About Us

Our History

The Evolution of Provincial Leisure

In 2014, Provincial Leisure was introduced under its original name, Stuff Oui Love.

Founded by Ashley M. Lands and Victoria Potter-Lands, the platform quickly became a trusted guide for sophisticated travel recommendations. From its inception, the brand secured international partnerships with top-tier names in the hospitality industry. Today, Provincial Leisure boasts over 55,000 email subscribers and attracts up to 2.2 million monthly views across its platforms, solidifying its position as a leader in luxury travel and lifestyle curation.

Interior of a grand historic building with ornate wooden walls, arched doorways, and an elaborately decorated ceiling with paintings and chandeliers. Several people are standing and walking inside, some wearing masks.

The Provincial Leisure Launch

In 2022, the team rebranded as Provincial Leisure, bringing a fresh identity to the forefront. Meanwhile, Ashley Lands and her marketing firm remain the driving force behind client holdings and backend marketing, offering top-tier digital marketing and photography services to fashion and hospitality brands worldwide.

Nighttime view of the Hilton hotel entrance with illuminated sign, decorative gold accents, brick facade, American flag, and city skyscrapers in the background.

Seafood and appetizer dishes on a white table, including oysters on a bed of ice, seared scallops garnished with chili and herbs, a fish carpaccio with greens, a lobster roll with cucumber and greens, and a mixed green salad.

HOSPITALITY MARKETING

A historic bridge illuminated with ornate street lamps during dusk, with classical statues on the columns, reflected in a river, with city buildings and a dome in the background.

Person grating cheese over a mound of scrambled eggs and truffle shavings on a white plate.

CURRENT PROJECTS IN ITALY

Ashley and Leah, childhood best friends, reunited in an exciting venture. After Leah's return to Italy from Dubai, she recognized the need for her best friend's expertise to scale the business. In 2022, Ashley made the bold move from New York City to join Leah in the adventure of town renovation, igniting a dynamic partnership fueled by friendship and shared ambition. Despite not being natives, they were captivated by the village's timeless beauty and embarked on a journey to restore its fading splendor.

Driven by a deep appreciation for history and culture, Ashley and Leah saw the village as more than just a collection of old buildings; it was a living testament to Italy's rich heritage. They devoted themselves to breathing new life into its historic structures, recognizing the importance of preserving its unique charm for future generations.

Their restoration efforts didn't stop at mere renovation; they’re seeking to create a sustainable future for the village and its inhabitants. By hiring local artisans and supporting community initiatives, they infused the area with newfound energy while honoring its cultural roots.

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