We were lucky to catch up with Laura Chávez Silverman recently and have shared our conversation below.

Laura, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?

The story of The Outside Institute is one of the phoenix rising from the ashes. I was coming out of almost two years in creative ideation and development on a project that ended up fizzling out due to partnership conflict. It was winter, I felt terribly discouraged and my spirits had sunk. Every day I sat in meditation, trying to empty my head and waiting for clarity. Finally, my husband suggested I write down on a piece of paper all the things I like to do best and figure out a way to work them into my life more. At the top of my list was “spend time in the woods.” Within a couple of days, the name “The Outside Institute” sounded within me like a clarion call and I saw in a flash what it could be: a way to connect people to the wilderness, a place that had brought me so much insight, happiness and fulfillment.

I knew there was a deep yearning in people to feel more grounded, more rooted in nature. And I understood that so many were disoriented, even uncomfortable, when venturing into the woods. They had no knowledge of how to be outside, of what plants and trees surrounded them, and of how to let go of the anxieties and compulsions of modern life. What I could offer was a knowledge base I had developed after almost a decade of living full-time in the Catskills, a new way of seeing and being in the world that encouraged a joyful awareness of the interconnectedness of all beings.

My idea was simply to take people outside. To guide them on walks through the woods and fields and mountains. To teach them whatever I knew about the local flora, fauna and fungi. To show them how to nibble on mugwort and pepperweed and wild raspberries. I knew that by sharing these passions of mine, I could open the door to a world of wonder that would prove truly healing and transformative.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I lived in Manhattan for the better part of two decades, working as a freelance writer and creative director for luxury design and lifestyle brands. In 2009, my husband and I decided to make the bold move from the city to our weekend place in the Catskills. Little did I know the profound effect it would have on me. Although I have continued to work as a brand consultant for clients around the world, I founded The Outside Institute in 2017 to share the knowledge and wisdom I had absorbed from my new surroundings. As a teacher and guide, I offer nature walks and other immersive experiences, including wildcrafting workshops and botanical mixology, to help people discover the wild landscape we all come from. Time spent outdoors under the canopy of a living forest is proven to mitigate the modern condition (stress, anxiety, depression) and support both physical and mental health to measurable degrees. I work to combat plant blindness and invite people to become more open, more curious and more connected to the world around them.

I have also co-authored a series of regional field guides designed to be accessible to beginning naturalists. This year, The Outside Institute is opening a brick-&-mortar outpost in Callicoon, NY, to bring the outside in, with a classroom, reading/research library and retail shop.

How did you build your audience on social media?

Building The Outside Institute has been an entirely organic process. Because it operates on a shoestring, there is no real budget for marketing, so I have relied on Instagram and my website to spread the word. Five years in, I am launching the first brick-&-mortar spot, which will allow me to retail products, both of our own making and of other artisans and producers. There will also be a classroom component, where I can invite other teachers to share their knowledge and skills. This is an exciting prospect as, until now, all activities and income have been generated solely by me. It’s been challenging because I have another career as a writer and creative director.

I have mixed feelings about social media but, ultimately, regard it as a tool that can be used in whatever way suits you, your values and your business. I have managed to build a modest but loyal following of almost 13k followers by simply sharing the wonders of nature. I use my platform as an opportunity for discovery, wonder and joy; to educate about issues I find important, like conservation, environmentalism and indigenous rights; and update people on my event schedule. I have never advertised, only share products or businesses I truly believe in and that are relevant to my area of focus, and try to keep things positive. One thing I have chosen to do only sparingly is video. I find Instagram to be overloaded with talking heads and quick cuts and I want The Outside Institute to be a grounded, peaceful place for reflection and retreat from the busy-ness that overwhelms us.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has been offering a high quality experience. Because The Outside Institute is a side hustle, I haven’t taken on a pressured growth mindset. Increasingly, I would like to make this project my sole focus but I resist the idea of heavily monetizing my passion. I’m aware that this is not how most people look at “business,” and it probably makes me a bad example of a founder, but I feel that the continual growth mandated by capitalism ruins a lot of products, experiences and lives. I just want to continue to provide education, develop some products that I think truly add something to the world and help people feel better about themselves and the places they inhabit. If this can support my simple lifestyle without contributing a lot of unneeded trash and noise, that will be wonderful.

Contact Info:

• Website: https://theoutsideinstitute.org
• Instagram: @theoutsideinstitute

Image Credits
Profile photo: Peter Crosby. Additional photos: Bette Blau, Bette Blau, George Billard, Arden Wray, Peter Crosby, Noah Kalina, Arden Wray and Elena Uryadova.