Time and time again they tell you to niche down. Get explicitly clear about who your ideal customer is.
How old is she? Where does she live? What kind of income does she earn? What are her values? Where does she invest her time? What does her morning look like? So as one does, we have drafted up exactly who our ideal customer is down to the last detail.
I think it’s important to have clarity on these details. It feels strategic to define your audience based on demographics and behaviours. But it’s fictional. It creates a person who doesn’t really exist and limits your brand to thinking who that person is versus who they want to become.
In 1986, psychologists Hazel Markus and Paula Nurius introduced the idea of ‘possible selves’ and that what motivates human behaviour isn’t who we are today but the ideas of who we could become.
That’s stayed with me…
Denise Larochelle isn’t just building clothing for women who have already mastered the art of living well. We’re building it for women who aspire to.
Living well isn’t something you arrive at one day. It isn’t a checklist. It isn’t waking up at five every morning, drinking green juice, journaling for twenty minutes, or having a perfectly curated routine.
And it looks different to everyone. For one woman, living well might mean finally getting enough sleep after years of burnout. For another, it could mean finding movement she genuinely enjoys. For someone else, it’s learning to cook nourishing meals, spending more time outside, building new friendships, or creating a slower morning before the day begins. The list goes on and on.
The point being, these rituals look different. But the intention is grounded in the same. Making choices that help you feel more aligned with yourself and the person you want to become. More energized. More grounded. More present. More connected.
And we care deeply about crafting beautiful pieces that support this. Not because she has everything figured out but because she’s choosing, over and over again, to care for herself. That philosophy extends far beyond the clothing we make.
We hope Denise Larochelle can be a gentle reminder that living well doesn’t have to look the same for everyone. It simply begins with deciding that you’re worth taking care of. And whether you’re just beginning that journey or have been on it for years, we hope you’ll feel at home here.
Take care,
Denise Larochelle