I had actually seen Wheeltags online prior to the show, and wasn’t all that interested because the stock patterns they offer don’t really fit my style. When I saw the booth, I got a look at a number of their custom offerings - and some were quite impressive. I had just seen the Velocity ELVS reflective rims so I asked if Wheeltags had something similar. I actually like their options better - they can do various depths, with or without logos. I think a Bikehugger branded reflective wheelset is in my future for my new disc commuter wheels!
(Note - this rim appears black under normal light - with my flash or car headlights - it glows bright white)