SALT LAKE CITY (AP) — Utah-based Minky Couture is getting national attention after its signature blankets were included in an exclusive celebrity gift bag connected to the Grammy Awards.
Catherine Bennett, executive editor of Utah Business Magazine, told ARC Salt Lake the company was invited after gaining national exposure.
“Someone saw them on, I think, Good Morning America, and reached out to them asking them to be part of the exclusive group that is gifting the celebrities that are at the Grammys,” Bennett said.
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Minky Couture blankets were distributed in a private gifting suite tied to Grammy events, where nominees and performers had access to curated luxury products.
“Justin Bieber has a Minky blanket – you know, all these people we saw on stage – Lola Young, these award winners – Olivia Dean walked away with their blanket,” Bennett said.
She added that some celebrities stopped by the gifting area to meet company representatives.
“Some came into the gifting area and met with them, so they have photos with Reba McEntire and all kinds of really people,” Bennett said.
While it’s unclear exactly how many blankets were distributed, inclusion in a Grammy-adjacent gift suite can provide significant brand visibility, especially when high-profile artists are seen with a product.
“It’s fun to see brands that are home grown making a splash throughout the country,” Bennett said.
When asked about the marketing impact, Bennett called the opportunity invaluable.
“Oh, absolutely – you don’t get better than that – having the ‘it’ people with your product, so kudos to them.”
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Minky Couture was founded in Utah and has built a loyal following for its ultra-soft, high-end blankets. The Grammy exposure marks another milestone for the company as it continues expanding its national footprint.