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Laney Crowell

Following our Malibu visit with Minnie Mortimer Gaghan, we cross coasts during the height of summer and relax oceanside in the Hamptons. Join us as Laney Crowell – founder of digital branding agency Crowell Lane— takes us to her favorite seaside shops and shares her personal fashion and interior style tips. With the quaint aesthetics of summer in the Hamptons and blooming flowers as our backdrop, we promise Crowell's view will make you want to pack a bag and head to the beach.

Describe your typical Sunday.

Sundays for me start with a great workout. Afterward, I’ll make a fruit-filled breakfast with whatever is fresh from the farm stand. My recent favorite is a smoothie with peaches, coconut milk, chia seeds and turmeric. We hang out around the pool all day as a family, grill a medley of veggies for lunch and then spend the rest of the day reading and talking under the cabana. In the late afternoon, we’ll head down to the beach for a bonfire with some of our friends and stay to watch the sunset.

The East Hamptons set a backdrop for the perfect summer getaway. Can you let us in on a few insider spots on your must-do list?

Sag Harbor Florist has the best flowers. Serene Green Farm Stand is my one-stop shop for fruits, veggies, and groceries. I like One Ocean Yoga classes held in the middle of a sculpture garden. My favorite spot to shop for home goods is Monc XIII. The owner has the most incredible eye. Currently, I’m collecting ceramic bowls they import from Denmark by KH Wurtz.

You were recently lead social and content creator at Estée Lauder and left to start your digital creative agency, Crowell Lane. How did you get started in your career? Are you doing what you always imagined?

Because of my mom’s job (she was a diplomat in the Foreign Service), we moved around a lot when I was growing up. We lived in China, Washington, D.C., Paris and California. Being exposed to so many incredible visuals as a kid honed my eye and my taste. When we lived in France, I was always encouraged to be creative. So, yes, to some extent I always knew I would work in a creative field. Social Media is a relatively new tool, though, so I couldn’t have envisioned that I would be directing shoots for Instagram, because Instagram didn’t exist yet!

Can you tell us a little more about your branding process and what it's like working with your clients?

Right now, most of my clients are in the beauty and lifestyle space. One thing that was really important to me when I started my agency was to work with nice people who want to do thoughtful work. As a result, I look forward to making my clients' goals come to life. I especially love working with women. It feels so great to be able to be supportive.

What drives your creativity?

I become more creative the more I create. For example, I’m in the middle of relaunching my blog into a food and home-centric website. The more I work on it, the more ideas I have for myself and my clients, whether it’s a new influencer idea, camera angle, or story concept. Social media is all about telling stories, and I use photos, words, and people to bring each story to life. The way I think about it, the best storytellers are the ones who tell lots of stories.

Any common misconceptions or insider tips that you were surprised to discover while working in the beauty industry?

The beauty industry is generally very positive and I didn’t expect that when I first started. I love the fact that beauty is about being the best you and taking care of yourself.

What do you enjoy most about the coastal lifestyle out east?

The Hamptons is beautiful. Driving around feels like a massage for your senses; flowers blooming everywhere, cute farm stands on the corner, quaint old architecture, and a chill vibe that permeates. But if I had to pick one thing, it would be the energy. Everyone is so happy to be by the water, enjoying life and seeing friends. It’s often hard to come back to the city.

Can you tell us about the house you’re building?

We just finished! It was a year-long endeavor that my boyfriend and I took on together. We didn’t necessarily plan on building, but in the end, it was the perfect project for us. It’s a modern house that feels very Dwell-like effortless living. Our inspiration for the interior was “Norwegian Beach”– clean and minimalist, yet warm and serene. We decorated the house in lots of whites and neutrals with finds from 1st dibs and local furniture stores.

We love adding cities to our list of summer vacation destinations. Do you have any upcoming trips that you're looking forward to?

Since we just finished our house, we’ve been so excited to spend time there that we actually haven’t planned many trips this summer. We usually try to get back to Marin County, California to see my family and spoil my Nanna with day trips to Napa. Italy has been calling my name lately. I’d love to go to Portofino next summer for a week or two. And since I scuba dive, my best friend and I have been researching our next under-water adventure. I think we’ve honed in on Thailand.

Joie is all about vacation-ready essentials. What are some of your must-have summer staples?

Comfy pants, bohemian dresses, and air-dried hair —summer is all about being easy!

READ MORELESS: Laney Crowell

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