LaurDIY (Lauren Riihimaki)

The Rise of a DIY Digital Empire

Lauren Riihimaki, better known by her online persona LaurDIY, has transformed from a college student with a crafting hobby into one of YouTube's most influential lifestyle creators. ^[1] The Canadian content creator launched her YouTube journey in December 2011, initially sharing sewing tutorials filmed with nothing more than her MacBook's photo booth application propped up on textbooks. ^[4] What began as a creative outlet during her first year at university in Toronto has evolved into a multimillion-dollar brand that reaches audiences across multiple platforms and retail partnerships. Born on August 11, 1993, Riihimaki comes from a multicultural background, with Finnish and Ukrainian heritage from her father's side and Japanese ancestry through her mother. ^[5] Her early passion for customization and crafting emerged during childhood as an only child who spent countless hours creating unique designs for everyday items like binder covers. ^[4]

Educational Foundation and Career Pivot

Riihimaki initially pursued formal education in graphic communications management at Toronto Metropolitan University (formerly Ryerson University), graduating in 2015. ^[5] However, her university experience in a printing program didn't provide the creative fulfillment she sought, leading her to explore blogging and video content creation as alternative outlets. ^[4] This pivotal moment during her college years would ultimately reshape her entire career trajectory, as she discovered her natural ability to connect with audiences through DIY tutorials and lifestyle content.

YouTube Success and Audience Growth

The LaurDIY YouTube channel has achieved remarkable growth since its inception, currently boasting over 8.2 million subscribers and accumulating more than 454 million total views across 462 uploaded videos. ^[3] Her content spans diverse topics including home décor transformations, fashion hacks, seasonal crafts, and social media trends, all delivered with her signature upbeat personality and attention to detail. ^[1] The channel's success has generated substantial revenue, with estimated monthly earnings ranging from $22,300 to $500,800 based on industry analytics. ^[3] Riihimaki's ability to maintain relevance in the competitive DIY space for over a decade demonstrates her adaptability and understanding of audience preferences. ^[9] Her content particularly resonates with female Millennial and Gen Z demographics, establishing her as a trusted voice in lifestyle and creative expression. ^[9]

Industry Recognition and Awards

The quality and impact of Riihimaki's content have earned her prestigious industry recognition. She received a Shorty Award in the "House & Home" category at the tenth annual ceremony, acknowledging her excellence in home-related content creation. ^[5] Additionally, she won a Streamy Award in the "Lifestyle" category at the Awards' debut ceremony in 2017, further cementing her status as a leading figure in the lifestyle content space. ^[5] ^[9]

Television and Streaming Success

Riihimaki's influence extended beyond YouTube when she became the host and executive producer of HBO Max's competition series "Craftopia." ^[2] The show, which premiered on May 27, 2020, features contestants aged 9 to 15 competing in craft-related challenges within a magical studio environment. ^[8] ^[12] The series earned a Daytime Emmy nomination, representing a significant milestone in her television career. ^[2] ^[6] The show's concept aligns perfectly with Riihimaki's brand identity, as Forbes once dubbed her the "millennial Martha Stewart" for her approach to DIY content and lifestyle inspiration. ^[12] ^[8] "Craftopia" has produced multiple seasons and special episodes, including Halloween-themed content that showcases the program's versatility and appeal to family audiences. ^[7]

Business Ventures and Retail Partnerships

Beyond content creation, Riihimaki has built a comprehensive business empire through strategic retail partnerships and product development. Her merchandise line spans multiple categories including apparel, accessories, stationery, jewelry, and craft kits, available through major retailers such as Target, Walmart, Amazon, and Hobby Lobby. ^[10] ^[2] ^[9] The LaurDIY brand strategy focuses on creating products that appeal to both dedicated fans and general consumers who may discover her items in stores without prior knowledge of her online presence. ^[10] This approach has proven successful, with her craft kits and branded merchandise appearing across multiple retail channels and generating significant revenue streams beyond her digital content. ^[11] Riihimaki has also ventured into collaborations with established brands, including partnerships with Pura Vida Bracelets and Montreal retailer Ardene for athleisure collections. ^[11] These collaborations demonstrate her ability to leverage her personal brand for mutually beneficial business relationships that extend her reach into traditional retail markets.

Entrepreneurial Expansion

In recent years, Riihimaki has expanded her business interests into angel investing, focusing on rapidly growing tech startups and consumer packaged goods companies. ^[2] ^[6] This diversification represents her evolution from content creator to business entrepreneur, leveraging her industry knowledge and financial success to support emerging companies and technologies. She also hosts the "Wild 'Til 9" podcast, adding another dimension to her content portfolio and providing a platform for more personal and conversational content with her audience. ^[2] ^[5] The podcast format allows her to explore topics beyond DIY tutorials while maintaining the authentic connection with fans that has been central to her success.

Personal Life and Relationships

Riihimaki's personal life has occasionally intersected with her public persona, particularly regarding her relationships. She previously dated fellow YouTuber Alex Wassabi (Alexander Burriss) from 2015 to 2018, a relationship that was public knowledge among her fanbase. ^[5] In 2019, she began dating singer and entrepreneur Jeremy Lewis, whom she first met during the creation of a "Roast Yourself Rap" video in 2015. ^[5] The couple announced their engagement in December 2022 and married on April 7, 2024. ^[2] ^[5] Riihimaki has been open about her personal relationships through her podcast and social media, sharing insights about her life while maintaining appropriate boundaries with her audience.