Cristina Ehm’s journey from fashion designer to full-time blogger wasn’t something she meticulously planned—but it might be one of the best pivots she ever made.
With over two decades in the fashion industry, spanning North America and Europe, Cristina had the resume and experience most designers dream of. But when burnout struck, she stepped back and started experimenting with something new—graphic t-shirts. Little did she know, that side project would lead to something far bigger: ShoeTease, a fashion blog that now earns over $17,000 per month and receives around half a million monthly pageviews.
A Fresh Start with a Familiar Passion
Cristina’s love for fashion was always front and center. After studying communications in Canada, she sharpened her design skills in France, diving into pattern making and fashion design. From lingerie to plus-sized collections and shoes, she built a strong portfolio in fashion. But the constant pace of the industry took its toll.
In 2010, she launched ShoeTease—a blog that was initially meant to support her line of cheeky, shoe-themed t-shirts. The name was a playful nod to her designs: “Shoe” + “Tease,” with a wink at the possibility of leaving tees behind.
Soon enough, the blog outshone the products it was promoting.
Letting the Blog Take the Lead
What began as a promotional tool for t-shirts quickly morphed into a standalone content hub. Cristina leaned into what she knew—shoes—and started publishing five to seven posts a week. Her content ranged from trend forecasting to care tips and styling guides, always delivered with personality.
In 2014, she hired an SEO consultant who helped her understand the power of search engine optimization. That opened up a new chapter. Cristina dove deep into on-page SEO, eventually offering her own consulting services until 2021.
Along the way, she experimented with other ventures, including a line of pom-pom shoe clips called Pombons, but logistical challenges and low returns led her to shelve the idea. What remained consistent was her blog—and its steady growth.
Scaling Up: SEO, Pinterest, and Passive Income
Cristina’s strategy wasn’t flashy. She didn’t chase viral trends or spend her days on social media. In fact, she stepped away from Instagram and YouTube entirely in 2017. Instead, she focused almost exclusively on SEO—and it paid off.
Before the recent Google Helpful Content Update (HCU), her blog averaged over 436,000 monthly pageviews. Her revenue? Roughly $14,500/month from Mediavine ads, $2,500/month from affiliate marketing, and a few hundred dollars from digital product sales on Etsy.
In late 2023, her ad income alone hit a high of $24,000 in one month.
Pinterest also became a major traffic source. What started as a secondary channel eventually overtook Google search as her top referral platform—a critical shift after the HCU update affected her rankings.
Cristina’s Content Strategy: From Keywords to Connection
For years, Cristina’s blog was powered by keyword research tools like Semrush. She’d build topical clusters, such as cleaning different types of shoes, and strategically interlink related posts. She even began phasing out outdated content—removing nearly 250 low-value posts to tighten her site’s quality.
Now, she’s rethinking her approach. Instead of focusing solely on keywords, she wants her blog to guide women through fashion as a personal journey—from discovering their style to mastering outfits and wardrobe planning.
Still, SEO isn’t going anywhere. Cristina continues to use tools to inform her topics, but now she pairs that data with narrative-driven, user-first content.
Creating Content That Converts
Cristina’s content creation process is both structured and creative. After identifying a keyword and clarifying the reader’s intent, she builds a brief and gathers visual assets. This often includes photography sessions with Bruna Rico, or curated image collages created by her VA.
She drafts the copy in Google Docs, edits it using Grammarly, and then preps the post in WordPress—adding internal links, affiliate products, and Pinterest graphics.
AI tools like ChatGPT also help her refine sections when she needs more clarity or a tighter flow. “I tend to be wordy,” she admits, “so AI has been really helpful.”
Email, Etsy, and What’s Next
Email marketing has been one of Cristina’s slowest growing areas—but she’s finally taking it seriously. After a surprise account shutdown from Mailchimp, she lost her entire subscriber base. That setback stalled her email strategy for years.
Now, with 2,000 subscribers and growing, she’s building a funnel using freebies, Pinterest promotions, and a private Facebook group. Her ultimate goal? Offer courses and personalized styling services, alongside curated capsule wardrobes in her Etsy shop.
Lessons from the Journey
Cristina’s biggest challenge has been scaling efficiently while managing ADHD and mom life. Delegating tasks hasn’t been easy, and finding reliable, fashion-savvy freelancers has proven even harder. Still, she recently found a strong VA and continues to explore more outsourcing options.
Despite the bumps, her greatest accomplishment remains clear: building a multi-six-figure business from a niche blog—without relying on influencer deals or even social media.
And while there have been missteps—like not joining Mediavine earlier or clinging to Instagram longer than she should have—Cristina sees each one as part of her growth.
Advice for Aspiring Entrepreneurs
Cristina’s message for fellow creators is simple and empowering:
- Don’t overthink—start and refine as you go.
- Diversify your income early.
- Get out of the research phase and into action.
- Surround yourself with people who support your vision.
- Believe in your path, even when others don’t.
Above all, she emphasizes mindset: “Be imperfect. Everything can be improved later. What matters is getting started.”
