When Kristina Roy first began sharing snapshots of her home projects in 2018, she didn’t have a business plan or long-term vision. At the time, she simply hoped that maybe, just maybe, she’d receive some free décor for the house. “I told my husband, ‘I’ll just post and maybe we’ll get some free stuff for the house,’” she recalls with a laugh.

Fast-forward a few years, and Kristina is a full-time content creator with consistent campaigns, growing revenue, and a clear purpose: helping women make their homes feel cozy, beautiful, and attainable.

A Creative Outlet Becomes a Career Path

Kristina’s best friend Rachel, a fashion designer in New York City, was the first to encourage her to start posting her DIY projects. “She told me, ‘You need to be posting this stuff. It’s beautiful,’” Kristina says. With a family of photographers and a background in creative styling, she already had an eye for aesthetics.

In 2020, before she had even 5,000 followers, Kristina landed her first paid brand collaboration. “Floor & Decor reached out and paid me a few hundred dollars for a partnership, and I was like, ‘Wait, what? I can get paid for this?’ That was the moment it clicked.”

She wasn’t always consistent with posting. Between 2021 and 2022, she gave birth to two children and shifted her focus to motherhood. “There were times when I just disappeared from Instagram,” she admits. “It was hard to stay engaged when I had two babies back-to-back.”

A Shift in Strategy and Mindset

In 2024, Kristina reassessed what she wanted. “I told my husband, ‘If I’m putting in this much effort, I want to see a return on it,’” she says.

She joined Mavely that summer and quickly began seeing results, especially after landing her first Walmart campaign. That partnership included a performance bonus: $500 if she hit $5,000 in sales. “That lit a fire under me,” Kristina says. “I hit that bonus every month for seven months straight.”

That consistency gave her the confidence to take content creation seriously as a full-time job. “The affiliate side clicked for me. I realized I could treat this like a business and not just a side hustle.”

Keeping It Real With Cozy, Affordable Style

Kristina’s content blends DIY, home décor, and lifestyle moments, but it’s her grounded tone and realistic styling that make her stand out. “I want to help women create homes that feel cozy, simple, and doable,” she says.

She’s not focused on showing perfectly styled spaces. Instead, she shares ideas that work for families juggling real life. “My audience is a lot of women like me—moms who want things to look nice but who also have kids and pets and not a lot of extra time.”

Even when her house isn’t perfectly clean, she still posts. “Sometimes I’ll show the mess because I want people to know this is real. This is life.”

Affiliate Wins and Brand Relationships

Since joining Mavely, Kristina has worked with Walmart, Wayfair, and other top retailers. Her background in retail management helps her think strategically about what to post and when. “I used to run a retail store, so I’m always thinking about how to drive sales without being pushy,” she explains.

She loves working with brands that give her freedom to create content that feels natural. “Walmart and Wayfair let me pick the products and style them how I want. That makes a big difference.”

Mavely’s tools have helped her grow her affiliate income and streamline her process. “I love how easy it is to track links, build collections, and just get everything done,” she says. “It’s helped me focus on what I do best.”

Bigger Goals, Smarter Growth

Kristina more than doubled her income in 2025 and now considers content creation her full-time job. She’s already thinking about what’s next.

“My goal for 2026 is to get some help with the backend stuff so I can focus on creating,” she shares. “There are things someone else can take over so I can keep growing.”

She’s also leaning into Facebook groups, Pinterest, and community platforms to expand her reach. “I posted a Black Friday deal in my group, and it just took off. I realized there’s a lot of potential there.”

A Space That Feels Like Home

With clear intention and consistency, Kristina is building a business she can grow for years to come.

“I’m not promoting perfection—I’m sharing what’s possible,” she says. “Every time someone tells me they bought something I recommended and it made their space feel better, that’s a win.”

Whether it’s a DIY hack, a cozy corner reveal, or a new campaign win, Kristina’s content is infused with intention. And she’s only just getting started.

Want more inspiration?

Follow @kristina.roy for cozy finds, clever upgrades, and real-life home inspiration. Want to see how other creators are turning passion into income? Check out more stories on the Mavely blog.