Jen Causey Kidder, the founder and creative force behind the popular DIY wedding resource Something Turquoise, has officially announced the sale of her digital platform to IJWT Media, a burgeoning media group specializing in niche content acquisitions. The transition marks the end of a 12-year tenure for Kidder, who grew the site from a personal passion project into a leading authority in the wedding and craft space. The acquisition includes the website’s extensive archive of tutorials, its social media presence, and its existing editorial team, ensuring continuity for its global audience. Kidder cited a profound shift in personal priorities as the primary driver for the sale, specifically the desire to homeschool her four children and step away from the demands of the digital creator economy.
The Evolution of Something Turquoise: A Twelve-Year Chronology
The trajectory of Something Turquoise serves as a quintessential example of the "creator economy" success story. Jen Causey Kidder began the venture while working as a professional hairdresser at the age of 22. Motivated by a desire to transition away from the salon industry, she identified a gap in the market for high-quality, accessible DIY wedding tutorials. At the time, the wedding industry was beginning to undergo a digital transformation, with platforms like Pinterest and Instagram becoming the primary drivers of aesthetic inspiration for modern brides.
Kidder’s journey was characterized by a steady, eight-year build-up before the website became her primary source of income. This period of growth coincided with the "DIY boom" of the early 2010s, where couples increasingly sought ways to personalize their nuptials while managing escalating wedding costs. By consistently delivering "Pinterest-worthy" projects with clear, professional-grade instructions, Something Turquoise established a loyal following.
Over the next five years, Kidder managed the platform as a full-time business while expanding her family. The brand eventually grew to include a dedicated team of contributors and specialized in content ranging from handmade bouquets to complex digital design templates for invitations. However, the dual demands of maintaining a high-output digital publication and managing a large household—which includes four children, several pets, and a complex home environment—led to what Kidder described as a period of significant personal strain.
Strategic Acquisition by IJWT Media
The sale to IJWT Media represents a strategic move for the media group, which aims to capitalize on the enduring popularity of the "Do-It-Yourself" (DIY) and lifestyle sectors. Under the terms of the agreement, IJWT Media has committed to maintaining the core identity of Something Turquoise while expanding its reach.
Industry analysts note that such acquisitions are becoming increasingly common as independent bloggers seek "exit strategies" from their brands. For a media group, purchasing an established site like Something Turquoise offers immediate access to a niche, high-intent audience and a decade’s worth of SEO-optimized content.
IJWT Media has confirmed that the existing editorial team will remain on board, providing stability during the leadership transition. Furthermore, the company plans to hire additional contributors to diversify the site’s output. While the brand’s roots are firmly planted in the wedding industry, the new owners intend to broaden the content pillars to include more comprehensive home and baby-related projects, reflecting the natural life-cycle progression of the site’s original audience.
Contextualizing the Decision: The Rise of Homeschooling and Parental Burnout
Kidder’s decision to exit her business to focus on homeschooling reflects a broader socio-economic trend currently observed across the United States. According to data from the National Center for Education Statistics (NCES) and the U.S. Census Bureau, homeschooling rates saw a dramatic increase during the COVID-19 pandemic and have remained significantly higher than pre-2020 levels.
In her farewell announcement, Kidder emphasized a desire to provide her children with a "unique, creative education" that prioritizes experiential learning and travel over traditional classroom settings. This shift mirrors the values of many contemporary parents who are opting for "unschooling" or "world-schooling" models, which integrate education into daily life and family activities.
The announcement also highlights the growing conversation regarding "influencer burnout." The digital content landscape requires constant engagement, frequent updates, and the management of multiple social media algorithms. For many creators who started their platforms a decade ago, the transition into mid-life and parenthood has created a conflict between professional demands and personal values. Kidder noted that for the past five years, she felt she was "splitting her time" and that her children were "missing out" on her presence—a sentiment echoed by many high-profile digital entrepreneurs who have recently opted for "slower" lifestyles or complete career pivots.
Economic Impact and Market Data of the DIY Wedding Industry
The DIY wedding sector remains a robust component of the broader $70 billion U.S. wedding industry. Market research indicates that approximately 30% of couples engage in some form of DIY project for their wedding, whether to save money or to ensure a personalized aesthetic. Websites like Something Turquoise have played a pivotal role in democratizing professional-grade crafting, providing couples with the tools to execute high-end designs on a budget.
The "Turquoise" brand specifically tapped into the "Cricut" and "Silhouette" maker movements, which saw millions of households purchase personal cutting machines. By providing specific tutorials for these technologies, the site became an essential resource for the modern hobbyist. The acquisition by IJWT Media suggests a confidence that this market will continue to grow, particularly as inflation drives more consumers toward "homemade" solutions for high-cost events like weddings and baby showers.
Implications for the Creative Community and Audience Reactions
The departure of a founding figure often leads to concerns regarding a site’s "soul" or creative direction. However, the reaction from the Something Turquoise community has been largely supportive, reflecting a modern understanding of work-life balance. Many long-term followers have expressed that Kidder’s transition to homeschooling is an extension of the creative, family-oriented values she promoted through her tutorials.
For the broader creative community, Kidder’s successful exit provides a blueprint for other independent creators. It demonstrates that a niche blog, built on authentic expertise and consistent quality, can be a sellable asset rather than just a personal job. This "institutionalization" of blogging is a sign of the industry’s maturity.
Future Outlook: Something Turquoise Under New Management
As IJWT Media takes the helm, the focus will likely shift toward scaling the platform’s output. The introduction of new contributors suggests an aggressive content strategy aimed at capturing more market share in the "Home" and "Baby" categories. This diversification is a common tactic for media groups looking to maximize the lifetime value of a reader; a bride who uses the site for wedding favors in 2023 may return for nursery decor in 2025.
Jen Causey Kidder will publish her final blog post on Monday, marking the official end of her role as the site’s primary editor. While she will no longer be involved in the day-to-day operations, her legacy remains in the thousands of tutorials that have helped shape the aesthetic of modern DIY weddings.
The sale of Something Turquoise is more than just a business transaction; it is a case study in the lifecycle of a digital brand. It highlights the intersection of the creator economy, the evolving wedding market, and the shifting priorities of the modern workforce. As Kidder moves toward a lifestyle focused on educational advocacy for her children, IJWT Media faces the challenge of maintaining the "crafty heart" of a brand that was built on one woman’s dream while scaling it for a new era of digital consumption.
Summary of Key Facts and Timeline
- Founder: Jen Causey Kidder (formerly a hairdresser).
- Platform: Something Turquoise, founded approximately 2011.
- Core Content: DIY wedding tutorials, templates, and craft projects.
- The Sale: Acquired by IJWT Media in May 2023.
- Reason for Exit: Focus on homeschooling four children and achieving work-life balance.
- Future Strategy: Retention of the existing team, hiring of new contributors, and expansion into Home and Baby content pillars.
- Market Context: Reflects broader trends in the $70 billion wedding industry and the rise of homeschooling in the U.S.
The transition represents a significant milestone for the DIY community, signaling both the end of an era for one of its most prominent voices and the beginning of a new, corporate-backed chapter for a beloved digital resource.
