Launched in September 2017, Cleveland Vibes is a digital media brand that creates social media content. As a four-person team, they create content that highlights local small businesses in the Cleveland area while also recognizing the owners for their hard work.
Inspired by Cleveland’s energy and the desire to change its national reputation, founder Kaitie Nickel aims for that through the Instagram page. “I felt like nationally people didn’t recognize it for all that it was, and it kind of had a bad reputation,” Nickel said.
Starting her Instagram page as a stay-at-home mom looking to get out of the house, she took on the responsibility of getting the word out about the Cleveland area and partnering with the people of Cleveland. By sharing engaging videos and articles, along with running an online and in-person apparel shop, she has expanded both her social media presence and local audience.
Nickel has many roles in the business, aside from being the founder. “I do mostly content, so branding and anything that touches marketing,” Nickel said. Alongside her is her sister-in-law, co-founder Stephanie Hamme, who focuses on community outreach and small-business partnerships. “We do a lot of things, and one of them is kind of a separate business in its own that Stephanie manages the bulk of,” Nickel said.
S. Hamme helps manage Cleveland Market, which opened in July 2024 at Tyler Village. Here, they host events that showcase small businesses and sells merchandise from their own brand, Cleve or Leave. “The Cleveland Market has taken it to an in-person level, and that’s one way it expanded and will continue to grow,” Nickel said.
Cleveland Vibes partners with small businesses across the Lakewood and Cleveland areas, creating posts on its social media pages to promote the businesses and educate customers. Nickel said, “We collaborated with Nosotros, Boom’s Pizza, Roasted, Applejack’s Toy Store, Harlow’s Pizza and Lakewood Food Truck.”
This is just a fraction of the organizations they have worked with. Mike Hamme, another contributor to the company, works personally with many of these businesses and helps build these bonds. “I help with partnerships, strategy, content ideas, events and working with businesses. Some days are creative, some are operational, and some are just solving problems as they come up,” M. Hamme said.
The Cleveland community is a prime spot for small-business content. Along with open-minded and supportive people, many companies are always looking to expand their reach. “We get to work really closely with small-business owners in Cleveland, and that’s what makes the city so amazing. Small businesses really are what make any community vibrant,” Nickel said.
Many of the local companies featured on the Cleveland Vibes page are based in Lakewood. This reflects and promotes the small-business community fostered in this city.
Community is what this Instagram page is all about. The owners of Cleveland Vibes created this platform specifically for the people and small businesses of Lakewood and Cleveland. It is a digital presence made by community members, for the community. S. Hamme said, “We love giving back, and it’s just an easy way for us to use our platform to help other people in a good way to fight against big businesses’ incorporations.”
Cleveland Vibes plans to expand its Instagram presence and its team in the future. “We are actually in the process of expanding our team so we can not only reach out to those who contact us but also get to more small businesses and neighborhoods,” S. Hamme said. The growth stems from the welcoming environment Cleveland has provided, which has helped shape the content.
For Hamme, staying true to the Instagram account — both online and in person — is key. “Being authentic to what the brand is and not trying to be something it’s not,” S. Hamme said. This commitment to authenticity guides how their content represents Cleveland.
As a family-run business, Cleveland Vibes is as local and authentic as it gets. M. Hamme said, “Since we’re family, there’s a lot of honesty and trust in how we work together.” This trust is how the business came to be, and how it will continue to grow in the future.
