Influencer
How Former Nurse Amy Romfo Turned Charleston Style Into A Digital Brand
While furniture makeovers fill her Instagram grid, Amy Romfo’s most notable transformation might be her own career. The Charleston-based creator spent years tending to patients as a nurse manager before finding herself stripping down old dressers and reimagining spaces for her growing audience. Now, as the mind behind “The Coastal Oak,” she navigates the creator economy with the same detailed approach she once applied to healthcare.
Unlike the instant success stories that dominate creator narratives, Amy’s development took six years of consistent posting before gaining significant traction.
“I’ve always had a slower approach to my content,” Amy says. “At first, it was just a way to be home and make some extra money while I was with the kids. My husband worked full-time, so it was a hobby that also brought in income.”
What began as a desire to stay productive at home quickly found focus in DIY projects. “Because I was stepping away from my job, funds were tight, so we loved doing DIY,” Amy recalls. “We were in that Chip and Joanna [Gaines] era, watching all the big home shows, and thought, we can do this too.”
Her content initially centered on furniture flips before expanding to thrifting, gardening, and broader home topics. The brand name itself reflects her connection to Charleston. “If you come to the Lowcountry, there are these huge, beautiful oak trees,” Amy explains. “I started with refinishing furniture, stripping things down, and it felt connected to that. Charleston is such a classic southern coastal town, and my style reflects that.”
Although she had been creating content for years, it wasn’t until the pandemic that she saw substantial growth. “In 2020, when we were all home, Instagram really took off,” she says. “People were watching more, shopping more, and clicking links. That’s when things started to explode.”
This extended timeline might have discouraged many, but Amy maintained her consistent approach, seeing content creation as a supplement to family life rather than its center. “It wasn’t our full income at first. It is now, but back then it wasn’t,” she says.
Finding a Voice Amid Industry Pressures
As her platform grew, Amy encountered the pressures that many creators face: the temptation to mirror successful formulas. “In the beginning, I joined a lot of creator groups where we bounced ideas off each other,” she recalls. “I also paid too much attention to what was working for everyone else.”
The pressure to create big reveals for views felt unauthentic. A turning point came at a women’s church retreat. “I realized my family and my faith mattered most,” she says. “My identity wasn’t in social media likes or success.”
That revelation made her adjust her approach. “I needed to focus on content that brought me joy. Once I did, my work evolved into something I enjoyed instead of something that owned me.”
The Business Strategy Behind ‘The Coastal Oak’
Today, Amy has a clear business model focused on selective brand partnerships and content that aligns with her coastal aesthetic. She collaborates with retailers like Wayfair and Walmart, while also working with niche fashion brands.
“I come from a thrifting background, but I love nice things,” she says. “It’s fun to see brands like Walmart and Target creating affordable versions of higher-end looks.”
When evaluating partnerships, she looks for alignment. “If it’s something I already use, already love, or if I can get my followers a deal, that’s important,” she explains. Amy also learned to recognize red flags. “If they give you a script, that’s a red flag. If they want endless revisions, that’s another.”
Moreover, the South Carolina native isn’t afraid to decline offers. “We turn down deals often – if they’re not in my niche, not exciting, or don’t meet our rates,” she says.
Balancing Content Creation with Family Life
For Amy, balance comes through scheduling. “I plan my day around when the kids are in school,” she says. “Summer is hard, so we get extra childcare.” She keeps flexibility around posting. “I don’t have a set number of posts each week,” she says.
Her advice: “Record and post later. Not everything has to be in real time.”
She admits her process blends planning with improvisation. “I try to plan, but I wing a lot as I go,” she says. “Some people are planners, some are better impromptu. I’m the latter.”
Amy’s most consistent advice is about preparation. “Always get more content than you think you need. When you’re editing a video, it’s better to have too much to work with.”
For brand collaborations, she takes a structured approach. “Brands usually send a brief with requirements,” she says. “I order everything early, follow the brief, and get extra content. The key is to do it well in advance.”
Amy’s longevity has required adapting to shifting platforms. “Instagram carousels are doing really well right now, especially with text,” she says. “It keeps people engaged longer, so the algorithm boosts it.”
When growth slows, she pivots. “We repurpose content, boost posts, or focus on another platform,” she explains. She’s observed a shift in content types. “For so long reels were big, but now photo carousels are. It’s about watching what performs and adjusting.”
Expanding to Podcasting: ‘Under the Oaks’
Amy recently launched a podcast, “Under the Oaks,” with fellow creator Jenny Harrison (@harrisonrootsandwings). “My brand is ‘The Coastal Oak,’ so the podcast name felt right – come sit under the oaks where stories take root,” she explains.
The show highlights meaningful stories, regardless of the number of followers. “We wanted to feature people with influence, whether or not they had big platforms,” she says.
Podcasting brought new challenges. “It’s not easy,” she admits. “I had to learn the tech. I didn’t have a producer. And only a tiny percentage of your audience follows you to a new venture.”
Today, Amy works with producer Elizabeth Evans. As she wraps season one, she plans refinements. “Season one was finding ourselves. The later episodes are already a lot better,” she says.
Building Community Among Creators
Beyond her content, Amy started a faith-based women’s social media group in Charleston that meets every week. The group offers critical support. “One of the women recently received a hard diagnosis,” Amy shares. “She’s navigating that publicly, but also has people who understand what it’s like to be on platforms. As a group, we stand beside her.”
The idea came after attending industry events. “At conferences, I noticed people with huge followings still seemed scared and nervous,” she recalls. “I thought we could create a community.”
Amy pushes back against assumptions. “People think I’m constantly buying because I share new arrivals,” she says. “In reality, I’m content with thrifted, antique, and heirloom pieces.”
She ensures items find new homes. “My friends love me because I donate or do porch sales,” she says. “Sometimes I buy furniture from local groups, refurbish it, and donate it back for them to sell.”
She believes home content resonates because it’s accessible. “People feel like they’re getting free advice, like tips from a friend, without hiring a professional,” she explains.
Creating with Purpose
Amy especially enjoys seasonal content. “Fall and Christmas are my favorites,” she says. “That’s when I come alive again creatively.” Her podcast studio is also getting a makeover. “We record in my home office, and now we’re redoing it as a proper studio,” she says.
For new creators, her advice is clear. “Ask yourself why you’re doing it and what your goal is,” she says. “Then put blinders on and create what makes sense for you.”
After nearly a decade in the field, her biggest lesson is simple: “Stay away from comparison.”
All images are credited to Caitlyn Motycka Photography.
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