How Sonoma County social media influencer ‘JetSetting Fashionista’ is elevating brands

Emily Martin didn’t grow up wanting to be an influencer. It’s because it wasn’t even a job when she was little.

Martin is known as The JetSetting Fashionista on her blog, Instagram, Facebook, YouTube, Pinterest and Twitter. Collectively, she brings in over 300,000 subscribers.

The 40-year-old Healdsburg resident has spent the past 13 years building a following on multiple platforms where she promotes many iconic North Bay brands.

A recent post on Instagram has her chatting with Jean-Charles Boisset at Raymond Vineyards.

A few days later, she was staying at The Madrona boutique hotel in Healdsburg. On Facebook in June, she was sampling products from The Caviar Co. in Tiburon. A recent blog post talks about the best spas in Napa Valley for the luxury traveler.

“She has created blog content for hotels and has partnered in creating social content. I love the style and imagery she uses. She is a great brand ambassador,” Michelle Heston said , spokesperson for Fairmont, which includes Sonoma Mission Inn & Spa in Sonoma.

Martin does not limit his positions to North Bay; it boasts of promoting luxury travel around the world.

“I identify more as a blogger. I think the influencer doesn’t get as much respect if they only share content on Instagram,” Martin said.

Blogs are good for brands because it’s searchable content on Google and the like. You don’t get that with Instagram.

After her blog, her second biggest platform is Pinterest. It’s basically a photo search engine, so it’s deliberate with its captions.

For now, TikTok is not part of his repertoire. “I have an account and I think I have two followers. I tried. I don’t think I’m funny enough or young enough.

Martin also brings a bit of expertise to his content.

“I followed many oenological studies. I worked really hard to learn as much about wine as I did for credibility,” she said. “I am a Certified California Wine Appellation Specialist.”

Even with all her followers, 75% of her income comes from her business, Emily Martin Communications & Events.

In a world that doesn’t seem to have an “off” button, Martin knows people are always on the lookout for new content.

“I try to take a day off from social media. Usually it’s Sunday,” Martin said. “When I started, I was doing Instagram posts at a dinner party. It was not pleasant.

The messages are still relevant, but it may not be until the morning that she will be able to approach it with a new perspective.

“I have a policy that if I don’t have anything nice to say, I don’t say anything,” Martin said. “I am not an investigative critic. There are other people who do that. »

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