The company known for creating extravagant gift bags for Grammy attendees made a surprising decision this year. Instead of filling bags with luxury products for celebrities, they chose to help wildfire victims in California.
Hollywood’s award season is famous for its over-the-top gift bags, packed with expensive and exclusive items. However, this year, Distinctive Assets, a well-known celebrity gifting company, decided to do something different.
They turned their attention toward people who had lost their homes and belongings to the devastating wildfires.
Lash Fary, the co-founder of Distinctive Assets, explained the heartfelt reason behind this change. Instead of the usual glamorous giveaways, the company created special care packages filled with practical and comforting items for wildfire survivors.
These care packages contained things like skincare products, stylish eyewear, and portable Bluetooth devices—items meant to bring some relief and normalcy to those struggling in the aftermath of the disaster.
Fary, who was lucky to be in a safe area, personally knew people who had been affected by the fires. During a virtual interview with a Wish-TV news correspondent, he shared how the idea first came to him.
“I looked at the Grammy gift bags and thought, ‘There’s got to be at least one or two things in here that could be useful for someone who lost everything in a wildfire,’” Fary said. “Then I realized—almost everything in these bags would actually make a great care package.”
That’s when the decision was made. The company converted the luxury Grammy gift bags into meaningful care packages for wildfire victims.
Fary also had a unique perspective on what to include in the care packages. “If everyone at the Grammys is going to be sipping Frontera wine while celebrating their wins, then why not give the same to people who’ve been through so much?” he said.
When asked about potential criticism regarding the choice of items, Fary dismissed the idea that the gifts weren’t appropriate for wildfire victims. “Anyone who has gone through a tragedy knows that sometimes, it’s not just about necessities,” he said.
“It’s about having something—anything—that brings a little joy or even just a distraction, even if it’s only for a moment.”
This meaningful initiative was made even bigger through a partnership with Bright Harbor, an organization that provides disaster recovery support. According to Fary, Bright Harbor would be offering over $1 million in services to wildfire victims throughout the award season.
Switching from high-end gift bags to care packages for those in need might seem like a big shift, but Fary said it was surprisingly easy. “Honestly, it wasn’t difficult at all,” he admitted.
“And the funny thing is, the same things we’re giving to wildfire victims now are the same kinds of things we’re about to give Oscar nominees in a few weeks.”
Distinctive Assets plans to return to their regular gifting practices for the Oscars, but this temporary change sent a powerful message about giving back. It showed that even small gestures can make a big difference in people’s lives after a disaster.
Fary isn’t just an expert in celebrity gifting—he’s the one who transformed the industry. Known as the “Gift Guru” and the “Sultan of Swag,” he pioneered the idea of pairing luxury brands with Hollywood stars, turning promotional gifting into a major marketing strategy.
Over the years, he has worked with major award shows like the Grammys, Latin Grammys, Tony Awards, American Music Awards, and BET Awards. What started as a creative idea has now become a Hollywood tradition, with high-end swag bags generating excitement every award season.
Fary’s influence in the industry has been recognized through countless TV appearances and media features. His ability to blend luxury with smart promotion has solidified his reputation as a trendsetter in celebrity gifting.
Looking at last year’s Grammy gift bags, the contrast is clear. In 2024, Distinctive Assets curated an extravagant $36,000 collection of high-end products for Grammy performers and presenters.
Unlike the Oscars, where only a select group of nominees receive exclusive gift bags, the Grammy swag bags were handed out to 145 people who performed or presented at the event. Everyone on stage was treated equally, receiving identical luxurious gifts.
Last year’s Grammy gift bag contained nearly 60 premium items, ranging from luxury beauty products and cutting-edge technology to one-of-a-kind experiences. One of the most talked-about items was a private performance by mentalist Carl Christman, valued at an incredible $25,000.
Other standout gifts included a $299 smart bird feeder that doubled as a digital postcard sender, a $699 robotic pool cleaner, and noise-canceling Dyson headphones with an air purification attachment. Even pet owners weren’t left out, as the bags included organic, non-GMO pet food from Smack, worth $282.
Big names like Olivia Rodrigo, Billy Joel, SZA, and Lenny Kravitz were among those who received these extravagant gift bags. However, they also got a reminder—high-value gifts come with tax responsibilities.
For example, if someone redeemed Christman’s private mentalist experience, they would have to consider the tax implications of accepting such a costly service.
Despite changes in pop culture and the evolution of Hollywood, Fary believes the core of award season has remained the same. In a 2019 interview, he reflected on how, while award shows have adapted to the times, their basic structure hasn’t changed much.
He compared the long history of ceremonies like the Grammys to the way celebrity gifting has evolved. His company was one of the first to introduce high-end tech giveaways at the Grammys—long before they became a standard practice.
One of Distinctive Assets’ first big partnerships was with Apple when they included iPods in the Grammy gift bags. At the time, this was a groundbreaking move. They also introduced Keurig’s single-serve coffee pods to Grammy attendees when the brand was still new.
Many people questioned whether the product would catch on, but today, Keurig is a household name.
For Fary, the glitz and glamour of award season will always be a part of the entertainment industry, just as celebrity gifting will remain an important tradition.
Whether he’s curating lavish gift bags filled with luxury items or assembling care packages for wildfire survivors, Distinctive Assets continues to make a lasting impact on Hollywood’s biggest nights. This year’s shift in focus proved that generosity—no matter how it’s given—is always in style.
