LAKE EFFECT CO

October 16, 2019
The rising star water activist, surfer, lake lover, online shop owner with a rad brick and mortar in Pewaukee!

I am so damn proud of my friend Katherine and her pop up shop! This woman following a feeling that was so strong. What started as a test, turned out to be a freaking rad idea! Her temporary pop up is now opening until the end of the year! WHOOHOO!

This shop has everything for the eco-conscious, lake lover or just someone who likes super comfortable clothes! Oh and the most delicious candles!

Now let’s get to know her and her company!

Where can we find you?

Lakeeffectco.com, INSTA @lakeeffectco, and IRL: 161 W Wisconsin Ave 1H, Pewaukee, WI

What do you love most about your job?

Impact – I’m in a position to do so much good and bring so much inspiration to many lives. I also have the ability to pay it forward for the lakes – the whole environment, really – through my business. When I do my job correctly, I can create a ripple effect of positive momentum for eco-conscious, inspired living.

What was something that surprised you about what you do?

Every day feels like a surprise because there is just so much to do and stay on top of! But the most surprising thing is that people can only help you and support you as much as you allow them and enable them to – meaning, if you need support and don’t clearly talk about what you need, you’ll always be disappointed. Get clear and organized and people can support you best!

Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin

What is your favorite design?

My favorite design is our Chase More Sunsets design. To me, it’s truly a way to live – THE way to live, in my opinion. It’s about finding the things – or just a thing – that truly lights you up and making it a more regular part of your day. It means not just saving your joy for weekends or on vacation, but make it something available to you every single day and then make it happen! It does wonders for the soul.

What is your go-to music?

I can’t even start with this. I LOVE making playlists, and now that I get to make them and set the vibe for the shop it feels next-level important. The most recent is a fun mix of Beauvoix, Beach Boys, Bon Iver, Big Wild, Odesza, Petit Biscuit, ayokay, Post Malone, Vancouver Sleep Clinic, Golden Vessel. Don’t ask questions, it’s really good. Did I mention Post Malone?

What is your philosophy about life & work?

You’re worthy of the things you want. Truly. Don’t settle, don’t stop. Keep your standards high and believe that the things you want are coming by seeing them and by being willing to take inspired action.


Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin

Best advice you’ve received?

Let go of everything not serving you – truly, fully. If you don’t know what is holding you back or down – do the work to explore that. You are safe to proceed as you are, free, light, and you’ll need your hands free to hold open in a gesture of gratitude, receiving, and pure excitement as you proceed onward.

What advice would you give an aspiring someone interested in your career or any career?

Have a clear vision of what you want, take action towards it, but allow for some wiggle room in the hows. Be clear on your why, as that will carry you through and re-inspire you on tough days.


Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin

What are at least THREE things you cannot live without on a daily basis?

Oat milk latte + Moon Juice dusts. Gratitude practice. Nature.

How do you stay inspired?

I take a break, I get in nature, I re-wild, I step away from technology, and I connect back to my true essence.

What is your favorite thing to do outside of work?

I LOOOOOVE football. So I like to drink wine and watch that. Preferably with other irrational fans. Otherwise, I love reading, swimming, paddling, road trips or any sort of traveling, and plotting my next trip to Hawaii.


Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin

How has Lake Effect changed your life?

It’s taught me to just show up and be open. There are so many wonderful people in my life and situations I’ve enjoyed that are a product of just showing up in the face of fear. I used to be fairly timid, and now I’m just much more comfortable in the face of any sort of risk. It’s also inspired me to get a lot more connected to my own mindset and emotional experience, which has opened even more doors for me personally and within the business by remaining curious and willing to learn.

What is the most challenging thing about being your own boss? Or owning a company?

It’s all on me! Making decisions is truly exhausting, especially when you know the consequence of every move is all on you. It’s important to get the support that you trust to diffuse this, but at the end of the day, if it’s your wallet, your brand, and your heart, it’s in your best interested to be clear-minded. There will always be too much on your plate, so if you’re burning out with those decisions or the sheer overwhelm, it’s important to sleep on it and remember that since these decisions are important, make them with fresh brain power on another day 🙂


Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin
Branding Photography in Milwaukee Wisconsin, Lake Lover Shop in Pewaukee Wisconsin, Commercial Photographer in Wisconsin

Damn, I love this woman’s heart, way of looking and drive! I feel honored and lucky to have her in my life!

NOW – get your butt over to her OPEN HOUSE happening on OCTOBER 23rd!


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Natural Intuition Photography | naturalintuitionphoto.com

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