How The Founder Of Divas and Dorks, Christen Rochon, Learned To Master Consistency & Become Profitable
Christen Rochon couldn’t find a site that combined her interests in tech, lifestyle and fashion so she created it.
Inspired by her inner dork, and disguised within her fashion-forward looks and very “un-dorky” lifestyle, she decided to name the site Divas and Dorks. “Every woman has a little bit of geek in them, just as they have a little bit of vixen in them as well. The concept behind DivasandDorks.com is to celebrate the duality in all women,” she told MadameNoire Business.
Bringing together lifestyle, technology and style news, Rochon launched the site in 2009 while working full time at CBS Radio in New York. But in 2011, she was able to officially transition into running Divas and Dorks on a full-time basis.
From broadcast media to new media, the Divas and Dorks founder brings the work ethic she credits to her Detroit roots to continue to churn out content and build her brand.
Featured as one of the ‘Blogosphere’s Best in 2012′ by Black Enterprise and one of the ‘Top Black Bloggers You Should Know’ by The Root, Rochon reveals to us the secret to blogging, how she made the transition from her day job to entrepreneurship and how to make blogging a profitable pursuit.
MadameNoire: You launched in 2009 when there were already quite a few popular online brands and blogs. How did you stand out among the brands that were already established?
Christen Rochon: I created DivasandDorks.com after discovering that of all the brands and blogs online, there were no sites that spoke about stylish technology from a female’s perspective. There were tons of tech sites that talked about the latest gadgets and technologies, but often they used unnecessary tech jargon and geek speak. If you’re a woman that wants to learn the difference between upgrading to one smartphone over another, wouldn’t you want to get details from someone who look like and spoke like you?
MN: Did you ever have to juggle both your day job and your passion?
CR: Absolutely. Early on, your passion doesn’t provide a paycheck. After 10-plus successful years in radio, my career hit a crossroads in June 2010 once I realized that I could no longer juggle my blog travel schedule while maintaining my time working at CBS Radio New York. I knew that I found a passion that could potentially provide paychecks and that I could apply all the skills learned throughout the years to building a website brand. During my last six months in radio, I saved money and prepared my exit strategy from broadcast media and in January 2011, I became a full time publisher of Divas and Dorks.
MN: What about that concept of “divas and dorks” inspired you?
CR: I’ve always been a little diva and a little dork. I’m talking braces, marching band, video games and more. Since childhood I’ve always been intrigued by technology, computer programming and more. So creating the concept was simply birthed out of a passion for technology and style that I had since childhood.
MN: When did blogging become profitable for you?
CR: Blogging became a profitable business when companies realized that my opinion and voice carried influence to consumers. The same consumers that influence 80 percent of auto sales and $90 billion of the consumer electronic purchases since 2007. I’ve consulted businesses on marketing to the new millennia female consumer and have even worked with brands like Ford, General Motors, Samsung, Verizon to highlight and share what’s important to women like me.