What if a "Gift Professional" Seriously Chose a Gift? Gift Specialty Company Bellvie Launches "Moshigifu" Welfare Project, Distributing 10,000 Yen to 105 Employees for Self-Selected Gift Giving Funds.
Gift specialty company Bellvie Co., Ltd. has launched the "Moshigifu" welfare project, distributing 10,000 yen in gift-giving funds to 105 employees to choose presents for their loved ones. This initiative, timed with Mother's Day, aims for employees to rediscover the intrinsic value of gifting through the experience of giving.
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- 📰 Published: April 27, 2026 at 17:47
- 🔍 Collected: April 27, 2026 at 09:01
- 🤖 AI Analyzed: April 27, 2026 at 09:10 (8 min after Collected)
Bellvie Co., Ltd., which operates the gift specialty store "Sommelier@Gift" (Head office: Ichikawa-cho, Kanzaki-gun, Hyogo Prefecture), will implement the "Moshigifu" project as an employee welfare initiative to promote the "experience of giving gifts to loved ones" for 105 employees, including part-time staff, coinciding with Mother's Day.
In this initiative, the company will subsidize gift purchase costs up to 10,000 yen per employee. Under the question, "What would a gift professional give to someone important to them?" each employee will freely choose and actually give a gift.
■ About the "Moshigifu" Project
What if employees of a gift specialty store seriously considered "the most delightful gift" with 10,000 yen provided by the company?
Although we deal with gifts every day, this time we asked ourselves anew, "What would I choose if I were to give a gift to someone?" Who would I give it to, and what would I choose? What kind of time would I spend?
This initiative was born from that simple question. In this project, each employee will choose a gift while thinking of someone important to them, such as their mother, family, or someone they are indebted to. There are no restrictions on what can be chosen; it is important to "give" in various forms, including not only products but also experiences like dining out or going on outings.
■ Small Joys Spreading Within the Company
In this initiative, the content of the gifts is also intentionally not limited. For example, some may choose food to host a small party at home as an opportunity for family gatherings, while others may visit a restaurant they rarely go to and give the entire experience. Not just "what to give," but also "what kind of time to spend" is also a part of gifting.
Voices like these are already being heard within the company:
- "I'm thinking of going to a restaurant I usually don't enter on my way home from work."
- "I'd like to discuss with my child what my mother would like."
- "I'm thinking of spending a day visiting Himeji Castle with my family, which we haven't done since elementary school, and then eating soba."
Who to give to, what to give, and how to give it. The way to choose is also different for each person. There is no single right answer. There is only one thing: the feeling of "wanting the recipient to be happy."
■ What We Value Because We Work with Gifts
When we deal with gifts every day, we sometimes unconsciously start to think, "I have to choose something good." But in reality, it's those casual moments, like finding something on the internet or accidentally encountering something while walking around town, that make us think, "This might be good for that person." That might be the beginning of a gift.
There are undoubtedly many wonderful gifts in the world that we haven't yet encountered. Each of those encounters connects us to the feeling of "it's nice to give to someone" and gradually expands the joy of gifting. Something chosen for someone and delivered with thoughts. That is a gift.
But its value is not just in the product itself. The time spent thinking about who to give to. The time spent pondering while imagining that person's face. The time spent wondering, "Will they be happy with this?" We feel that each of these moments creates the true value of a gift.
Through this initiative, we want to reaffirm the importance of that value by having our employees experience "being the giver."
■ From a Town of 10,000 People to a Gift Specialty Store
Bellvie Co., Ltd. was born in Ichikawa-cho, Kanzaki-gun, Hyogo Prefecture, a small town with a population of about 10,000. In 2005, a small online shop started by a couple initially sold local specialties and vegetables. However, sales did not grow as expected, and the situation remained so severe that they even considered closing the business. It was then that "gifts" received a slight response. With each order, we received feedback saying, "They were pleased." That experience became a major turning point for us. At the time, we thought "gifts wouldn't sell online," but as we encountered customers' joy, we began to believe in the potential of gifts.
Then, in 2008, we shifted our focus to become a gift specialty store. Currently, we have over 100 staff members, handle over 5,000 products, and expect sales of around 10 billion yen for the current fiscal year (ending May 2026).
The reason we, who started in a small town of about 10,000 people, have been able to continue this far is solely due to the support of our customers. Our origin lies in that small experience of "making someone happy."
That is why we wanted to reaffirm the importance of "the experience of being the giver" this time.
■ The Occasion of Mother's Day
This initiative will be carried out around Mother's Day. The "Thank you" that is usually hard to put into words—
In this initiative, the company will subsidize gift purchase costs up to 10,000 yen per employee. Under the question, "What would a gift professional give to someone important to them?" each employee will freely choose and actually give a gift.
■ About the "Moshigifu" Project
What if employees of a gift specialty store seriously considered "the most delightful gift" with 10,000 yen provided by the company?
Although we deal with gifts every day, this time we asked ourselves anew, "What would I choose if I were to give a gift to someone?" Who would I give it to, and what would I choose? What kind of time would I spend?
This initiative was born from that simple question. In this project, each employee will choose a gift while thinking of someone important to them, such as their mother, family, or someone they are indebted to. There are no restrictions on what can be chosen; it is important to "give" in various forms, including not only products but also experiences like dining out or going on outings.
■ Small Joys Spreading Within the Company
In this initiative, the content of the gifts is also intentionally not limited. For example, some may choose food to host a small party at home as an opportunity for family gatherings, while others may visit a restaurant they rarely go to and give the entire experience. Not just "what to give," but also "what kind of time to spend" is also a part of gifting.
Voices like these are already being heard within the company:
- "I'm thinking of going to a restaurant I usually don't enter on my way home from work."
- "I'd like to discuss with my child what my mother would like."
- "I'm thinking of spending a day visiting Himeji Castle with my family, which we haven't done since elementary school, and then eating soba."
Who to give to, what to give, and how to give it. The way to choose is also different for each person. There is no single right answer. There is only one thing: the feeling of "wanting the recipient to be happy."
■ What We Value Because We Work with Gifts
When we deal with gifts every day, we sometimes unconsciously start to think, "I have to choose something good." But in reality, it's those casual moments, like finding something on the internet or accidentally encountering something while walking around town, that make us think, "This might be good for that person." That might be the beginning of a gift.
There are undoubtedly many wonderful gifts in the world that we haven't yet encountered. Each of those encounters connects us to the feeling of "it's nice to give to someone" and gradually expands the joy of gifting. Something chosen for someone and delivered with thoughts. That is a gift.
But its value is not just in the product itself. The time spent thinking about who to give to. The time spent pondering while imagining that person's face. The time spent wondering, "Will they be happy with this?" We feel that each of these moments creates the true value of a gift.
Through this initiative, we want to reaffirm the importance of that value by having our employees experience "being the giver."
■ From a Town of 10,000 People to a Gift Specialty Store
Bellvie Co., Ltd. was born in Ichikawa-cho, Kanzaki-gun, Hyogo Prefecture, a small town with a population of about 10,000. In 2005, a small online shop started by a couple initially sold local specialties and vegetables. However, sales did not grow as expected, and the situation remained so severe that they even considered closing the business. It was then that "gifts" received a slight response. With each order, we received feedback saying, "They were pleased." That experience became a major turning point for us. At the time, we thought "gifts wouldn't sell online," but as we encountered customers' joy, we began to believe in the potential of gifts.
Then, in 2008, we shifted our focus to become a gift specialty store. Currently, we have over 100 staff members, handle over 5,000 products, and expect sales of around 10 billion yen for the current fiscal year (ending May 2026).
The reason we, who started in a small town of about 10,000 people, have been able to continue this far is solely due to the support of our customers. Our origin lies in that small experience of "making someone happy."
That is why we wanted to reaffirm the importance of "the experience of being the giver" this time.
■ The Occasion of Mother's Day
This initiative will be carried out around Mother's Day. The "Thank you" that is usually hard to put into words—