Name: Lash Fary

Occupation: Founder and president of Distinctive Assets, an entertainment marketing company that creates the lavish, product-crammed goody bags--worth as much as $45,000 each--given to Grammy and Tony Award presenters and performers and Oscar and Emmy nominees. Sample schwag includes Apple iPods, spa services, luxury hotel accommodations, even Lasik eye surgery treatments.

Age and home: 32, Los Angeles

Employees: 7

Gatekeeper: Companies chomp at the bit for their goods to get on the radar of style-setting celebrities, who can anoint a product with must-have cachet. For example, "We included George Foreman grills in last year's Grammy bags," Fary says. "Ray Romano and Kevin James started giving away stuff from their bags onstage, and Alicia Keys asked if she could have the grill."

Aren't celebrities the least likely to need free stuff? "They can get millions in endorsements, and manufacturers are getting free press. It's a fair trade."

Yes or no: Regifting is okay? "It's brilliant. Just inspect it first in case there's a personal note."

Things I Can't Live Without...

Logitech cordless MX keyboard and mouse Duo, $99: "My workspace is less cluttered. I'm less encumbered and more productive."

Tumi Wheel-A-Way luggage, $210-1,095: "I travel a lot for work and pleasure. These are indestructible. I'm also a big fan of wheels."

Invicta Diamond Cuadro watch, $1,200: "I like watches that look like jewelry."

...And What I Covet

Bang & Olufsen BeoVision 5 42-INCH plasma TV, $19,500, with Beo 4 remote, $195: "The color scheme in my living room is burgundy and green, and this comes in colors. I watch TV to be knowledgeable about my industry, plus I watch my friends' shows to support them."