A NEW WAVE - FROM ONE LAKE LOVER TO ANOTHER

"Sometimes I look around my life and can’t help but laugh at how this idea, this brand, this whim, this chapter has touched every corner of my life. My consulting, my writing, my creativity, my connection to nature, my friends, my habits, my state of wellness, my connection to life and myself  — the water has left no stone unturned. Lake Effect Co. taught me to dream bigger, and it helped me learn a quick, direct path to my creativity and the execution of what was born there. This has materialized, in addition to continuous product launches for the brand, into rewarding and fruitful client work, my poetry collection What the Water Taught Me, and a general sense of fearlessness when a new opportunity presents itself to me.

But like the water also taught me many times before, sometimes the tides or the winds or some unseen current takes us in new directions. I had felt a nudge for a while now that Lake Effect Co. was to find a new captain and begin a new chapter under someone else’s visioneering.

While I had started a conversation with a very promising potential buyer, little did I know that someone I already knew (and adored and respected and felt deep camaraderie with) would step forward and reveal herself as the right person instead. A true Great Lakes mermaid was preparing to take the helm…

I am honored, grateful, awed by your interest, support, excitement, and love of the water. With that, I know you’ll be so thrilled for Lake Effect Co.’s new wave under its new owner. Meet Aubrey Remenec, a Lake Superior mermaid with conscious retail roots and a pure Michigan heart"

- Katherine Gramann 

"Five years ago I was driving to & from a job I hated, tears regularly falling because I knew it wasn’t meant for me, with words of a podcast playing in the background, the only thing pulling me through. Hosted by Katherine Gramann, of Lake Effect Co. she & what she created was everything I admired, resonated with & new to be true. Fasted forward five years & here we are, giving Lake Effect Co. a new home, a new mama, to me. I can’t thank Katherine enough for trusting & seeing in me the future & visions I hold for what she’s so strongly & beautifully built. It’s an honor of a lifetime.

Growing up in Michigan, surrounded by the Great Lakes, I was constantly under the magical influence of the water + really all of nature. Although growing up in a small, rural town kept me far from the shorelines, it was my constant mission to actively plan my next Lake Day. Today, I reside in Marquette, Michigan + my love + connection to the water has only expanded along the shores of Lake Superior where it continuously shapes my existence + it is my hope that it continues to shape + inspire the very core of this brand"

- Aubrey Remenec, Lake Effect Co.