Jessica Durham – Photo courtesy of Lori Fitchett of Roanoke

A new store is opening this spring at the Forum. Magnolia, an interior design store, will open in what used to be occupied by Toad’ly Kids. Jessica Durham is the owner and says, “we feel so good about this new location. When I saw the spot at the Forum, I knew it was perfect. I like it because we’ll get a lot of county traffic.”

Jessica and her mother Lori Noonkester started their business together at Black Dog Salvage in 2009. Four months later they decided to open a design store in Abingdon, Virginia where Jessica’s parents live. According to Jessica, Abingdon has been great and the store has done well, but “my mom and I have such a vision for this store, and we think this new place is the right spot for the business in Roanoke.” Plus, Jessica also happens to be a mother of three, so juggling the commute to Abingdon and her job as mom was getting tricky. So that’s when Jessica and her mother decided to open this new store in Roanoke. And while she may be opening the new business in the Forum, her mother will continue to run the store in Abingdon, although they will own both stores together.

Jessica’s ultimate goal with this new store is “to offer interior design service right out of the store.” She plans to offer unique and beautiful home décor as well as gifts, and other accessories such as lighting, rugs, and upholstery. “We strive to carry lines that no one in the area has and if it’s not in the store, we can find it for you,” Jessica said. She went on to explain that “it’s so much more than what we have in the store, we have catalogues so if you don’t see it in here we can find it for you. I’ll do whatever my customer needs me to do.”

Jessica wanted to emphasize that she is “committed to bringing a wide range of price points and committed to finding unique things, made globally, hand-made.” She also added that though some people find interior design stores intimidating, she does not “want any snootiness… we may be a boutique store, but I want to have a friendly atmosphere with very personal service,” she said. The store will also offer great gifts ranging in price along with a mix of accessories such as “unique lighting that suits a variety of tastes from rustic, modern, French, classic, etc.” Not only will the store offer accessories like lighting, Jessica will also carry custom upholstery lines, art and rugs. A lot of the store’s inventory is from companies who make their goods here in the US and Jessica also strives to find Eco-friendly products.

Although Jessica does deal with some expensive products, she wants to offer reasonably priced accessories as well. She doesn’t always work with clients who want to spend lots of money on their designs. “Every client I work with is different, and that’s what makes it so fun,” said Jessica, “it’s a lot more challenging on my part to help someone that doesn’t want to spend thousands of dollars.” And that’s where her passion is realized. Design. It’s something she loves and this new store will be her passion fulfilled. “When I open the store, I have picked out all the inventory myself: from the candlesticks to the throws, to the fabric, to the custom upholstery, wallpaper, and paint.”

The grand opening of Magnolia is Thursday, March 28. With its opening, it will bring Southwest County and the valley a fresh and exciting approach to interior design. You can read more about the store on the website: www.magnoliafurnishings.com. Magnolia will be open Monday thru Saturday, 10am to 6pm.