Winnipeg entrepreneur Amber Nemeth turned an unexpected email into a national showcase for her small business, HayMad & Co., at an Emmy Awards gifting suite in September 2024. The invitation placed the company’s “Be Kind” hoodies and tote bags before entertainment-industry guests in Los Angeles.
The message first looked suspicious
Nemeth found the approach in her spam folder in March. Because unsolicited award-show invitations are a common setup for fraud, she investigated the organizer and opportunity before responding.
That caution was part of the business story, not a lack of ambition.
The opportunity expanded
The initial request concerned products for gift bags given to nominees and presenters. After verifying the offer, Nemeth’s team secured space in the gifting suite itself, allowing the brand to meet visitors rather than simply supply items.
Actor Kate Flannery was among the people photographed at the booth before the ceremony.
Two products represented the company
HayMad & Co. selected a black “Be Kind” hoodie and a corduroy tote bag. Part of the collection’s proceeds supported mental-health organizations, giving the simple message a charitable connection.
Businesses should state clearly what portion is donated and to which organizations so customers can assess such claims.
The company paid its own costs
An invitation to a gifting event is not the same as an Emmy nomination, sponsorship or endorsement. Nemeth said the business paid out of pocket to attend, including product, travel and logistical expenses.
Accurate language preserves the achievement without implying an official award relationship.
Inventory planning became complicated
The team had to choose sizes, produce enough items for Los Angeles and retain stock for customers at home. A burst of celebrity or social-media attention can create demand faster than a small manufacturer can replenish inventory.
Underproducing wastes exposure; overproducing can trap scarce cash in unsold stock.
Viral attention is not guaranteed
A photograph of a recognizable actor wearing or holding a product may attract interest, but gifting does not ensure coverage, endorsement or sales. Small firms need realistic goals such as contacts made, subscriber growth and attributable orders.
The event was an experiment in visibility rather than a certain return.
Verification protects small businesses
Before paying fees or shipping inventory, an owner should independently contact the venue or established organizer, examine contracts, confirm insurance and understand what exposure is actually promised. Email domains and references should be checked outside the original message.
Pressure to pay immediately is a warning sign.
Winnipeg support made the trip possible
Nemeth credited customers in Winnipeg and across Canada with building the company to the point where it could attempt the opportunity. Her presence also gave a locally rooted brand visibility in a room dominated by Los Angeles businesses.
That representation mattered even if no celebrity photograph became a campaign.
The real success was disciplined risk-taking
The 76th Emmy ceremony took place on September 15. For HayMad & Co., the surrounding gifting suite was a chance to learn how the brand performed in a much larger market.
The episode offered a useful small-business lesson: skepticism and boldness can coexist. Nemeth verified an improbable message, calculated the costs, prepared stock and then accepted uncertainty. The glamorous setting drew attention, but the less visible planning was what made the opportunity credible.
