What Lucid has been up to lately…

Spring 2026:

Lucid Drives Pre-Event Buzz for ReMode Circular Fashion Festival

Lucid is proud to support our pro-bono client Fashion Takes Action in promoting ReMode 2026, a one-day circular fashion festival returning to Evergreen Brick Works this spring for its fourth year in Toronto.

Taking place on April 19, 2026, ReMode invites Torontonians to rethink how they shop, wear and care for clothing through the 7Rs of Fashion — Reduce, Reuse, Repair, Repurpose, Resale, Rent and Recycle. Produced by Fashion Takes Action and presented by Value Village in partnership with Evergreen Brick Works, the event brings together more than 40 vendors offering preloved, upcycled, repurposed and repaired fashion.

Unlike traditional markets, no new clothing is sold at ReMode. Instead, the festival encourages attendees to swap, repair and rediscover clothing while attending talks and workshops focused on extending the life of their wardrobes.

Lucid is currently supporting pre-event media outreach and promotion to help drive awareness and attendance for the Earth Month event, which is expected to welcome hundreds of thrifters, designers, students and sustainability advocates.

Fall/Winter 2025/26:

Lucid Hosts Exclusive Media Day for AetherHaus in February

Lucid Communications recently hosted an exclusive media day at AetherHaus, Vancouver’s European-inspired sauna and cold plunge experience located just steps from English Bay.

The curated event welcomed select editors, producers, and content creators to experience the space firsthand while connecting with the team behind the brand. As part of the afternoon, media were among the first to preview Banya Social, AetherHaus’ newest two-hour, semi-guided wellness experience inspired by traditional Eastern European sauna culture.

The experience included a traditional Slavic venik massage using oak leaves in the sauna, alongside time to move freely between the Himalayan salt sauna, communal cold plunge pools, and herbal tea lounge. The event offered media an immersive introduction to AetherHaus’ thoughtful approach to wellness, hospitality, and design.

Lucid continues to support AetherHaus through strategic media outreach and experiential events designed to introduce the concept to leading lifestyle and wellness media across North America.

Larry’s Catch Makes a Splash on CBC’s Dragons’ Den

Lucid client Larry’s Catch recently stepped into the spotlight with a highly anticipated appearance on CBC’s Dragons’ Den, bringing national attention to its mission of making premium, wild-caught, sustainable Canadian seafood more accessible across the country.

The episode, which aired January 22, 2026, marked a major milestone for co-founders Glen Creaser, James Quinn, and Javier Mejorada, who shared the personal story behind the brand and its commitment to supporting Canadian fishing families while delivering flash-frozen, ocean-fresh seafood directly to customers’ doors.

During the broadcast, Larry’s Catch generated significant interest from the panel, ultimately receiving offers from three Dragons—a strong endorsement of the company’s growth potential and its innovative approach to sustainable seafood distribution.

Lucid Communications continues to support Larry’s Catch through strategic media outreach and brand storytelling, helping bring attention to the company’s mission and the importance of supporting Canada’s fishing communities.

Lucid’s Seasonal Press Preview Draws Top Media, Strong Attendance, and Early Editorial Buzz in January

Lucid Communications recently hosted another successful bi-annual Seasonal Press Preview, bringing together top editors, producers, and content creators from across Canada and the U.S. Now in its 19th year, the event remains one of Lucid’s signature media touchpoints, previously held at iconic venues including The Hazelton Hotel, Windsor Arms, The Thompson, and New York’s Smyth Hotel and AKA Hotel.

This season, the preview was hosted virtually from the owner’s century home in beautiful Prince Edward County, where a handful of Lucid’s clients are also based—adding an authentic regional connection to the brands being presented.

The preview focused primarily on long-lead spring/summer editorial opportunities, while also pitching short-lead story angles tied to upcoming Valentine’s Day gift guides and Earth Day sustainability features.

To accommodate busy media schedules, Lucid hosted its signature virtual edition—nicknamed “The Lucid Show” by editors—a fast-paced 45-minute presentation featuring curated video pitches, founder clips, and live Q&A. Custom media gift boxes featuring client products were delivered directly to attending editors for hands-on testing.

The preview achieved an impressive 90% attendance rate, with strong engagement from media across beauty, wellness, fashion, home, food & beverage, and lifestyle verticals. Lucid also successfully introduced new client Knifeworks into the media mix.

In response to ongoing U.S. tariff pressures, Lucid strategically positioned its Made-in-Canada clients as key domestic stories, helping secure Canadian editorial coverage designed to drive local awareness and sales while brands navigate cross-border challenges.

Each season, Lucid builds a highly targeted media list and personally invites top editors and producers, ensuring clients are presented within a cohesive, story-driven lineup. The result is consistent, meaningful press opportunities for brands spanning beauty, wellness, wine, interiors, fashion, fitness, and sustainable living.

Lucid Signs Knifewear to Client Roster in January

Lucid Communications is pleased to announce that Knifewear, the largest Japanese knife retailer in North America, has joined the agency’s client roster. Through this partnership, Lucid will support the brand’s continued growth across Canada and the United States, helping expand its editorial presence while reinforcing its reputation as a leading authority in premium Japanese cutlery and chef-curated cookware.

Founded in 2008, Knifewear has built a devoted following by sourcing handcrafted knives directly from master Japanese blacksmiths and championing tools designed to last a lifetime. With six retail locations in Calgary, Edmonton, Vancouver, Toronto, and Ottawa, alongside a thriving international e-commerce platform, the brand has become a go-to destination for professional chefs, passionate home cooks, and knife enthusiasts alike.

Lucid will focus on strategic media outreach and editorial storytelling to highlight the craftsmanship, heritage, and education-driven philosophy that define the Knifewear brand.

Lucid Brings Three Media Preview Events to Life in Toronto in Fall 2025

This fall, Lucid Communications hosted three in-person media preview events in Toronto, bringing together leading editors, producers, and creators for intimate, hands-on brand experiences.

The events were held in collaboration with our clients Province Apothecary x Jaybird and Ecksand in Yorkville, and Cosmette Skincare, each designed to give media a deeper understanding of the brands, their founders, and the stories behind their products.

Founders and brand teams were present throughout the events, giving guests the opportunity to ask questions, explore the collections firsthand, and learn more about everything from skincare formulations and wellness rituals to fine jewellery craftsmanship. These intimate settings allowed for meaningful conversations and valuable face time between brands and media.

All three events were well attended, and the relaxed, interactive format created the perfect environment for building stronger relationships with our media community. The result was not only a fun and memorable series of gatherings, but also strong editorial interest and ongoing press coverage for our clients.

At Lucid, we believe the best media relationships are built through authentic connection and real-world experiences—and these events were a perfect example of how bringing brands and media together in person can lead to lasting relationships and meaningful coverage.

July/August 2025:

Lucid Hosts Exclusive Collaboration with David McMillan & The Grange Winery

Lucid Communications Hosts Intimate Evening at The Grange of Prince Edward Winery

This July, Lucid Communications hosts an exclusive countryside feast at The Grange of Prince Edward Winery, collaborating with acclaimed Montreal chef-turned-farmer David McMillan of famous Joe Beef. The evening celebrates wine, food, and storytelling in the heart of Prince Edward County.

The night begins with a wine tasting, featuring The Grange’s latest releases poured by winemaker Jonas Newman, followed by a full, family-style dinner lasting several hours. David teams up with The Grange’s Chef Paul Tobias to craft a multi-course menu highlighting ingredients from Hayfield Farms and local County producers.

Over a dozen media guests attend, with Lucid arranging transportation and accommodations to ensure a seamless experience. Each guest also receives a copy of David’s new book, Spilled: Stories & Recipes From Natural Winemakers, offering a behind-the-scenes look at natural winemaking.

This intimate dinner gives media the opportunity to explore multiple story ideas, connect with chefs, farmers, and winemakers, and gain insight into The Grange’s evolving culinary vision.

Lucid Hosts Another Successful Bi-Annual Multi-Client Press Preview

Lucid Communications hosts another successful bi-annual Seasonal Press Preview from the owner’s beautiful century home in stunning Prince Edward County. Now in its 18th year, these previews are among our most well-attended and high-profile media events, previously held at iconic venues like The Hazelton Hotel, Windsor Arms, The Thompson, The Templar, and NYC’s Smyth Hotel/AKA Hotel.

To make things easier for busy editors and producers across Canada and the U.S., we also offer a virtual edition via Zoom—a 40-minute, high-impact session packed with fresh story ideas from the most exciting sustainable and lifestyle-forward brands. Media often call it “The Lucid Show.”

During the virtual preview, our team presents short, dynamic video pitches for each brand, supported by founder clips and live text Q&A. Everything is professionally filmed and thoughtfully curated to keep the session fast, informative, and inspiring.

Custom media gift boxes featuring our clients’ latest products arrive directly to attendees, giving media a hands-on opportunity to test standout items.

Each season, we build a bespoke media list and extend personal invitations to top editors, producers, and creators across beauty, wellness, fashion, home, F&B, bridal, baby, and more. We refine our client roster to ensure a cohesive, compelling story for media. From beauty, wellness, and wine to interiors, lingerie, cleaning, fitness, and sauna culture, this intimate preview provides editors with content for both short-lead summer/fall features and long-lead holiday/winter gift guides.

Whether attending in person or online, media walk away with strong pitches, fresh ideas, and direct access to the brands behind them.

May/June 2025:

Lucid Welcomes New Clients to the Roster

Lucid proudly welcomes AetherHaus to our client roster — Vancouver’s first sauna and cold plunge studio offering immersive, hospitality-driven wellness experiences. Located across from the iconic English Bay Beach, AetherHaus redefines the wellness space by eliminating the pressure and pretension often associated with the industry. Rooted in tradition and ritual, AetherHaus draws inspiration from Aufguss — the German sauna ceremony using aromatic steam — and Russian Banya, a communal bathhouse practice emphasizing heat, steam, and connection. The result is a warm, intentionally designed space that honours ancient wellness traditions while fostering modern community.

We also welcome Sansa Interiors, a Toronto-based boutique interior design studio specializing in high-end residential and commercial spaces. Known for its holistic, client-first approach, Sansa creates streamlined, timeless interiors that reflect the needs and values of the people who inhabit them. An ARIDO Registered firm, Sansa blends form and function with elegance and restraint.

Additionally, we’re excited to support Jaybird, as it opens its second Vancouver location on Kingsway this June. Co-founded by Barbie Bent and Ariel Swan, Jaybird is a contemporary movement studio that fuses mindfulness and movement in a dark, music-fueled, candlelit environment. With its expanding footprint, Jaybird continues to lead in innovation and mind-body connection within the fitness and wellness space.

March/April 2025:

Lucid Signs On Faceology Spa

Lucid proudly welcomes Faceology Spa to its client roster—the first mobile facial spa on wheels in Canada. Faceology delivers expert skincare treatments directly to clients, wherever they are, combining convenience, sustainability, and medical-grade skincare to revolutionize the way people approach beauty and self-care.

Founded by Tina Griffin, a seasoned medical aesthetician and skincare expert with over 20 years of experience, Faceology Spa is rooted in education, innovation, and accessibility. Tina’s impressive background includes leadership roles at some of the most prestigious spas in Toronto and New York, where she developed signature treatments, managed operations, and formulated exclusive skincare products.

January 2025:

Los Angeles Lucid Press Preview 2025

Lucid kicks off the year with a successful hybrid Lucid Press Preview in Los Angeles, hosted at our founder’s stunning penthouse suite in the Hollywood Hills. Throughout the day, LA-based editors drop in for one-on-one presentations, followed by a Cinq à Sept session with small group activations.

To extend our reach beyond those in LA, we also host a 45-minute virtual session via Zoom, drawing over 75 major media outlets from across the U.S. and Canada. This hybrid format ensures we get in front of as many media contacts as possible—whether in-person or online.

Both the in-person and virtual components generate strong press interest, giving our clients valuable visibility and helping to tell their stories in an engaging, near hands-on way. We highlight key products, launches, and brand narratives that stay top of mind with key editors and producers.

We’re especially proud to share that the showcased products from this preview are donated to support relief efforts for Los Angeles residents affected by the recent and ongoing wildfires. ❤️

Lucid proudly adds Scoria and COLE Skincare & Supplements to our growing client roster

We’re thrilled to be named agency of record for Scoria, a Canadian, women-owned, crowd-funded brand that’s redefining eco-conscious yoga. Scoria inspires creativity, inclusivity, and sustainability through its line of environmentally sustainable yoga gear—empowering people to reconnect with their authentic selves through mindful movement.

Founded in 2017 by Yara Kamal, Scoria is the first of its kind: a green yoga brand rooted in the belief that true wellness begins by reconnecting with your inner child and rediscovering lost creativity. What began as Kamal’s personal journey to reclaim her sense of play has since evolved into a global movement.

Lucid also welcomes COLE Skincare & Supplements, a transformative skincare brand that prioritizes skin cell and barrier health. Founded by Dr. Jillian Cole, a naturopathic doctor, certified skin diagnostician, and holistic nutritionist, COLE offers clean, clinically backed products that merge topical skincare with supplements for a complete inside-out approach to skin wellness.

Also Joining the Lucid Family: Larry’s Catch

Lucid is proud to welcome Larry’s Catch, a Canadian seafood delivery service committed to making local, sustainable fish accessible beyond the coasts.

Founded by a team of young Canadian entrepreneurs, Larry’s Catch is on a mission to transform the way Canadians think about—and enjoy—seafood. Inspired by co-founder Glen Creaser’s father, Larry, a lifelong fisherman, the brand brings high-quality, traceable seafood directly to consumers. After moving from Nova Scotia to Ontario in 2016, Glen saw firsthand the lack of access to fresh, trusted seafood—and set out to change that.

Lucid Adds Fine Jewellery Maison Ecksand to Its Roster

Lucid is honoured to partner with Ecksand, the renowned Montreal-based fine jewellery maison known for timeless design, artisanal craftsmanship, and an unwavering commitment to sustainability.

On February 1, 2025, Ecksand opens its first Toronto boutique in the prestigious Yorkville neighbourhood. This milestone expansion marks a bold step for the brand, bringing its celebrated French Canadian savoir-faire to a broader audience. Using conflict-free gems and 100% recycled gold, Ecksand stands as a beacon of sustainable luxury—redefining what modern jewellery should be.

Lucid Celebrates 23 Years

On January 4, 2025, Lucid celebrates its 23rd anniversary. This past year, we proudly returned to in-person client events and hosted our multi-brand previews in NYC. We're deeply grateful to our past and present clients, supportive media contacts, and the incredible staff and interns who’ve been part of our journey.

Thank you for being part of our story. Here’s to the next 20+ years!

— With love, Alanna & Michelle

Jaybird Kingsway Media Launch

Lucid is excited to support Jaybird, the contemporary movement studio, as it announces the Spring 2025 opening of its second Vancouver location at 776 Kingsway. Co-founded by Barbie Bent and Ariel Swan, Jaybird continues to blend mindfulness and movement in meaningful ways. Stay tuned for coverage as this exciting new space launches!

Lorette Lingerie Returns to Lucid

We’re thrilled to welcome back Lorette Lingerie, the Charleston-based luxury lingerie brand known for handmade, everyday intimates that celebrate femininity and the female form at every life stage.

Founded in 2017 by Parisian designer Laure Stromboni, Lorette blends art and design to create lingerie meant to evoke emotion and experience—redefining traditional intimatewear with purpose and creativity.

Massey Hall x The Grange of Prince Edward

Lucid proudly supports The Grange of Prince Edward in launching Massey Red, a private-label wine created to commemorate Massey Hall’s 130th anniversary.

We kicked off the celebration with an exclusive pre-show reception at Massey Hall’s new 6th-floor lounge. Guests enjoyed tastings of Massey Red and other estate wines alongside light bites, followed by a festive Good Lovelies holiday concert. A beautiful celebration of wine, music, and legacy.

Women & Children’s Shelter of Barrie – Pro Bono Partnership

Lucid is honoured to support the Women & Children’s Shelter of Barrie as a pro bono client this year. We helped promote the Barrie Police Service Chief’s Gala on November 22, 2024, at Liberty North—an evening of community celebration in support of women and children fleeing domestic violence. We’re proud to help raise awareness and resources for this vital organization.

Summer 2024 Highlights

Media Day: John Steinberg & Associates

Lucid teams up with Benjamin Raine, the new owner of Toronto’s iconic John Steinberg & Associates salon, for an exclusive media day this August. Raine—chosen by the late John Steinberg himself—is a master stylist with 20+ years of experience in film, fashion, and editorial. Top-tier media were invited to the newly reimagined space to meet Ben and experience the next evolution of this beloved salon legacy.

Media Day: The Grange of Prince Edward Winery

Lucid hosts a magical summer media day at The Grange of Prince Edward , one of Prince Edward County’s most established estate wineries, celebrating its 20th anniversary.

On July 11, we flew 12 top media guests from Toronto Island to The County via private plane and helicopter, kicking off a full-day immersion in wine and hospitality. Guests enjoyed a farm-to-table lunch in the historic 200-year-old barn, a tour of the vineyard and cellars with winemaker Jonas, and even post-tasting karaoke. The event generated glowing press and unforgettable memories.

Lucid’s Multi-client Press Previews in NYC:

Lucid wraps up our annual in-person and virtual Lucid Press Preview in New York City. This year’s multi-client Seasonal Press Preview takes place at the beautiful Smyth Tribeca, inside their stunning AKA Suite.

Throughout the day, we welcome New York-based editors for 25 one-on-one presentations—pitching short-lead stories for end-of-summer and back-to-school, as well as long-lead print features for holiday gift guides and product selections. Midday, we host a 45-minute virtual Zoom session, where over 75 major outlets from across the U.S. and Canada join in, ensuring we reach top-tier media beyond NYC.

Both the in-person and virtual presentations continue to drive impressive media coverage for our clients, keeping their brands top of mind with a near hands-on experience that effectively tells their stories and highlights key products and launches.

Rodney’s Oyster Festival and Oyster Shucking Championship:

Lucid is proud to continue our partnership with Rodney’s Oyster House,, one of Canada’s most iconic oyster destinations. We help generate excitement and media buzz around the highly anticipated return of the Ontario Oyster Festival and Oyster Shucking Championship on July 1st.

From crafting and distributing media alerts to pitching top-tier outlets, Lucid leads the charge on all press efforts—securing extensive coverage, managing on-site media relations, and coordinating on-air interviews. We also support pre-event publicity, listings, contests, and post-event recaps, ensuring the festival’s success is well covered and celebrated across all platforms.