Businesses We Love: Madebox founder Samantha Finnegan on the role gifting can play in building a brand

SmartCompany is proud to introduce ‘Businesses We Love’, a new series in partnership with Optus Business. In each edition, we chat with Australian founders and business leaders about productivity, connectivity, technology and the realities of running a modern business.

For Samantha Finnegan, corporate gifting has never really been about what's inside the box.

After more than 20 years building brands, partnerships and commercial relationships, the Madebox founder saw an opportunity to do things differently. Her business curates bespoke corporate gift boxes filled with products from Australian small-batch producers, making it easy for large organisations to support local businesses while giving recipients something genuinely memorable.

Finnegan believes gifting is often a missed branding opportunity. Rather than simply sending another hamper, she sees it as a chance for businesses to communicate their values while supporting Australian producers and regional communities.

We sat down with Finnegan to talk about purpose-led business, regional Australia, AI and why storytelling still matters.

You spent more than 20 years building brands and partnerships before launching Madebox. What did corporate life teach you that turned out to be surprisingly useful as a founder?

"I set Madebox up a though it was already a much larger business. That meant putting the right processes in place from day one so we were ready to grow when the opportunity came.

"Starting out as a one-person business taught me every part of the operation. You end up doing everything yourself, and that gives you a much better understanding of how all the moving pieces fit together as the business grows."

Madebox was born during lockdown when many regional producers were doing it tough. Was there a moment when you realised this needed to become more than just an idea?

"I'd wanted to start a business for years, but COVID was the catalyst. I wanted to do something constructive during a time when everything felt outside our control.

"I'd always loved discovering local producers, and when tourism disappeared after bushfires, floods and lockdowns, I realised businesses wanted to support them too. They just needed an easier way to do it."

You've built a business around supporting Australian makers. What's something city-based founders often underestimate about regional businesses?

"Small businesses are often the canary in the coal mine. They're usually the first to feel rising production costs, transport costs or the impact of events like floods and bushfires.

"Behind every product is someone who's invested their passion into building something special. Small businesses give regional Australia its character and they simply need more opportunities to get in front of people."

Relationships seem central to your business. What's the best lesson you've learned about building partnerships that last?

"Be authentic, deliver quality and make sure what you're doing genuinely helps people.

"The thing I love most about Madebox is that it's a win-win-win. Businesses show appreciation in a meaningful way, recipients discover incredible Australian products and small producers gain valuable opportunities.

"For one client, we included an item from the local postcode of each gift recipient, so they could see the gift was supporting their own community. For another, we curated gifts for thousands of staff across hundreds of branches, using products from around 70 Australian producers. That’s when gifting becomes more than a nice gesture. It can have a real economic impact."

You're working with hundreds of producers across Australia. How important are technology and connectivity in making that possible?

"They’re absolutely essential. We’re working with hundreds of producers, many of them in regional communities, as well as large corporate customers across the country, so staying connected keeps everything moving.

"People expect answers quickly and projects to run smoothly, regardless of where they’re located. Reliable mobile coverage, fast broadband and the right technology partners help us maintain those relationships and deliver the level of service our customers expect."

What's one piece of technology that's made the biggest difference to how Madebox operates?

"Without question, it's AI. It has transformed how productive our small team can be and allows us to do far more without dramatically expanding the business.

"I don't think AI will replace people. I think it'll replace people who don't learn how to use it."

If you had to choose, would you back a great product, a great founder or a great story?

"A great story, every time.

"I've always believed business is built on emotional connection. AI is incredible and I use it every day, but it will never replace genuine human relationships.

"Every Madebox includes story cards introducing the people behind the products because that's what people remember. They don't just remember what they received. They remember how it made them feel and why it matters."

What's the best message you've ever received about Madebox?

"The messages from producers are always the most rewarding. Sometimes it's someone telling us a large order made their week or that our support genuinely helped their business during a difficult period.

"Those moments remind you that what you're doing is making a real difference to someone's livelihood."

What's the best product you've discovered recently?

"That's like asking me to choose a favourite child.

"One that really stands out is Kenyak, a Hobart chocolatier founded by Chris Greentree. Chris trained as a pastry chef before turning to chocolate making, and the attention to detail in everything he creates is incredible. His honeycomb is made with honey from a nearby farm and coated in beautifully smooth Swiss chocolate, and he's constantly experimenting with local ingredients to create something unique.

"That's what I love most about this business. I'm always discovering producers I'd never heard of before who are making extraordinary products with incredible stories behind them. It's a privilege to help introduce them to more people."

When you're completely switched off from work, where are we most likely to find you?

"I love travelling, discovering local food and meeting the people behind it. But if I'm honest, I'm usually researching new producers or thinking about how we can connect them with more customers.

"When I really do switch off, it's all about spending time with my family."