The Power of the Perfect Swag Bag

When we talk about handbags, we often focus on craftsmanship, proportion, materials, and style. But there’s another bag that deserves serious consideration in the accessories conversation: the swag bag. Universally loved, highly anticipated, and often talked about long after an event ends, the gift bag is a unique hybrid, part marketing tool, part emotional keepsake, part discovery platform. From the legendary Oscar gift bags, sometimes valued well into six figures, to those handed out at charity galas, conferences, brand retreats, and industry events, swag has evolved into a sophisticated form of brand storytelling.

At its best, swag creates delight. It introduces new brands, puts product directly into the hands of influential tastemakers, and offers a tactile experience that no digital campaign can fully replicate. A thoughtfully curated bag says we see you, we value you, and we want to be part of your life. And no one understands that better than Nancy Berger, the founder of Start With a Good (S.W.A.G.), who is known across industries as the undisputed Queen of the Gift Bag.