Ellen Baccino, 29, from Formby, has gone from posting her gift-wrapping creations on Instagram to working with fashion house Prada, and has now opened her own shop, Wrap and Joy, on Chapel Lane in Formby.
Baccino is the owner and founder of Wrap and Joy, a business focused on bespoke gift wrapping and gifting. She lived in Madrid, where she was inspired daily by the rich culture and history, which influenced her own artwork. The shift to paper and wrapping came after she decided, upon noticing beautiful displays around Christmas 2023, that she could do just as good a job herself.
From Instagram to Prada
She told the ECHO: "I was shopping with my mum in Manchester and looking at all the beautiful gift wrap. I’ve always loved working with paper, and I thought, 'I could do this.' So I started making gift-wrapped boxes at home."
Baccino began posting her creations on Instagram, simply as a vehicle to show others her work. But one of the biggest names in fashion saw the posts and swooped in to pinch her talents before everyone else. She added: "I got a message from Prada asking if I'd like to come and gift wrap in their London stores. It was incredible to suddenly be working with a much bigger brand and seeing where this little idea could take me."
The same season, Baccino was shipped to London to wrap Prada's festive presentations, including at the Old Bond Street store, Harrods and Sloane Street. She said: "They initially invited me down for a dress fitting and I was dressed head-to-toe in Prada. I had an assistant with me and it was just such an amazing experience."
Growing the business
Prada welcomed her back in 2024, and as her business grew, so did her artistry. She added: "I ended up doing a real variety of things with them. I think because I created my own gift-wrapping style and designs, and that’s ultimately what they were looking for. They wanted someone who fitted their brand in terms of the simplicity and the overall image. Even the photographs I took were very clean and minimal. It was incredible. It felt like such a surreal experience."
Alongside the gift wrapping, Baccino also grew the illustration side of the business. She started drawing and designing prints and cards, and then got a little shop. As people became more interested in her designs, she started attending markets to see what people actually wanted. She offered her gifts and guidance in Cains Brewery Village's Red Brick Market, where she was a staple trader. The stall offered everything from tote bags and tea towels to magnets and bookmarks.
She said: "That was around 2024. I’ve really just been learning as I go, day by day. I had no previous experience in running a business. I’ve also been doing markets in Liverpool, including Red Brick Market, and that really helped me understand what people liked and what I could develop next."
Opening the Formby shop
On October 3 this year, Baccino opened the doors and welcomed guests into the first fully realised Wrap and Joy concept in Formby. Located on Chapel Lane, the shop celebrates small makers, offering a curated selection of unique, handmade pieces, bespoke wrapping and gifting services, and everything you need to create your dream gift before you leave.
She added: "There isn’t really anything like it readily available in Liverpool, and particularly around the Formby area, so I wanted to create somewhere that felt like a hub for gifting. I wanted it to be somewhere you could come in and find something for everyone, get it wrapped, pick up some small flowers and just grab something beautiful to take away. You can get extravagant flowers, smaller gifts and different little treasures all in one place. I’m really passionate about making independent shopping more readily available. The way the business has grown has been incredible, and I've had so much support from my family along the way."
Thanking her mother, Belinda, for all of her support, Baccino added: "My mum has been a huge help. It’s definitely a mother-daughter journey in a lot of ways. Having that support from my family has been really special."
The whirlwind journey from Instagram to Prada and opening a store in just a few years means Baccino has barely had time to acknowledge everything she's accomplished. She said: "I wouldn’t say I've stopped to think about it all. At the moment, it’s all go, go, go. I think once the shop has opened properly, I'll be able to see where it naturally takes me. Looking ahead, I’m keen to expand and grow the corporate side of the business, particularly corporate gifting. That feels like the next exciting step for me."
Reflecting on her journey, she added: "There’s a quote, 'Scouse girls are destined for greatness,' which I absolutely love. I have a little print from an artist online called Ruby Fits Illustration. I found it really inspiring. It’s something I wanted to pass on because I truly believe in it."
