Silicon Valley Start-Up Brit Co. Aims to Rival Martha Stewart
Silicon Valley Start-Up Brit Co. Aims to Rival Martha Stewart - Los Angeles Times
Could the next Martha Stewart come from Silicon Valley?
The East Coast tastemaker who for decades ruled the lifestyle category with her tireless pursuit of domestic perfection seems to be losing her elegant grip on younger viewers and consumers searching for something a bit more accessible.
Enter Brit Morin, a 26-year-old Google alum fashioning herself as a youthful cross between hacker and homemaker. Her edge: She resonates with the iPhone generation for whom the hottest accessory is the latest gadget. With backing from Yahoo Chief Executive Marissa Mayer and other investors, she’s creating her own do-it-yourself geek chic brand, Brit + Co., just as interest in DIY is surging among young and old hunting for haute couture on a dime-store budget.
Her website, brit.co, has tips on how to cook up an arts-and-crafts project or a recipe in 30 minutes or less, using no more than five materials or ingredients. She also designs and builds software applications, the first of which is Weduary, a social wedding tool that helps brides and grooms create a website that connects their guests before the big day.