helper at 12, and nannied well into my 20s. I’ve always loved babies and feel incredibly comfortable with them. I’ll happily hold your baby, change them, feed them. The only time I ever truly felt confused was in the hospital when my son was crying, and I hesitated before asking if I could breastfeed him (clearly delusional after being awake for 24 hours). That moment stuck with me because it reminded me how much we - especially women—are conditioned to seek permission, even for things that should feel instinctive. Do what feels right for you, ask questions, and seek support when you need it.
What is one product you'd recommend for a mom of a newborn, toddler, or teenager? Baby Breeza —the nespresso of baby formula. You can set the ounces and it makes a perfectly warmed and mixed bottle for you. It's a great resource for dads and other caregivers to feel empowered during the feeding process.
Is there anything you'd want to say to women who are currently pregnant for the first time? Nothing lasts forever—every phase, every discomfort, and every wild, wonderful change is temporary. Your body is incredible. It may feel strange and unfamiliar at times, but it’s doing something extraordinary. Embrace it, even when your clothes don’t fit quite right or when you don’t recognize yourself in the mirror. And take photos! Even if you don’t feel like it, even if it’s just for you. One day, you’ll want to look back and show your child where they came from.
Keepsake idea: Find a way to document memories that feels natural to you. Traditional baby books can feel too structured or overwhelming, and if that’s not your style, don’t force it. I love writing but wouldn’t call myself a journaler, so I jot down little poems and stories for my kids when I have quiet moments. I also leave myself voice notes or record short videos—small snippets of our life that capture emotions in the moment. Whatever you choose, consolidate as you go. Whether it’s a simple notes app, an iMovie montage, or a photo album, keeping everything in one place makes it easier to look back on later.
The full list of favorable mentions are linked below with a brief description.
Favorite gift to give: Personally, I’m in an anti-stuff moment. Professionally, I believe gifts are a powerful tool for connection, but in my own life, I’ve noticed we sometimes use them as a distraction rather than an intentional way to show care. Lately, it feels like family interactions are centered around giving, and it doesn’t always feel good. We’ve started equating spending money with showing love, but what I really crave is time—someone showing up, being present, and having an interesting conversation. Here are a few favorite experiences. For new parents always go with food—something nourishing or indulgent for parents and kids, but please, never with dishes to clean and return. For my kids, less is more. I joke that the best gifts are whatever’s in your purse—a hotel key card, a chapstick my toddler calls yipstick (melts me every time). Big shipping boxes are a favorite—we color them, turn them into beds, rocket ships, whatever. I’ve noticed when they get too much at once, especially around birthdays or Christmas, they disengage because they’re overstimulated. For me, the best gift is an easy Saturday with no agenda, a pile of energetic kids in my bed, and a great coffee. Or little indulgences, like Rose Delight Chews or a thoughtful homemade treat. A former coworker and friend used to bring over beautifully made olive oil grapefruit bread, wrapped in wax paper with a simple ribbon—you could tell it was made with love.
What is a recent purchase you made that you love? Clare V Grande Fanny / I love this so much I now have in two colors. With little kids, I need to be hands free but never took to the diaper bag backpack life. This sling gets me from day to night and holds all of my essentials. It’s in an investment but absolutely worth it. Stardust App / My friend Christina of Lua Astrology recommended this and it’s been a game changer. It gives unique and interesting insight on your cycle that combines science and astrology. I’m too old to admit I just learned my period aligns with the full moon (any other red witches out there?!). You can also share your cycle with a partner and cast a digital ‘spell’ depending on your mood like ‘bring coffee’ or ‘clean the house’.
What do you never leave the house without? A small notebook and pen for on the go musings, Weleda lip butter, Ice Breakers gum, lollipops, Shisheido sunscreen stick, EO Lavender deo wipes, crayons, coloring books, and snacks, Mamma Chia for the win, always.
Book Recommendation: The Book of Longings by Sue Monk Kidd is a historical fiction novel about Ana, a woman who challenges the gender and social norms of her time while seeking to understand herself within the constraints of an oppressive Roman Empire. The story resonates deeply, reflecting the ongoing struggles women face in asserting their voices and identities in a world that often seeks to silence them. It’s a powerful exploration of resilience, ambition, and the enduring impact of women’s roles in society.
Podcast Recommendation: One of my rituals is listening to The Daily by the NY Times but a friend flagged The Telepathy Tapes and that is taking center stage. It’s an amazing, bingeable, beautifully done investigation into the world of communication for non-speakers with autism. It expands your mind and challenges a lot of fundamental ‘truths’ we’ve been taught about the types and modes of communication specifically through the lens of ableism and modern social structures. It’s thought-provoking, beautifully done, and will make you rethink what communication truly is. I’d recommend saving it for a long car trip because once you start, you won’t want to stop listening.
Artist Recommendation: Mumford and Sons new single Rushmere. Koshi Bells are a great calm down tool and often requested by my 4-year old when he's feeling overstimulated.
Makeup product: When I find a product I love, I get almost religious about it—it has to be intuitive, effective, and have serious staying power. Right now, I’m hooked on Aker Fassi for my cheek and lips from Officine Universelle Buly, Glossier Boy Brow, Westman Atelier Contour Stick and mascara.
Skincare Product: Dedicated to this powerhouse trifecta: Biologique Recherche P50, U Beauty The Super Hydrator and either Supergoop Unseen Sunscreen or Innis Free Daily UV Defense Mineral Sunscreen.
Kids Clothing Brand: MagneticMe for newborn sleep, Tiny Cottons and Mini Rodini for funky fresh little kid outfits, Vans for a cute but durable shoe.
Small Business to support: Shout out to my local favorites Celladora for wine and a good time, Boketto for health and wellness, Verdalina for retail therapy, and Odd Bird for small batch pantry goods and funky gifts.
Favorite store in another state or country: Daylesford Organic in London is a beautiful store with fresh farm to table eats, seasonal sweets and stunning home goods.
Hotel Recommendation: Mont Rochelle, an unbelievable hotel and vineyard nestled into the foothills, in South Africa's ‘French Corner’ Franschhoek
Want to follow Melanie?
Hewson (named after my son) is a B2B marketing studio specializing in tailored, innovative client and employee gifts for small to midsize companies. I’m on the lookout for 1) new partners in the market needing support with client and employee gifting and 2) cool products made by cool people.