Jessica Durham began working as an interior designer in Roanoke and the surrounding areas in 2008, but her interest began much earlier, watching her mother, who has had a lifelong passion for design. After encouragement from friends while residing in the D.C. area, Jessica began to do some design consulting, which grew to design projects and led to opening a furnishings booth in Black Dog Salvage in 2008. Following the success of this venture, she and her mother opened magnolia in Abingdon in 2010. The business continued to grow, and Jessica continued to work on both commercial and residential design projects in and around
Roanoke primarily through word of mouth advertising. At the time Jessica's three children were small, but when the timing and location were right in 2013, she opened magnolia in the Forum Shopping Center on Starkey Road. In 2017 the store moved to a much larger location in Piccadilly Square. Beginning as a home furnishings and accessories store, magnolia 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 Syndee, Jack, and Logan and her cockapoo Ehler.