Between Blake Lively, Gwyneth Paltrow, and Lauren Conrad, there are so many contenders to be the next Martha Stewart. Now Fortune introduces us to Silicon Valley's Martha-wannabe, Brit Morin of Brit + Co. A veteran of Apple and Google, Morin's site focuses on DIY everything, from pop-tart recipes to tips on how to wear flower crowns in the fall. Brit + Co. also includes an online store with ready-made cute things and $25 "Brit Kits" filled with everything needed to make jewelry or home accessories. The site hosts events called Do-It-Yourself parties that are sponsored by brands like Timex, Velcro, and Home Depot.
Brit + Co.'s Pinterest-lite subject matter has also led to some mocking in Silicon Valley circles, Fortune reports. "Brit Morin buys bigger office to continue doing nothing," read a Valleywag headline. Susan MacTavish Best, a fellow lifestyle blogger, is quoted in the article giving Morin a backhanded compliment on her DIYs, saying, "As someone who doesn't have a crafty bone in her, I find what she can do with duct tape inspiring."
Fortune reports that Brit + Co. has 40 employees, and over $7.5 million in funding from backers like Yahoo CEO Marissa Mayer and Index Ventures. But Morin says that though Brit & Co has revenues "in the millions," it hasn't turned a profit yet. Morin's next big push is a book called Homemakers, in which she tries to reclaim that term for a new generation. "I put my name and my face in the business. So, you've got to have a thick skin. You kind of have to know that going into it," Morin tells Fortune.
· Silicon Valley's Would-be Martha Stewart [Fortune]
· Brit Morin Dishes Her Personal Tips for DIYs and Beyond [Racked SF]