Single Mom Starts Website to Prevent Unwanted Gifts

LONDON – Diane Lewis-Cole, a single mother of three, spent years wandering aimlessly around the store for hours each time a friend or relative’s birthday approached. And then there was Christmas — still, even harder, to find something to please them and surprise them at the same time.

“I didn’t know what that person really wanted, or what they really hated,” says Cole, who has three daughters, and moved to London from California 27 years ago. “Imagine buying a wool sweater for someone, spending money on something that made them itch and then they would gladly smile and say ‘oh thank you’ but it would end up in the drawer , given away, sold on eBay or you would run into them in the returns line at the store where you purchased it. It’s happened to me on many occasions. … How many times have you walked into the stores Christmas Eve, grabbing anything in desperation, only to find out the person hated it, had one already, or it didn’t fit?”

Cole says she thought about asking her friends and relatives outright what they would like, but thought it really took the surprise away. “I kept telling myself there has got to be a better way,” she says. “What if I could be sure that every present I purchased was exactly what that person wanted. And better still, what if I always got the presents and gifts I wanted? … What if every wedding I went to I could chose something more personal then the normal wedding registry gift at the designated store. If I was getting married, I would put on my wishlist joint gym memberships, romantic weekend breaks, loads of lottery scratch cards, joint spa days. How nice that would be? Better than the toaster or the blender. If I could not find a way, I would make the way.”

And thus, what-to-buy-them.com was born. Cole created a wishlist gift registry where those registered on the site can create their dream gift list. When someone visits their profile and purchases a gift on the list, the item is noted as purchased, but the gift recipient won’t be able to see that the item has been purchased, only others visiting their profile.

“They say it is the thought that counts. They lied,” Cole says.

On the profile page there is a place for sizes, likes, dislikes, favorite colors, places to note where you saw "that special gift.” “Imagine taking someone to a steak restaurant on their special occasion or planning a party at this restaurant only to find out they are a vegetarian! This has happened to me!”

The site also includes a message board where visitors can post their gift idea, great gift discoveries, recommendations for the best buy and, with knowing the persons favorite color, one can suggest themes for wrapping the present. Cole has also included a letter to Santa for kids, so they can create their own wishlist.

“I am not a company or an organization,” says Cole about starting the site, which does not make her any profit. “I’m just a single mom with a good idea to save loads of time and wasted money . I hope this site will bring joy to everyone. It certainly is a long time coming.”

SITE: www.what-to-buy-them.com

CONTACT: Diane Lewis-Cole, whattobuythem@aol.com - In London: 011 44 208 877 9445
Jennifer Newton Reents, Jennifer@netconnectpublicity.com - In the US: 210-823-9714