How Martha Moments Creator Andrew Ritchie Constructed a Neighborhood

Should you’re a Martha Stewart superfan, there’s a great probability you would possibly know who Andrew Ritchie is. And if not, you’ve most likely crossed paths a minimum of as soon as together 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 stay up for all kinds of content material gracing their feeds, from clips of TV appearances and seasonally themed episodes across the holidays to rarely-before-seen images from the icon’s early modeling days. I personally acquired a specific kick from that early-2000s industrial touting Martha’s then-new partnership with Kmart that Ritchie resurfaced a couple of 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 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 a couple of 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 electronic mail about all issues Martha, together with the recipes and suggestions he turns to again and again.

Andrew Ritchie

Eater: How did Martha Moments get began?

Andrew Ritchie: I stored seeing this lovely journal within the checkout line on the grocery retailer in faculty. The covers have been extraordinary. I’d be awestruck by simply how a lot info there was in a single situation and the way elegantly it was styled and laid out. After I actually delved in, I began to comprehend how a lot I used to be utilizing the teachings I realized, and the way they really have been enhancing my life. The concept of making my very own on-line presence to rejoice 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 boost consciousness round Martha’s authorized battle and floor a number of the shady elements of the prosecution’s push to have her indicted to the total extent of the regulation. John adopted the case carefully, 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 by the e-book chapter by chapter, and wrote a bit in response. I additionally wrote critiques of outcoming Martha Stewart Dwelling points with the hope that they might excite readers to maintain subscriptions alive, figuring out 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 finished, 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 web neighborhood is abuzz, however there have additionally been numerous enjoyable in-person connections made too. Every time I journey to the U.S. from my house in Ottawa, I attempt to set one thing up with any Martha Moments mates who could also be within the space. However that apart, many members of the neighborhood have put collectively their very own meet-ups through the years! I really like seeing the images 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 mates Dennis and Bernie met by 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 lessons and different Martha-esque actions!

Whereas the reward I’ve acquired from Martha and her staff has been great, probably the most rewarding factor for me has been the connections made throughout the Martha Moments neighborhood with folks from everywhere in the world. Martha’s attain is phenomenal, and it’s introduced me a lot pleasure to attach with folks 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 printed 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 exhibits, a brand new journal launching, and a constant stream of recent partnerships and product traces rising. There was quite a bit 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 outdated 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 assorted Martha magazines, together with the flagship Martha Stewart Dwelling, and all of the particular situation publications not included within the subscription on the time. I don’t personal each situation, however do have all of the “vital” ones: anniversaries, holidays, and better of the season points.

Do you’ve got a favourite situation?

The primary situation 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 severe Martha followers will probably let you know fall/winter points are at all times favorites. Possibly it’s the celebratory nature of that point of yr, and the heat and coziness of all of it.

My favourite October situation is from 2001. There’s a Halloween part, however it’s explored in imaginative methods. Pitcher crops, the carnivorous lavatory dwellers, add an otherworldly component to tablescapes and terrariums. There’s a bit for teenagers, in fact, on easy methods to DIY area 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 difficulty takes us by collections of dinnerware, and exhibits us restoration efforts that breathe new life into an outdated 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 one among Martha’s TV exhibits?

Considered one of my favourite clips from a present within the early ’90s was a tour she gave of her house 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 everywhere. She had put a sticky word 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 house 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 arrogance to be self-deprecating right here and there — it’s simply nice.

In fact, I’m additionally a fan of the episode of her present after 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 the direction of these recipes. There’s one thing so calming in regards to the course of, and so rewarding in regards to the accomplishment as soon as it’s all finished! Martha’s pound cake is my go-to recipe and one that may be iterated on in countless methods after getting 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 alternative. I’ve by no means had a fail together with her excellent 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 house rising up, and browse numerous 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 residing by myself. I had no concept easy methods to iron a shirt correctly, or manage a linen closet. House group, doing the laundry — these are all issues I observe Martha’s tips about.

Andrew Ritchie

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

Martha’s skill 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 suppose 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 fashion, even the way in which she needed to act to excel as a businesswoman within the ’90s and early 2000s, some could have perceived as over-serious and exacting. Jail poked a gap in that excellent facade for many individuals. And whereas I do know she would by no means advocate jail as a PR increase, I truly suppose 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} girl that well-known will be stylish, elegant, sensible, and unrelentingly decided, but additionally humorous, with a wry humorousness that’s not afraid to be self-deprecatingly human.