"You can't build a brand without building a community. And you can't build a community without giving people a reason to belong."
-Mark Schaefer
My journey didn't start in a marketing school or an agency; it started in my kitchen when I launched my first business, a skincare brand named Beige Rain.
After teaching myself everything from skincare formulation and regulations to product photography and web design, my passion for authentic marketing and connection grew. It was then that I learnt that a community is the greatest financial asset any business could have.
With a background in Psychology from The University of Cape Town, I've used my entrepreneurial experience, passion for people, along with my deep understanding of human psychology, to help build both local and international lifestyle, beauty and wellness brands connect and scale.
- Lauren Ardagh
Founder of The Design Clubhouse
HER HIKE
In 2025, I launched an all-female hiking community here in Cape Town, South Africa. Her Hike quickly became the fastest-growing community in the wellness and adventure space. Within a few months, our community had over 11 000 members, with over 3000 members in our WhatsApp group.
With 0 ad spend, our growth was completely authentic and organic.
I was able to find an unnurturned market, and create effective change that has benefited 1000's of women.
Community isn't a job, it's my purpose.
At the end of the day, our goal is to reach people that will truly and honestly benefit from your business.
That is our mission.
Lauren Ardagh is a brand and community strategist with nearly a decade of experience helping beauty, lifestyle, and wellness brands scale sustainably, without losing the emotional connection that turns customers into loyal advocates.
With a rare blend of commercial strategy and creative storytelling, Lauren specialises in brand positioning, community-led growth, and relationship marketing. Her work focuses on strengthening the full customer journey, from first impression to repeat purchase, by combining audience psychology, content strategy, and retention-focused marketing.
In 2025, Lauren was interviewed on the Expresso Show after building one of South Africa’s fastest-growing wellness communities. She has also been featured in BizMag, where she explored the future of loyalty and retention in her article, 'The Future of Brand Communities: Evolving Engagement for Retention and Lifetime Value' as well as in Momentum's Health magazine, sharing insights on the impact of social media within the health and wellness space.