Entrepreneurs Chip and Joanna Gaines, creators of a “lifestyle empire” aired their first episode of Fixer Upper in May of 2013. Since then, their brand has exploded and is growing at a rapid pace. If you have never seen an episode, it is a renovation show set in Waco, Texas. It starts out by showing a family three older or run-down houses to choose from. After they decide on a house, Joanna completes the design and Chip heads up the construction aspects. Once they are finished, they reveal to the family their beautiful new farmhouse style home.
A “spoiler” of sorts that many viewers do not know about is that when their home is revealed to them beautifully decorated and furnished, that is not included in the house and they take everything out after the show is aired. Apparently, the family has the option to purchase the items in their house for those they want to keep.
The Gaines family has announced that Season 5 of Fixer Upper will be their last. While many questioned the reasoning behind their decision, it is undeniable that they have created an empire that will continue to flourish for long after the show is on television.
The television star couple opened Magnolia Market in their hometown of Waco, Texas in 2015 which they converted from old silos. This destination is predicted to draw over 1.6 million people a year which is around 30,000 visitors a week. Chip and Joanna bring people from all over the world to Magnolia Market to get a piece of the iconic brand they have created. The Gaines have created a brand centered around “faith, family, and affordable home design” that have become appealing to millions of Americans.
Inevitably, the economy of Waco has been incredibly impacted due to the Gaines’ efforts over the past five years. Many tourists say that visiting Magnolia Silos is not simply about purchasing their merchandise, but it offers an experience that mirrors their brand. The silos, employing over 600 people, are not the only symbol of their business empire, but the Gaines’ have two home décor lines, Magnolia and Hand & Hearth. Hand & Hearth was just recently launched in every Target in America with affordable home accessory items. Also, they have a lifestyle magazine called “Magnolia Journal.”
How have they created such a business empire in so little time?
I’m sure there are many reasons for their success, but from an outsider’s perspective, it is their strong branding, lifestyle values, and aesthetic design that have created them such an empire. For example, not only do they give home décor ideas, but they also have recipes and cooking tips, advice on raising four children, how to keep a healthy marriage, etc. Valuing the old ways of living, Joanna appreciates simplicity and valuing the home above all else which has been appealing to many Magnolia fans. The experience Chip and Joanna Gaines have provided to their fans has captivated viewers and influenced the lifestyle choices, therefore, creating the Magnolia Effect.