The holidays in New York City always feel special — the lights, the energy, the last-minute shopping, the quiet little moments tucked into the chaos. But spending a full weekend at Baccarat’s new Meatpacking boutique made the season feel even more meaningful.
Baccarat hosted a holiday retail activation where guests received complimentary live calligraphy holiday cards with their purchase and I had the joy of personalizing notes for customers shopping both in-store and online.
As a calligrapher specializing in luxury brand events and retail activations throughout New York City and the Tri-State area, this was one of those projects that reminded me why I love what I do.
Turning holiday shopping into something personal
Throughout the weekend, shoppers browsed Baccarat’s crystal collections and then paused to choose a card and write a message to someone they love.
Guests could choose between a rich red ink inspired by Baccarat’s signature color, classic gold, or timeless black.
It was simple but it changed the entire shopping experience. Instead of just buying a gift, customers were creating something personal — something emotional.
More than just Holiday cards
One of my favorite parts of the activation was how many different occasions people were shopping for.
There were:
Christmas cards
Hanukkah cards
New Year’s cards
“I miss you” notes
Cards for parents, grandparents, partners, friends and long-distance loved ones
Some messages were short and sweet. Others were heartfelt and long. A few made me pause (in the best way) before writing them.
For online orders, customers submitted their notes digitally, and each one was handwritten and packaged to be included with their purchase — adding that same personal touch even when shopping from home.
Why live calligraphy works so well for retail activations
Luxury retail is about how something feels, not just how it looks.
Live calligraphy naturally:
Slows people down
Creates a moment inside the store
Makes gifts feel thoughtful instead of transactional
Adds emotional value to the product
Gives customers something worth sharing and remembering
In a city like New York, where every brand is competing for attention, these small details make a huge difference.
This weekend at Baccarat felt less like an “activation” and more like being part of someone’s holiday memory, and that’s always the goal.
Collaborating with Baccarat at their Meatpacking location was a beautiful example of how New York City calligraphy can elevate retail moments into something memorable.
Planning a brand event or retail activation in NYC?
If you’re planning an upcoming campaign or in-store experience and want to incorporate live calligraphy or personalization, I’d love to chat.
You can explore more of my brand event work or reach out through my contact page to discuss availability.