How Martha Moments Creator Andrew Ritchie Constructed a Neighborhood

If you happen to’re a Martha Stewart superfan, there’s a great likelihood you would possibly know who Andrew Ritchie is. And if not, you’ve most likely crossed paths not less than as soon as along with his labor of affection, Martha Moments. What began as a weblog in 2006 expanded its social media presence a decade later. Between Fb and Instagram, Ritchie’s almost 17,000 worldwide followers even embrace Martha herself. They’ll look ahead to all types of content material gracing their feeds, from clips of TV appearances and seasonally themed episodes across the holidays to rarely-before-seen pictures from the icon’s early modeling days. I actually acquired a specific kick from that early-2000s business touting Martha’s then-new partnership with Kmart that Ritchie resurfaced just a few years in the past.

An appreciator of creating issues good, even a tastemaker within the circles he runs in, Ritchie has values that align fairly properly with every little thing Martha stands for. That’s probably why his content material has constructed such an expansive neighborhood, and definitely why Martha has even welcomed him into her personal circle on multiple event. Ritchie was invited on Martha’s podcast final yr, appeared as a visitor on her present in 2010, and has attended quite a few occasions she’s held just like the Nice American Tag Sale in 2022. We spoke with him through e mail about all issues Martha, together with the recipes and suggestions he turns to repeatedly.

Andrew Ritchie

Eater: How did Martha Moments get began?

Andrew Ritchie: I saved seeing this stunning journal within the checkout line on the grocery retailer in school. The covers have been extraordinary. I’d be awestruck by simply how a lot data there was in a single subject and the way elegantly it was styled and laid out. After I actually delved in, I began to understand how a lot I used to be utilizing the teachings I discovered, and the way they really have been enhancing my life. The thought of making my very own on-line presence to have fun Martha’s expertise and affect got here from a dialog with John Small, the creator of SaveMartha.com. He began the positioning again within the early 2000s to lift consciousness round Martha’s authorized battle and floor a few of the shady elements of the prosecution’s push to have her indicted to the total extent of the legislation. John adopted the case intently, and was even a frequent commentator on CNN on the top of Martha’s authorized battle.

Had been you concerned in SaveMartha.com?

I used to be! Round that point, Christopher Byron got here out with Martha Inc., a nasty misogynistic biography later made right into a TV film starring Cybill Shepherd that painted Martha as a monster. I went via the ebook chapter by chapter, and wrote a chunk in response. I additionally wrote critiques of outcoming Martha Stewart Residing points with the hope that they might excite readers to maintain subscriptions alive, realizing advertisers have been pulling out left and proper at the moment. That was the genesis of the Martha Moments weblog: creating an area to focus on the work she has accomplished, and its significance to so many individuals.

The Martha Moments neighborhood appears to be fairly broad and embrace many followers-turned-friends. What’s that response been like?

The net neighborhood is abuzz, however there have additionally been quite a lot of enjoyable in-person connections made too. Every time I journey to the U.S. from my residence in Ottawa, I attempt to set one thing up with any Martha Moments buddies who could also be within the space. However that apart, many members of the neighborhood have put collectively their very own meet-ups over time! I like seeing the pictures they submit from these gatherings. It at all times warms my coronary heart to know that one thing I began has led to so many significant friendships and even a wedding! My buddies Dennis and Bernie met via Martha Moments a number of years in the past. Now they’re married and renovating a stunning church in Wisconsin the place they plan to dwell and host cooking courses and different Martha-esque actions!

Whereas the reward I’ve obtained from Martha and her staff has been fantastic, essentially the most rewarding factor for me has been the connections made throughout the Martha Moments neighborhood with individuals from all around the world. Martha’s attain is phenomenal, and it’s introduced me a lot pleasure to attach with individuals throughout the States, England, Germany, Brazil, Mexico, Australia — the listing goes on!

What kind of planning goes into the content material you publish?

After I first began the weblog, I revealed fairly a bit greater than I do now. It was simply after Martha was launched from jail, and I needed to supply content material on Martha’s ventures from a fan’s perspective. There was nothing fairly like that on the market. On the time, she had two new TV reveals, a brand new journal launching, and a constant stream of latest partnerships and product traces rising. There was lots to maintain up with! Now, I don’t plan the content material as a lot as I let the inspiration round seasonality information what I publish.

You appear to tug simply as a lot from previous problems with Martha’s journal as you do from her TV episodes. What number of again points do you personal?

I’ve 258 points of varied Martha magazines, together with the flagship Martha Stewart Residing, and all of the particular subject publications not included within the subscription on the time. I don’t personal each subject, however do have all of the “essential” ones: anniversaries, holidays, and better of the season points.

Do you might have a favourite subject?

The primary subject is particular. You get to see a lot of her nascent imaginative and prescient coming to life. In any other case, I’ve a number of favourite points and most of them land between September and December. Most critical Martha followers will probably inform you fall/winter points are at all times favorites. Perhaps it’s the celebratory nature of that point of yr, and the heat and coziness of all of it.

My favourite October subject is from 2001. There’s a Halloween part, but it surely’s explored in imaginative methods. Pitcher vegetation, the carnivorous bathroom dwellers, add an otherworldly component to tablescapes and terrariums. There’s a piece for youths, in fact, on learn how to DIY house costumes utilizing on a regular basis objects — an acceptable homage to Kubrick’s 2001: A House Odyssey. In October, indoor entertaining is approaching its vacation fever pitch, so the problem takes us via collections of dinnerware, and reveals us restoration efforts that breathe new life into an previous platter or pitcher, for instance. And to crown the top of harvest season, a country picnic is loved on the folded down flat mattress of a pick-up truck in northern Maine.

Andrew Ritchie

What a couple of favourite episode or second from certainly one of Martha’s TV reveals?

Certainly one of my favourite clips from a present within the early ’90s was a tour she gave of her residence at Turkey Hill the place she gave viewers a peek into her so-called “secret workplace” which turned out to be strewn with papers, file folders, stacks of books, and binders all over. She had put a sticky observe on the door with a cranium and crossbones that learn “Do Not Enter… Or Else!”. The tour was so elegant, and each element of her residence so deliberately thought out, however then on the finish, she finishes it off with a glimpse into this “fallen room.” The truth that she has that self-awareness, humorousness, and the boldness to be self-deprecating right here and there — it’s simply nice.

After all, I’m additionally a fan of the episode of her present once I was a visitor! In 2010, she had me on for an episode about bloggers. Later within the present, Martha and I made yarn playing cards. She was pleasant — tremendous affected person and appreciative. What a second that was!

Any recipes or Martha suggestions you end up coming again to time and time once more?

I like to bake, so I discover myself gravitating most in direction of these recipes. There’s one thing so calming concerning the course of, and so rewarding concerning the accomplishment as soon as it’s all accomplished! Martha’s pound cake is my go-to recipe and one that may be iterated on in countless methods after you have that base recipe down. Her cornmeal muffins, blueberry muffins, and chocolate chip cookies — a recipe she honed together with her daughter Alexis — are all in fixed rotation. And her one-bowl chocolate cake with chocolate cream cheese frosting is my birthday cake of selection. I’ve by no means had a fail together with her good pie crust recipe, a scrumptious, flaky pâte brisée dough.

Past baking, it’s actually simply the easy issues. I had at all times had an curiosity within the residence rising up, and browse quite a lot of design books as a child. However nobody ever actually taught me issues that I ended up realizing I wanted to know as soon as I began dwelling alone. I had no thought learn how to iron a shirt correctly, or arrange a linen closet. Dwelling group, doing the laundry — these are all issues I observe Martha’s recommendations on.

Andrew Ritchie

She has definitely additionally been instrumental in shaping my style and appreciation for creating magnificence on the planet round me. I’ve been with Anthropologie for over a decade, sitting in quite a few artistic roles together with visible merchandiser. It’s by no means misplaced on me how fortunate I’m to work alongside artistic those that love doing the identical issues I do.

Martha’s capacity to remain related and abreast of shifting cultural zeitgeists is one thing only a few handle to do with such lasting star energy. How do you assume Martha retains herself part of the dialog?

Martha had lengthy had a picture of being fairly aloof, tremendous formal, and considerably unapproachable as a result of her communication type, even the best way she needed to act to excel as a businesswoman within the ’90s and early 2000s, some might have perceived as over-serious and exacting. Jail poked a gap in that good facade for many individuals. And whereas I do know she would by no means advocate jail as a PR enhance, I truly assume it shifted that bigger public notion. She’s let her hair down now. She’s having enjoyable, which proves to all of us {that a} lady that well-known will be elegant, elegant, sensible, and unrelentingly decided, but additionally humorous, with a wry humorousness that’s not afraid to be self-deprecatingly human.