When Erin Donahue Tice launched her Instagram account in 2018, it wasn’t to become a content creator, it was to sell her art. But over time, she began to share more than her paintings. She found herself connecting with her buyers, many of them fellow moms navigating similar seasons, and her content naturally evolved into a reflection of their shared experiences.
What started as a way to showcase her creativity evolved into something broader — a business that’s elastic enough to evolve with her.
"My followers have gone through these phases with me. So my content is based around my life stages and naturally sharing what I'm doing."
What began as a conversation around art and early motherhood has unfolded in step with Erin’s priorities and taste. “At first, it was pregnancy, and then postpartum, then home décor”, she says. “Now I’m in my 40s, and we’re in this wellness, skincare, beauty, how are we going to age gracefully stage”. As her needs, wants, and interests have changed, so have those of her followers.
That evolution shapes how she approaches curation.
“If you’re just getting started, it may be easier to curate collections and links around moments”, she explains. “If you have a big trip coming up, curate a collection of what you’re packing — what dress are you wearing, what shoes did you try on, what’s the hair product you’re going to use? That way it feels more natural”. Erin sees curation as an extension of her everyday life — making every recommendations feel genuine and purposeful.
"Pay attention to what sticks and what doesn't. Stay true to yourself and why you built your following to begin with."
Erin landed on her approach — blending art, motherhood, and a cross-category sense of taste — through instinct and, at times, trial and error. When she first started on ShopMy, she was leaning in on fashion and posting polished try-ons that she quickly realized didn’t resonate. “That doesn’t mean that there’s not a place and a time for the beautiful dress and the cool shoes“, she says. “You can share that — but focus on what feels good and authentic to why you started in the first place”. It was a reminder that her audience valued realness over perfection. The moments that performed best were the ones where she showed up as herself.
Her long-running Mom Talks series, for example, was one of the first times she spoke candidly about the emotional side of motherhood. Although challenging to share, her community related to her struggles. Erin’s transparency, even in hard moments, deepens her bond with her audience. For Erin, that trust is the through line. People don’t just follow her for taste — they follow her because she is trustworthy.
"I would not try to be everything for everybody. Take a look at the five things you’re absolutely obsessed with in your daily life and talk about that."
When it comes to building a long-term strategy, Erin calls her process “a mix of art and science”. She shares what she truly uses, then turns to her ShopMy data to understand what’s resonating and refine her focus.
Her biggest advice to new creators is to start small and be intentional. By highlighting the products and routines you genuinely love, your recommendations naturally become part of your story. Erin believes that thoughtful recommendations can come from anyone with a point of view — not just creators in a particular niche. “As an artist, I’ve always felt that people buy more of my art when I show up as myself and share more about my personal life”, she says. “But if you’re an artist with a big community of other artists, maybe you’d prefer talk about what kind of paint brushes you’re using, what canvases you’re working on, where you frame your work”.
By grounding her business in honesty and intention, Erin has built more than an affiliate presence. She’s built a trust that transcends life stages. Her journey reminds creators that authenticity isn’t just good strategy; it’s what makes people stay.
Follow Erin on Instagram @erindonahueticeart and shop her favorite finds below:
