Jen Causey, the visionary founder and creative force behind the prominent DIY wedding and craft website Something Turquoise, has officially announced the sale of her digital platform to IJWT Media. The transition, which marks the end of Causey’s 12-year tenure at the helm of the publication, comes as she pivots her focus toward a new chapter centered on family life and the homeschooling of her four children. Under the terms of the acquisition, IJWT Media will assume full ownership of the site’s intellectual property, digital assets, and social media presence, while retaining the existing editorial team to ensure a seamless transition for the brand’s global audience.
The sale represents a significant milestone in the lifecycle of a niche digital media property that helped define the DIY wedding movement of the 2010s. Founded during the height of the "Pinterest era," Something Turquoise grew from a personal creative outlet into a commercially viable enterprise, serving millions of readers seeking budget-friendly, personalized alternatives to traditional wedding planning. Causey’s departure underscores a growing trend within the creator economy, where founders of long-standing digital brands are increasingly seeking exit strategies to prioritize personal milestones or new educational ventures.
From Hairdressing to Digital Entrepreneurship: The Chronology of Something Turquoise
The genesis of Something Turquoise dates back approximately 12 years, when Jen Causey was a 22-year-old hairdresser looking for a radical career shift. Driven by a passion for tactile artistry and a desire for professional autonomy, Causey set a long-term goal of monetizing her crafting skills. This transition was not instantaneous; it required eight years of consistent content production, brand building, and community engagement before the platform became a sustainable primary source of income.
Throughout its first decade, the website carved out a specific niche within the wedding industry. By focusing on "Something Turquoise"—a play on the traditional "something blue" wedding luck charm—Causey established a visual and thematic brand that resonated with modern brides. The site became renowned for its high-quality tutorials, printables, and project photography, eventually expanding its scope beyond nuptials to include home decor and baby-related crafts.
The growth of the platform coincided with the rise of the "solopreneur" model, where individual creators managed all aspects of production, from photography and writing to SEO and sponsorship management. However, as the brand reached its peak influence, Causey’s personal life underwent a simultaneous expansion. With a household that now includes three biological children, a stepdaughter, and an extensive collection of domestic animals, the demands of maintaining a high-output digital publication began to conflict with the founder’s domestic priorities.
The Shift Toward Homeschooling and Educational Autonomy
The decision to divest from the business was precipitated by a shift in Causey’s educational philosophy. Following a period of introspection at the conclusion of the previous calendar year, Causey and her husband determined that homeschooling offered the most viable path for their children’s development. This move reflects a broader national trend in the United States, where the homeschooling population has seen a marked increase since the onset of the COVID-19 pandemic.
According to data from the U.S. Census Bureau’s Household Pulse Survey, the percentage of households with school-age children who reported homeschooling doubled between the spring and fall of 2020. Even as traditional schools reopened, many families opted to remain in home-based environments, citing the benefits of customized curricula and the integration of real-world experiences. For the Causey family, this "unique, creative education" is planned to involve a hybrid of home studies, specialty workshops, and travel-based learning, which would have been incompatible with the 24/7 demands of a major digital media property.
"There is literally nothing I can do that is more valuable than devoting this time of my life to my children’s education," Causey stated in her farewell address to the community. This sentiment highlights the tension often felt by "mommy bloggers" and female entrepreneurs who find that the very flexibility they sought in digital work can sometimes lead to a "double burden" of professional and domestic labor.
Acquisition Details and the Role of IJWT Media
The acquisition by IJWT Media ensures the continuity of the Something Turquoise brand while providing the capital and infrastructure necessary for its next stage of growth. IJWT Media, a group specializing in niche digital properties, has expressed a commitment to maintaining the site’s core identity while increasing the frequency of content updates.
As part of the acquisition agreement:
- Staff Retention: The existing editorial and creative team that worked under Causey will remain in place to maintain brand consistency.
- Expansion of Scope: IJWT Media plans to hire new contributors to diversify the site’s offerings, specifically targeting the wedding, home, and baby project categories.
- Monetization and Reach: The media group is expected to leverage its broader network to enhance the site’s advertising revenue and social media reach, particularly on platforms like Pinterest and Instagram where Something Turquoise already has a strong foothold.
While the financial terms of the deal were not publicly disclosed, the acquisition follows a pattern of consolidation within the lifestyle blogging industry. Larger media conglomerates often seek out established niche sites with high-authority backlink profiles and dedicated audiences to bolster their portfolios against fluctuating search engine algorithms.
Analysis of the DIY Wedding Market and Digital Media Trends
The sale of Something Turquoise comes at a time of transition for the wedding industry at large. Following the "wedding boom" of 2022—which saw a record number of ceremonies as pandemic restrictions eased—the market has stabilized. However, inflation and rising costs have made DIY (Do-It-Yourself) content more relevant than ever. Data from wedding planning platforms indicates that modern couples are increasingly looking for ways to personalize their events while managing costs, a demand that Something Turquoise is well-positioned to meet under its new management.
Furthermore, the transition of the site from an individual-led blog to a corporate-managed media property reflects the maturation of the blogging industry. Many pioneering blogs founded between 2008 and 2012 are reaching a "graduation point." Founders who built these sites in their 20s are now entering new life stages, leading to a wave of mergers, acquisitions, or closures. The successful sale to IJWT Media represents a "best-case scenario" for such creators, allowing the brand to survive the departure of its namesake.
Broader Implications for the Creator Economy
Causey’s departure is a case study in the "exit strategy" phase of the creator economy. For over a decade, the narrative surrounding influencers and bloggers focused primarily on growth and monetization. However, as the first generation of digital-native entrepreneurs ages, the focus is shifting toward sustainability and legacy.
Industry analysts suggest that the "burnout" factor in digital publishing is high, particularly for creators whose brands are inextricably linked to their personal lives. By selling to a media group, Causey has successfully decoupled her personal identity from the commercial entity of Something Turquoise. This allows the brand to function as a professional resource rather than a personal diary, a necessary step for any digital property seeking long-term viability in a competitive market.
The move also highlights the value of "evergreen" content. Unlike news-driven sites, a craft and wedding tutorial site possesses a library of content that remains relevant for years. This intellectual property is highly attractive to buyers like IJWT Media, as it provides a steady stream of passive traffic through search engines.
Future Outlook for Something Turquoise
Under the stewardship of IJWT Media, followers of Something Turquoise can expect an influx of "fresh new ideas" across multiple lifestyle verticals. The transition is expected to be finalized following Causey’s final blog post, scheduled for the upcoming Monday.
For the DIY community, the news is bittersweet. While the loss of the founder’s personal voice marks the end of an era, the infusion of new resources and contributors suggests that the platform will remain a primary destination for creative inspiration. The brand’s focus on wedding, home, and baby projects aligns with the life stages of its original audience, many of whom have grown up alongside the site.
In her final remarks, Causey expressed a sense of peace regarding the transition, noting that the sale allows her to "soak in the few years" she has left with her children before they reach adulthood. As she moves from the digital workspace to the home classroom, her journey stands as a testament to the evolving nature of modern work and the enduring appeal of the handmade life.
The successful handover to IJWT Media ensures that while the "Jen" era of Something Turquoise has concluded, the "crafty heart" of the website will continue to beat for a new generation of makers.
