Jen Causey Kidder, the founder and creative director of the influential DIY wedding and lifestyle brand Something Turquoise, has officially announced the sale of her digital platform to IJWT Media, a burgeoning digital media group. The acquisition marks the end of Kidder’s 12-year tenure at the helm of the site, which she built from a nascent hobby into a cornerstone of the online craft and wedding planning community. The transition comes as Kidder pivots her focus toward a new personal chapter centered on the intensive education and homeschooling of her four children.
Under the terms of the agreement, IJWT Media will assume full ownership of the Something Turquoise brand, including its extensive archive of DIY tutorials, social media channels, and intellectual property. In a strategic move to ensure continuity and maintain the brand’s signature voice, the acquiring firm has confirmed that the existing editorial team will remain on board. Furthermore, IJWT Media intends to expand the site’s scope, increasing the frequency of content related to home decor and childcare alongside its traditional wedding-centric offerings.
The Evolution of Something Turquoise: A Twelve-Year Chronology
The trajectory of Something Turquoise serves as a case study in the evolution of the creator economy over the last decade. Kidder’s journey began in approximately 2011, during a period of significant career dissatisfaction. At the age of 22, while working as a professional hairdresser, Kidder identified a desire to monetize her passion for crafting. Despite the initial financial uncertainty, she committed to a long-term strategy to transition into the digital media space.
It took roughly eight years of consistent content creation and audience building for Something Turquoise to reach a level of financial stability that allowed Kidder to pursue the venture as her primary occupation. The site’s growth mirrored the broader rise of Pinterest and the "DIY wedding" movement, which gained massive traction in the early 2010s as couples sought more personalized, cost-effective alternatives to traditional wedding planning.
By the mid-2010s, Something Turquoise had established itself as a premier destination for step-by-step project guides, ranging from handmade invitations to complex floral arrangements. The brand’s success was built on a foundation of high-quality photography and accessible instructions, which filled a critical gap in the market for sophisticated yet achievable DIY projects.
The Intersection of Work-Life Balance and the "Mompreneur" Movement
The decision to divest from the company was largely driven by the increasing complexity of Kidder’s domestic life. As her family grew to include three biological children, a stepdaughter, and a significant number of household pets, the demands of maintaining a high-traffic digital publication began to conflict with her parental goals.
Kidder noted that for the past five years, she had been engaged in a difficult balancing act, attempting to manage the creative and administrative burdens of a digital business while remaining present for her children’s developmental milestones. This struggle is reflective of a wider trend among "mompreneurs"—female founders who build businesses from home—who often face unique pressures when their professional success begins to scale alongside their families.
The conflict reached a turning point at the end of 2023. After a period of "soul-searching" regarding her intentions as a mother and an educator, Kidder determined that the most valuable use of her time was the direct supervision of her children’s schooling. This realization prompted the search for a buyer who could preserve the brand’s legacy while allowing her the freedom to exit daily operations.
The Rise of Homeschooling and Experiential Education
Kidder’s transition is emblematic of a significant demographic shift in the United States. According to data from the U.S. Census Bureau’s Household Pulse Survey, homeschooling rates saw a dramatic increase during the COVID-19 pandemic and have remained substantially higher than pre-2020 levels. In many regions, homeschooling has become the fastest-growing form of education.
The pedagogical model Kidder intends to implement for her children focuses on "experiential education"—a mix of traditional home studies, specialized classes, and travel-based learning. This approach prioritizes "up close" learning over textbook-based instruction, a trend that has gained popularity among parents who feel that traditional school systems lack the flexibility to cater to unique creative interests.
By choosing to homeschool, Kidder is joining a growing number of professionals who are opting out of traditional career paths to take a more hands-on role in their children’s development. This shift often requires significant financial restructuring or, as in this case, the total sale of a primary business asset.
Strategic Acquisition by IJWT Media: Continuity and Expansion
For IJWT Media, the acquisition of Something Turquoise represents a strategic entry into the DIY and lifestyle vertical. Digital media conglomerates often seek established brands with loyal, niche audiences to diversify their portfolios and capture high-intent advertising revenue.
The media group has signaled that it does not intend to overhaul the brand’s identity. By retaining the existing team and hiring new contributors, IJWT Media aims to maintain the trust Kidder built with her audience over twelve years. The planned "flooding" of the feed with new ideas for weddings, home projects, and baby-related content suggests an aggressive growth strategy aimed at capturing a broader segment of the lifestyle market.
Industry analysts suggest that such acquisitions are common when a solo founder reaches a "ceiling" of what can be accomplished without institutional backing. IJWT Media brings the resources necessary to scale the site’s technical infrastructure and advertising partnerships, which may have been difficult for an individual founder to manage alongside a large family.
Supporting Data: The Business of DIY and Weddings
The wedding industry remains a robust sector of the global economy, providing a stable backdrop for the sale of Something Turquoise. According to market research reports, the global wedding market was valued at approximately $160 billion in 2023, with the DIY segment growing as younger generations (Millennials and Gen Z) prioritize authenticity and personalization over cookie-cutter luxury.
Furthermore, the "crafting" economy has seen a resurgence. Platforms like Etsy and Pinterest have solidified the commercial viability of DIY content. A site like Something Turquoise, which sits at the intersection of weddings and crafting, holds significant value due to its "evergreen" content—tutorials that remain relevant to new cohorts of brides and grooms year after year.
Broader Implications for the Creator Economy
The sale of Something Turquoise highlights a critical phase in the lifecycle of a digital creator: the exit strategy. While many creators focus on growth and monetization, few successfully navigate the transition to a sustainable exit. Kidder’s ability to find a buyer interested in maintaining the brand’s integrity is a testament to the professionalization of her blog into a legitimate media asset.
This event also underscores the "human" element of digital entrepreneurship. As the first generation of professional bloggers and influencers reach middle age, many are facing similar decisions regarding legacy, burnout, and family priorities. The sale of a platform often serves as a "graduation" from the creator economy, allowing founders to liquidate their digital sweat equity to fund the next stage of their lives.
Final Transition and Legacy
Kidder’s final contribution to Something Turquoise is scheduled for publication on Monday, marking the symbolic handover of the platform. In her farewell statements, she expressed a mixture of emotional weight and optimism, acknowledging the "tears in letting go" while emphasizing her excitement for the homeschooling journey ahead.
The legacy of Something Turquoise will likely be defined by its role in democratizing wedding design. For over a decade, Kidder provided the tools for thousands of individuals to take creative control of their most significant life events. As the brand moves forward under the stewardship of IJWT Media, it enters a new era of corporate-backed growth, while its founder returns to the private sphere to apply her creative talents to the education of the next generation.
The success of the transition will be monitored by both the loyal "Something Turquoise" community and industry observers, as it represents a high-profile example of a founder successfully balancing professional achievement with personal values in a rapidly changing digital landscape. For now, the "crafty heart" of the brand remains intact, even as its architect steps away to build a different kind of future at home.
