New Gifting Site, Thoughtfull, Leverages DVXD to Make Meaningful Gifting Simple

Dec 30, 2019   ·
3 min read

Dec 30, 2019 — Thoughtfull, a new online gifting platform created by Indigo Books & Music Inc. (TSX: IDG) has recently launched, leveraging Toronto design studio DVXD. The new site aims to make online gift shopping simple and meaningful.

Launched as a pilot in Toronto, the new gifting platform features the Thoughtfull Assistant, a shopping tool that recommends a curated list of gift ideas based on how the gift giver wants the recipient to feel, along with their interests. Gift recommendations on Thoughtfull are comprised of a curated assortment of unique products, same day gifts, and local experiences, ranging from a two-night stay at acclaimed Prince Edward County bed and breakfast The Edward, to incredible giftable subscriptions.

Toronto-based research and design collective DVXD was enlisted to help lead the research, product strategy, and branding of Thoughtfull in partnership with Indigo.

“When done well, gifts can help us form deeper connections with one another,” said DVXD founder and Principal, Derek Vaz. “Through research and countless prototypes, we explored numerous ways to remove the stress associated with gift-giving. Our hope is Thoughtfull creates a more effective shopping experience, a bigger platform for local merchants and ultimately more meaningful gifts. We are thrilled to work with such a beloved and ambitious brand like Indigo to bring this to life."

“People told us that being a thoughtful gift-giver can be challenging. They want to give unique and meaningful gifts, but they can be overwhelmed by choice and short on time,” said Andrea Limbardi, Indigo’s SVP of Strategic Initiatives and Head of Thoughtfull. “With DVXD’s passion and commitment to this project we have been able to create a platform that not only supports independent businesses but one that also helps Canadians become a thoughtful gift-giver with one simple click.”

To learn more about Thoughtfull, visit

About DVXD

DVXD is a design studio for social innovation that co-creates products and brands for shared progress. To date, this includes work with Google’s News Initiative, Rappler News CEO and Time Magazine Person of the Year, Maria Ressa, and Canadian retailer, Indigo. DVXD was founded in 2018 by Derek Vaz, who previously led digital strategy and design work for the likes of Four Seasons, Nike, Comcast, TD Bank, and Heart & Stroke as part of the global design leadership of the digital agency, Huge. For more information, visit

About Thoughtfull

Thoughtfull™, a creation of Indigo Books & Music Inc., is a new online gifting platform that is designed to make finding a meaningful gift easy. Thoughtfull's guided navigation, the Thoughtfull Assistant, focuses on how you want recipients to feel, combined with their interests in order to recommend the perfect gift. Thoughtfull's gifting marketplace is powered by its team of Curators that have sourced unique products, standout experiences, and socially conscious finds from merchants, both local and around the globe. To learn more about Thoughtfull, visit

About Indigo Books & Music Inc.

Indigo Books & Music Inc. is a publicly traded Canadian company listed on the Toronto Stock Exchange (IDG). Indigo is the world's first Cultural Department Store – a physical and digital meeting place inspired by and filled with books, music, art, ideas, beautifully designed lifestyle products. Indigo believes in real books, in living life fully and generously, in being kind to each other and that stories – big and little – connect us.