John Small has set out to rescue the diva of dinner parties from the negative publicity surrounding her questionable ImClone stock trades.
The Web consultant operates the SaveMartha.com site, where fans can cheer on their idol, read Martha-boosting tales and, of course, buy aprons, chef hats, and mugs emblazoned with the Save Martha logo. Small said he was prompted to launch the site after reading a slew of news reports about inquiries into whether Stewart engaged in insider trading--reports he said unfairly skewered his hero because she's a successful woman.
"It really just got under my skin," he said. "It's time to stop this unnecessary investigation of Martha Stewart."
Small, who keeps the proceeds from sales of Save Martha items, said he's been a fan of the domestic doyenne for years, inspired by the layout and design of her magazines.
"I also buy her sheets and pillows," he said.
Small plans to post a poll on the site soon, asking visitors to vote for Stewart's successor. Martha Stewart Living Omnimedia is reportedly seeking a new CEO, and Small is proposing choices including Rosie O'Donnell, Oprah Winfrey, Hewlett-Packard CEO Carly Fiorina and eBay CEO Meg Whitman.
Although much of Small's site reads like satire (visitors can buy a Save Martha pin cushion and voodoo doll or follow a link to a Martha Stewart Living magazine recipe for witch's brew), the self-described male feminist claims he's absolutely committed to his cause.
"We're having a little fun with it, but it's a serious issue," he said. Small, who launched SaveMartha.com two months ago, has also registered SaveRosie.com and SaveOprah.com. "I'm getting ready for the eventuality," he said.