AT HOME | a blog by Joanna Gaines

An exciting announcement: Hearth & Hand with Magnolia

September 12, 2017

Jo and I are homebodies. You can drag us out and make us travel and even put us up in some fancy place way nicer than where we live, but the reality remains the same, we want to go back home. It is simply our favorite place in the world. It’s where we feel safe, and it’s where we feel the most known and loved. But not everyone feels that way. For some, home is the last place they want to be. There is something in me and Jo that wants everyone to feel the way that we do when we are at our farm. Joanna will be the first to tell you that it’s not about having the perfect house, so through our work, we try to encourage and provide useful tools to help people love the place that they call home.

The most common request we get from people is for us to travel to their town and help them out with their house. We have four kids ages 12 and under, and Magnolia is based here in Waco, so traveling around just isn’t in the cards for us in this season of life. We are adamant that anyone can put together spaces they can be really proud of – rooms that are both comfortable and beautiful. All it takes is some basic know-how and having a few design guardrails in place. It is for this very reason that Jo has spent these past few years hard at work creating Magnolia Home. She’s made it easy for the rest of us who perhaps weren’t born with killer design instincts. With Magnolia Home, Jo has designed collections of essentials – from paint and wallpaper to furniture and rugs – that somehow magically work together without having to overthink it. Retailers all over the country carry these lines and it truly is the next best thing to Jo showing up at your front door with her sketchbook.

Over the past few years, we’ve been really humbled as one major retailer after another started approaching us about collaborating on something exclusive. While we have always been open to the idea, we felt that it was important to first establish Magnolia Home as the foundation. The timing wasn’t ever right and to us, timing is everything. With that said, there was one company that kept standing out to us and the more we got to know them the more it felt like this was the right partnership for us. 

So, it’s with a ton of excitement that we get to share some big news…We are thrilled to announce that this November we are launching Hearth & Hand with Magnolia, and it’s making itself at home at Target.

Just as we’ve never created an exclusive line of product for a retailer before, Target has never done anything like this before either. Let me try to give you a visual: it’s like a little shop inside of Target. Jo keeps calling the look “modern farmhouse,” whatever that means. All I know is she’s so excited about this collection that she wants to register for our wedding all over again.  

There’s no other way to say it, this stuff is gorgeous. It has been really fun to watch Jo rock and roll with Target’s top-notch design team.They have all spent so much time thoughtfully creating these beautiful basics. A lot of heart and soul has been poured into every last piece of Hearth & Hand with Magnolia, and I think people are going to be able to feel that.

Until now, the pieces Jo has designed through Magnolia Home have been the fundamental elements that help to create a home you’re crazy in love with. Hearth & Hand with Magnolia feels like the cherry on top for us. The pieces are functional and beautiful and will work with what you already own. We have found that sometimes, just a minor tweak can really help you love the home you are already in. And the fact that this little piece of Magnolia is coming to a town near you, well, I think you’re gonna be as geeked out about this stuff as I am. It’s in stores November 5th, just in time for the holidays and we can’t wait to hear what you think.

Despite our initial insecurities about partnering with a large retailer, Target has exceeded our expectations every step of the way.  With our friends, our family and with the people we do business with, we are serious about continually finding common ground. We are thankful to get to work side by side with the people at Target. We believe we are going to build something really beautiful together and that our positive impact will be far greater now than it would ever be apart.

Ok, I’ve been saving the best part for last: one of the main reasons we decided to team up with Target is because we have found them to be the gold-standard when it comes to generosity and giving. This really resonates with us. Jo and I believe that to whom much is given, much is required. As our platform has grown, so has our desire to help communities far beyond Waco, Texas. About a year ago, we decided to create the Magnolia Foundation to help local communities and families in need all over the country.

With Hearth & Hand with Magnolia, we’ll work with a number of charities to roll up our sleeves and get to work with. Right now, Joanna is busy designing some pretty incredible updates for the community dining room at Target House, which serves hundreds of families whose kids are being treated at St. Jude Children’s Research Hospital in Memphis. Target House is a free home away from home for St. Jude patients and their families during the hardest of life’s circumstances, providing a safe place for these families to be together. In November, we’ll get to reveal the updated dining room to the families of St. Jude, and then share a meal together to kick off the holiday season. We are humbled to be even a small part of their stories and thankful that this collaboration gives us the opportunity to be involved in such meaningful projects, like this one with St. Jude Children’s Research Hospital. November can’t come soon enough.  

As always, thank you all for the love and support.




Comment Policy:

We welcome and encourage comments from all readers. We want to initiate conversations between people who may think differently from one another. We feel called to be bridge builders, to fight for a world that knows how to lovingly disagree. And that starts when we think, speak and act from a position of love in all things. We don’t all have to agree with each other, but disagreement is not the same thing as hate. And while we will never censor comments based on your personal, political or religious beliefs, we do reserve the right to moderate or delete any comments containing foul or abusive language, as well as those perceived to be contentious, libelous or combative.

So think freely, but please speak respectfully. These are the kind of conversations that we want to be a part of.



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  • Adaniah Odenthal
    1:50 pm, October 19, 2017
    I am so excited for this upcoming project and beyond blessed by the way you guys show God's Love in every aspect of your lives ❤️
  • Barbara Kriser
    9:19 pm, October 17, 2017
    Sounds like inspired work. I want to know more. Will be looking forward to news letters.
  • Robert Parslow
    4:22 pm, October 16, 2017
    Chip, thanks for the opportunity to comment. Sometimes we do the right things for the wrong reasons. I believe Target is one of those companies that thinks it is doing the right thing on the restroom issue, but would you really let your daughters go alone into one of their restrooms/changing rooms after reading what is going on around the country in those places at Target? Your action is also condoning the LGBT community actions that are unbiblical (brush up on what happened and why at Sodom and Gomorrah and what's in the Pauline letters).
    We can change body parts, but we can't change our X or Y chromosomes that make us male and female (it's a God thing).
    I urge you to find another outlet for your benevolence. Target's not a good testimony.
    • Linda Mays
      6:03 pm, October 17, 2017
      We Christians need to stop expecting non-Christians to act right. Target doesn't profess to be Christian. The lost act like the lost. What we need to be concerned about is whether or not we are acting like Christians. If we stop associating or shopping everywhere that is non-Christian...we won't be doing much associating or shopping will we? Not much of a witness there!
    • JJ
      1:52 pm, October 18, 2017
      Good point, Linda - associating with and supporting people who only share our values is part of why our country seems to be so divided and hostile towards one another. I'm a Christian also, but I appreciate that Target is a public business open to all people, not a religious institution. I'm looking forward to seeing what the Gaines' line there will include.
    • Beverly Elaine
      6:59 am, October 19, 2017
      Robert, I totally get what you're saying. When Target came out with their stance on the bathroom issue, I stopped shopping there. When I first read this blog post, I was disappointed that Chip & Joanna would partner with them. But then as a Christian myself, I remembered that Jesus made it a point to associate with sinners. Jesus said it's not the healthy who need a doctor, it's the sick. We can do more as Christians by hanging out with those who don't know Christ than keeping ourselves isolated to those who already do. I still don't know if I can bring myself to spend money in Target, but I sure support Chip and Joanna on their mission to walk the walk. I love that they don't hide who they are in order to fit in or be popular. God sure is using them and they sure are letting Him.
    • Lisa Borrelli
      8:04 pm, October 21, 2017
      I would have to disagree with you Robert. I have been to target when a trans entered the ladies room. While she was there, she did her business , washed her hands, and left with a smile at me. Nothing more or less. And yes while we all know the story of Sodom and Ghemora, we are also not the final judge! We all will meet our maker one day, he has the final say! So whether your gay, straight, white, black, purple with red polka dots, love is all that matters! I think Target is a great place for Chip and Joanna to spread their gift, and look forward to buying their products there.
  • Bethany Powell
    10:53 am, October 15, 2017
    Fixer Upper and its hosts Chip and Joanna Gaiines is the best show on National TV. Im from Australia where our houses are so small and unnafordable to a lot and Im so in Love with Americas old huge houses with attics and basements and such character and I love what you guys do with them and it is with great sadness to see that the show is coming to an end. I wish your family nothing but the best in your next lifes chapter and tears roll down my cheek that I wont get to see you guys anymore. Youve represented to the world what true family values are made of and I personally will miss watching you Jo who inspires me and Chip and his funny antics, with love and fondness may God continue to bless you all and in all that you do. Bethany Powell NSW Australia. Maybe one day I may be blessed to have a lovely home for my two beautiful children, in such a beautiful town as Waco and I truly thank you for giving me something to look forward to every week and you never cease to put a smile on my face. Thank you,
  • Christine Desarts
    12:04 am, October 15, 2017
    First I want to acknowledge how you made a very tough and wise decision in ultimately deciding what's the best for your family and business. Second I want to congratulate you on partnering with a company like Target which offers consumers a more affordable and accessible way to shop but sometimes has terrible craftmanship when it comes to the materials. I am very excited to see and shop your line which I think will elevate and set an example for what good design and quality is when it comes to home furniture and interior design. Wishing you all the best and love the philosophy and message you continue to share and spread by example.
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