Love Is Project is a global fashion philanthropy brand founded by Chrissie Lam. Every product is handmade by artisan women in developing communities across six countries (Indonesia, Kenya, Ecuador, India, Mexico, Guatemala), and every purchase directly funds their employment and families. The brand's core idea: love is the common thread connecting all of humanity.
They sell handmade bracelets, necklaces, tote bags, pet collars, decks of cards, and kids items via Shopify (DTC) and a wholesale arm managed through FAIRE. Product lines include: The Original LOVE Bracelet, Love Luxe Collection, Game Day Hearts, Rainbow Chakra, ZODIAC, and country-specific collections. Shopable by country (Indonesia, India, Kenya, Ecuador, Mexico, Guatemala) and by colour. Wholesale footprint: 1,000+ stores across 22 countries. Notable press: Shark Tank (appeared but did not get a deal), Oprah, Anne Hathaway (Glamour Magazine — spotted wearing their Rainbow LOVE and Cerulean Blue LOVE bracelets, currently featured on homepage), and wide lifestyle media coverage. The Anne Hathaway hit is actively being leveraged on the homepage as of April 2026.
Key contacts: Gladys Lam ([email]) handles operations and list management; Chrissie Lam ([email]) handles wholesale email and Shopify. Chrissie is the founder.
Wholesale list: ~5.7k contacts in Klaviyo, ~7.2k in FAIRE. Instagram is a brand-building tool; Pinterest via Later.com is the recommended sales channel.
- Email marketing — Klaviyo (DTC and wholesale flows and campaigns)
- Wholesale list management and segmentation (Klaviyo + FAIRE)
- CRO audits and recommendations
- Blog content strategy and writing (SEO-focused)
- Social media strategy (Pinterest cross-posting via Later.com)
- Shopify app management and tech stack recommendations
- Tone of Voice guide is in
01 - Brand/— read it before writing any copy. The voice must feel Human First, Purposeful Warmth, Globally Curious, Grounded Optimism, and Quietly Confident - Corporate gifting is a high-potential channel — if in scope, push for better nav placement and stronger copy
- Wholesale list is split between Klaviyo (5.7k) and FAIRE (7.2k) — syncing and deduplicating is ongoing work to avoid referral commissions on FAIRE orders
- Blog content is SEO-focused; Gladys/Chrissie provide topic ideas, Phil writes. The blog is called "The Source" and is currently underutilised
- Conversion rate has dropped from a high of 3% — CRO audit is an active priority
- Wholesale list is split between Klaviyo (5.7k) and FAIRE (7.2k) — syncing and deduplicating is ongoing work to avoid referral commissions on FAIRE orders
- Rebuy cart app being replaced with AMP Cart for better Shopify native integration
- Fast Bundle app for volume discounts is underutilised — worth flagging in CRO
- Instagram is no longer a primary sales driver — Pinterest via Later.com is the recommended channel
- Blog content is SEO-focused; Gladys/Chrissie provide topic ideas, Phil writes. The blog is called "The Source" and is currently underutilised
- Wholesale emails: Klaviyo used for Shopify-focused emails; FAIRE used for platform-specific emails (2-3/month)
- Snap pre-orders for gold/heart lockets back April 20 — pre-order CTA needs to be live
- Top product by far: Tagua Heart Bracelet ([rate] revenue, 6,805 sessions — dominant leader)
- Hidden gem: LOVE Pet Collar Red ([rate] revenue — #2 overall, underutilised in nav and marketing)
- Corporate gifting page exists but is buried — high-potential untapped channel (high AOV, repeat annually)
- Six organic growth strategies delivered March 2026: Organic Social/UGC, SEO/Content, Press Outreach, Corporate Gifting, Bundle Builder/Loyalty Loop, Wholesale Reactivation
- "As Within So Without LLC" is the legal entity name
See Brand & Key Context above for working style notes.