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Rigid boxes convey heritage and permanence; folding cartons deliver logistical efficiency. In luxury retail, both have a home — the trick is matching structure to shelf life, price tier and unboxing intent. Rigid greyboard at 1500–2000gsm holds shape, protects heavy contents and communicates a keepsake object. Folding board (300–450gsm) ships flat, sets up in seconds and scales for high-volume gifting. Chocolatiers and beauty houses often blend both: a rigid outer with folding inners.