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The hippest couple around is Chip and Joanna Gaines. The Gaines’ are a modern power couple, founders of Magnolia and its offshoots Magnolia Homes, Magnolia Silos, Magnolia Realty, the Magnolia Journal, and Magnolia House. Magnolia Journal itself has 700,000 subscribers paying $20 a year. They are said to be worth about $8 million dollars each. Their success outside of Texas is mostly through their hit HGTV show Fixer Upper. After airing in 2013 and running for 5 seasons, the show is on its last season.
The show is huge for HGTV, pulling in up to 5 million viewers. The influence of HGTV has popularized home decor and DIY and real estate at a household level and the channel is now the third most watched in the US. Every once in a while the channel hits the nail on the head and a show really resounds with viewers. The current trend is fixer uppers or flipping houses. It’s alluring to a viewer to see lower priced homes be turned into something updated and appealing and many times for a profit.
Fixer Upper had a slightly different formula. The show features homes in the Waco, Texas area that are usually older and priced under 300k. Chip and Joanna work with a client to select a home that needs some work and renovate it into a home to suit the client’s lifestyle and decor style. This is one of the special ingredients, Joanna’s styling has really resounded with the American viewers.
1. The Married Team
Their marriage, their teamwork is enviable. Joanna and Chip are a team. Together they run a large company in addition to raising their four (fifth on the way!) kids and they make it look easy! It’s clear their relationship is not only one full of love and laughter but respect for the other’s capabilities. Joanna and Chip give the other freedom to run with their ideas and Chip so clearly respects Joanna’s artistic vision.
They seem to work seamlessly. Chip the contractor, making sure the house is sound and up-to-code and making structural changes to increase house value. And Joanna working with Chip’s renovation schedule, architectural constraints, and within the client’s style.
2. Chip the Funny Man & Joanna the Artist
They are both powerhouses in their own right. Both fit a specific role that makes their relationship so interesting to watch. Chip is a funny goofy guy. He is likable, that brother-in-law you might like to have, and he works hard for his family. Joanna is an artist. She designs beautiful rooms using her highly artistic eye, willing to pull all the stops to meet her client’s needs.
3. Joanna is incredibly relatable
Chip might be relatable, but Joanna is out-of-this-world. And it’s not even a calculated PR move, it’s genuine! The majority of HGTV’s viewers are women and everyone can find some way to relate to Joanna. You see her wrestle with her husband’s antics, juggle her children, you see her personal style. You see her in dresses at times and other times t-shirts and jeans! She rocks heels and rainboots. She just resonates a typical American woman. Except she’s not, she’s a boss lady. And because of this American women can not only relate to her but want to be her as well.
4. Farmhouse Style is all the Rage
Joanna’s specific style preference is currently the biggest design style dominating Pinterest boards and new home construction. Home development companies are designing homes to fit this style! That’s how much it’s dominating the market.
This style is popular for multiple reasons. It’s a variant on modern, using whites and simple lines and decor items, but with a rustic warmth. It appeals to women who want a charming, but up to date home. Most of all the style is completely DIY-able and expensive ideas seen on shows like Fixer Upper can be recreated with similar results for significantly cheaper! This is a win for anyone trying to redecorate their home.
5. They have a collection at Target!
Let’s be real, everyone loves Target. And now Joanna’s design sense, pieces she’s specifically designed for this collection, are available to the masses.
This collection, called Hearth & Hand is really gorgeous and hits the mark. The in-store display is always busy. I personally own the round wood and wire tray pictured first and love it! If you would like to shop this collection from the comfort of your own home, click the link below!