EMMA DOWNER
@diywithemma
Emma is a champion for accessible DIY. Inspired by the challenges of the 2020 lockdown, she started creating easy-to-follow tutorials that have garnered over 250 million views.
As a self-taught DIY enthusiast, she understands the frustrations of tackling home maintenance alone. Her engaging content, humour, and inclusive approach have helped her build a massive following and become a trusted source of DIY knowledge. Emma has also expanded her reach through guest appearances on shows like BBC 5 LIVE, original content collaborations with BBC Studios, and her own DIY kits and courses.
Beyond her online presence, she is also developing "Pockets," a workwear line designed for women, addressing the lack of comfortable, functional apparel in the DIY market. She's also launching a DIY hub to make her content more accessible to everyone.
EMMA'S AUDIENCE
119k
382k
TIKTOK
445k
11.4k
YOUTUBE
20.3k
31%
UK BASED
85.8%
FEMALE
69%
AGED 25-44
1M
IG REACH
2.07%
IG ENGAGEMENT RATE
6.8M
TT LIKES
1.45%
TT ENGAGEMENT RATE
Emma Downer, founder of the multi-award-winning brand DIY With Emma, is not just a content creator—she's on a mission to make DIY accessible for all. By creating easy-to-follow tutorials, DIY hacks, and engaging follow-along projects, she’s helping people tackle home improvement with confidence.
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The idea for DIY With Emma was sparked during the UK’s first lockdown in 2020, when limited access to tradespeople left many homeowners stuck. Recognising a huge gap in DIY education, Emma stepped in to fill it. Since then, she has produced over 2,000 free educational videos, which have been viewed more than 250 million times, including 19 million views on sponsored content for brands like Disney, TikTok, Pinterest, B&Q, and Wickes.
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Unlike many, Emma didn’t learn her DIY skills from family or in school. As a first-time homeowner herself, she is self-taught, and because of this, understands the frustration of tackling home maintenance alone. Through her tutorials, Emma breaks down complex tasks with humour and clarity, and by wearing her signature superhero costume, she brings joy to viewers and makes her content stand out—proving that DIY really is for all people, regardless of age, experience, or skill.
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Emma also champions inclusivity in the DIY world, welcoming women, LGBTQ+ individuals, and everyone in between to participate in the home improvement journey. Her inclusive approach has earned her over 1 million followers across platforms like TikTok, Facebook, Instagram, Pinterest, and YouTube.
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Beyond social media, Emma’s expertise is regularly featured as a guest speaker on shows such as BBC 5 LIVE, BBC Bristol Radio, and the BBC News. She has also worked with BBC Studios on an original content series. Emma’s entrepreneurial spirit extends beyond DIY with the development of "Pockets," a workwear line designed for women, addressing the lack of comfortable, functional apparel in the DIY market and further improving access to DIY.
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Emma sells DIY kits designed to help beginners get started on their projects and has recently launched a basic home maintenance course tailored for newcomers. Soon, she will be launching a DIY hub on her website, making it easier to access her content across all platforms.
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Emma has been recognised for her efforts, winning both the Bristol Life Award for Best New Business and an award for Best Creative Start-Up. More than just a DIY influencer, Emma is a superhero, empowering people with the knowledge and confidence to transform their homes into spaces they love.
PREVIOUS COLLABORATIONS INCLUDE:
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IN THE MEDIA:
