The digital landscape of the wedding and DIY craft industry marked a significant transition this week as Jen Causey Kidder, the founder and creative force behind the popular website Something Turquoise, announced her departure from the platform. The transition follows the formal acquisition of the site by IJWT Media, a specialized media group focused on expanding lifestyle and niche content. This move concludes a 12-year tenure for Kidder, who transformed a personal ambition into a leading resource for DIY wedding projects, while signaling a new chapter for the brand under corporate management.
The Evolution of Something Turquoise: A Twelve-Year Chronology
The trajectory of Something Turquoise serves as a quintessential case study in the "creator economy," illustrating the evolution of a hobbyist blog into a commercially viable media property. The origins of the site trace back more than a decade to a period when Kidder was working as a professional hairdresser. At the age of 22, after only two years in the cosmetology industry, Kidder identified a desire to pivot toward creative entrepreneurship.
The development of the brand was not instantaneous; it required an eight-year period of foundational work and audience building before the platform became a sustainable full-time endeavor. Since its formal inception approximately 12 years ago, Something Turquoise established itself as a primary authority in the "DIY Wedding" niche. This period coincided with the rapid rise of visual social media platforms like Pinterest and Instagram, which fueled a global demand for personalized, handmade wedding aesthetics.
Throughout the mid-2010s, the website expanded its scope beyond bridal crafts to include home decor and baby-related projects, successfully capturing a broader demographic of craft enthusiasts. However, as the brand grew, so did the complexities of managing a high-output digital publication alongside a growing family. Kidder noted that for the past five years, the challenge of balancing the demands of a digital media business with the needs of four children—including three biological children and a stepdaughter—had become increasingly difficult to sustain.
Strategic Acquisition by IJWT Media
The sale to IJWT Media represents a strategic exit for Kidder and a growth opportunity for the acquiring firm. While the financial terms of the transaction were not disclosed, the acquisition follows a broader trend in the digital media industry where independent "solopreneur" sites are consolidated into larger media portfolios to leverage economies of scale in advertising and content distribution.
IJWT Media has signaled a commitment to maintaining the core identity of Something Turquoise while increasing content volume. According to the transition plan, the existing editorial team has been retained to ensure brand continuity. Furthermore, the media group has already begun onboarding new contributors to diversify the site’s offerings. The new ownership intends to accelerate the publication schedule, focusing on wedding, home, and baby projects—areas that have historically driven the most engagement for the brand.
In a statement regarding the acquisition, Kidder expressed confidence in the new management, noting that the infrastructure provided by a media group would allow the site to reach its full potential without the constraints of a single individual managing all operations. The transition is expected to be seamless for the site’s followers, with Kidder’s final editorial contribution scheduled for release on Monday.
The Economic Context of the DIY Wedding Market
The success and eventual sale of Something Turquoise must be viewed within the context of the global wedding market and the rising popularity of the DIY movement. As of 2023, the global wedding market is estimated to be valued at approximately $70 billion, with a significant portion of that spending shifting toward personalized and unique experiences.
Market data suggests that modern couples are increasingly looking for ways to infuse their ceremonies with personal touches that reflect their identities. This shift has created a lucrative niche for "How-To" content. According to industry reports, nearly 40% of couples incorporate some form of DIY element into their wedding celebrations, ranging from handmade invitations to custom floral arrangements. This consumer behavior has sustained the relevance of platforms like Something Turquoise even as traditional bridal magazines have faced declining circulations.
Furthermore, the "Mompreneur" segment of the creator economy—individuals who build businesses while managing household responsibilities—has become a significant driver of digital content. However, the exit of high-profile founders like Kidder highlights the "burnout" factor often associated with this model. The transition from an independently owned blog to a corporate-backed media entity is a common lifecycle for successful digital properties that outgrow the capacity of their founders.
A Shift Toward Alternative Education Models
The primary catalyst for Kidder’s exit is a fundamental shift in her family’s educational philosophy. Kidder and her husband have announced their intention to transition to homeschooling, a decision that reflects broader national trends in the United States.
The Kidder family’s approach to education is described as a "creative education" model, integrating traditional home studies with specialized classes, travel-based learning, and hands-on crafting. This pedagogical style, often referred to as "worldschooling" or "unschooling" depending on the structure, emphasizes experiential learning over textbook-based instruction.
"There is literally nothing I can do that is more valuable than devoting this time of my life to my children’s education," Kidder stated, emphasizing the finite nature of the time parents have with their children before they reach adulthood.
This decision aligns with a significant uptick in homeschooling statistics following the COVID-19 pandemic. Data from the U.S. Census Bureau and the National Center for Education Statistics (NCES) indicates that the number of homeschooling households in the U.S. nearly doubled between 2020 and 2023. Parents cite various reasons for this shift, including concerns about school environments, the desire for a non-traditional curriculum, and the flexibility to incorporate family travel into the educational calendar.
Implications for the DIY Community and Digital Media
The departure of a long-standing founder often raises questions about the future "soul" of a brand. In the case of Something Turquoise, the community’s reaction has been a mix of support for Kidder’s personal journey and anticipation for the site’s new direction.
For the DIY community, the acquisition of such a prominent site by a media group like IJWT Media suggests that the niche is maturing. When media groups acquire independent blogs, it often leads to:
- Increased Content Frequency: More posts per day and more diverse project types.
- Enhanced SEO and Technical Stability: Corporate backing usually brings better website optimization and user experience updates.
- Expanded Revenue Streams: This may include more robust affiliate marketing, sponsored content, and potentially premium subscription tiers.
However, the challenge for IJWT Media will be maintaining the "personal touch" that Kidder spent 12 years cultivating. The loyalty of the Something Turquoise audience was built on the founder’s authentic voice and her transition from a hairdresser to a professional crafter.
Final Transitions and Future Outlook
As Kidder prepares to publish her final post, the focus remains on the legacy of the platform. Something Turquoise grew from a dream conceived in a hair salon to a digital destination that influenced thousands of weddings worldwide. The brand’s transition marks the end of an era for Kidder personally, but it also represents the beginning of a more institutionalized future for the site.
The move also underscores a growing trend among successful digital entrepreneurs who are choosing to "cash out" and reclaim their time. In an era where the boundary between work and personal life is increasingly blurred by social media, the decision to sell a successful business in favor of family-focused pursuits is being viewed by many as a modern form of professional success.
For IJWT Media, the acquisition is a calculated bet on the enduring value of the wedding and lifestyle market. As they take the helm, the industry will be watching to see if they can scale the brand while keeping the "crafty heart" of the site intact. For now, the transition serves as a reminder of the evolving nature of digital influence, the complexities of the modern work-life balance, and the changing landscape of American education.
