Create & Cultivate 100: Entrepreneur: Joanna Gaines

Long before Joanna Gaines was the star of the hit HGTV show, Fixer Upper, she was trying (and failing) as a designer. In fact, she tells us there were many times she didn’t get the design right in the beginning but did that stop her? No chance. The determined mother of five used it as fuel. of course. She kept practicing and honing her skills, discovering her own style and aesthetic along the way.

Cut to today, and Gaines along with her husband, Chip has built an impressive empire with her Magnolia brand that includes the Magnolia Journal, Magnolia Home furniture line, and Hearth & Hand Target collaboration. Oh, and did we mention she is also a best-selling author with Homebody, Magnolia Table Cookbook, We Are the Gardeners and more books to her name. Gaines is proof that practice really does make perfect (or should we say progress because we know there’s no such thing as perfection).

Now, whether it’s selecting the product for a new collection or a magazine design, Gaines tells us she’s still operating from her gut and relying on her instincts to lead the way. Read on to hear more from this inspiring visionary and hear first-hand how she built a successful brand, how she handles failure, and her advice for entrepreneurs starting out today.

CREATE & CULTIVATE: Between writing best-selling books and a magazine, managing Magnolia Market, designing a best-selling Target line, and raising five children, you already have a lot on your plate but now you're gearing up to launch a brand-new cooking show—Congrats!—But we need to know, what is your secret to getting it all done? What are your top productivity hacks? Tell us everything!

JOANNA GAINES: I’d start off by saying that I genuinely love the work that I get to do every day. There’s just something about designing and problem-solving that I enjoy so much, whether it’s a story for the magazine or renovating an old house. And my family and my kids, they are my joy—they make home the greatest place on earth for me. I would never pretend that I’ve found the secret to balancing it all, but I think that because my family and my work are the very things that ground me and push me, they drive who I am and what I’m most passionate about, it really feels like a privilege to wake up every day and give both everything I’ve got.

When it comes to the business, I have an amazing team that helps me carry every project we tackle. Chip is my biggest supporter, he helps me see the vision and the ‘why’ to a lot of what we’re doing, and then our team really gets behind our dreams and helps us get every one of those projects across the finish line. It’s taken years of fine-tuning my schedule to make space for both our family and our work. Every season is different, but I have learned that I have to fight for what I want in terms of my schedule so I don’t fall into the rut of just being busy. Right now, I spend two days at home and three days in the office. When I’m home, I’m focusing my time on things that really ground me—whether it’s playing with the kids, meal prepping, doing things around the house, or working in the garden—so that the next day when I go back to the office, I feel filled up and ready to get to work.

All that to say, maybe one of the secrets to being productive is first being passionate about what’s in front of you, and being able to give yourself grace in those inevitable hard moments. I think a steady diet of both passion and grace makes all the details of work, home and family feel like a gift rather than an insurmountable to-do list.

“I think a steady diet of both passion and grace makes all the details of work, home, and family feel like a gift rather than an insurmountable to-do list.”

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

When I look back on my life, at the intersections of things gone bad, money lost, or a project failed, each one of those circumstances gave me the space and permission to pause and evaluate where I was heading, and oftentimes it has even redirected me to a better next step. That's not to discount the hurt or frustration that comes with hitting a roadblock, but I think the big difference is looking at those bumps in our lives as opportunities to move towards the right thing, rather than roadblocks.

Not only that, but I think this all hinges on how you define success. I’ve learned that what matters more to me is finding the thing I was built for and living out who I was created to be. If spending a season on an unplanned path or in the trenches leads me closer to those things, then hurdles and bumps in the road are well worth it to me.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—For those reading this and considering the pivot, what is the reality of being an entrepreneur today? How hard is it? What are some of the challenges? What did it take for you to get to your level of success now?

When I was young, I used to think to be an entrepreneur meant setting your own schedule, making a lot of money, and being your own boss. I should have known that seemed way too good (and easy) to be true. When it’s your business, you pour so many hours, emotions, and hard-earned money into the equation—it’s hard work. But I’ve also found it to be the most rewarding work. I remember the years I spent working with my dad when I was younger, watching him run his tire shop here in Waco. At the time, I never thought about the weight he carried running his own business. I remember him always being the first one there and the last one to leave. He was the hardest worker at that business because it was his. That’s when I first learned the importance of assembling a great team around you because you can’t do it all by yourself.

There are things I did when we first started Magnolia that I just don’t have the capacity to do now. Even though some of it was my favorite work, I had to learn how to loosen the reins. But I’ve realized that when I let other people step in and help, it not only gives me the space to evolve and try something new, it also gives them the opportunity to rise to the challenge and flourish. If I continued to do everything myself, there'd be no room for growth for any of us.

A huge part of your success lies in the edit. Every product is thoughtfully designed and curated with the Gaines seal of approval—Where did you hone your eye? Where do you seek your inspiration? What advice can you share for others reading this who want to cultivate their own design style but don't know where to start?

I tend to operate from my gut, and maybe that’s because it’s the only way I know how. When Chip and I started renovating homes together, I'd walk through a house and, in my mind, could easily imagine walls removed and rooms brought to life in a new way. Of course, there were many times when I didn’t get the design right, especially at the beginning. But the more and more I practiced and worked on these homes, the more I honed those skills and discovered my own style and aesthetic. And now, whether it’s selecting product for a new collection at the market or magazine design, I’m still operating from my gut and trying to uncover the unique story we can tell with what’s in front of us.

The advice I’d give to people wanting to cultivate a personal design style is to follow your instincts. Keep learning what you love, what you don’t love, and be willing to try and fail. Despite what some may think, design is not rocket science. It’s all about trial and error. If you give yourself the freedom to mess up, eventually you will figure out what works for you. Design is always evolving and pushing the boundaries, so stay curious, be willing to try something new, and trust your instincts.

“Before you begin building your business, dig in and get back to the core of who you are in your gut and your soul.”

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why?

I believe that our instincts are the strongest power we have, and it’s so important to stay attuned to them. Before you begin building your business, my advice would be to do dig in and get back to the core of who you are in your gut and your soul. The world and all its noise can easily crowd our intentions and passion, so it may take removing all the false filters in your mind, whether it’s coming from social media, voices from the past (or your own critical voice) or other people’s expectations that have been placed on you.

Go on a retreat, journal regularly, talk to a counselor or friends you trust—whatever you need to do, do it. This kind of emotional maintenance is so important to do on a regular basis. Remove all the layers that have piled up over the years that have told you what you’re not good at, who you should or shouldn’t be, and rediscover who you truly are and what you were made to do in this season. Then go from there and get after it!

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 ENTREPRENEUR LIST HERE.

From Shitty To Pretty: 5 Things To Ask Yourself Before Buying A Fixer Upper

Let’s face it. With housing prices on the rise, buying a home already seems pretty insane -- especially in cities like Los Angeles, where the average home goes for $515,000 (and rent is supposed to increase by about 3% by 2019). 

For many who’ve caught the homebuying bug, the reality is that a fixer upper might be your only way into today’s hot market.

Fixers tend to be lower priced, sit on the market longer, and get less competitive offers. They require more creativity and elbow grease to see their potential. This means you could be getting a steal compared to your neighbors who just couldn’t live without that penny tile in the bathroom. P.S. No need for FOMO. Penny tile is easy to install.

While you’ve probably had your fair share of binging HGTV (do the words “open concept” and “shiplap” ring a bell?), scrolling through endless renos on Remodelista, and Insta-stalking your favorite home decor bloggers, turning a fixer upper from shitty to pretty can be super exciting and rewarding, but it’s no small task.  

Here are 5 questions you should ask yourself before buying your first hard hat. 

Is it worth the fix?

Ugly is easy to repair, but structural issues are a beast. Many people might pass on a home because it looks outdated, but their ‘nope’ is your moment to carpe that diem. Little touches like new paint, cabinet hardware, or ripping out nasty carpet in exchange for hardwood floors can go a long way. These cosmetic fixes are easier to DIY and budget for and will add instant value.  

On the flip side, be wary about homes with major issues like foundation problems. Unless you can negotiate with the seller for a credit, this could cost you tens of thousands to repair on something you can’t even see or enjoy. It’s not worth your stress or your hard earned money.   

Will you be able to maintain your lifestyle?

Owning a home isn’t fun if you become a slave to it. Margot Stephenson, founder of Someone Social, recently bought a fixer upper condo after spending seven months hunting for a cute cottage. “When I sat down and really made a budget, I looked at how it would affect my lifestyle and realized I’d have to stop everything and just hole up in my place.” Eventually, Margot opted to look at homes under her price range so she wouldn’t have to make sacrifices in her day-to-day life.  

A fixer could satisfy your home goals while preventing you from stretching yourself too thin. You’ll need more cash up front to help cover initial repairs you want to make, but a smaller loan means lower monthly mortgage payments so you can still have your grain bowl, and eat it, too.   

Is this your forever home or a for-a-few-years home?

Is the location, the one thing you can’t change, somewhere you could see yourself in for a long time? Maura Cottle, a Partner and Creative Director at Heatwaves Collective, knew that a fixer upper was the right choice because the location was a must. In order to get into their dream neighborhood, Maura and her husband Ken are taking on their remodel in small projects. “I have really big plans for this home, but I’ve made it what I need it to be until I get there. I love the neighborhood, so I’m really happy.”

But, if you know this isn’t a long term sitch, consider your future buyers. While you should always do you and put your needs first, don’t go crazy with the statement chandelier or the custom built-ins. Save that for when you find your dream casa, and opt for stylish yet budget-friendly upgrades that you know will add to your home value.

Can you & your wallet roll with the punches?

#Facts: remodeling your home will test your patience, make you question your sanity, and cause occasional fits of rage-slash-tears-slash-joy. As you uncover additional issues -- oh, hey weird old wiring that needs to be replaced and rotting floor boards -- it will inevitably take longer and cost more than you expect.

Apparently, time is a flat circle, especially when it comes to home renovations. If you have mad DIY skills, there’s lots of things you can tackle on your own, but know that even if you’re working with a contractor, weekend projects can quickly turn into month-long projects. You’re gonna need to take some deep breaths. Okay, a lot of deep breaths.

Do you have a ~*VISION*~?

If you’ve got an inner Kelly Wearstler just waiting to be unleashed, a fixer could be the perfect blank slate for you and give you the ultimate creative control and freedom to create your perfect place. “If we had spent more money on a move-in ready house, I would’ve slowly updated it anyways,” says Maura. “Now I don’t feel bad about tearing our bathroom apart.”

If getting lost in the details of exposed beams, vaulted ceilings, grout colors, and marble slab veining sounds like heaven to you, then a fixer upper would have more pros than cons. You’d be able to get type-A with it and pick every detail to your liking to build your ultimate dream pad.  

Angeline Vuong is VP of Marketing at Open Listings, a startup focused on making homebuying simple & more affordable. Ask her anything home-related: angeline@openlistings.com.  

photo credit: Monica Wang Photo

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