Jen Causey Kidder, the founder and creative force behind the prominent DIY wedding and craft website Something Turquoise, has officially announced the sale of her platform to IJWT Media. The transition marks the conclusion of Kidder’s 12-year tenure as the site’s primary visionary and lead editor. The acquisition by IJWT Media, a digital media group specializing in niche content platforms, ensures the continued operation of the brand while allowing Kidder to transition into a new chapter focused on the homeschooling and education of her children. The move reflects a broader trend within the digital creator economy where long-term independent publishers seek institutional exits to achieve personal work-life balance and long-term brand sustainability.
The Genesis and Evolution of Something Turquoise
The story of Something Turquoise began over a decade ago when Kidder, then a 22-year-old hairstylist, sought a career path that aligned more closely with her passion for creative arts. In the early 2010s, the digital landscape for weddings was undergoing a significant transformation. The "DIY wedding" movement was gaining momentum as couples sought personalized, budget-friendly alternatives to traditional, cookie-cutter ceremonies. Kidder identified a gap in the market for high-quality, step-by-step tutorials that empowered brides to take a hands-on approach to their nuptials.
It took approximately eight years of consistent content creation, community engagement, and SEO strategy for Kidder to transform the blog from a side project into a full-time, profitable enterprise. Over the course of 12 years, Something Turquoise became a staple in the wedding industry, known for its focus on turquoise-colored aesthetics and its meticulous "how-to" guides. The site built a loyal following by providing value through affiliate marketing, sponsored content, and a clear, instructional voice that resonated with the millennial demographic.
The Strategic Shift Toward Homeschooling and Parental Devotion
The decision to sell the platform was driven by a fundamental shift in Kidder’s personal priorities. As her family grew to include three biological children, a stepdaughter, and an extensive collection of household pets, the demands of maintaining a high-traffic digital publication began to conflict with her domestic goals. Kidder noted that for the past five years, she had been navigating the complexities of "splitting time" between her professional responsibilities and her children, a struggle common to many "mompreneurs" in the digital age.
The catalyst for the sale was a family decision to pursue homeschooling. Kidder and her husband determined that providing a unique, creative, and travel-based education for their children was their primary objective. This educational model, which blends home studies with specialty classes and experiential learning through travel, required a level of time commitment that was incompatible with the daily operations of a major media site. Kidder’s "soul-searching" led to the conclusion that the most valuable use of her time during this specific developmental window for her children was to serve as their primary educator.
The Acquisition by IJWT Media
The sale of Something Turquoise to IJWT Media represents a strategic acquisition for the media group. While the financial terms of the deal were not disclosed, the transition plan indicates a commitment to maintaining the brand’s core identity while expanding its reach. IJWT Media has confirmed that the existing team behind Something Turquoise will remain on board, providing continuity for the site’s readers and advertising partners.
Furthermore, the new owners have already begun hiring additional contributors to increase the frequency and variety of content. The strategic roadmap for the site includes a broader focus that extends beyond weddings to include "home" and "baby" projects. This expansion is a logical progression for the brand, as its original audience—millennial brides—has aged into new life stages involving homeownership and parenthood. By diversifying the content pillars, IJWT Media aims to capture a larger share of the lifestyle and DIY market.
Chronology of the Transition
The transition of Something Turquoise follows a clear timeline of growth and eventual divestment:
- 2011-2012: Jen Causey Kidder launches Something Turquoise while working as a hairstylist, focusing on DIY wedding projects.
- 2012-2019: The site undergoes a period of steady growth, establishing itself as a leading authority in the wedding DIY niche. Kidder transitions to full-time work on the platform.
- 2019-2023: Kidder manages the platform while raising a growing family, eventually identifying the need for a change in work-life structure.
- Late 2023: Kidder and her husband decide to commit to homeschooling, prompting an exploration of sale options for the website.
- Early 2024: Negotiations with IJWT Media conclude, resulting in the acquisition of the platform.
- May 2024: Kidder officially announces the sale and her departure, with her final blog post scheduled for mid-May.
Supporting Data: The Rise of Niche Media Acquisitions and Homeschooling Trends
The sale of Something Turquoise occurs against a backdrop of two significant social and economic trends: the consolidation of niche digital media and the surge in homeschooling in the United States.
In the digital media sector, independent blogs that have successfully built high-authority domains and loyal audiences are increasingly becoming targets for acquisition by larger media conglomerates or portfolio companies like IJWT Media. These companies look for established SEO profiles and "evergreen" content libraries that can be monetized more efficiently through advanced ad-tech and broader editorial teams. According to industry reports on digital M&A, niche content sites with strong Pinterest and search engine presence are particularly valuable, as they offer predictable traffic patterns.
On the personal side of Kidder’s decision, the rise of homeschooling has seen a dramatic uptick since 2020. Data from the U.S. Census Bureau indicates that homeschooling rates in the U.S. doubled during the pandemic and have remained significantly higher than pre-2020 levels. Many parents, like Kidder, cite the desire for a more "customized" or "creative" education as a primary motivator. This demographic shift is creating a new class of parents who are opting out of traditional corporate or entrepreneurial paths to reclaim time for family-centric initiatives.
Broader Implications for the Creator Economy
Kidder’s departure highlights a critical phase in the "creator lifecycle." Many founders of the first wave of successful blogs (circa 2008-2012) are now reaching a point where they must decide between scaling their business into a corporate entity or selling to focus on other life goals.
For the DIY and wedding industry, the acquisition suggests that there is still significant value in long-form, instructional content, even in an era dominated by short-form video platforms like TikTok and Instagram. The "Something Turquoise" brand carries a level of trust and "searchability" that new social media accounts often lack. IJWT Media’s decision to keep the existing team suggests that the "human element" and the specific editorial voice of the brand are viewed as essential assets.
Future Outlook for Something Turquoise
Under the stewardship of IJWT Media, Something Turquoise is expected to see a "flood" of new ideas and projects. The move to include home and baby categories will likely increase the site’s daily traffic and expand its appeal to a wider range of sponsors. For the audience, the change promises a higher volume of content while maintaining the aesthetic standards established by Kidder.
In her farewell statement, Kidder expressed a mixture of emotional weight and optimism. While the "letting go" process involved personal reflection and "tears," she emphasized her excitement for the brand’s future and her own new chapter. The final post from Kidder is set to be a milestone event for the community she built over 12 years, marking the end of an era for one of the wedding industry’s most recognizable independent voices.
As the digital landscape continues to evolve, the story of Something Turquoise serves as a case study in successful brand building, the viability of the DIY niche, and the importance of founder-led transitions that prioritize both the legacy of the business and the personal well-being of the creator. IJWT Media now takes the mantle of a platform that has influenced thousands of weddings, tasked with evolving the brand for a new generation of makers and creators.
