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.
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.
Going Global
Today, Provincial Leisure continues to represent some of the top names in Hospitality. publishing illustrated reference guides for the fashionable, independent traveller. By embracing local traditions, communities, and cuisine globally, Provincial Leisure shares experiences that are as authentic as they are unique. In 2023, we broadened our horizons to the enchanting landscapes of Italy, curating Airbnb stays and unique experiences tailored for the global explorer.
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.
