Obviously, we will be filtering submissions to prevent link spamming and cutting out any profanities, but we won’t be censoring the commentary. Openness is key.

Why should gift affiliates care? Well, this site represents a major change in tact for us. Ever since we started trading 3 years ago, we’ve been pretending to be big and corporate. Now, we’re not pretending to be anything. We are giving customers the chance to get to know (and hopefully love) us for who we are. As the French say, “vive le difference”! That’s got to help conversion and repeats.

We’re anticipating that this new site will be more tightly integrated into the gift catalogue in the near future. Meanwhile, we busily filling the holes in the content.

Watch out for new developments in the store, as we figure out how to use the participatory angle in a really neat way to help conversion and repeats further.