Hi Lisa,

Totally agree with the advice advice from Kirsty. Telling the stories of you, your purpose and passions and those of your makers will help people going from being aware that you exist to wanting to purchase from you. Creating visual content is also important.
In terms of building brand awareness you have both organic (free) and paid tactics that you can use.
On Instagram your organic options consist of:
Collaborations (with your makers, other businesses that share a purpose or an audience. Tagging each other in content is a good way to be discovered b=while people are ‘going down the Instagram rabbit hole’.
Collaborating with ‘influencers’ is also a great way to build awareness. Many have rates where you pay them to post on your behalf but sometimes a surprise and delight gift box to an influencer who shares a similar target demographic to yours can get a great response.
Competitions – Follow to win is a quick way to build followers. Tag someone
Hashtags – using local hashtags and hashtags relevant to your community will help build awareness. Things like #shoplocalnz, #buylocalnz etc are popular at the moment. Also #shopmaori, #maorimade, #maoriinbusiness etc to reach people specifically looking to support maori business. Also look at what other gift boxes, local and maori-led business are using to see if you can discover some relevant ones.
Being social: Identifying your target market and talking to them (commenting on posts authentically) on social is another time-consuming but free way to grow.
UGC (user-generated content) – encouraging your customers to share photo’s of your gift boxes when sending or receiving and tagging your account can help build brand awareness through word of mouth.

Generating awareness through advertising can be as simple as boosting an Instagram post to your ideal target audience – based on location, age, gender and interests.
Also thinking of testing the triggers that might make people purchase. Our kaumatua may be stuck at home for a lot longer than the general population – encouraging people to buy a care box for them could be one trigger. Essential service workers who have been on the front line – a thank you box for them etc.

Good luck!