In Conversation With: Jaimi-Lee Fitzgerald

Founded by Jaimi-Lee Fitzgerald, LAND Essentials was born from a desire to make wellness feel simpler, more intentional and deeply connected to nature. Through thoughtfully formulated products and a philosophy rooted in travel, Jaimi-Lee has built a brand that resonates with those seeking a more balanced approach to their routine. We sat down with her to chat about the inspiration behind LAND, the realities of building a business, navigating motherhood, and her thoughts on hydration, health and modern wellness.

For those discovering LAND Essentials for the first time, can you tell us the story behind how the brand came to life?

Of course. LAND came to life during a season when I was travelling constantly for work. I was on a plane, domestically or internationally, almost every week, and I found it incredibly difficult to maintain the simple wellness rituals that made me feel my best.

On one trip to Los Angeles, I arrived at my hotel around 6am after a long flight. All I wanted was a warm lemon water in my room. I walked to a nearby Whole Foods, bought a few lemons, had the café downstairs slice them for me, then returned to my room and finally made myself the lemon water. Sitting there, I remember thinking, there has to be an easier way to do this.

That moment sparked the idea for LAND. Development began on our first product, a preservative-free lemon juice powder, and from there the brand evolved into what it is today: ritual essentials designed to travel with you. 

What gap did you see in the wellness space that you wanted to fill?

With our first product, I couldn't find a lemon juice powder that stayed true to the taste of fresh lemon. Most options contained lemon zest, which altered the flavour, or were packed with preservatives. I wanted to create something simple, clean and convenient.

Our second product, Marine Coconut, came from a similar place. I was searching for a coconut water powder that could travel easily and provide more than hydration alone. I couldn't find a formula that combined coconut water with a broader mineral profile while remaining free from artificial ingredients and sweeteners. I wanted to create an option for people looking for a cleaner, more balanced approach to hydration.

The name LAND feels very intentional. What does it represent to you, and how does it reflect the philosophy behind the brand?

LAND is a brand grounded in ritual and inspired by exploration. We sit at the intersection of travel and wellness, creating products that help people maintain simple daily rituals wherever they are in the world.

The name itself pays homage to that feeling of arriving, of landing in a new destination, a new routine, or even simply returning home. At its core, we’re about creating ritual essentials for wherever you land.

Building a business is challenging enough, but you've also become a mum. How has motherhood influenced the way you approach business, wellness and self-care?

Absolutely! Business, especially in the current climate, is extremely challenging. Motherhood has reinforced just how important small rituals are for me in keeping my mind in a grounded place.

I'm still finding my rhythm. Some days, even finding an hour to work on the business feels like a huge achievement and I've realised that prioritising my own wellbeing is what allows me to show up fully as both a mother and a business owner.

When I feel healthy, energised and grounded, I'm a better mum. That's something I value deeply in this season of life.

Hydration is a huge topic right now, but there's also a lot of confusion around it. What's the biggest hydration myth you'd love to bust?

One of the biggest myths is that hydration is one-size-fits-all.

My studies in health science taught me that our hydration needs vary significantly depending on lifestyle, activity levels and even the season of life we're in. You'll often see electrolyte products with very high sodium levels, and while that can absolutely be beneficial for some people, many individuals already consume adequate sodium through their diet. 

For everyday hydration, it's important to look beyond sodium alone and consider other key minerals such as potassium, magnesium and calcium. A more balanced mineral profile can support hydration in a way that's better suited to daily life. 

Many people think they're drinking enough water but still feel tired, foggy or depleted. What are some signs that someone may actually be under-hydrated?

One of the most common signs is the classic 3pm slump.

When I worked in corporate environments, that afternoon drop in energy was something almost everyone talked about. Many people assumed it was simply part of office life, but under-hydration can often contribute to those feelings of fatigue, brain fog and low energy.

For some people, it's particularly noticeable once the morning coffee wears off. If you're regularly reaching for another coffee or craving something salty or sweet in the afternoon, it can be worth exploring deeper hydration first.

Electrolytes have become incredibly popular in recent years. Who do you think can benefit most from adding electrolytes to their routine?

There are so many lifestyles that can benefit from electrolyte supplementation.

Marine Coconut was designed with the everyday person in mind, the busy professional moving between meetings, someone recovering from a workout, frequent travellers, or people simply trying to stay consistently hydrated throughout the day.

Pregnancy and motherhood can also place additional demands on the body, making hydration even more important. Ultimately, electrolytes aren't just for athletes; they can support anyone looking to maintain energy, hydration and overall wellbeing.

Marine Coconut has become one of LAND's best-selling products. What inspired you to create this particular formula?

It's funny because I've never actually loved the taste of traditional coconut water, but I've always appreciated its benefits.

The original idea was simply to create a coconut water product that could travel with me and didn't require refrigeration. As development progressed, I saw an opportunity to elevate the formula by incorporating marine minerals, creating a more balanced flavour profile and additional wellness benefits.

I intentionally avoided artificial flavours and sweeteners. Firstly, because I don't enjoy them, and secondly because many people are becoming increasingly mindful of how these ingredients impact digestion and overall wellbeing.

The result is a formula designed to go beyond hydration, with a highly effective nutritional profile and real results. 

Why was coconut such an important ingredient choice, and what makes it different from many of the electrolyte products currently on the market?

The organic coconut water powder in Marine Coconut is central to the formula because it's incredibly close to the real thing. It's a wholefood ingredient made more convenient.

Many electrolyte products are highly processed and heavily focused on sodium. While sodium certainly has its place, I wanted to create something that felt more balanced and approachable for everyday use.

Marine Coconut was formulated for the person who is new to electrolytes, looking for daily hydration support, and doesn't necessarily require high-dose sodium supplementation.

You're about to launch Marine Coconut in a new sachet format. What inspired the move, and how will it fit into people's everyday lives?

Marine Coconut has become our bestseller, and the move to sachets was driven largely by customer feedback.

Time and time again, people told us they loved the product but wanted an even more convenient way to take it with them. Since LAND has always been a travel-first ritual brand, sachets felt like a natural evolution.

What's one thing you're currently excited about—whether that's a new product, a business milestone, or a personal lesson you're learning in this season of life?

Personally, I'm most excited about watching my baby girl grow. She's recently started smiling, and it's honestly one of the most beautiful things I've ever witnessed.

From a business perspective, I'm incredibly excited to finally launch our Marine Coconut sachets in a 25-pack format. It's something we've wanted to bring to life for a long time, and seeing it finally come together is really rewarding.

When life gets busy, what's your non-negotiable wellness ritual that helps you feel grounded and energised?

Movement, always. Even just 15 minutes can completely shift my mood and help me feel like myself again. Whether it's Pilates, strength training or simply going for a walk, movement is the ritual I return to most consistently. 

Starting the morning with our Daily Lemon (Ritual) blend in warm water, and a pour over coffee is a non-negotiable. 

I also recently had my first sauna session since becoming pregnant last August. At eight weeks postpartum, it felt incredibly grounding, almost like reconnecting with a version of myself I'd been missing. I'll definitely be making it part of my weekly routine again.

To learn more about LAND and discover their range - head to their website here.