Jaimi-Lee Fitzgerald has created bespoke wellbeing founded on the principle of having wellness ritual essentials for wherever you may land. Products are designed for travel. For your health routines and most loved rituals, to continue even when you are on the road, on a plane or a weekend away. Land Essentials bridges the gap between convenience and wellness, style and adventure – providing the building blocks for travel well done. Jaimi-Lee shares her life of wellbeing to reveal what inspires her business and life journey each day.
Behind The Brand Story
How did your brand concept take shape? I have spent 13 years working in marketing and sales for Australian fashion and lifestyle brands. During a particular 3 years of my career, I was travelling at least once a fortnight, whether that was domestic or international travel for both work and play. It was during this time that I concepted LAND Essentials. I was struggling to maintain my routines while on the road, and it would continuously disrupt my equilibrium every time I had to get on a plane. I needed some tools to be able to support me through healthy travel and could not find what I needed – so I created it.
AN INSPIRATION MOMENT
What was your initial inspirational moment? The first product was our Organic Lemon Juice powder, now our DAILY LEMON (Ritual). I created this product to fulfil the need for having my morning warm lemon water while travelling.
The catalyst for the product was one trip to LA, I had arrived in LA at 6.00am local time and made my way to my hotel {thankfully they had an early check in for me}. I had a quick nap however in the spirit of preventing jet lag I woke up a few hours later and all I wanted was a hydrating and invigorating warm lemon water. I walked through downtown LA, bought a lemon, and then had the hotel restaurant cut it for me so I could use it. I thought ‘surely there is an easier way’ – and so the first product was born.
A PRODUCT SCIENCE
What is the science behind the products? The voyage had begun, and had begun happily with a soft blue sky, and a calm sea. I have a Diploma in Health Science, and the knowledge gained through this study has meant I can do a lot of the formulation suggestions myself. I then work with my production facility to explore what is actually feasible, ensuring that formulations are in line with the LAND goals {no added sugars, no artificial sweeteners, only real flavours}.
What are you most proud of to date? I am proudest of the repeat customer base LAND has developed. Normally, once someone try’s the product, they come back for more. Every time a customer makes a repeat purchase it really does instil why I started.
Tell us a little of how LAND gives back to the environment? Even before I launched LAND, I had signed up to partner with Carbon Positive Australia. Through their ‘Roots’ partnership, LAND donates a fixed amount each month to support the work that CPA do. CPA take barren land within Australia and replant native plants, allowing the land to thrive again. Eventually becoming a carbon neutral or carbon positive brand is extremely important to me, it is not in the immediate future however something I am actively working towards as a brand ~ and this partnership is at the forefront of this goal.
What is next for you and LAND? There is so much to come. We are about to release our second range of travel sarongs, based on my love of a sarong and their versatility when travelling. And I am working on some exciting new travel accessories that bridge that gap between style and practicality.
Home And Life Moments
Where do you call home? Salamander Bay, NSW, Australia.
What are your morning rituals? Warm lemon water {sometimes I add apple cider vinegar}; Pour over coffee {adding ghee & Reishi}; Movement {a walk, stretch, or Pilates session}.
Your flowers in a vase? Fennel from the garden.
What is on your bookshelf? I am currently reading Still Life by Sarah Winman and I adore that it transports you right into the lives of the characters in the book. Outside of that, I love a good biography or real-life story ~ I could not put down Samantha Power’s book, The Education of an Idealist.
A BALANCED LIFE
Your favourite fitness rituals? Pilates! I am also a Pilates Instructor and as a practice it has given me so much confidence and space to be myself. I also adore walking, and weight training when the mood strikes.
What helps you lead a balanced life? Two things, nature, and movement. Knowing how calm I feel when I am outside either in the ocean or hiking and using this as grounding principle to my days really helps disconnect from work and get back to myself. Movement does the same, if I have been at my computer for hours I will jump on the mat and find some flow.
At home I prioritise wholefoods and healthy eating, lots of vegies, protein and herbal teas alongside a Pilates or weight training workout every day. I am all about routine and consistency at home! I do try and maintain my rituals when I travel, but I am less rigid about it being every single day – I am a little more relaxed about fitness when travelling, I may not do a specific workout each day however, I do still try to hike or walk as much as possible. In terms of food, I prefer healthy fresh food always and travelling often means I spend time searching for the best healthy food wherever I am. Good food and good wine really is the essence of good travel!
BEAUTY AND STYLE
What would we find in your beauty tray? Tinted moisturising sunscreen, mascara, and a good highlighter.
How would you describe your fashion style? I would say my style sits somewhere between feminine minimalist, and relaxed bohemian. I live in shirts with a sarong in summer, and long sleeve dresses in winter ~ with a pop of colour! I adore brands like Bassike, Matteau, and Faithfull for their relaxed approach to everyday dressing and feel myself reaching for pieces by these brands repeatedly.
What are your wardrobe essentials? A good sarong {or several}, swimmers, an oversized shirt, a denim maxi skirt, a good white tank, a black slip maxi dress, and a pair of comfy sandals.
THE TRAVEL MOMENTS
Describe your personal travel style? Balanced {equally fun as it is relaxing!} and grounding.
Your favourite travel destination? I went to Portugal in 2019 and cannot wait to go back! The little bars that felt like your grandparent’s house, the food, and the atmosphere. Spain, all parts of it, I could live there. Locally, I adore Margaret River, and Rottnest Island in WA. The entire area feels like you are in a dream.
Explore more about LAND and its unique story and the ongoing journey of Jaimi-Lee Fitzgerald creating her life of wellbeing.
More To Love
Visit The Wellbeing Studio for Lemon Water – A Morning Ritual and On The Shelf – Five Wellness Stories and other beautiful moments like Inner And Outer Wellbeing – And Beauty. And for a look the sheerest of beauty stories The New Summer – Of Natural Beauty reveals backstage beauty that was transposed onto the runways for Summer 24.
