When Josh and Allie Nottingham purchased an 1890s farmhouse in Michigan several years ago, they had no idea they were laying the foundation for a business model unlike anything else in the vacation rental industry.
The house was a complete renovation. Floors were torn out. Structural repairs were extensive. Nearly every inch required attention.
For Allie, it also became the perfect opportunity to document the transformation. She launched an Instagram page called TheNottinghome, initially as a digital scrapbook chronicling the renovation process.
“It started because I wanted to record everything we were doing,” Allie said. “I thought it would be fun to be able to look back one day and see the transformation.”
What began as a passion project quickly evolved into something much larger. Today, TheNottinghome has grown into a thriving lifestyle brand with more than 450,000 followers, inspiring homeowners across the country with approachable design ideas, thoughtful renovations, and beautifully curated spaces.
For Josh and Allie, social media success was never the final destination. It was simply the beginning.
The couple discovered early on that their talents naturally complemented one another. Allie has an exceptional eye for design, creating warm, inviting spaces that feel both elevated and attainable. Josh thrives on construction, renovations, and investment strategy.
“She’s really good at making a house feel like home,” Josh said. “I really enjoy the construction side and understanding how to renovate on a budget and make real estate work financially. Together we make a really good team.”
That partnership has allowed them to buy, renovate, and sell multiple homes while steadily growing both their real estate investments and Allie’s online brand.
Then, one social media post changed everything.
Josh amd Allie Nottingham
The Viral Moment
Years of consistent content creation suddenly paid off when one of Allie’s holiday decorating videos exploded online. “It was crazy,” Josh recalled. “She probably gained around 250,000 followers in a week.”
The overnight growth transformed TheNottinghome from a successful Instagram account into a legitimate business. “We were kind of freaking out,” Josh admitted. “That’s when I immediately filed an LLC and we started treating it like a real company.”
As influencer partnerships grew, so did opportunities to collaborate with nationally recognized home brands through sponsored content and affiliate marketing. Still, Josh couldn’t stop thinking bigger.
Like many content creators, Allie earned income through brand partnerships and affiliate links. Companies would pay her to feature products, while followers could purchase those items through links she shared. It was successful – but Josh believed there was another level.
“We started asking ourselves how we could blend what she had built with what we wanted to do in real estate,” he said.
Every piece inside, from mattresses and bedding to lighting, furniture and decor is available for guests to purchase.
The answer became The Guilford Cottage. Located at 5739 Guilford Place in Bluffton’s charming Stock Farm neighborhood near Old Town, the thoughtfully renovated vacation home is much more than a short-term rental. It is an immersive showroom. Every piece inside, from mattresses and bedding to lighting, furniture, artwork, window treatments, and décor, has been intentionally selected and professionally styled, and all of it is available for guests to purchase.
“If you stay there and sleep well, love the towels, the artwork, or even the shower door, everything is linkable,” Josh said.
Rather than simply offering guests a beautiful place to stay, the Nottinghams have created what they call a “Stay and Shop” experience. Throughout the cottage, visitors have access to a custom-designed guest playbook filled with QR codes, affiliate links, exclusive discounts, and behind-the-scenes information about each featured product. “It’s basically like a magazine for guests,” Josh said.
The concept benefits everyone involved. Guests discover products they experience during their stay. Brands showcase their collections in a real home rather than a staged showroom. And the Nottinghams continue expanding partnerships while constantly refreshing the property with new collaborations.
“It’s exciting because the house is always evolving,” Josh said. “You could stay there in July and come back in December, and it might look completely different.”
A Living Design Studio
Unlike most vacation rentals, The Guilford Cottage isn’t furnished with inexpensive, disposable items. Instead, it showcases premium collaborations from companies eager to place their products in front of Allie’s large and highly engaged audience. Furniture, luxury bedding, designer rugs, custom artwork, kitchen products, Roman shades and more are available for purchase with a few clicks.
Virtually every element tells a story. Many of those collaborations have also inspired new business opportunities. Allie recently launched her designer window treatment collection through TheNottinghome in partnership with The Hues, a custom window covering company.
“I’ve always loved creating spaces that feel beautiful but livable,” she said. “Having my own collection is really exciting.”
The Guilford Cottage serves as the perfect showcase. Guests don’t simply see the products online. They live with them.
Bluffton at the Heart of It All
While the cottage highlights interior design, the Nottinghams are equally passionate about introducing visitors to Bluffton itself. After relocating from Michigan in 2024, they quickly fell in love with the community. “We absolutely love the area,” Josh said. “We’re here to stay.”
That affection is woven throughout the guest experience. The playbook includes local restaurant recommendations, favorite sunset locations, shopping suggestions, and insider tips only locals typically know. The couple even created a map highlighting golf cart routes through downtown Bluffton, making it easy for guests to explore Old Town without moving their vehicles. They’re also building partnerships with local businesses, including golf cart rental companies, artists, and retailers.
One collaboration features locally inspired wallpaper celebrating iconic Bluffton landmarks. Another showcases artwork from area artists.
“We’re trying to make it a true Bluffton experience,” Josh said. “It’s a great way to really experience what life here feels like.”
Josh’s background in hospitality heavily influences every decision they make. Rather than focusing solely on aesthetics, the couple wants every stay to feel seamless. “Our goal is to bring as much hospitality into this as possible,” Josh said. “It’s about luxury, but it’s also about making people feel welcome.”
That philosophy extends beyond the home itself. They’re working with local Realtors who serve relocating families, offering The Guilford Cottage as a place for prospective homeowners to experience Bluffton before deciding where to settle. Instead of checking into a hotel, visitors can immerse themselves in the lifestyle that has made Bluffton one of the Southeast’s most desirable communities.
Throughout the cottage, visitors have access to a custom-designed guest playbook filled with QR codes, affiliate links, exclusive discounts, and behind-the-scenes information about each featured product.
More Than Social Media
Influencers have become commonplace. Lifestyle brands are everywhere. Vacation rentals continue multiplying across the country. What makes the Nottinghams unique is the way they’ve combined all three into a single business model.
“This isn’t just influencing,” Josh said. “We’re trying to think outside the box.”
Every collaboration strengthens the rental. Every guest becomes a potential customer for featured brands. Every stay generates new content. Every redesign creates fresh reasons for visitors to return. It’s an ecosystem where creativity, entrepreneurship, and hospitality continually feed one another. And because the cottage is constantly evolving, no two visits are exactly alike.
Even with hundreds of thousands of followers and a successful launch, Josh and Allie see The Guilford Cottage as only the beginning. They’re continually adding new collaborations, expanding partnerships with local businesses, and finding innovative ways to elevate the guest experience. Every addition reflects the same thoughtful philosophy that first inspired Allie to begin documenting a farmhouse renovation years ago.
For the Nottinghams, beautiful design has never been about creating picture-perfect rooms. It’s about creating spaces people genuinely enjoy living in – even if only for a weekend. As TheNottinghome continues to grow, Bluffton has become both inspiration and backdrop for their next chapter.
“We’re just trying to create something that’s different,” Josh said. “Something where people can come, experience Bluffton, experience great design, and leave inspired.”
For guests who walk through the doors of The Guilford Cottage, that’s exactly what awaits: a thoughtfully designed home that invites them not only to stay, but to imagine how those ideas might come home with them.
To learn more, visit TheNottinghome.com or follow on Instagram @thenottinghome and @staynottinghome.