Have you noticed there appears to be a collective gut check going on in blog-land right now? This post, this postthis post and this post are just a few examples of the stock bloggers seem to be taking of our current landscape.

Blogs have gone in SO many directions and changed so much since they were the random ramblings of casual decor-enthusiasts, fashion-obsessives, home cooks, DIY-lovers or style-savvy moms. Now girls aspire for this “career!” It’s still a bit odd to wrap my head around. But one thing I continue to treasure about blogs {vs say magazines or random news sites} is that the wall between reader and writer is very thin, if not nonexistent! You do feel like you “know” the person {or people!!} cranking out blog posts and that’s a pretty cool connection. Shoot it’s probably why many of us blogger senior citizens have stuck around so long. We have entire friend groups that have sprung from this phenomenon.  It’s certainly why I still spend a couple hours blog hoppin’ every weekend – to catch up on people I care about and admire!

It’s in that vein that I wanted to give you a full account of what’s up with all things Apartment 34, because since I wrote this post only a year and a half ago, we’ve been on a (crazy awesome) roller coater ride.


It’s a well known rule that you’re only as good as the people you surround yourself with. I figured out really quickly that if I wanted to try my hand at creating full editorial shoots for you guys, it was gonna take a village! Thankfully, I found a major power player in Bianca of A Fab Challenge, my amazing Editorial Director who is the driving force behind so many of our fun stories and helps bring some of my crazier ideas to life. Our Production Assistant Ashley {who you’ve spied here, here and here} is the source of all those cocktail recipes you’ve been enjoying. These ladies are crucial to making Apartment 34 happen. While blogging started as an individual outlet of self-expression and idea-sharing, I’m super proud of the fact that Apartment 34 is now a team effort. And I only want it to grow from here.


We got the summer off to a great start by bringing on three powerhouse interns whose names you may have already spied here and there. Victor, Amanda and June have helped us give you more great entertaining ideas, awesome summer outfit inspiration and are always scouring the web to be the first to discover new style standouts. It was a personal challenge to raise our bar and rock original content for you and with the help of these crazy talents {along with Aubrie, our photographer extraordinaire}, I hope you’ve been loving what you see as much as the team enjoys creating it. But we’ve only just begun.


While there’s been talk of slow-blogging, getting rid of contributors or killing advertisers, I love that Apartment 34 has grown beyond my singular view of the world. Instead, I like to think of it this way: we try to bring you an “Apartment 34 approach” to a well-lived life everyday, but that approach can come from a variety of voices! That’s why you’re going to start seeing bylines on our posts and maybe even more new faces stopping by. While the word authenticity is used so much it barely means a damn thing anymore, I will say we have an authentic drive to find unique and creative ways to add sophisticated, thoughtful style to your daily life. In a world of fast fashion, fast design – really fast everything, I hope we can be a respite where you can slow down and enjoy a reminder to notice the details in your days. Sometimes that means working with companies we think are cool. As someone who worked in branding for 10 years I see that side of blogging as a personal challenge; to tell an interesting story in partnership with a brand we think rocks.


Of course, I still love to update you on my actual day-to-today life. As I mentioned in this post, I do want to be sure to strip away the BS, raise the curtain on all the pretty and have some regular heart to hearts with you. I’ve known some of you readers for so long I see you as friends. That said, I also find it exciting to serve as a resource that’s bigger than a singular personal story. Collective experience is a very valuable thing. It helps us get through the trials that we too often think we’re suffering through alone.

After seven years in this “biz,” and nearly 2,500 posts {we’re at 2,439!}, there’s still one thing still gets me super excited to be a “blogger” – finding amazing things/places/people share those inspirational stories with you. As I’ve grown through and out of my 20s and now into my mid-30s {gulp!}, I also find myself seeking deeper conversations, fresh perspectives and awareness that goes far beyond my day-to day-world. I hope this can be a place that fulfills those needs too – for everyone who interacts here {or on Instagram, Pinterest, Twitter or Facebook!}.


What was once a little one woman show has morphed into a mini-world that’s part my life, but something also much bigger than me. I really like that and I hope you do too. I’m quite confident the best is yet to come. I do hope you’ll keep stopping by to see what we’re up to! — Erin

team photos by aubrie pick // image 1// image 2 // image 3 // image 4

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  1. I have noticed all these posts commenting on the changing blogosphere, and though I haven’t been a part of it for long I feel that it it’s a rapidly changing area of the web, so for long-time bloggers there’s quite a bit of evolution that happens as their blog grows! But love to hear these really thoughtful and personal posts.

  2. Congratulations for making something quite extraordinary out of something quite small at the start. Having your team emphasizes the power of great collaborative efforts fueling special content. Keep at it!

  3. I cannot tell you how happy I am that your team continues to grow despite the landscape in blogland these days. Your site is always so refreshing and I can’t wait to see what you come up with now that you have even more hands on deck!


  4. As a >1 year blogger, this post has such great advice! It reminds me that no matter where blogging or the journey of life takes me it is important to stay true to yourself and be honest. Thanks!