Jen Causey Kidder, the founder and creative director of the prominent DIY wedding and lifestyle platform Something Turquoise, has officially announced the sale of her website to IJWT Media. The acquisition marks the end of a 12-year tenure for Kidder, who transformed a personal passion for crafting into a leading digital resource for brides, hobbyists, and home decorators. The transition comes as Kidder seeks to realign her professional commitments with her family’s evolving needs, specifically a move toward homeschooling her children. Under the new ownership of IJWT Media, the platform is expected to expand its content offerings while retaining its core editorial team and creative philosophy.
The Genesis and Growth of Something Turquoise
The story of Something Turquoise began more than a decade ago, rooted in Kidder’s desire to pivot from a career in cosmetology to the creative arts. At the age of 22, while working as a hairdresser, Kidder identified a niche in the burgeoning digital media landscape for high-quality, accessible DIY wedding projects. She spent approximately eight years refining her business model and building the digital infrastructure necessary to support a full-time career in content creation.
Launched during the height of the "Pinterest era" of the early 2010s, Something Turquoise capitalized on the growing demand for personalized, budget-conscious wedding solutions. The platform distinguished itself through meticulously photographed tutorials, clear instructional writing, and a focus on the "handmade" aesthetic that defined the wedding industry for much of the last decade. Over 12 years, the site grew from a personal blog into a robust media property with a dedicated following and a reputation for excellence in the DIY wedding space.
The Strategic Decision to Exit the Digital Media Space
Kidder’s decision to sell the platform was driven by a fundamental shift in her personal priorities and a desire for a more balanced lifestyle. As the website’s popularity grew, so did the demands of maintaining a high-volume content schedule. Kidder noted that the logistical requirements of managing a major digital brand—including photography, project development, social media management, and administrative duties—frequently came into conflict with her role as a mother to four children and a caretaker to a large household of pets.
The decision to transition away from the business was formalized at the end of the previous year. Kidder and her husband reached a consensus to homeschool their children, prioritizing a "unique, creative education" over traditional schooling. This new educational model, which includes a mix of home studies, specialty classes, and educational travel, was deemed incompatible with the 24/7 nature of digital publishing. Kidder’s departure reflects a broader trend among long-term content creators who are increasingly seeking "exit strategies" after a decade or more of intensive brand building.
Analysis of the DIY and Wedding Media Market
The sale of Something Turquoise occurs within a complex economic environment for niche media. The DIY wedding market, while still robust, has faced significant shifts due to the rise of short-form video platforms like TikTok and Instagram Reels. However, established websites with high domain authority and deep archives of evergreen content remain valuable assets for media conglomerates.
According to industry data from the wedding planning sector, the average cost of a wedding in the United States has remained high, hovering around $30,000 in 2023. This financial pressure continues to drive interest in DIY alternatives, ensuring a steady stream of traffic for platforms like Something Turquoise. Furthermore, the "creator economy" has matured to a point where independent blogs are frequently acquired by larger media groups looking to diversify their portfolios and capture specific demographic segments.
IJWT Media’s acquisition of the brand suggests a strategic interest in the lifestyle and wedding sectors. By purchasing an established brand with a loyal audience, the media group bypasses the high costs and risks associated with building a new platform from scratch.
Terms of the Acquisition and Operational Continuity
While the financial terms of the deal between Kidder and IJWT Media have not been publicly disclosed, the operational details indicate a focus on continuity. In a move that is relatively uncommon in digital media acquisitions—which often involve significant restructuring—IJWT Media has opted to retain Kidder’s existing editorial team.
This decision is likely intended to preserve the "voice" and quality standards that the audience expects. To augment the existing staff, IJWT Media has also hired new contributors. This influx of personnel is expected to facilitate an expansion of the site’s content categories. While the platform was originally built on wedding DIYs, the new roadmap includes a significant increase in projects related to home décor and baby-related crafting.
"They have kept my team on board, have hired new contributors and will soon be flooding your feed with fresh new ideas for wedding, home, and baby projects," Kidder stated in her farewell announcement. This expansion aligns the brand with broader lifestyle trends, potentially increasing its appeal to a wider demographic beyond just brides-to-be.
The Homeschooling Pivot: A National Context
Kidder’s move toward homeschooling is reflective of a significant national trend in the United States. Data from the U.S. Census Bureau and the National Center for Education Statistics indicates that homeschooling rates saw a dramatic increase following the COVID-19 pandemic. Between 2020 and 2023, many families who initially turned to homeschooling out of necessity decided to maintain the practice due to the flexibility and personalized curriculum it offers.
For professional women in the creative industries, the shift toward homeschooling often represents a desire to integrate professional skills—such as project management and creative problem-solving—into their children’s upbringing. Kidder’s plan to incorporate "lots of crafting" and "travels to learn about things up close" into her children’s curriculum mirrors the experiential learning models that have gained popularity in recent years.
Chronology of Something Turquoise
To understand the impact of this transition, it is necessary to look at the timeline of the brand’s development:
- Circa 2011: Jen Causey Kidder, then a hairdresser, begins conceptualizing a platform dedicated to DIY wedding projects.
- 2011–2019: The website experiences steady growth, becoming a staple in the wedding industry. Kidder expands her team and begins collaborating with major brands in the craft space.
- 2020–2022: The platform navigates the challenges of the pandemic, which saw a surge in DIY interest but a temporary decline in large-scale wedding events. Kidder begins balancing the needs of her expanding family with the demands of the site.
- Late 2022: Kidder and her husband decide to transition to homeschooling, prompting a "soul-searching" period regarding the future of Something Turquoise.
- Early 2023: Kidder explores the market for potential buyers, ultimately entering negotiations with IJWT Media.
- May 2023: The sale is finalized. IJWT Media takes over operations, and Kidder announces her departure to her readership.
- May 2023 (Final Post): Kidder schedules her final editorial contribution for the following Monday, officially handing over the reins to the new management.
Broader Implications for the Creator Economy
The exit of Jen Causey Kidder from Something Turquoise serves as a case study for the lifecycle of the modern digital entrepreneur. The first generation of "momprenuers" and DIY bloggers who started their businesses in the early 2010s are now reaching a point where their brands have reached maturity.
This transition highlights several key points for the industry:
- Exit Value: Niche blogs with high-quality content and a clear identity have tangible market value. They are no longer just hobbies but are legitimate business assets that can be sold to institutional investors.
- Brand Sustainability: The decision to retain the original team suggests that for many media acquisitions, the human capital and established workflows are as valuable as the domain itself.
- Work-Life Integration: The "always-on" nature of social media and blogging is leading to burnout or strategic pivots among founders, who are increasingly prioritizing family and personal growth over continued business expansion.
Final Outlook for Something Turquoise
As IJWT Media takes the helm, the future of Something Turquoise appears to be one of growth and diversification. By moving beyond the wedding niche into home and baby content, the brand is positioning itself to follow its audience through different life stages—a move that could increase the lifetime value of its readers.
For Jen Causey Kidder, the sale represents the fulfillment of a decade-long goal. Having successfully turned a dream of making crafts for a living into a reality, she now transitions into a new role as an educator and full-time parent. Her departure marks the end of an era for the DIY wedding community, but the infrastructure she built ensures that her creative legacy will continue under new leadership. The digital media landscape remains a volatile space, but the successful handoff of Something Turquoise suggests that well-built, community-focused brands can survive and thrive even after their founders move on to new chapters.
