Natasha Marcello is a serial entrepreneur who has made a name in transforming multi-million-dollar businesses across industries. But one particular industry caught her attention: the merchandise industry and the disposability problem it had been facing as 70 per cent of corporate merchandise end up in the waste bin. This inspired Natasha to put For Keeps, which seeks to create more lasting keepsakes. We talk to Natasha to learn more about her business journey with this venture.
ISB: Tell us how you made your start as an entrepreneur
NM: My entrepreneurial journey started while working at a corporate gifting company, where I helped scale the business to a $28M acquisition. During the pandemic, I launched Snacks With Bite, which I built and sold within a year for $1M. That experience proved I could spot, and act on, opportunities fast. It also opened my eyes to the massive potential (and waste) in the promo products space, which eventually led to buying into and rebranding our business into For Keeps Merch.
ISB: What led you to start a branded merchandise business and how did you verify that this was a viable business?
NM: After working in gifting and launching my own business, I saw how branded merch could create powerful emotional connections, if done right. The demand was clearly there, but I knew it needed a modern, more intentional approach. Rebranding from Promotions Warehouse to For Keeps Merch was our way of leading that shift. My co-founder and I validated the idea through industry experience, customer feedback, and a shared belief that branded products could be both strategic and meaningful.
ISB: How has your business successfully tackled the problem of disposability in branded merch?
NM: It’s literally in our name, For Keeps. Everything we create is designed to be wanted, used, and kept. We work closely with clients to ensure their merch reflects their brand values and lands with purpose, not in landfill. From curation to quality control, we focus on what recipients will actually keep and use, helping our clients build stronger brand affinity while cutting back on wasteful, throwaway items. We also have a tree planting initiative that with every merch box order you place we plant 10 trees.
ISB: What was the most unique business operations challenge you faced with For Keeps Merch and how did you overcome it?
NM: Rebranding from Promotions Warehouse to For Keeps Merch was a huge shift, more than just a name and logo. We overhauled our entire customer experience, CRM, website, messaging, and even the type of clients we targeted. The hardest part? Bringing our existing customers along for the ride. We had to re-educate them without losing momentum. It took time, trust, and a lot of clear communication – but now, our brand finally reflects who we are and the value we offer.
ISB: What business lessons from your previous ventures were you able to successfully apply in this business?
NM: From leading a gifting business to a $28M exit and building a pandemic business to $1M in a year, I’ve learned that speed, culture, and clarity win. The right leadership and team culture can make or break a business. At For Keeps, we focus on building a team that’s aligned, agile, and obsessed with making things better. When your team’s energy is right, your customers feel it too.
ISB: How do you see For Keeps Merch evolving in the next couple of years?
NM: We’re doubling down on creating thoughtful merch with purpose and backing it with smart systems. Our focus right now is evolving our digital experience, scaling our custom merch store offering, offering merch inventory options and merch gift boxes. Also, attempting to stay ahead of shifts like AI and sustainability. But no matter how the industry changes, our mission stays the same, to create branded products that make people feel something, and that companies are proud to send.
