By: Blair Kaplan Venables
When Emmys week rolls around, Hollywood is buzzing with anticipation, not only for red carpets and award speeches but also for the ultra-exclusive luxury gifting lounges that bring together celebrities, media, and the brands eager to reach them. Among these, one name consistently rises above: Heather Marianna. What began as a passion project born from her own brand journey has transformed into a sought-after gifting experience in the industry.
From Sponsor to Industry Leader
Marianna’s story began on the other side of the table. As the founder of Beauty Kitchen, she first experienced the transformative power of gifting lounges as a sponsor. “I couldn’t believe I was creating products and then having lunch with people I’d only ever seen on TV,” she recalls. When Doris Bergman, producer of one of the beloved lounges, passed away, Marianna was asked to take the reins. She hesitated at first but quickly realized that if she didn’t step up, the community of brands she had grown to love would lose a vital platform.
That sense of responsibility and the business acumen to see the opportunity set Marianna on a path that would forever change the luxury gifting space.
Building a Community, Not Just an Event
Most gifting lounges dazzle with champagne, branded displays, and star sightings, but Marianna’s vision went deeper. She wanted to create a space where business happened long after the event. A hallmark of her lounge is the sponsor networking event held the night before, where brands meet, collaborate, and form partnerships. “I’ve seen so much business come out of that, and it makes me so happy,” she explains.
Her background in PR and marketing also shaped her approach. Unlike traditional lounges, where sponsors simply set up a table, Marianna provides tailored coaching and onboarding. Every sponsor receives a one-hour strategy call with her to discuss how to maximize ROI, prepare press materials, and leverage media and celebrity connections effectively. The result? Repeat sponsors, bigger names, and long-term value.
Attention to Detail
Behind the glamour lies a relentless commitment to execution. Marianna is candid about the workload, fielding dozens of calls daily, coordinating logistics for over 60 sponsors, and managing an entire media team. But she thrives in the chaos. “Once I start hearing all the things that happen after the event and seeing the amazing press my team secures, it’s all worth it,” she says.
From non-alcoholic bars and curated food stations to luxurious gift bags placed directly in hotel rooms, her lounges are designed to feel like a full-scale VIP experience. She doesn’t cut corners: always held at upscale hotels with room blocks secured for sponsors, her events strike a balance between exclusivity and hospitality.
Media as VIPs
One of Marianna’s unique decisions is requiring sponsors to gift the media as well as celebrities. While many lounges overlook journalists, Marianna views them as just as critical, if not more so, to a brand’s success. “Media honestly helps brands a lot more than celebrities sometimes do,” she notes. By treating the media with the same care as A-list talent, her lounge has become a magnet for coverage. Reporters and outlets clamor to be invited, knowing they’ll walk away with new stories, connections, and an elevated experience.
Curating the “It Brands”
Not every brand can buy its way into Marianna’s lounge. Each application is vetted for fit and value. “I want brands to get a real return on investment,” she stresses. By declining brands that aren’t aligned with the audience, Marianna maintains the integrity and allure of her lounge. This exclusivity ensures that when a brand makes it in, the exposure is impactful and the connections meaningful.
The results speak for themselves. What once required Marianna to “sell” the concept now draws eager sponsors who book months in advance. The waiting list is long, and the repeat participation rate is enviable.
A Competitive Edge in a Crowded Market
The luxury gifting industry is competitive, but Marianna has carved out a clear niche by offering more than just an event. Her sponsors don’t just leave with photos and intentional celebrity encounters; they gain global media placements, professional PR support, and a network of peers.
She also made a bold move that sets her apart: banning influencers. In an era where influencer marketing is ubiquitous, Marianna doubles down on traditional media and celebrity connections. “I know a lot of brands have been burned by influencer culture,” she explains. “I want my sponsors to get real results, and that comes from media and celebrities who align with their brand.”
Expanding the Vision
For now, Marianna keeps her focus on the two crown jewels of Hollywood: Emmys Week and Oscars Week. She refuses to dilute the brand with smaller events, but her ambitions are global in scope. Plans are already underway for a Cannes Film Festival lounge, and she’s eyeing a dream venue for the Oscars by 2027.
Beyond her flagship lounges, she’s also fielding requests from celebrities and organizations to produce gifting experiences at galas, golf tournaments, and charity events. For Marianna, the future is not about volume but about prestige and impact.
Lessons in Leadership
Marianna’s success offers lessons for entrepreneurs seeking to dominate their niche. Her advice: lead with authenticity, give more than expected, and pay attention to the minor details. From sending sponsors reminder emails about press materials to ensuring the food is memorable, every touchpoint matters.
“I always say you can’t burn bridges,” she reflects. “Relationships are everything in this business.” That philosophy, combined with her organizational rigor and marketing savvy, has positioned her lounge as one of the gold standards.
As Hollywood evolves, so too does the business of branding. Marianna’s lounge demonstrates that luxury gifting is more than glitz; it’s strategy, relationships, and measurable ROI. By blending community with exclusivity, she has redefined what a gifting lounge can be, turning it into a launchpad for brands and a must-attend event for media and celebrities alike.
And for Heather Marianna, this is just the beginning. Be at her next gifting lounge and learn more about her on her website.
Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policies or positions of any brands or individuals mentioned. The content provided is for informational purposes only and does not constitute an endorsement or guarantee of success for any particular brand, event, or business strategy.
