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The Making (and Marketing) of a Domestic Diva

Will tech chops, great looks, and a hotshot social network add up to success for Brit Morin?

Morin has a girly-girl core inside a polished exterior. Her hair swings loose, but it’s glossy in a way that doesn’t just happen.

Of course, it doesn’t hurt that in addition to being “pretty and likable,” as one admirer put it, Morin is fabulously connected. Her husband, Path cofounder Dave Morin, is a member of the original Facebook gang. An introduction from Jeff Zucker (“We have, like, 18 friends in common”) led to the Katie gig. And an email from a Spotify friend tipped off the team at flashsale powerhouse Fab, which snapped up Brit-branded earrings and shot glasses.

Morin knows that some people will chalk up her success to being in the right place at the right time—but she’s not concerned. “It just makes me work harder,” she says. And she’s convinced that she has something unique to offer. Unlike, say, online crafting it-girl Erica Domesek, of P.S.-I made this..., or actress Gwyneth Paltrow with her Goop franchise, Morin started with the very Silicon Valley insight that tech is now as integral a lifestyle category as cooking and crafts. So alongside tips on how to bake ombre cakes and turn hoodies into “hip new threads,” Brit+Co. features tech stories about how to use smartphone apps to trick out your photos with holiday themes, and reviews of accessories that double as phone chargers.

Morin is also building out a suite of apps, which she says are “stickier” than content alone. The first is Weduary, a wedding planner that’s based on a site she built for her own nuptials last year and that’s integrated with Facebook. (Morin made her wedding decorations at TechShop, the local maker mecca, where she learned to use laser cutters.)

“She’s really digitally savvy,” says Lee. “Folks in Silicon Valley are uniquely positioned to succeed in this space because they’ve spent their whole careers in tech.”

Still, isn’t the basic idea behind Brit+Co. a bit of a throwback? Do young women really need a Martha Stewart of their own? Morin thinks that they do—but not because they want to stay home baking the perfect cupcake. She believes that she is riding the wave of a mini-backlash against the 24/7 plugged-in lifestyle. “There’s a saturation that we’ve only come to hit in the last year or two,” Morin says. This is the generation, after all, that was instant messaging by age 10 and that jumped onto Facebook as soon as it opened its digital doors. If the success of Etsy and Pinterest is any proof, millennials now want to get their hands dirty offline, even if they trade project tips online.

Of course, the online lifestyle space that Morin is hoping to dominate is a crowded one, and she figures it’s only a matter of time before her competitors clue into her canny blend of content, commerce, and apps. “I’m trying to sprint ahead,” she says, “before they all come chasing after me.”

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