Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
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]