After a successful debut of Halloween-themed NFTs last month, entertaining and lifestyle guru Martha Stewart has launched an NFT collection around the American holiday of Thanksgiving. The 101-NFT collection includes an audio NFT that she and her partners declare is the first storytelling NFT.

Fast facts

  • Martha Stewart’s second NFT collection is sold in her NFT boutique on FRESH Mint. The officially licensed, Thanksgiving-themed collection is produced in collaboration with Tokns Commerce, the NFT solutions provider.
  • The featured item is a vintage photo of Stewart setting a Thanksgiving table and an audio recording of Stewart recounting the disastrous first Thanksgiving she served in her own home in 1961, after burning the turkey. This storytelling NFT, called “The First Thanksgiving ‘remembering,’ 1994,” was listed at auction at 9 a.m. ET on Nov. 22 with a minimum bid of 3ETH, or roughly US$12,240.
  • No bids had been recorded within the first day of the three-day auction that will end at noon on Nov. 25, Thanksgiving Day.
  • The collection also includes 100 NFTs based on a selection of photos from the Thanksgiving issues of Martha Stewart Living magazine, with prices from US$100 to US$1,000.
  • Stewart is America’s first self-made female billionaire, whose net worth was valued at US$1.2 billion on the close of the day her company Martha Stewart Living Omnimedia went public in 1999. Stewart was convicted on charges related to an insider-trading case in 2004 and served in federal prison for five months. Her company’s value plummeted. The company was purchased for a reported US$353 million in 2015, and most recently sold for US$175 million in 2019 to marketer Marquee Brands, owned by investment firm Neuberger Berman.
  • The Martha Stewart brand owns print, TV and radio properties, e-commerce and licensing deals for meal kits and housewares. The brand reaches 100 million consumers across all media each month, according to Marquee.
  • In 2017, Stewart signed a deal with Alibaba to sell housewares such as pots and pans, candles and bath towels, to expand the American brand’s reach to the growing Chinese middle class.

Correction: This story was updated to reflect that the auction of the First Thanksgiving NFT ends at noon, not at midnight, on Thanksgiving Day.