Let’s talk about Joanna Gaines, the queen of home decor and lifestyle who’s been making waves for years now. If you ask me, she’s not just a household name—she’s a force to be reckoned with. An insider exclusively told Closer that Joanna might just have what it takes to overshadow even Martha Stewart, the lifestyle legend herself. And let’s be honest, that’s saying something. This source insists that Joanna’s empire isn’t just growing—it’s thriving, and every piece of her portfolio is showing serious upward momentum.
A Journey That Started With Love
Joanna Gaines, now 46, didn’t start out as a mogul. She began her journey alongside her husband, Chip Gaines, back in 2003 when they tied the knot. The couple, originally from Wichita, Kansas, decided to dive into the world of house flipping together. But Joanna wasn’t content to stop there. She soon launched what would become the cornerstone of her empire, Magnolia Market, a retail store that quickly turned into a beloved destination for all things home decor.
From Flip to Phenomenon
Their breakout moment came in 2013 when their HGTV show, Fixer Upper, premiered. It wasn’t just a hit—it was a cultural phenomenon. The show, paired with the expanding retail arm of their business, helped propel the contemporary-farmhouse aesthetic into the mainstream, especially in the late 2010s. It wasn’t long before Magnolia products were showing up in major retailers like Target. The couple didn’t stop there, either. They went on to create Magnolia Network, a platform that’s set to relaunch their original show with a fresh twist.
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Building an Empire, One Venture at a Time
It’s clear that Joanna and Chip Gaines aren’t just resting on their laurels. The source says Joanna is well on her way to becoming the biggest name in homemaking and lifestyle entertainment. “They’ve got the reboot of Fixer Upper, her glossy magazine, a cooking show, a shop, a restaurant, a coffeehouse, and even a hotel,” the insider shares. But Joanna’s not done yet. The source adds that she’s already talking about expanding even further in 2025. The sky’s the limit for this powerhouse.
Recently, Chip and Joanna sat down with Variety on November 28 to discuss their plans to expand into movies and television. They’ve inked a deal with Max, and Chip, now 50, explained, “We saw this opportunity where we could create content that felt a little bigger and a little different than the shows that we’ve built thus far with our Magnolia Network.”
Martha vs. Joanna: A New Era in Lifestyle Entertainment
Martha Stewart, who’s 83 and worth an estimated $400 million, has long been the queen of the lifestyle industry with her empire, Martha Stewart Living. But Joanna’s not intimidated. The source insists, “Jo makes it look easy. How she manages to juggle all this and still have family life is nothing short of amazing.” Not only that, but Joanna has amassed a huge celebrity following. Stars like Jen Aniston, Miranda Lambert, and Jenna Bush Hager have all shown their support for the mother of five. Joanna even hosted Reese Witherspoon during her book tour. The source jokes, “Even Martha must be green with envy.”
What sets Joanna apart from Martha, according to the source, is her down-to-earth personality. “Jo is a nice person, and people genuinely enjoy working with her. She’s humble, works hard, and her star continues to rise because of it. Her friends in Waco, Texas are convinced she’s going to topple Martha’s success.”
And let’s not forget Chip, who’s always in Joanna’s corner. He told People in November 2023, “I want to be her biggest cheerleader. I’m like, ‘Hey, you go do whatever. My knees are killing me.’”
