The co-founder of the company famous for giving luxurious gift bags to Grammy attendees recently explained why they decided to skip the tradition this year. Instead of handing out expensive gifts to celebrities, they chose to do something meaningful—help wildfire victims.
Hollywood’s award season is known for its extravagant giveaways, where A-list stars receive high-end products simply for attending. But this year, the Grammys took a different path.
Distinctive Assets, a well-known celebrity gifting company, made a bold decision: instead of their usual luxury swag, they put together care packages for those who lost their homes and belongings in the devastating California wildfires.
Lash Fary, the co-founder of Distinctive Assets, shared how they turned their signature gift bags into something much more valuable—relief packages for wildfire survivors.
Rather than perfumes, designer accessories, or luxury vacations, these special care packages contained practical items such as skincare products, eyewear, and portable Bluetooth speakers—things that could bring comfort and a sense of normalcy to people going through an incredibly tough time.
Fary himself was safe from the fires, but he had friends who weren’t as lucky. In a recent virtual interview with Wish-TV, he recalled the moment he realized how their Grammy gift bags could be repurposed to help those in need.
“There’s bound to be one or two items in here that would make good care packages,” Fary said. “And as it turned out, literally everything in here would make a great care package.”
With that realization, they made the switch. Instead of sending expensive gifts to Hollywood’s elite, they redirected those same high-end products to families who had lost everything.
“So, we just kind of converted them and decided, ‘You know what? If everyone at the Grammys is gonna be having Frontera wine while they’re celebrating their win, then why not provide that to folks who might need a drink after everything they’ve been through?’” he added with a chuckle.
Some people questioned whether luxury products belonged in care packages for disaster victims. But Fary had a strong response for anyone who doubted the idea.
“No one who’s been through a disaster would ever have that reaction,” he said firmly. “For any of us who’ve experienced something tragic, it’s about having something—anything—that brings distraction, something that helps you forget, even just for a moment.”
Beyond just donating items, Distinctive Assets teamed up with Bright Harbor, an organization dedicated to disaster recovery. This partnership meant that over $1 million worth of recovery services would be provided to wildfire victims throughout award season.
Surprisingly, Fary revealed that shifting their focus from celebrity gifts to care packages wasn’t difficult at all.
“It was remarkably easy,” he admitted. “In fact, that’s always been the underlying theme of our gift bags. Even with what we give to talent, all the items in these care packages are the same things we’ll be giving to Oscar nominees in just a few weeks.”
While Distinctive Assets plans to return to their usual gift-giving at the Oscars, this temporary change was a powerful reminder of the impact of generosity. It showed that even small acts of kindness can help rebuild lives after a tragedy.
Lash Fary isn’t just another businessman—he’s a pioneer in the world of celebrity gifting. Often called the “Gift Guru” and the “Sultan of Swag,” he has turned promotional gifting into an art form, making luxury brands and Hollywood stars a perfect match.
His company has provided exclusive gift bags for the biggest award shows, including the Grammys, Latin Grammys, Tony Awards, American Music Awards, and BET Awards.
What started as a creative marketing idea has now become an industry standard, generating massive media attention and making luxury swag bags a must-have for award season.
With years of experience and countless TV appearances, Fary has used his platform to not only elevate brands but also support meaningful causes. His ability to mix glamour with purpose has cemented his status as a tastemaker in Hollywood.
Looking back at last year’s Grammy gift bags, the contrast is striking. In 2024, Distinctive Assets curated a jaw-dropping $36,000 collection of high-end items for Grammy performers and presenters.
Unlike the Oscars, where only select nominees receive gifts, the Grammys ensured that 145 people who stepped on stage—whether to perform or present—got the same luxurious package.
Last year’s Grammy gift bag was filled with nearly 60 premium items, ranging from cutting-edge technology to once-in-a-lifetime experiences.
One of the most exclusive offerings was a private performance by famous mentalist Carl Christman, worth an astonishing $25,000.
The bag also featured a $299 smart bird feeder that doubled as a digital postcard sender, a $699 robotic pool cleaner, and a pair of Dyson noise-canceling headphones equipped with an air purification attachment.
Even pets weren’t left out—celebrity pet owners received a $282 supply of organic, non-GMO kibble from Smack.
A-listers like Olivia Rodrigo, Billy Joel, SZA, and Lenny Kravitz were among those who received the lavish gift bags. However, with great gifts came great responsibility—high-value experiences, such as Christman’s private show, required recipients to consider tax implications before redeeming them.
Despite the ever-changing trends in Hollywood, Fary believes that award shows remain fundamentally the same at their core. In a 2019 interview, he reflected on his time in the industry and how, despite minor adaptations, the structure of these prestigious events has stayed consistent.
He also recalled how Distinctive Assets played a major role in introducing high-end tech gifts to award shows. One of their earliest partnerships was with Apple, which included iPods in Grammy gift bags—an idea that was groundbreaking at the time.
Fary’s team was also responsible for launching now-popular products like Keurig’s coffee pods, which first made their way into Grammy swag bags when the single-serve brewing system was still a new concept.
Back then, some people doubted whether it would ever catch on, but today, Keurig machines are a household staple.
For Fary, the glitz and glamour of award season will always be a major part of the entertainment industry.
And whether it’s assembling luxury gift bags for celebrities or providing care packages to wildfire victims, Distinctive Assets continues to make an impact in Hollywood—proving that giving, in any form, never goes out of style.
