Brit + Co., the lifestyle and DIY-oriented media company led by entrepreneur Brit Morin, has raised a $6.3 million Series A round led by Oak Investment Partners, with participation from Index Ventures, Lerer Ventures and Cowboy Ventures, as well as angel investors including Marissa Mayer.
The company has successfully capitalized on the trends coming out of places like Pinterest and Etsy to provide simple tutorials for making your own craft projects at home and saving money — imagine if Martha Stewart met a very neon version of Pinterest. Morin’s own personality plays a big role in Brit + Co., where she does everything from selling “Brit Kits” to modeling the different craft projects to writing about re-modeling her closet. The company’s success hits on the trend we’ve seen among all kinds of new media companies that build readership and brand awareness around a particular person’s tastes.
“Our goal is to be the ultimate resource for the maker community,” Morin told me in an interview.
Some sample projects? How about embelishing your button down shirt with buttons or pieces of wood, making your own cutoff shorts, nine things you can make with small gold animals, turning popsicle sticks into a necklace, or instructions for creating coffee-scented soap. Tech nerds might not understand the appeal, but they’re the kind of projects — and photos — that get re-pinned hundreds of times on Pinterest.
The company was founded in 2011, and raised a $1.25 million seed round in April 2011, with Mayer and others participating at the time. Morin says the new funding from the Series A will be used for general expansion, particularly when it comes to video and e-commerce on the site.