Take 5 with Lauren James

An international flight, a mountain retreat, or the best hole-in-the-wall restaurant are a few places one might spot influencer LAUREN JAMES. If not encountering her around town, Wilmingtonians in particular can be sure to spot her in the virtual realm.  

James started her social media journey four years ago and has amassed over 100,000 followers between both TikTok and Instagram. Her account, Lauren’s Suitcase, started as a place to keep her family and friends in the loop. “The goal was never to make money or have as many followers as I do,” she says. “The fact that I’m talking about it as a business now is crazy.” 

While some folks online aim for content appealing to an undefined, broad viewership, James’s posts, tailored to North Carolina dwellers, gained her the largely local, though incredibly loyal, audience she continues to grow today. 

Upon the initial virality of her videos, which showcased outings around the city, James realized she’d struck a chord with other residents. “It’s why I feel like what I do works in Wilmington specifically,” says James, “because it’s a community that naturally craves community.”  

James’ social media presence has not only given her a platform, but benefits the businesses she features. One local restaurant showcased on her page gained so much attention, a reservation is now consistently booked six months out. “They call it the Lauren’s Suitcase effect,” James laughs. 

Building a brand online isn’t all craft cocktails and delicious dining. James works a full-time job in environmental science, so her weekends are jam-packed with meetings, brand deals, and content creation. To many, this might sound like a lot to balance, but for James, it’s part of the success. 

“I’m a normal person with a 9-5,” she says. “I think it feeds the content; it’s relatable.” 

Though her business involvements are expansive – from protein bars, to airlines, to hotels – Lauren’s Suitcase isn’t afraid to say “no.” In choosing whom to work with and what to promote, positivity is key. “I’m never going to share something negative,” she says. 

The travel spirit that first guided James to share her life online has resurfaced in her most recent endeavor, River and Root Retreats in the mountains. Co-founded with a fellow influencer, James plans and executes travel retreats for women. She describes the retreats as a “mix of wellness and a girls’ trip.”  

“The emphasis on the trips is really to do something for yourself,” James says. “We do hiking and yoga but also make plenty of time for just hanging out around the fire or doing crafts.” 

The retreats were born out of a personal lack of feminine camaraderie in James’ life at the time, as many of her friends’ lives evolved away from North Carolina. “The retreats are just as much for my community as they are for me,” she says. 

The first retreat cohort resulted in a weekly book club and genuine connections, with many previous attendees signing up for the next trip. Though the upcoming River and Root Retreat is already full, another will happen in the fall with plans to continue semiannually in the future.  

As for the future of Lauren’s Suitcase, James hopes to continue forging community within Wilmington, the internet, and beyond. “As I change, so will my content,” she says, “and I hope everyone sticks around to see it.” 

Take 5 with Lauren James

In her 9-5, LAUREN JAMES works in environmental science, helping protect water resources and human health. But outside of her office hours, James has built an online following in the tens of thousands. A lifestyle influencer and content creator at Lauren’s Suitcase (@laurenssuitcase), James started posting under the brand in 2021.

Through her TikTok, Instagram, and Facebook channels, as well as on her website blogs (laurenssuitcase.com), James shares snippets of her local outings and faraway travels. A recent project has been working with CATE SCHWEITZER (@catescompass) to organize women’s travel retreats. The first, in October, included hiking, yoga, waterfalls, and bonfires in the North Carolina mountains. The next one in May is sold out, with another happening in June.

How would you describe your content focus for Lauren’s Suitcase? “Lauren’s Suitcase started as a travel page where I shared tips, tricks, and destination guides. As I’ve grown and my priorities have shifted, it has naturally evolved into more of a lifestyle platform. Travel is still a big part of it, but now I focus just as much on romanticizing everyday life, sharing local spots, recipes, and the moments in between trips.”

What do you enjoy about being a travel influencer, and what are the less glamorous parts? “I’ve had experiences and opportunities I never would have imagined without this career, and I don’t take for granted that I get paid to travel and immerse myself in new cultures. It’s incredibly rewarding to turn something I genuinely love into my work and to share those moments with my audience. The less glamorous side is learning how to balance being present with creating content, because sometimes I have to remind myself to put the camera down and fully enjoy where I am.”

When and why did you start organizing women’s travel retreats? “About a year ago, I approached a friend in the social media space with the idea, and we immediately knew we wanted to bring it to life. We had both experienced how hard it can be to build meaningful friendships as adults and felt there was a real need for intentional spaces for women to connect. The retreats grew from that desire to create community, deepen friendships, and give women an experience that feels both inspiring and supportive.”

What did you see women get out of the first couple of retreats? “One of the most powerful things I witnessed was how quickly walls came down once everyone realized they weren’t alone. … Watching women leave feeling seen, supported, and understood was incredibly beautiful.”

What’s a city that’s on your travel bucket list? “Tokyo, and Japan in general, has been at the top of my bucket list for years. I’ve always been drawn to the culture, the attention to detail, and so many of my favorite foods come from there. I’m finally going this year, and it feels surreal to experience a place I’ve dreamed about for so long.”

LAUREN JAMES’ full profile will appear in an upcoming WILMA Lifestyles email. To sign up for the email, go to WILMAmag.com/email-newsletter.

To view more of photographer Daria Amato’s work, go to dariaphoto.com

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