We speak with founder Laney Crowell about her newest venture, an online destination focused on wellness, food, and beauty.
Shot exclusively for PROFYLES by Sally Griffiths.
Laney Crowell is an expert smoothie maker. In fact, she’s an expert at creating almost any delicious dish out of the healthiest ingredients you could find in a kitchen. And for the founder of the new wellness and lifestyle site, The Moment, it's certainly a helpful skill to have.
Part wellness aficionado, part social media and branding expert, Crowell launched The Moment from a desire to create a beautiful online space devoted to her passions: Food, wellness, beauty, and the home. Its goal is to shed light on wholesome, organic, and delicious recipes that almost anyone can cook, discover organic beauty brands that truly work, and to showcase the "Moment Makers," those people who excel at creating their own incredible products. After scouring the web for an online space that approached food and wellness with an elevated angle—and discovering one didn’t exist—Crowell set about creating her own. “Over the countless years that I've been working with brands and running social media accounts, the one thing that I keep seeing over and over again is people wanting a deeper connection with everything around them,” says Crowell. “They want to know the soul behind what they're buying. I heard that demand and wanted to answer it. Around the same time, I was cooking dinner one night and an incredibly chic and successful friend (who doesn't cook) mentioned how my simple and easy dishes were inspiring her to get in the kitchen. At that moment I knew there was something there to be shared. I want people to know that they can cook even if they aren't a chef. I want to tell the stories behind products that we buy so people can see how their purchases effect their health, their bodies, the environment and the world.”
Above left: Gucci bag, Net-a-Porter.com; Ellery coat; Brother Vellies slides. Above right: Milk & Clay tableware.
“I fell in love with food when I lived in Paris. I would go to the best bakery on Saturday mornings and pick up croissants,then to the local cheese shop to pick out a double creme brie to ENJOY WITH a fresh baguette under the trees in The Tuileries."
And so, The Moment was born. Named for those special times a spark of magic occurs—say, sharing a delicious meal with friends or the first toe dipped into a warm bath—it covers health, food, and beauty, and will also focus on one ingredient a month, delivering recipes, stories, products, and news on how you can incorporate it into your life. Plus, there's also a store. For Crowell, whose background is in marketing and social media, including five years in fashion magazines such as ELLE and Lucky, and five years at Estée Lauder, food has always been a passion. “I grew up in the kitchen with my mom and my aunts and I love learning new things. They were always teaching me tips and tricks, and I became obsessed with learning it all,” she says.
“As a kid, and still today, I'm fascinated that you start with an ingredient and transform it into a meal. Growing up we had lots of family meals so it was natural to fall in love with the power of food and beautiful, love-filled dinners.” Her love for wellness however, came after years of fighting a battle with food—between what she wanted to eat and what her body preferred. “A couple years into living in Paris, I hit puberty. It was such a confusing time, my body was changing and it was scary. I remember being told that I had 'gained enough weight and not to drink milk with dinner any more.' Ever since then I have had a very complicated relationship with food. Especially through my teens and twenties, it was very painful. I love food, I love cooking, but I was told that food makes you fat so I thought that food and eating were bad. How messed up is that?!"
"Eventually all the dieting caught up with me and my health was affected. I was always sick and my stomach was so sensitive. Once I began looking into it and understood how good fresh food and produce is and how bad processed food can be, I started to change the way I thought about food. The better my relationship with food, the better my health became too. My approach to health and wellness is to focus on your ingredients and make sure you are buying the best organic, pesticide free, local, made-with-love food you can. Eat plant-based food from the earth 90% of the time. Eat until you are satisfied."
With plans for a brick-and-mortar expansion in the future ("that would be my dream!"), The Moment embodies what Crowell herself is focused on living. A considered, thoughtful existence that celebrates every moment in your life, and ensuring they can all be as beautiful as possible.