Juicy News!

Who will spot it first??? And where??? There is a buzz building here with excitement as we are starting to ship them to stores near you now. We hope you love this extra touch of quality designer experience, because we made it to be a chic and elevated complement to you. We want every step of your journey with Lilly full of surprise and delight! So come visit and we’ll shop together, laugh together and send you to your car with the newest additions to our “wardrobe!” 

Then if you want to be someone’s favorite child, favorite friend (or if you order all your own gifts to make sure you get what you NEED), just add gift wrap when you order online to step it up a notch this year for the ultimate at home unboxing experience. Coming soon to your doorstep…

So what’s the juicy back story here?

We have always believed fun packaging is an important part of the customer experience. We hear you collect them all! But we have also been listening and learning. This new packaging wardrobe is based on more responsible choices for those who help recycle and better quality for those who keep and upcycle. Turns out you can be smart, responsible AND chic and unique at the same time!  

But don’t just take our word for it, here’s the intel from our friend and expert: 

We sat down with Evelio Mattos, the Creative Director of Packaging at IDP Direct, who is a true expert in his field as wildly passionate about his work as we are. IDP Direct is known for supporting luxury brands in their pursuit of sustainability and design and worked hand in hand with the Lilly team to bring this to life. 

1. What are some of the considerations that went into designing our new packaging? 

Some of the more responsible decisions made for this packaging program include:



• Partnering with a Forest Stewardship Council®* (FSC®) Certified Supplier: By working with an FSC®-certified supplier that uses FSC® MIx-certified papers and boards, we ensure that the materials come from well-managed FSC®-certified forests and from recycled materials. This material transparency from the managed chain of custody process enhances our visibility into our global supply chain.

• Right-Sizing the Packaging: Our modular packaging program has been right-sized to reduce the amount of packaging generated with each consumer transaction. By shifting to smaller sizes, consumers leave the store with less packaging that is easier to recycle.

• Reducing Plastic Waste: We are making a shift away from plastic laminated non-woven polypropylene (NWPP) bags to paper to help reduce or eliminate plastic waste from the packaging system, which is a major environmental concern that affects marine and terrestrial ecosystems.

2. Tell us – what makes the shift from plastic-laminated, reusable bags to FSC®-certified, paper bags a more circular choice? 



Consumers today have numerous choices for reusable bags from various brands. Our shift from plastic laminated non-woven polypropylene (NWPP) bags to FSC®-certified bags with at least 40% recycled paper is driven by our commitment to material circularity. Unlike plastic reusable NWPP bags, which often end up in landfills due to the lack of recycling systems, our paper bags are easily recyclable. Crafted from heavy paper weights, the new paper bags are durable for multiple uses and can be conveniently recycled in curbside bins.

3. Tell us more about your background and passion for more responsible packaging products:

With over 15 years in retail packaging, I've come to recognize the significant amount of beautiful packaging in landfills today that I've been involved in creating early in my career. Over the past 7 years, I've dedicated myself to eliminating excess packaging and striving towards zero packaging waste by partnering with global experts on the subject. 



At IDP Direct, we've started to guide brands in understanding the consumer journey, the role packaging plays in their personal experiences, and how to eliminate unnecessary elements.



Our commitment is further fueled by having one of our factories in Indonesia, near Bali. The island's beautiful beaches are unfortunately plagued by ocean plastic, making it clear why reducing excess plastic packaging is crucial. We actively participate in monthly clean-ups and support local organizations to make a meaningful impact on our community and environment.



4. For fun—tell us your favorite place in the world to travel?



So far, my top 2 places are Spain and Italy’s Orta San Giulo area. 

My number 1 is just a few hours south of Barcelona away from tourists in a small town. The relaxed atmosphere of the locals, the beaches, the food, is all beautiful and welcoming. 

Even in this faraway place the amount of ocean plastic that ends up on the beaches is disturbing and continues to drive my passion for eliminating excess packaging and unnecessary plastics in packaging.

I literally can’t get away from it.

5. And where do you find inspiration?



Hosting the Packaging Unboxd podcast has helped plug me into the innovative world of sustainable innovations and building a network of thought leaders in the space. We discuss the realities of materials, design, and global recycling confusion on a weekly basis to discover new ways to approach packaging and its waste.

This network of innovators in fashion, product, recycling, and material experts has become a great source of inspiration for developing and testing new concepts that eliminate the need for packaging.

**

Told you he was fabulous. And a good friend to have to make sure we wrap it all up for you just right!

xx Lilly  

* The Forest Stewardship Council® (FSC®) is a global, not-for-profit organization

dedicated to the promotion of responsible forest management worldwide. FSC® defines

standards based on agreed principles for responsible forest stewardship that are

supported by environmental, social, and economic stakeholders. To learn more, visit

www.fsc.org.