Reason Grammy Stars Didn’t Get Their $36K Gift Bags This Year!

The co-founder of the company known for giving Grammy guests expensive gift bags recently explained why they decided not to do it this year. Instead, they chose to help people affected by wildfires.

Hollywood’s award season is famous for its fancy gift bags filled with expensive items for celebrities. However, this year, the Grammys took a different approach. Distinctive Assets, a company known for giving luxury gifts, decided to skip their usual giveaways and instead help wildfire victims in California.

Distinctive Assets co-founder Lash Fary shared that instead of giving out their usual high-end gift bags, they put together care packages to support wildfire survivors.

These special care packages included skincare products, eyewear, and portable Bluetooth devices—items meant to bring comfort and normalcy during tough times.

Fary, who was not personally affected by the wildfires but had friends who were, spoke about the idea in an interview with a Wish-TV news reporter. He explained that he looked at the Grammy gift bag items and realized that most of them would be perfect for care packages.

“There had to be at least one or two things in here that would work, and then I realized almost everything in the bag could be useful,” Fary said.

He added, “So, we just repurposed them and thought, ‘If people at the Grammys are going to enjoy Frontera wine while celebrating their wins, why not give the same to those who need a break from everything they’ve been through?’”

Some people might question the contents of the care packages, but Fary responded, “Anyone who has been through a disaster wouldn’t complain. When you go through something tragic, even small distractions can help, even if just for a moment.”

Lash also talked about his company’s partnership with Bright Harbor, an organization that helps people recover from disasters. According to him, Bright Harbor will provide over $1 million in services to victims throughout award season.

When asked how difficult it was to switch from giving luxury gift bags to making care packages, Fary said, “It was surprisingly easy. In fact, even with our regular gift bags, we always try to include useful items. Everything in these care packages is the same as what we’ll give to Oscar nominees in a few weeks.”

While Distinctive Assets plans to go back to their usual gift-giving at the Oscars, this change shows how important it is to give back. It proves that even small acts of kindness can make a big difference in helping people rebuild their lives.

Fary didn’t just change how celebrities receive gifts—he revolutionized it. Known as the “Gift Guru” and the “Sultan of Swag,” he has mastered the art of connecting luxury brands with Hollywood’s biggest stars, turning free gifts into a powerful marketing tool.

He has worked with major award shows like the Grammys, Latin Grammys, Tony Awards, American Music Awards, and BET Awards.

What started as a creative idea has now become a standard in the entertainment industry, gaining a lot of media attention and making luxury gift bags a must-have during award season.

With numerous TV appearances and media coverage, Fary has used his knowledge to promote brands and support good causes. His ability to mix luxury with smart marketing has made him one of the biggest names in celebrity gifting.

While this year’s decision to focus on helping others was different, it stands out even more when compared to last year’s Grammy gift bags. In 2024, Distinctive Assets put together a $36,000 collection of expensive products for Grammy performers and presenters.

Unlike the Oscars’ exclusive gift bags, which are only given to a few nominees, the Grammy gift bags were given to 145 people who either performed or presented at the event, ensuring that everyone was treated equally.

The 2024 Grammy gift bag contained nearly 60 premium items, including luxury beauty products, advanced technology, and unique experiences.

One of the standout gifts was a private performance by mentalist Carl Christman, worth an incredible $25,000.

The bag also included a $299 smart bird feeder that could send digital postcards, a $699 robotic pool cleaner, and Dyson noise-canceling headphones with an air purifier. Even pet owners were included, receiving organic, non-GMO pet food worth $282.

Big stars like Olivia Rodrigo, Billy Joel, SZA, and Lenny Kravitz received these lavish gift bags. However, they were also reminded about tax responsibilities—especially for high-value experiences like Christman’s private show, which required careful accounting if redeemed.

Despite changes in Hollywood and pop culture trends, Fary believes the essence of award shows remains the same.

In a 2019 interview, he pointed out that while these events evolve, their core traditions stay intact.

Fary compared the long history of award shows like the Grammys to the rise of celebrity gifting, recalling how his company was among the first to introduce high-end tech products to performers and presenters.

One of Distinctive Assets’ early partnerships was with Apple, which provided iPods for Grammy gift bags—an idea that was groundbreaking at the time.

His team also helped launch now-popular products like Keurig coffee pods, which were first introduced to Grammy attendees when single-serve coffee was still new. Many doubted the idea, but today, Keurig is a household name.

For Fary, the glitz and glamour of award season will always be part of the industry, just as celebrity gifting remains an important tradition.

Whether he’s putting together luxury bags or care packages for those in need, Distinctive Assets continues to make an impact—proving that generosity, in any form, is always meaningful.