Cynde Cassel is a personal shopper to the stars, a gift genie who knows exactly what to buy and for whom – and with very few returns. Think of her, at this time of year, as a better-looking version of Santa, answering wishes and doling out presents, a smiling member of the it's-a-tough-job-but-someone's-got-to-do-it department.
Her clients run the gamut from A-list to, well, AAA-list: George Clooney, Lady Gaga, Diane Keaton, Emma Stone, Jennifer Garner, Ben Affleck.
Star Treatment, the company she started with business partner Marnie Lerner in 1996, is based (of course) in Los Angeles, where, for the past 20 years, it has been the go-to gift-giving service for cash-rich but time time-strapped celebrities as well as their film studios. Most hire Cassel to find the perfect gift for those on their lists. They know of her through word of mouth and also because at one time or another they have been on the receiving end of Cassel's perfect present presentations.
"These people are used to the best of the best, so they're the most discerning of clients," says Cassel, a 45-year-old Texas native who developed her gifting chops while working as a personal shopper at Bloomingdales in New York.
Recently in Toronto, she shared some of her shopping secrets of the stars at a celebrity gift-giving session organized by Winners, HomeSense and Marshalls.
While acknowledging that having a personal shopper is the ultimate in luxury, Cassel said it is a service that gift-givers on a budget can easily replicate themselves – provided they have the right mindset.
It all boils down to empathy: putting yourself in the shoes of the intended beneficiary of a gift, even if those shoes are the Jimmy Choos once sourced as a gift for Julia Roberts.
"What makes me a good gift giver is that I am not thinking about what I like; I am thinking of the recipient," Cassel says.
Specifically, she is thinking of their likes, their interests, their projects. Personalizing the gift-giving process can be as simple as checking out the intended recipient's social-media accounts – Facebook, Pinterest and Instagram, for example – as a way of figuring out what really is on their wish list.
"Many people post wishboards these days and you can just tap into them," says Cassel.
Ideas for her clients tend to involve a layered approach and are generated through frequent visits to gifts shows, online stores and, yes, malls. For a celeb, she never buys on sale and usually never has to worry about a budget. But that doesn't mean the personal touch doesn't apply.
"I try and give gifts that are relevant to the celebrities' current lifestyle, such as a gift that ties into a script they are working on or something for the home if they just moved. Celebrities are often travelling or on location, so I like to send something soothing, an item to bring the comforts of home to their trailer. Celebrities, like all of us, appreciate a thoughtful gift."
Cassel also buys for regular folk, including members of her own family and the people who have helped her navigate her day-to-day life as a working mother and wife. She says she shops all year to be ready for any occasion and keeps lists to remember a good deed that needs rewarding.
Her stash of presents-for-all-reasons also serves her well during the holiday season, when she has to give to someone she may not know well but who might have helped her at one point during the year, such as the crossing guard at her daughters' school or the grocery clerk who helped take her bags to the car.
The point of a present, she says, is to make the person who receives it feel considered and appreciated. It really is the thought that counts.
"The best gift I ever received," says Cassel, "is when a friend gave me a pen with a quote attached for no special reason. That made me feel special."
Cynde Cassel's top five gifting tips
Use social media
Checking out the Facebook pages, Instagram accounts or Pinterest boards of friends and family can help shoppers find out what gifts their recipients may be coveting. "There's so much information available via social media, making it a great tool when searching for gift ideas," Cassel says.
Think digitally
Smartphone or tablet users can download apps such as OneNote or EverNote to stay organized by keeping an ongoing list of people they need to buy for as well as gift ideas. "I know the Garner/Afflecks like to give educational children's toys to their friends with kids," says Cassel. "I keep that tidbit of information in an app on my phone and add to it whenever I hear about a great new educational game."
Stockpile
Last-minute invitations to parties and gift exchanges are all-too-common during the holiday season. To avoid arriving somewhere empty-handed, Cassel recommends stockpiling gifts for spur-of-the-moment events: "My go-tos are items such as tea towels, salad servers and olive-oil-and-vinegar sets."
Monogram it
Monograms and iconography are hot trends this season, allowing shoppers to pick out personalized gifts tailored specifically for the recipient. "Monogrammed mugs, cushions and artwork are a great way to customize gifts without going through the extra trouble and cost of having something engraved or embroidered," says Cassel.
Heed that impulse
"If you see the perfect gift for someone on your list, don't hesitate to buy it," Cassel says. Look for stores with good return policies, though. Just in case.