Jen Causey, the founder and creative force behind the influential DIY wedding and craft platform Something Turquoise, has officially announced the sale of her digital media property to IJWT Media. The acquisition marks the conclusion of Causey’s 12-year tenure as the site’s primary voice and lead strategist. The transition comes as Causey pivots her professional focus toward a dedicated role in her children’s education, specifically through a comprehensive homeschooling curriculum. Under the new ownership of IJWT Media, Something Turquoise is slated to undergo an expansion of content, including increased frequency in wedding, home, and baby-related DIY projects, while retaining the existing editorial team and bringing on new contributors to ensure continuity and growth.
The Genesis and Growth of Something Turquoise
The trajectory of Something Turquoise serves as a prominent case study in the evolution of the independent creator economy. Founded over a decade ago, the platform was born from Causey’s personal career pivot. At the age of 22, while working as a professional hair stylist, Causey identified a desire to merge her creative talents with a sustainable business model that would eventually allow for a home-based career. After an eight-year period of development and brand building, she successfully transitioned the blog into a full-time enterprise.
Since its inception, Something Turquoise has carved out a specific niche within the multi-billion-dollar wedding industry. By focusing on "Do-It-Yourself" (DIY) projects, the site tapped into a growing consumer demand for personalized, cost-effective wedding solutions. Over 12 years, the platform evolved from a personal blog into a high-traffic resource, known for its high-quality photography, step-by-step tutorials, and a distinctive aesthetic that resonated with modern brides and craft enthusiasts.
The brand’s success was built on a foundation of reliability and relatability. Causey’s background as a stylist informed her eye for detail, while her commitment to testing and sharing authentic craft projects built a loyal community. This community-centric approach made the website an attractive asset for media groups looking to acquire established, high-engagement audiences in the lifestyle sector.
Strategic Acquisition by IJWT Media
The sale to IJWT Media represents a significant milestone in the site’s history. IJWT Media, a group specializing in niche digital content and lifestyle platforms, has indicated a commitment to preserving the brand’s core identity while scaling its output. In a move that ensures editorial stability, the media group has retained the original Something Turquoise team, a strategy often employed in digital media acquisitions to prevent "audience churn" and maintain the quality of the content.
Furthermore, IJWT Media has announced the recruitment of additional contributors. This expansion is designed to diversify the site’s offerings, moving beyond its traditional wedding focus to encompass a broader spectrum of lifestyle categories, including home décor and infant-related DIY projects. For IJWT Media, the acquisition provides a turnkey platform with an established SEO footprint and a robust social media presence, allowing the group to capitalize on the enduring popularity of the DIY and wedding markets.
While the financial terms of the deal have not been disclosed, industry analysts note that established niche blogs with decade-long track records often command significant premiums. The acquisition aligns with a broader trend of consolidation in the digital media landscape, where larger media conglomerates acquire independent "solopreneur" brands to bolster their portfolios.
The Founder’s Transition: A Shift Toward Homeschooling
The primary driver behind the sale was a fundamental shift in Causey’s personal and professional priorities. In her announcement, Causey detailed the challenges of maintaining a high-output digital platform while managing a large household. With three biological children, a stepdaughter, and a variety of pets, the demands of the "always-on" nature of blogging had become increasingly difficult to balance.
Causey characterized the past five years as a period of intense struggle, attempting to divide her attention between the digital platform and her family responsibilities. The decision to exit the business was finalized in late 2022, following a period of reflection on her goals as a mother and an educator.
The pivot toward homeschooling is not merely a lifestyle change but a pedagogical commitment. Causey and her husband have designed a unique educational framework for their children that emphasizes creative education. This curriculum is intended to be a hybrid of traditional home studies, specialized crafting classes, and experiential travel. By moving away from the traditional school system and the constraints of running a full-time business, Causey intends to provide her children with an immersive learning environment that prioritizes "learning up close" over textbook-based instruction.
Chronology of the Transition
The transition of Something Turquoise from a founder-led blog to a corporate-managed media entity followed a specific timeline:
- 2011–2012: Launch of Something Turquoise. Causey transitions from hairdressing to professional blogging.
- 2012–2018: Period of rapid growth. The site becomes a leading authority in the DIY wedding space, establishing a team and securing high-profile sponsorships.
- 2018–2022: The "Balancing Period." Causey navigates the complexities of a growing family and the evolving digital media landscape, leading to a reevaluation of the business’s future.
- Late 2022: The decision to sell. Causey and her husband finalize their plan to homeschool their children, prompting a search for potential buyers.
- Early 2023: Negotiations with IJWT Media. The deal is structured to protect the existing team and ensure the brand’s continuity.
- May 2023: Public announcement of the sale. Causey prepares her final blog post, signaling the end of her 12-year tenure.
Supporting Data: The Rise of Homeschooling and the DIY Market
Causey’s decision mirrors broader societal trends in the United States regarding both education and the economy.
The Homeschooling Surge:
Data from the U.S. Census Bureau and the National Home Education Research Institute (NHERI) indicates a significant rise in homeschooling since 2020. While the initial surge was driven by pandemic-related school closures, the trend has persisted. Many families, like Causey’s, are opting for homeschooling to gain more control over their children’s curriculum and to integrate creative or specialized learning that traditional schools may not offer. Statistics suggest that the number of homeschooled students in the U.S. has seen an annual growth rate of roughly 2% to 8% in recent years, with a notable shift toward "eclectic homeschooling," which combines various educational philosophies.
The DIY and Wedding Industry:
The DIY wedding market remains a robust segment of the broader $70 billion U.S. wedding industry. According to industry reports, approximately 60% of couples incorporate at least one major DIY element into their wedding celebrations to personalize the event and manage costs. This persistent interest ensures a steady demand for platforms like Something Turquoise. By expanding into home and baby categories, IJWT Media is tapping into adjacent markets—the home improvement and baby product industries—which are valued at hundreds of billions of dollars globally.
Broader Implications for the Creator Economy
The sale of Something Turquoise highlights a critical phase in the lifecycle of digital creators. The "creator-to-corporation" pipeline is becoming increasingly common as founders reach a point of burnout or seek to diversify their life goals.
For independent bloggers, the path from a side project to a sellable asset requires years of consistent brand building and technical optimization. Causey’s ability to sell her website "just for fun" to see if there was interest—and finding multiple interested parties—underscores the high valuation placed on authentic, niche-specific content in today’s digital economy.
Furthermore, this transition illustrates the evolving definition of "work-life balance" for female entrepreneurs. Causey’s statement that "there is literally nothing I can do that is more valuable than devoting this time of my life to my children’s education" resonates with a growing movement of professionals who are prioritizing family and legacy over continuous corporate growth.
Future Outlook for Something Turquoise
As IJWT Media takes the helm, the future of Something Turquoise appears geared toward high-volume content production. The introduction of "fresh new ideas for wedding, home, and baby projects" suggests a pivot toward a more holistic lifestyle brand. This strategy is likely intended to capture a wider audience and increase the frequency of user visits, moving beyond the "one-time" nature of wedding planning to the recurring needs of homeownership and parenthood.
For the loyal readership established by Causey, the retention of the original team offers a sense of stability. The final blog post by the founder, scheduled for Monday, serves as a symbolic hand-off, closing a chapter that began in a hair salon twelve years ago and ending in a successful exit that allows for a new focus on the next generation.
The transition of Something Turquoise stands as a testament to the power of niche digital publishing and the enduring value of a well-executed creative vision. While Jen Causey moves forward into the realm of education and family, her legacy remains in a platform that helped redefine the DIY wedding experience for a decade of brides.
