Love Is Project — Team Context

Who They Are

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.

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What We Do for Them

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

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Tone of Voice & Copy Rules

Five core pillars (from Tone of Voice Guide, March 2026):

Human First — people at the centre; names, locations, direct quotes wherever possible
Purposeful Warmth — warm and open-hearted, but always in service of the mission
Global Curiosity — interested in other cultures, definitions of love, ways of living; uses greetings and place names from around the world; never exoticises
Grounded Optimism — honest about struggle (Shark Tank, building the business); optimism is earned
Quiet Confidence — shows impact through stories and numbers, never shouts about it

Voice in one sentence: "Genuine, globally curious, and quietly bold — the voice of a woman who has traveled the world asking strangers what love means to them, and who built a business from the answers."

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Brand & Key Context

Conversion rate has dropped from a high of 3% — CRO audit complete April 2026, implementation in progress (Phase 1 homepage + collections)
499 active products in catalog as of May 2026. Top seller by lifetime orders: Tagua Heart Red (329 orders), followed by Customizable Heart Logo Charm (141), Mystery Bracelet (107), Skinny LOVE (106), Bloom Daisy (103)
Three curated collections revised June 2026 based on client feedback (original May 2026 versions blurred lines between product types). Strict boundaries with zero product overlap between collections:
Signature (15 core + 5 rotation): Mixed collection spanning Tagua Heart, Skinny LOVE, Original LOVE, Seed Bead, Jade, Taj, Bollywood, Diwali. Zero friendship bracelets. Zero gold/silver pieces (those go in Luxe). Top seller: Tagua Heart Red (329 orders). "Custom India" removed (not a real product). Darjeeling Bracelet Gold kept in both Signature and Luxe per client preference
Luxe (15 core + 5 rotation): Gold and silver pieces only. Every product features gold or silver in name or materials. No friendship, no bundles. Showpieces listed first: Alchemy LOVE Gold ($200-$250), Sterling Silver Heart Locket ($175), Offering LOVE Silver ($160-$270), TWFF Silver Feather Cuff ($200), Om Mani Padme Hum Bangle ($150). Then bestselling gold/silver bracelets at $28-$40 (Darjeeling Gold/Silver, LOVE Black/Gold, etc.). Price spans $15-$270
Friendship & Bundles (12+4 friendship, 8+3 bundles): Only Bali Friendship bracelets and bundle/set products. Nothing else. Top friendship: Bloom Daisy (103), Ocean Foam (89), Fire Sand (82). Wholesale kits excluded
Full spreadsheet with handles, pricing, rotation guidance, and curation notes: 5 tabs (Overview, Signature, Luxe, Friendship & Bundles, Rotation Calendar). File in outputs, needs uploading to Drive Love Is Project folder
Collection hero copy and category chips written for /all-bracelets page. 8 category chips linking to existing Shopify collections
Homepage hero rebuild planned: static hero + trust bar + 3 story tiles (artisan story, bundles, Shark Tank/Oprah). Shopify AI prompts delivered for story tiles section and category chips section
SEO copy for all three collections. Luxe updated June 2026: Title "Gold & Silver Bracelets | Love Is Project Luxe", Meta "Handmade bracelets in gold, silver, and sterling silver. From everyday pieces with gold detailing to premium Alchemy and sterling silver showpieces, all crafted by artisans worldwide." Signature and Friendship & Bundles SEO unchanged from May
"Curated Collections" section on homepage with 3 linked image cards. Heading: "Shop by Collection" or "Find Your Style"
Generic rich text section for bottom of all curated collection pages: heading "Want to see the full collection?", body links to /collections/all-bracelets, button "Shop All Bracelets"
Bundle order volumes low across the board (top: Darjeeling at 20 lifetime orders). Bundles need better naming, imagery, and seasonal theming
D2C bundle gap analysis complete June 2026: 145 active products across 18 categories have no bundle equivalent. Top gaps by potential: Atitlan Guatemala (12 products), Taj India (17), Seed Bead LOVE with Hearts (24), Zodiac (12), Kids (10), Kenya French Word Bracelets (9). Full breakdown: LIP D2C Bundle Gap Analysis.xlsx in Drive 03 - Projects/
Current Best Seller badges (16 products) align closely with the Signature core list — no changes needed
Seasonal rotation cadence agreed: 4x/year (March, June, September, December). Swap rotation-slot products based on 90-day Shopify sales data
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 ($12,163 revenue, 6,805 sessions — dominant leader)
Hidden gem: LOVE Pet Collar Red ($3,287 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

Aviator Nation Wholesale Strategy (from May 11 2026 meeting)

AN has 19 flagship stores. Recent $5-6k order from Caitlin Bennett (AN corporate buyer) covered 10 stores. Goal: expand to all 19 + target lookalike boutiques
AN corporate buyer: Caitlin Bennett — [email] FAIRE account: $40,823 / 17 orders. She manages purchasing across all AN stores; Chrissie to work through her to expand the account
Confirmed third-party AN stockists (Angle 2): Frock Shop (Houston TX — frockshoptx.com), Sassanova (Baltimore/MD + McLean VA — sassanova.com), Hazel Twenty (Charleston SC — 73 Wentworth St — hazeltwenty.com), For Now (Nantucket MA — itsfornow.com)
Lookalike boutique markets (Angle 3): Aspen, Vail, Nashville, Jackson Hole, Hamptons, Malibu/LA, Palm Beach — resort/lifestyle markets with AN-adjacent buyers
16 of 19 AN store locations verified from public records — see LIP Wholesale Outreach List.xlsx in Drive 05 - Data/. 3 stores unconfirmed; Chrissie to verify via Caitlin
AN stores have individual addresses and phone numbers in the outreach spreadsheet; outreach approach is either direct to store manager or through Caitlin at corporate

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Active Projects

[x] D2C bundle gap analysis — complete June 2026. 145 active unbundled products across 18 categories. Output: LIP D2C Bundle Gap Analysis.xlsx in Drive 03 - Projects/. Feeds Bundle List page work.
[ ] Bundle List page — use gap analysis output to build /pages/bundle-list. High-priority categories: Atitlan (12 products), Taj India (17), Seed Bead LOVE with Hearts (24), Zodiac (12), Kids (10), Kenya French Word Bracelets (9)
[x] Wholesale list sync and segmentation (Klaviyo + FAIRE) — segmentation complete, files ready to upload — see [[Love Is Project | Wholesale List Segmentation]]
[ ] Import 563-contact gap list into Klaviyo wholesale list
[ ] Build segment-specific Klaviyo campaigns from tagged CSVs
[ ] AN wholesale outreach — Chrissie to mark which 10 stores already covered in LIP Wholesale Outreach List.xlsx, then begin outreach to remaining 9 AN stores (Angle 1) + Angle 2/3 boutiques
[x] CRO audit — complete April 2026. 31 issues identified, 10 high severity. CVR 0.84% (peak 3%). See Drive 02 - SEO & Strategy/.
[ ] Nav restructure — planning agreed 2026-04-20, pending implementation (duplicate theme first) — see [[Love Is Project | Nav Restructure]]
[ ] AMP Cart install (replacing Rebuy)
[ ] Blog content — two new posts (Anne Hathaway, "Love Is" poem)
[x] Kit analysis Phase 1 — 25 kits identified, components extracted from descriptions
[x] Kit analysis Phase 2.5 — review spreadsheet built (kit contents + gap lists)
[x] Kit analysis Phase 3 — Shopify update CSV with SKUs inline in kit descriptions
[ ] Import LIP Kit Descriptions Update.csv into Shopify to update kit descriptions
[ ] Review gap lists and decide which uncovered products to add to existing kits
[ ] Apply kit tags to 27 untagged Friendship Bracelets in Shopify (New Colors & Styles) — see LIP Friendship Kit Tag Audit.xlsx in Drive root

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Working With This Client

See Brand & Key Context above for working style notes.