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Brit + Co Hires Exec to Create a Safe Space for Adult DIY Fails

Brit Morin. Photo: Getty Images
Brit Morin. Photo: Getty Images

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Somewhat controversial DIY blogger Brit Morin of Brit + Co has just hired an established media executive to be her new company president. The new hire, Emily Smith has a background working in media at Disney, iVillage, and the LA Times's parent company Tribune Publishing. (Did Morin tear a page out of Goop's company handbook for this hire?)

According to Fortune, Smith was brought on board to help Morin expand her brand and capitalize on the $8 million in funding that the blogger has raised so far. Plans include more videos, product offerings, and classes, as well as developing an Etsy-like community ecommerce platform. Morin and Smith are reportedly working towards creating a community of adult DIY-ers who aren't afraid to fail. "Women have somehow lost their creative confidence," Morin told Fortune. "As girls, we all had it. And we want to bring it back."
· Silicon Valley's "Martha Stewart" hires big media exec [Fortune]
· DIY Queen Brit Morin Shows No Signs of Going Away [Racked]
· Goop Names New CEO, Announces Plans For a Private Label [Racked]