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AT HOME | a blog by Joanna Gaines

An exciting announcement: Hearth & Hand with Magnolia

September 12, 2017

Hearth and Hand by Magnolia only at Target

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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  • Carmie Fogarty
    2:41 pm, February 6, 2018
    I am interested in the arrangement I think it is lambs ear in a square wooden box.
    I am unable to find it online anywhere. Could you please direct me to where I can?
    Thank you in advance ?
  • Tom Tavis
    7:00 pm, January 30, 2018
    So targets bathroom policy is of no concern . You would feel safe allowing your children to use their test rooms alone ... or does income come first ???
  • Linda Kariotakis
    8:40 am, January 28, 2018
    Granddaughter wanted only this collection in cream for her wedding gifts. After 3 months we are still unable to find the dinner plates anywhere within a 50 mile radius. Accessories are hard to find as well. Very disappointed that she only has a partial set of dinnerware which has no plates. I am on a fixed income and this is so disappointing! I can’t go out and spend another $500 for a completely different set of MATCHING dinnerwear? Why advertise something that you don’t make available to Target as they say they only get a few pieces from time to time alsways short supply and unable to get from manufacturer.
  • Tammy Hayes
    12:42 pm, January 17, 2018
    I love the dinnerware, the colors and unique designs, but I am so disappointed that they are no longer for sale. When this collection began in November they said it would not be a limited selection. I have bought several pieces, except the dinner plates, now I can not find the plates, discontinued and no longer sold at Target. I now have items that will not match my plates, such a disappointment. I have searched for the perfect dinnerware for a long time, I loved these, and now I cannot find them. I have already spent money of the bowls, salad plates, big bowls, and small plates that for me are useless, as I want everything to match. I now have to start my search over and will sell or give away the incomplete set I am now stuck with. Again so disappointed in the collection and Target.
    • JayJay
      12:36 pm, January 22, 2018
      I got the impression when they announced it would not be a limited release that meant the Hearth and Hand brand itself wouldn't be limited - they would have a limited release of items each season instead of "one and done" like the Lilly Pulitzer or Victoria Beckham lines. I feel for anyone who got excited thinking they could register for these products - the inventory certainly didn't last long enough for their guests to purchase!
  • Tanasia Coley
    8:25 pm, January 16, 2018
    I've never heard of hearth and hand line products. Since I read this I am interested in using the product.
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