Christoph Fahle
April 2, 2012

Startup of the Week: Merisier

Anna Bojic, is an inventor, and is the founder and CEO of Merisier. She studied art at the University of Fine Arts in Berlin, and also Cultural Studies at the Freie Universität, Berlin. She is interested in culture and communications, and for her, gift-giving is one of the oldest forms of communication.Merisier presents a new and fair direction for idea-creation as an online shop for stylish and sustainable gifts. Fair trade and sustainability play a central role in the selection of their products, because they believe that they can change the world with many small decisions. Merisier helps customers choose a handsome, elegant and original gift to give straight from the heart.

Interview by Mateja Plaskan

Anna Bojic, is an inventor, and is the founder and CEO of Merisier. She studied art at the University of Fine Arts in Berlin, and also Cultural Studies at the Freie Universität, Berlin. She is interested in culture and communications, and for her, gift-giving is one of the oldest forms of communication.Merisier presents a new and fair direction for idea-creation as an online shop for stylish and sustainable gifts. Fair trade and sustainability play a central role in the selection of their products, because they believe that they can change the world with many small decisions. Merisier helps customers choose a handsome, elegant and original gift to give straight from the heart.

Does the name 'Merisier' have any special meaning for you, or for what do you do, or did you decide on the name at random?

Well, it’s a little bit of both. One day, back in August, we were just thinking of which name to pick as we were walking through Kreuzberg, where there are a lot of wild cherry trees. The wild cherry is an almost-black fruit, and the ones that had fallen on the ground looked marvelous, like little dark rubies. They were everywhere on the street, and were glittering beautifully; and we thought that would be a really nice picture with a lot of glamour. We wanted to take these colours and make a logo out of it. The German name for wild cherry is ‘Vogelkirsche’, which means ‘bird cherry’; and in French, the word is ‘merisier’. We picked the latter because it somehow matches what we do: we pick the most beautiful things that we find out of everything, and then put them together. I am like a little bird: I pick all those little things and try to match them with each other.

Nowadays, we are overcrowded with online shops. How do you handle the competition, and what makes you unique?

Well there are a lot of online shops, and also a lot of online shops that sell gifts, but I haven’t yet found a online shop that actually combines gifts in a narrative way - a way in which the gifts are telling a story. So this is what makes us special: we have a narrative approach to making and giving gifts, taking small components that we put together to tell a story. We find something new, funny, tender, loud; something that reminds you of the 80s, or of when you were little. We make those kinds of combinations, and that’s what makes us different.

Another thing is that we can send gifts you buy online directly to whomever you want - even outside of Berlin - including greeting cards with custom text, gift wrap, and so on - without having to receive and repackage it yourself.

"Himmel und Erde" - one of the many themed gift packages from Merisier

Your website shows us different target groups, such as “for her”, “for him”, babies, and business associates. Which one of those is your main consumer client?

So far, we haven’t found a lot of gifts for babies yet, but a lot of birthday presents for either men or women, and an increasing number for business clients nowadays.

How are you inspired to create and design the right gift for the right target group, and make them happy?

I try to find a gift that you wouldn’t throw away. I try to find a gifts that are both usable and special; that you cannot find in just any store or supermarket. Somebody can then get a present that he or she cannot easily find. And maybe that makes the gift more special and surprises the person, as they would be getting something they may not have seen before.

"You Are The Sunshine Of My Life" gift package

Are you collaborating with any other firms at the moment?

We work with a few other brands, such as the independent film store Arthaus, and the cosmetics company Uslu Airlines, and create gift packages with their products. We are also starting collaborate with Lego, the toy company. They introduced a new line called Lego Architecture, which is aimed at adults who remember playing with Lego as children. I’ve created some really fun and interesting packages from the Lego Architecture series.

How long has Merisier been existence? What are some of your plans for the future?

We just went online in the middle of November last year. Anyone who speaks German at this point can use this website, because we haven’t translated it into English yet - though we plan to do that in the next 2 to 3 months. You can also send gifts worldwide as well: there’s no problem if you want to send a gift to China, USA, or France. We actually have sent some gifts worldwide, which is kind of fun because it can travel across the world and make someone happy there.

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To be honest, I sort of fell into it. I was always working somewhere between content marketing and the music industry and around seven years ago a friend of a friend was searching for someone to help him curating music for his boutique surf spot on the beach in Costa Rica. The owner was a big music fan, but he just didn't have time to keep all the music up-to-date. So I got introduced to him, we shared similar tastes, and agreed that I would do the music for his space - curating it and updating it with new music on a regular basis.

This for me was a dream come true. I could finally work with music all day, and at the same time, I could help create an awesome experience for the guests. I saw people's reactions when they heard a song they liked. I saw them dancing, getting a little closer to each other at the bar and that for me was really rewarding.

This was the moment when I realized that there is something special about this idea and I got interested if there is actually market out there. I did some market research, and a lot of interviews with different hoteliers people in the industry trying to get more feedback. And the idea started growing more and more. 

People in beta Clay Bassford Bespoke Sound

Interesting is the story of the last years winner in the category “Creative”. Hamburg based headraft literally took music experience to the next level by creating the world’s first AR Music Video for the German band “die Fantastischen Vier”. Designed for their song “Tunnel”, the cited app unfolds a virtual story world once the track starts playing, giving fans the opportunity to go on an interactive journey with the band rather than being a passive viewer. 

Applications are now open! Finalists will be awaited by a curious jury of five leading industry experts. Among others, Kathleen Cohen who was already taking part in the first year will be in the panel of judges again. With a 25-year multiplatform career history under her belt, she is one of the most regarded in the field. As a digital experience expert, she has successfully implemented projects for DreamWorks Interactive and IBM Innovation, to name a few.

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Photo by AUREA Award


Well, both. Currently we offer the following two options: shorter publicly available Brand Playlists and long-form private Soundtracks for spaces. For both of them we work closely with the client to understand how sound fits into their brand DNA and what their audience is like.

We believe that the guests’ experience with a particular space doesn’t have to begin and end with their stay. The idea of the Brand Playlist is to be a public brand playlists designed to engage the customers before, during, and after their visit at a space. It’s always accessible for them and serves as a new, dynamic marketing channel.

The Soundtrack is slightly different. It takes sometimes up to weeks of work and is designed by a world-class artist, DJ, or tastemaker. For it we first work with you to develop a deep understanding of your business and style. Then we match you with the perfect artist, DJ, or tastemaker to create unique, always fresh playlists, custom tailored to match your brand. 

In both cases, we update them regularly based on guest habits and clients’ needs. 

People in beta Clay Bassford Bespoke Sound

The way we engage with the music community is something really important for us and honestly, what makes us different than other background music providers. A lot of the background music providers out there have internal teams of maybe five or six DJs that do all of the music for their clients. We aim to connect with the local scene and always work with local DJs. There's some kind of magic in finding the exact right artists for the brand.

And on the flip side of it, when we hire artists, we make sure that the project is also inspiring for them and that they would be interested in participating. We always make sure to pay them well. The whole project creates for them a new income stream that they wouldn't have otherwise.

People in beta Clay Bassford Bespoke Sound

Yes! This was really fun. The objective with the betahaus "betabeer sounds" playlist was to showcase the community side of betahaus. There are so many cool, interesting people in the betahaus community and we thought a playlist could be a perfect way to not only help bring the community together but also show the diverse funkiness of the communities of Berlin and Neukölln, which is why Hazy Pockets, a longtime local Berlin DJ known for his eclectic mixes, was perfect for this project.

This playlist moves from bluesy 60s rock into surf and tropicalia, picking up momentum into Motown and onwards through some laid back disco tunes. Perfect for the betabeer events betahaus hosts monthly!


Oh, there are just so many! Like the Imren Grill for instance where you can find the best homemade Turkish food or Das Gift and Gordon which are both run by great music people. Kohelenquelle in Prenzleuer Berg is my favorite local bar (or rather kneipe). To satisfy my  techno / electronic records needs I always go to Hard Wax and one of my most special places is the Zions Kirche steeple, which has an awesome view of the city and a great Weinerei close by. 

You can see me around betahaus. Online, you can always check out my website and listen to our public playlists on Spotify. We’re also currently working on a collaboration with betahaus, so a special Playlist curated by is will very soon sound around the spaces in Kreuzberg and Neukölln. 


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