In a sign that non-fungible tokens (NFTs) are hitting home, media personality and businesswoman Martha Stewart, perhaps the biggest influencer on modern American home life and middle-class domestic strivings, just launched online store FRESH Mint that will sell Halloween-themed NFTs featuring pumpkin crafts and costumed images of America’s domestic goddess herself.
Fast facts
- The NFT collection is launched in partnership with Tokns Commerce, which in turn has joined with Marquee Brands to power the NFT shop. Marquee Brands has owned the Martha Stewart brand since acquiring Stewart’s multi-channel lifestyle company, Martha Stewart Living Omnimedia. Tokns Commerce gained popularity earlier this year by partnering with the Team GB to launch the official NFT collection for an Olympic team ahead of the 2021 Tokyo Games.
- According to a press release, Stewart has collaborated with world-class designers, photographers, digital and traditional artist creators in the NFT space for the collection. Stewart’s first batch of NFTs includes “Carved Collection,” featuring pumpkin carving art by Marc Evan and Chris Soria, founders of New York-based Maniac Pumpkin Carvers. NFT collectors who hold popular NFT art like Bored Apes and Crypto Punks can also bid on the opportunity to turn their NFT art into Carved Collection pumpkins. The winner of this auction will receive an Ethereum-based NFT of the photo of the carved pumpkin while the real carved pumpkin will be shipped to them.
- Stewart’s NFTs also include a wide range of Halloween-themed artwork along with a few images of her iconic custom-made Halloween costumes. Although the NFTs are showcased on Stewart’s new NFT store, the actual sales and auction take place on OpenSea, the world’s largest NFT marketplace. Future FRESH Mint NFTs will adapt physical artifacts from Stewart’s creations as well as create new digital art that complements the changing seasons, holidays and other special occasions.
- Known as a queen of domesticity, the Emmy-award winning television host’s net worth is estimated to be around US$400 million as of last year. “I’ve been so fortunate to collaborate with talented artists, creators and entrepreneurs throughout my life,” Stewart said. “I see NFTs as a new canvas for creativity and blockchain as a vehicle to protect artists’ IP and support their incredible work.”
- Stewart did a five-month stint in prison back in 2004 for obstruction of justice, making false statements, and conspiracy for lying to investigators. Her Martha Stewart Living lifestyle magazine has some 7 million print/digital edition readers, 89% of whom are women.