Jessica Durham began working as an interior designer in the Roanoke area in 2008, but her interest began while she was young and she watched her mother, who has had a lifelong passion for design, work on projects. After encouragement from friends while residing in the D.C. area, Jessica began to do design consulting and that grew into larger design projects and then to opening a furnishings booth in Black Dog Salvage. Following the success of that venture, she and her mother opened magnolia in Abingdon in 2010.
In 2013, magnolia opened in the Forum Shopping Center, Roanoke. In 2017 the store moved to the current larger location at Piccadilly Square and now offers lighting, rugs, bedding, local art, wall coverings, custom upholstery, and much more.
magnolia is exceptionally customer service minded, and staff will take time with customers on projects large and small. Jessica's design services are unique in that she partners with the store so clients are able to see the quality of items that are available for purchase. Jessica works on a wide range of projects from large scale renovations and original construction; to kitchen renovations, paint and fabric consultation, and single room concepts. Her projects have been featured in the Roanoker, SWVA Living, HOME magazine, and
have been featured in marketing advertisements for national furniture companies. The idea for magnolia began when Jessica and her mother could not find what they were looking for and magnolia continues to search for something new to bring to the area, offering high end items, previously only available in larger markets, to the Roanoke area. Jessica presently resides in Roanoke with her husband, Hunter, children Sydnee, Jack, and Logan and her cockapoo Ehler.