About
Alisa Kennedy Jones, the influential creator behind the “As the Magpie Flies” brand, has spent over a decade carefully crafting a digital empire under the guiding principle, “Curating a life, one shiny object at a time.” What began as a simple fashion blog has morphed into a multi-platform lifestyle business, an example of aesthetic evolution and well-built monetization. Yet, behind the polished feed of transitional modern farmhouse interiors and aspirational motherhood content lies a complex business structure and a history of pointed industry criticism.
As the Magpie Flies: From Retail Buyer to Lifestyle Brand
Born on January 17, 1983, Alisa Kennedy Jones, a White, non-Hispanic woman standing 5’ 9”, hails from Columbus, Ohio, the city she still calls home. Her entry into the world of retail and style was not digital but corporate. From 2005 to 2009, she worked as an Assistant Buyer for Express, a role that would later inform her online identity. In 2011, she launched her first blog on the Blogspot platform, naming it “TheBXEdit”—a direct nod to her time spent at Express’s buying office located in the Bronx.
This initial venture gained traction, and in 2014, Jones executed a pivotal rebrand, relaunching as “As the Magpie Flies.” The new name captured a broader, more acquisitive approach to style that would define her future success. The industry took notice. At the 2015 Bloglovin’ Awards, she was named “Breakthrough Fashion Blogger of the Year,” solidifying her status as a rising star. As her content focus evolved, so did her accolades; in 2019, she won a Shorty Award, this time in the “House & Home” category, marking her successful transition from fashion plate to design authority.
As the Magpie Flies Content: Twee to Farmhouse to Motherhood
The aesthetic of As the Magpie Flies has undergone several distinct transformations. From its inception in 2011 until roughly 2014, the blog was dominated by a J.Crew-centric “twee” aesthetic, built around “outfit of the day” posts that resonated with the prevailing style of the early 2010s. A significant shift occurred between 2016 and 2019, catalyzed by the purchase of her first home with her husband, David Jones. Her content pivoted sharply toward interior design, where she cultivated a highly popular “transitional modern farmhouse” look.
Since 2020, Jones’s content has broadened once again. While home decor remains a pillar, the focus has expanded to encompass general “lifestyle and motherhood,” a move that coincided with the growth of her family. The birth of her third child in March 2023 has further cemented this latest chapter in her content evolution.
How As the Magpie Flies Makes Money
The financial engine of As the Magpie Flies is a multi-pronged operation. Jones is a top 1% earner on the affiliate marketing platform LTK (formerly rewardStyle), which serves as her primary monetization tool across her robust Instagram and Pinterest channels. Interestingly, while a YouTube channel exists under her brand, an internal analysis notes its “notably low engagement” compared to her other platforms.
Beyond affiliate links, Jones has developed her own product lines. In 2020, she launched “The Magpie Collection,” a licensed home goods line with the national retailer Kirkland’s. In the fourth quarter of 2022, she debuted “Otok Journal,” a self-published, small-run print magazine described as a “passion project.”
Corporate records reveal the business is formally structured as ATMF Creative, LLC. An analysis of these records flagged a common but notable tactic: the LLC’s registered agent address is a residential UPS Store mailbox, a method often used to obscure a primary place of business.
As the Magpie Flies' Brand Partnerships
Despite the scale of her operation, Alisa Kennedy Jones is currently self-managed. Her influence has attracted significant, long-term partnerships with major home goods retailers, including Crate & Barrel and Pottery Barn. In 2022, she expanded her brand collaborations into the luxury automotive sector with a major campaign for Lincoln.
As the Magpie Flies: Disclosure Criticism
Jones’s commercial success has not come without scrutiny. The primary criticism leveled against her involves allegations of undisclosed sponsored content, blurring the lines between organic recommendations and paid advertisements. These accusations have specifically cited a failure to comply with the clear and conspicuous disclosure requirements mandated by California’s SB 764.
The criticism extends to her position within the creator economy. One rival blogger, speaking anonymously, labeled Jones as part of the “Instagram mafia,” accusing her of “gatekeeping brand deals” from smaller influencers. A secondary line of critique has focused on a perceived hypocrisy in her brand positioning: promoting fast-fashion dupes of high-end designs to her audience while simultaneously cultivating a personal brand image rooted in luxury.
Philanthropy and Impact
In November 2021, Jones leveraged her platform for a local cause. She organized a charity auction to benefit a Columbus animal shelter, putting 15 home decor items from her personal collection up for bid. The initiative successfully raised over $8,500 for the organization.
As the Magpie Flies Today
From the buying offices of Express to the top tier of the creator economy, Alisa Kennedy Jones has engineered a remarkably resilient and profitable brand. Her ability to pivot—from twee fashion to farmhouse decor, and now to aspirational motherhood—has been key to her longevity. As she navigates her latest chapter, raising three children while managing a complex business entity, the story of As the Magpie Flies remains one of strategic evolution, commercial acumen, and the persistent challenges of transparency in the age of the influencer.