We believe in Home
We started Magnolia with that simple rallying cry back in 2003. And what was true then is still true today: home is our favorite place to be. Throughout all the joys and challenges that life brings, home always seems to be right in the middle of it. It’s what catches us, and also what lifts us up. It’s where we retreat, where we are restored, and also where we bring our community together to share a meal at the table. But we’ve learned that home doesn’t have to be a physical destination. Any place you feel you feel known, loved, and always welcomed back is a home of its own.
We believe these things so deeply that everything we do at Magnolia is in pursuit of inspiring people to create a home and a life they love. And whether you find us mostly online or at the Market here in Waco, inside the pages of our magazine or on the shows of Magnolia Network, it is our ongoing desire that any time you spend with us will help guide you there.
Chip & Jo
About Jo
Joanna Gaines is the co-owner and co-founder of Magnolia, a New York Times bestselling author, and Editor in Chief of Magnolia Journal.
Born in Kansas and raised in the Lone Star State, Jo graduated from Baylor University with a degree in Communications. It was an internship in New York City that prompted her desire to discover how she could create beauty for people. In a big city unknown to her, Jo always felt most at home whenever she stepped inside the cozy and thoughtfully curated boutique shops, which inspired her to open a shop of her own in Waco, Texas.
Alongside her passion for design and food, nothing inspires Jo more than time spent at home with Chip and their five kids—whether they’re messing with recipes in the kitchen or planting something new in the garden.
About Chip
Chip Gaines is the co-owner and co-founder of Magnolia, a New York Times bestselling author and determined to keep us all on our toes. He is constantly reinventing the wheel on what we can achieve together as a company and is always eager to give back to individuals and communities.
Born in Albuquerque and raised in Dallas, Chip later graduated from Baylor University’s Hankamer School of Business with a Marketing degree. An entrepreneur by nature, Chip has started a number of small businesses and has remodeled hundreds of homes in the Waco area.
But more than any good adventure or hard-working demo day, Chip loves an early morning on the farm and a slow day spent with Jo and their five kids.
Magnolia Manifesto

We believe in home, that it should restore us from today and ready us for tomorrow. We believe in friendship, because friends who feel like family are the best kind of friends, and that nothing matters more than family. We believe in seeking the balance between hustle and rest and learning to find contentment in both. We believe everyone deserves a seat at the table and everyone has a story worth telling. We believe in human kindness, knowing we are made better when we all work together. We believe in courage, in cartwheeling past our comfort zones and trying something a little bit scary every day.

We believe that failure needn’t be a negative thing; rather, we learn from our mistakes and fail smarter next time. We believe in doing good work that matters and in choosing that, nudging others toward doing the same. We believe that newer isn’t always better and that it’s time for the pendulum of trend to swing back to the basics. We believe in unearthing beauty, however hidden or subtle it might be. We believe that each day is a gift and that everyday miracles are scattered about if only we have eyes to see. And of all heroic pursuits large or small, we believe there may be none greater than a life well loved.