Gemma Lawson

Gemma Lawson has spent the better part of 14 years thinking about what makes a gift actually land — not just look good in a basket. Based in London, she brings together a background in retail buying, event coordination, and consumer lifestyle writing to her work at GiftRanks, where she curates picks for birthdays, celebrations, and the ever-shifting seasonal calendar. Her gift guides have reached over a million Sunday supplement readers, and she's helped a UK gifting brand meaningfully grow its seasonal range. A UKAWP-certified event planner with a Leeds degree in Consumer Behaviour, Gemma knows her way around a gifting brief. She once spent three weeks sourcing the perfect 40th birthday gift — only to find the recipient had already bought it themselves.