Today we’d like to introduce you to Abby Clear.
Hi Abby, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I grew up in Traverse City, Michigan, and from an early age I was surrounded by entrepreneurship. My dad is a businessman, and watching him build companies and solve problems inspired me to dream about one day creating something of my own.
After high school, I attended college in both New York City and at the University of Minnesota, where I competed as a Division I volleyball player. Athletics taught me discipline, resilience, leadership, and the importance of showing up every day—qualities that have shaped how I approach both business and life.
Following graduation, I built my career in collegiate and professional sports media, marketing, and later winery marketing and operations in Northern Michigan. Every role taught me something different, from branding and storytelling to customer experience and building relationships. While working in the wine industry, I realized there was an opportunity to create something that combined two things I loved: fashion and the Northern Michigan lifestyle.
In 2017, I began planning what would become Lakes And Grapes. My vision was to create elevated apparel inspired by the water, woods, and wine country that make Northern Michigan such a special place. I wanted to design clothing that wasn’t just something people wore, but something connected to their favorite memories—a sweatshirt they reached for every summer, a hat that reminded them of a weekend at the lake, or a tee that represented everything they loved about being Up North.
I launched the brand in 2018, and not long after, at just 26 years old, I took a leap of faith and opened my first retail store in downtown Traverse City. What started as a passion project has grown into a thriving retail and e-commerce business, with a flagship storefront on Front Street and customers across the country.
As the business has grown, so has our mission. Lakes And Grapes has become much more than a clothing brand. We’ve created community events, partnered with local businesses, mentored young professionals through internships, and launched one of the largest Walk Clubs in Northern Michigan, bringing together 100 to 200 people every week. Creating opportunities for people to connect has become one of the most rewarding parts of what I do.
Looking back, my journey has never been just about building a business. It’s been about building a community, celebrating the place that shaped me, and creating something that brings people together. I’m incredibly grateful that what started as a simple idea has grown into a brand and community I never could have imagined.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not—and I think that’s true for most entrepreneurs.
From the outside, people often see the exciting parts of owning a business: opening a storefront, launching new products, or growing a brand. What they don’t always see are the countless challenges behind the scenes.
Retail can be unpredictable, especially in a seasonal tourist market like Northern Michigan. There have been years where we’ve experienced incredible growth, and others where economic uncertainty, changing consumer habits, and rising costs forced me to rethink strategy and adapt quickly. Opening a retail store at 26 years old was one of the biggest risks I’ve ever taken. Signing a commercial lease, managing inventory, hiring a team, and carrying the responsibility of payroll was both exciting and intimidating.
One of the biggest lessons I’ve learned is that resilience matters just as much as creativity. There are always obstacles, whether it’s a product that doesn’t perform as expected, supply chain challenges, or difficult business decisions. I’ve learned that success isn’t about avoiding failure—it’s about learning from it, staying adaptable, and continuing to move forward.
I’ve also realized the importance of celebrating the small wins. Early on, I was so focused on the next goal that I rarely took time to appreciate how far I’d come. Now I’ve learned that building a business is a marathon, not a sprint. Every challenge has made me a better leader, and every setback has ultimately strengthened both me and the business.
If anything, those difficult moments have made the journey even more meaningful because they’ve reinforced why I started in the first place—to build something that creates connection, celebrates Northern Michigan, and positively impacts the community I call home.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Lakes And Grapes is a lifestyle brand inspired by the water, woods, and wine country of Northern Michigan. While we’re primarily known for our apparel, we’ve grown to offer accessories and home goods that reflect a lifestyle rooted in lake days, vineyard visits, outdoor adventures, and time spent with family and friends.
From the beginning, my goal was never to simply create another clothing company. I wanted to build a brand that people felt connected to. I often say we’re not just selling sweatshirts or hats—we’re creating pieces that become part of people’s favorite memories. Whether it’s the sweatshirt you throw on after a sunset boat ride, the hat you wear every weekend at the cottage, or the crewneck your entire friend group owns because it reminds you of summers Up North, those are the moments that inspire everything we create.
Although our roots are firmly planted in Northern Michigan, what we’ve discovered is that our brand resonates far beyond our region. Communities built around lakes, coastal living, and wine country exist all over the country, and people connect with that lifestyle no matter where they call home. Today, Lakes And Grapes has grown into a thriving e-commerce business with customers nationwide who see their own favorite places reflected in our brand.
Creativity has also been at the heart of our growth. As the founder, I’ve personally led nearly every aspect of the brand’s creative direction—from marketing campaigns and social media to promotions, product design, photography, merchandising, and storytelling. Building the brand in-house has allowed Lakes And Grapes to maintain an authentic voice and a consistent identity that customers recognize and trust.
I think what truly sets Lakes And Grapes apart is that we’ve grown beyond being just a retail store. Our storefront has become a community gathering place. We host events, collaborate with local businesses, organize one of Northern Michigan’s largest Walk Clubs, and create opportunities for people to connect. Building community has become just as important as building the brand itself.
We’re also incredibly intentional about quality. As the business has grown, we’ve continued investing in better fabrics, improved fits, elevated embroidery and graphics, and products designed to become long-term staples rather than impulse purchases. My vision has always been to create a lifestyle brand that people are proud to wear for years—not just a souvenir from a trip to Northern Michigan.
More than anything, I’m proud that Lakes And Grapes has become a reflection of the community that inspired it. The relationships we’ve built with our customers, local businesses, artists, wineries, breweries, and community organizations have shaped the brand into something much bigger than I ever imagined. At the end of the day, I hope people see Lakes And Grapes as more than a clothing company—I hope they see it as a brand that celebrates meaningful places, brings people together, and creates lasting memories wherever life takes them.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
There are so many ways to get involved with Lakes And Grapes beyond simply shopping with us. Whether you’re visiting our downtown Traverse City storefront, following along online, or joining one of our community events, we love creating opportunities for people to connect.
For local residents, I’d encourage you to join us for Walk Club or one of our other community events throughout the year. They’re a great way to meet new people, support local businesses, and experience what our brand is all about.
We’re also always excited to collaborate with other businesses, wineries, breweries, creators, photographers, artists, influencers, and organizations that share a passion for community, creativity, and the Northern Michigan lifestyle. Some of our favorite ideas have come from collaborations, and I truly believe we’re stronger when we work together.
For those outside of Northern Michigan, you can support us by shopping online at **[www.lakesandgrapes.com](http://www.lakesandgrapes.com)**, following along on social media **@lakesandgrapes**, and sharing the brand with others who love the lake, coastal, and wine-country lifestyle. Every purchase, recommendation, and connection helps us continue growing while staying true to the community that inspired us from the very beginning.
Whether you’re looking to collaborate, attend an event, or simply follow our journey, we’d love to connect.
Pricing:
- Apparel typically ranges from $34–$84, depending on the style and collection.
- Walk Club is free and open to the community.
- We also host select free and ticketed community events throughout the year.
Contact Info:
- Website: https://lakesandgrapes.com
- Instagram: https://www.instagram.com/lakesandgrapes
- Facebook: https://www.facebook.com/lakesandgrapes
- Other: https://www.tiktok.com/@lakesandgrapes
