A system and method are provided for social networking among users of reusable items, such as a reusable gift wrap assembly. The system can include an application that runs on a mobile device that enables users to create and share digital messages for the recipient of the gift. The gift wrap assembly can include a reusable wrap and a reusable band for binding the wrap about the gift. The gift wrap assembly includes a unique identifier that is recognizable by the system. In this manner, the system can track the gift wrap as it travels among users, thereby creating a social network connection between users that have interacted with the gift wrap assembly.