Jen Causey Kidder, the founder and creative architect behind the prominent DIY wedding and lifestyle platform Something Turquoise, has officially announced the sale of her company to IJWT Media. The transition, which marks the end of Kidder’s 12-year tenure at the helm of the brand, signifies a major shift for one of the wedding industry’s most recognizable independent digital properties. The acquisition ensures that the website will continue its operations under new ownership, while Kidder pivots to a new chapter centered on the specialized education and homeschooling of her four children.
The Genesis and Growth of Something Turquoise
The story of Something Turquoise is often cited within the digital creator community as a quintessential example of the "passion-to-profit" model. In 2011, Kidder was working as a professional hairstylist, a career she had pursued for only two years before realizing her professional aspirations lay elsewhere. Driven by a desire to monetize her creative talents, she set a long-term goal of building a platform that would allow her to work from home and achieve financial independence.
Over the course of eight years of foundational growth, Kidder successfully transitioned from the service industry to full-time digital publishing. Something Turquoise carved out a specific niche in the saturated wedding market by focusing exclusively on "Do-It-Yourself" (DIY) projects. While other bridal sites focused on high-end luxury photography or vendor directories, Kidder’s platform provided step-by-step tutorials for brides and grooms looking to personalize their ceremonies. This focus coincided with the rise of Pinterest and the broader maker movement, which propelled the site to national recognition.
By 2023, the site had amassed a decade-long archive of creative content, spanning wedding decor, home improvement, and baby-related crafts. However, the success of the platform brought with it the logistical complexities of managing a high-traffic media entity, leading to the eventual decision to seek a strategic exit.
The Strategic Shift Toward Homeschooling and Family Life
The decision to sell Something Turquoise was prompted by a significant change in Kidder’s personal priorities and family structure. Currently managing a household that includes three biological children, a stepdaughter, and an extensive collection of domestic pets, Kidder reported that the demands of maintaining a professional blog had begun to conflict with her domestic goals.
In late 2022, Kidder and her husband reached a consensus to transition their children to a homeschooling model. This educational strategy is described as a "unique, creative education" that moves beyond traditional textbook learning. The planned curriculum includes:
- Experiential Learning: Utilizing travel to provide firsthand historical and cultural context.
- Specialty Instruction: Enrollment in niche classes that focus on specific skills or talents.
- Creative Integration: Incorporating craft and design into the daily learning process to foster innovation.
Kidder noted that the "mental load" of splitting time between a digital media empire and a growing family had become unsustainable. Her decision reflects a broader trend among successful female entrepreneurs who, after reaching a plateau of professional success, choose to reallocate their "time wealth" toward familial and educational investments.
Terms of the Acquisition and the Role of IJWT Media
While the specific financial terms of the deal have not been disclosed, the acquisition by IJWT Media represents a strategic move for the media group to bolster its portfolio in the lifestyle and DIY sectors. IJWT Media has confirmed that the transition will be designed to minimize disruption for the site’s existing audience and stakeholders.
As part of the acquisition agreement:
- Staff Retention: The existing editorial and creative team that supported Kidder will remain with the company.
- New Talent: IJWT Media has already begun hiring additional contributors to expand the site’s output.
- Content Expansion: The platform will see an increase in frequency for posts regarding wedding planning, home DIY, and maternity/baby projects.
IJWT Media’s involvement suggests a move toward a more corporate, scalable content model. By retaining the original team, the group aims to preserve the "crafty heart" and authentic voice that Kidder spent 12 years cultivating, while utilizing their resources to increase the brand’s digital footprint across social media and search engines.
The DIY Wedding Market and the Creator Economy: Contextual Data
The sale of Something Turquoise occurs against a backdrop of a robust but evolving wedding industry. According to market research, the global wedding market was valued at approximately $160 billion in 2022, with the DIY segment seeing a notable uptick as couples seek to mitigate inflation-related costs and pursue "hyper-personalization."
Data from the digital publishing industry indicates that "niche authority sites" like Something Turquoise are becoming prime targets for acquisition by mid-sized media conglomerates. These groups seek to acquire established domains with high Domain Authority (DA) and a loyal subscriber base rather than building new brands from scratch.
Furthermore, Kidder’s transition into homeschooling mirrors national statistics in the United States. According to the U.S. Census Bureau’s Household Pulse Survey, homeschooling rates have remained significantly higher than pre-pandemic levels, with many parents citing the desire for a more tailored, flexible curriculum as their primary motivation.
Chronology of the Transition
- 2011: Something Turquoise is launched by Jen Causey Kidder as a side project while she works as a hairstylist.
- 2011–2019: The site experiences steady growth, becoming a leading authority in the DIY wedding space. Kidder leaves her hair salon career to focus on the blog full-time.
- 2019–2022: The platform expands its scope to include home and baby projects, reflecting the founder’s own life stages.
- Late 2022: Kidder and her husband decide to pursue homeschooling for their four children, prompting a reevaluation of her professional commitments.
- Early 2023: Kidder begins exploring the possibility of selling the website, eventually entering negotiations with IJWT Media.
- May 2023: The sale is finalized and publicly announced. Kidder prepares to publish her final editorial contribution.
- Post-May 2023: IJWT Media takes full operational control, with a new team of contributors joining the legacy staff.
Broader Implications for Digital Entrepreneurs
The departure of Jen Causey Kidder from Something Turquoise highlights a critical phase in the lifecycle of the "mompreneur" and the independent blogger. For over a decade, the "blogosphere" was dominated by individual personalities. As these platforms mature, they often face a "founder’s dilemma": the brand is inextricably linked to the individual, yet the individual’s personal growth may eventually lead them away from the brand’s core subject matter.
Kidder’s successful exit serves as a blueprint for other creators. By building a brand that was centered on a specific aesthetic and utility (DIY tutorials) rather than just a personal diary, she created an asset that held value for a third-party buyer. The transition to IJWT Media suggests that the future of niche lifestyle content may lie in a hybrid model—one that maintains the warmth of a personal blog but utilizes the infrastructure and capital of a professional media house.
For the audience of Something Turquoise, the acquisition promises a "flood" of fresh ideas. For Kidder, the sale represents the fulfillment of the dream she had at 22: using her creative talents to build a life of freedom. As she moves into her final week of public-facing work, the industry will be watching to see how IJWT Media manages the delicate task of maintaining the founder’s legacy while evolving the brand for a new generation of DIY enthusiasts.
Final Outlook and Official Statements
In her farewell address, Kidder expressed a mix of emotional weight and optimism. She characterized the past 12 years as an "absolute dream come true" but emphasized that there is "nothing more valuable" than devoting her current life stage to her children’s education.
The new management at IJWT Media has expressed honor in continuing Kidder’s work, signaling a commitment to the "creative education" and "crafty" values that defined the site’s first decade. As the digital landscape continues to consolidate, the Something Turquoise acquisition stands as a testament to the enduring power of niche communities and the potential for independent creators to achieve significant professional exits. Kidder is scheduled to release her final blog post on Monday, marking the official conclusion of her tenure and the beginning of the IJWT Media era.
