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YouTuber LaurDIY Continues on Bid to Be the Millennial Martha Stewart

Canadian crafter Lauren Riihimaki has big aspirations to build an empire, and a new round of product launches over the next few months she’s calling the LaurDIYDrop should help with that.
The wave of licensed product releases begins later this month and continues into October to include apparel craft kits that come with paints, glitter and stencils; jewelry kits; stationery collections; athleisure done in collaboration with Montreal retailer Ardene; and a collaboration with accessories firm Pura Vida Bracelets. Distribution varies by product, but among the retail partners linked with some of the launches are Joann Fabric and Crafts, Michaels, Target, Hobby Lobby and Walmart Canada.
“I’ve really been trying to build a brand,” Riihimaki said. “I want this to be the Millennial Martha Stewart.”
The influencer, known to her more than 8 million YouTube followers (and more than 18 million fans across all her social media platforms) as LaurDIY, got her start simply looking for a creative outlet. She was in her first year of college in Toronto and began posting DIY tutorials on her own blog. She eventually made the decision to begin uploading video content to YouTube, joining the platform in late 2011, and things began taking off. Today, among her

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Via:: https://wwd.com/eye/people/youtuber-laurdiy-continues-on-bid-to-be-millennial-martha-stewart-with-laurdiydrop-1202771198/