The digital media landscape for niche lifestyle content has seen a significant shift as Jen Causey-Kidder, the founder and creative force behind the popular DIY wedding blog Something Turquoise, officially announced the sale of her website to IJWT Media. The acquisition marks the conclusion of a twelve-year tenure for Causey-Kidder, who transformed a personal passion for crafting into a leading resource for brides and DIY enthusiasts globally. The transition, motivated by a desire to prioritize family obligations and a commitment to homeschooling, reflects broader trends within the creator economy where veteran digital entrepreneurs are seeking exit strategies that balance professional legacy with personal fulfillment.
Under the terms of the agreement, IJWT Media will assume full ownership of the Something Turquoise brand, its extensive archive of tutorials, and its digital assets. In a strategic move to ensure continuity, the media group has retained the existing editorial team while simultaneously hiring new contributors to expand the site’s content offerings. While the sale price and specific financial valuations remain undisclosed, the acquisition signifies a growing interest from media conglomerates in acquiring high-authority, niche-specific domains with established, loyal audiences.
The Evolution of Something Turquoise: From Hairdressing to Digital Entrepreneurship
The journey of Something Turquoise began over a decade ago, rooted in a career pivot that mirrors the rise of the "mom-preneur" movement of the early 2010s. In 2011, Causey-Kidder was a 22-year-old hairdresser who had spent only two years in the beauty industry before realizing her professional aspirations lay elsewhere. At the time, the digital wedding industry was undergoing a radical transformation, fueled by the emergence of Pinterest and a growing cultural preference for personalized, "shabby-chic," and handmade wedding aesthetics.
Causey-Kidder’s vision was specific: to create a platform where money was not an object for creativity, and where she could eventually generate a sustainable income from home. It took approximately eight years of consistent content production, SEO optimization, and community building for the site to reach the level of financial stability she had initially envisioned. By focusing on the "Turquoise" niche—a color often associated with weddings and a brand identity synonymous with step-by-step clarity—the site became a primary destination for couples looking to reduce wedding costs through handmade projects.
Throughout its twelve-year history, Something Turquoise navigated the complexities of the evolving internet, surviving numerous Google algorithm updates and the shift from desktop-centric blogging to social media-driven consumption. The site’s success was built on a foundation of high-quality photography and meticulously detailed craft instructions, which resonated with a demographic looking for authentic, achievable DIY projects rather than mass-produced alternatives.
A Strategic Shift: The Decision to Homeschool and Exit the Digital Space
The decision to sell the platform was not prompted by a decline in traffic or revenue, but rather by a profound shift in the founder’s personal priorities. Causey-Kidder, now a mother of three biological children and a stepmother to one, cited the increasing difficulty of balancing the demands of a high-traffic digital publication with the responsibilities of a large household. The logistical challenges of managing a brand that requires constant content creation, social media engagement, and community management often came at the expense of family time—a sentiment echoed by many long-term bloggers in the lifestyle space.
In late 2023, Causey-Kidder and her husband reached a consensus to transition their children to a homeschooling model. This educational philosophy, which emphasizes a bespoke curriculum involving travel, specialty classes, and hands-on "home studies," was deemed incompatible with the full-time demands of running Something Turquoise. According to statements from the founder, the realization that her role as an educator and mother outweighed the value of her professional output was the primary catalyst for seeking a buyer.
"There is literally nothing I can do that is more valuable than devoting this time of my life to my children’s education," Causey-Kidder noted, reflecting a growing trend among successful digital creators who are choosing to "log off" or scale back to focus on domestic and educational endeavors. This shift highlights a critical tension in the creator economy: the "always-on" nature of digital work versus the finite nature of early childhood development.
The Role of IJWT Media and Future Brand Expansion
The acquisition by IJWT Media ensures that the legacy of Something Turquoise will continue under new management. IJWT Media, a boutique media group known for managing lifestyle and niche content brands, has expressed a commitment to maintaining the core identity of the site while diversifying its content pillars.
The transition plan includes:
- Team Retention: The existing creative team, which has been instrumental in the site’s daily operations, will remain on board to provide stability during the handover.
- Content Diversification: While the site will continue to serve the wedding market, IJWT Media plans to introduce a "flood" of new ideas targeting the home decor and baby project sectors. This expansion reflects a lifecycle marketing strategy, following the original "bride" audience as they transition into homeowners and parents.
- Enhanced Contributor Network: The hiring of new contributors suggests an aggressive growth strategy aimed at increasing publication frequency and expanding the site’s reach on visual platforms like Pinterest, TikTok, and Instagram.
Industry analysts suggest that the sale of Something Turquoise is a textbook example of a successful "exit" in the blogging world. By selling to a media group rather than letting the site go dormant, the founder has secured a financial return on her twelve years of labor while ensuring her community continues to receive content.
Supporting Data: The DIY Wedding Market and the Rise of Niche Media Acquisitions
The acquisition comes at a time when the DIY wedding market remains a robust sector of the broader $70 billion wedding industry. Data suggests that approximately 30% to 40% of modern couples incorporate some form of DIY element into their wedding planning, whether for cost-saving reasons or a desire for personalization. High-authority sites like Something Turquoise serve as critical bridges between brands (craft supplies, stationery, etc.) and these "prosumer" wedding planners.
Furthermore, the homeschooling movement in the United States has seen a dramatic uptick. According to the National Center for Education Statistics (NCES), the number of homeschooled students has grown significantly over the last decade, with a sharp increase following the 2020 pandemic. Causey-Kidder’s move aligns with a demographic of professionals who are leveraging their financial success to opt out of traditional schooling in favor of experiential learning.
From a business perspective, the consolidation of independent blogs into media portfolios is a trend that has accelerated in recent years. Media groups like IJWT Media benefit from the "evergreen" nature of DIY content. A tutorial on "How to make a turquoise ring bearer pillow" published in 2015 can continue to generate ad revenue and affiliate commissions in 2024 and beyond, provided the site’s SEO health is maintained.
Chronology of the Transition
- 2011: Jen Causey-Kidder launches Something Turquoise after a career in hairdressing.
- 2011–2019: The site grows into a premier DIY wedding destination, establishing a strong presence on Pinterest and within the craft blogging community.
- 2019–2023: Causey-Kidder balances the management of the site with a growing family, eventually managing four children and a household of pets.
- Late 2023: The decision to pivot to homeschooling leads to "soul-searching" regarding the future of the brand.
- Early 2024: Something Turquoise is quietly placed on the market for potential buyers.
- May 2024: IJWT Media finalized the purchase of the website and assets.
- May 20, 2024: The final blog post from the founder is scheduled to be published, marking the official end of her tenure.
Broader Impact and Implications for the DIY Community
The departure of a foundational figure like Causey-Kidder from the DIY wedding space is a moment of transition for her audience, many of whom have followed her journey for over a decade. However, the acquisition by IJWT Media suggests that the demand for high-quality, instructional craft content is stronger than ever.
For the digital media industry, this transaction underscores the value of "legacy" blogs. While new platforms like TikTok offer rapid reach, established websites with thousands of pages of indexed content remain valuable assets for long-term revenue. The move also highlights a shift in how digital creators view their brands—not just as personal journals or hobbies, but as sellable business assets that can provide an exit when personal life stages shift.
As Something Turquoise enters its new chapter, the community can expect a higher volume of content and a broader scope of projects. While the "personal touch" of Jen Causey-Kidder may be missed, the infrastructure she built ensures that the turquoise-inspired creativity she championed will remain a staple of the wedding and home DIY world for years to come. The founder’s final post, scheduled for Monday, serves as both a farewell and a testament to the viability of the "dream" she voiced as a 22-year-old hairdresser: that with enough persistence, making crafts for a living is indeed a reality—and sometimes, the most successful part of that reality is knowing when to hand over the reins.
