She thought of the idea after her friends showed her some pictures of kids on Instagram wearing Gucci and Ferragamo. She wanted to show how she could dress her son both fashionably yet on a budget, which eventually garnered attention from retail marketers.
"I was very surprised when brands started reaching out," she said. "This is all very new to me."
While the Facebook-owned platform requires users to be at least 13 years old, Wixom clarifies the account is actually hers but used mostly to depict her son. In fact, Ryker knows little about the account, and is sometimes even unaware his mother is photographing him. "I've showed him the blog, and he asks me why guys dress like him," she said. "I say, 'I don't know, they must really like your style.' "
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Wixom said she's bombarded with emails from brands everyday looking to use her site for promotion. She currently buys many of her son's clothes from Gap and Zara, but increasingly gets free products from Skechers and other brands, who hope to be featured on her account.
She recently began working with an agency that matches influencers and pays them to work with brands. She's now making money off the blog, and thinks she may be able to quit her full-time job in sales publishing by next year.
"My passion is my children. If I can do something that lets me be around my boys, that would be the ultimate for me." For now, she's saving the extra money for her son's college expenses.
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The popularity of brands targeting users through Instagram is part of a trend where brands are increasingly eyeing tastemakers to promote their products.