Meet the Woman Behind Nashville’s Most Magical Little Shop
What happens when a childhood development expert opens a toy store? You get growUP, L&L Market's hub for curiosity, creativity, and connection. Meet founder Jennifer Caywood! Image: Sam Phen
In a world filled with flashing lights, batteries, screen time, and endless distractions, former preschool teacher Jennifer Caywood makes a case for slower play. As the founder of growUP Kids in L&L Market, the Nashville native has created a space where curiosity and imagination lead the way. Drawing on her background in early childhood education, Jennifer curates toys, books, and experiences designed to spark wonder, encourage connection, and help children explore the world at their own pace. We caught up with her to learn more about growUP and the lessons adults can learn from kids.
Is it true you’re a Nashville native?
Yes! Isn’t that exciting?
Geographically, I didn’t make it far … I went to college in Nashville, taught Pre-K in Green Hills, and live and work about a mile or so from my grandmother’s former home on 51st Avenue. I spent many afternoons on her porch swing with a Bobbie’s dipped cone.
For those who haven’t visited growUP, can you tell us about the shop and what inspired you to open a children’s store?
As a brand, growUP is built upon my institutional experience and deep curiosity about childhood development, and it’s infused with my quirky personality!
Why did I open growUP? Simply, I had a different story to tell. GrowUP is a kids’ store for kids. Curation is centered around the childhood experience — the messy and mundane of it all — with products chosen to encourage curiosity and wonder. No flashing lights or batteries. Materials are open-ended with many outcomes and understandings.
Children have a unique way of seeing the world. What do you think adults can learn from them about creativity, curiosity, and play?
I think it’s important to ask why children are able to view the world more flexibly than adults often can, and work backward so we might connect with our own childlike wonder.
Kids move more slowly than adults. They’re looking around and asking questions to make sense of this big world. I think we could enrich our human experience if we really slowed our pace and asked more questions about the “how” and “why” of things, rather than moving on autopilot all the time.
What are some of your favorite toys, games, or activities currently on the shelves at growUP?
Store inventory changes frequently because there’s so much to learn and interests change quickly. I’m an advocate for art and outdoor play, so you’ll find outdoor games such as bingo, bird whistles and frisbees, experiment books, art kits, and cyanotype papers for year-round fun.
On top of ongoing special-interest merchandising, I also bring in seasonal-interest inventory. For example, since we’re on summer vacation, growUP has stocked beach-themed books and puzzles, travel games, National Parks and fishing field guides, kites, and sand toys.
Which toys continue to surprise you with their popularity, even in an age of screens and technology?
Children use play to process their real-life experiences and observations, so it makes sense that a consistent favorite is wooden food. Even children who have “aged out” of pretend play take a moment to play with the pretend foods they remember loving. Children spend more time in this area of the store than anywhere else because it’s familiar, and it’s fun to play chef — to chop vegetables and slice up a party cake.
Mr. Rogers spoke in an interview about someone giving him the gift of silence [which fostered wonder], and he regularly challenged his audience to take an “invisible gift” of a silent minute.
I think about this frequently when I’m buying for the store. How much silence or opportunity will this allow a child’s mind to wander and figure out what to do next?
If I resist directing children around the store, pointing out all the items, and filling the silence with my voice, children will pause in front of what they know, reset, then move on to discover something new without my “help.”
Children often know exactly what to do! There’s actual research around this behavior … If you’re interested, research “attention shifting as a coping mechanism.”
L&L Market is such a neighborhood hub. What do you love most about being part of that community?
I remember visiting the L&L building for restaurant equipment as a kid and how big the building seemed; it feels surreal to operate a store and invite people inside to spend time.
It was important to me to offer a place outside of a transaction to hang out (a third space), so I started “See you on the Sidewalk.” It’s a place to gather on Sundays, without agenda and instruction, in the market hallway outside the store … to play and spend time together around the art table or to be outside on the sidewalk with water tables, chalk, and bubbles.
It’s not unusual to share parenting and play ideas alongside business suggestions over playdough muffins and block towers. The point is to show up, be together, and meet someone new without expectation or a schedule. Since you’re not inside the store, you won’t have to tell your children, “No, we’re not buying anything today.”
What’s something most people would be surprised to find out about you?
I don’t have children.
I’m an ally who lives and works where I grew up, on purpose. I want a more connected, analog world, so I’m spending time, talent, and resources in my own neighborhood living out what I studied and what I’m trained to do — in a different way.
What local spots are on your Nashville must-visit list?
First, I’m suggesting all things West Nashville — water and green spaces, art, and easy, yummy food. The updated McCabe Park playground and restaurants along Murphy Road, The Adventure Park, and Cheekwood. Our greenways provide manageable adventure for people of all ages and abilities, with trails and creeks to explore. Blue Moon Waterfront Grill for dinner on the Cumberland.
Art and Mural chasing: I’m certainly biased because my husband and I have public art that many people visit, but there are art libraries and murals all over the city waiting to be discovered and documented.
The Tennessee State Museum and Nashville Farmers’ Market campus. I’m looking forward to the Bicentennial Mall Park fountains being turned back on!
Taryn is the expert behind Nashville Fun 4 Kids, and I follow her family for kid-tested, mother-approved adventures.
What’s the best advice you’ve received, and what advice would you give your younger self?
It’s from a Pope Frances sermon where he said, “wasting” time with our children is the most valuable way we can spend our time, so they realize love is always free. We should all “waste” more time with people we love.
Advice to my younger self: “Don’t wait for things to happen.” It’s important I choose the life I want every single day.
LIGHTNING ROUND
Favorite children’s book? My grandmother read The Little Mailman of Bayberry Lane to me. It’s about a lonely pig that finds joy when a chipmunk mailman gathers the animal community to throw her a surprise party. It’s a story about noticing and doing something, effort, community, and joy. Unfortunately, it’s out of print and several hundred dollars on eBay, the last time I checked.
What’s your favorite show or podcast you’ve recently binged? Wiser Than Me with Julia Louis- Dreyfus.
Self-care item you can’t live without? Comfy pima cotton pajamas make everything better.
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Jenna von Oy Bratcher
Jenna von Oy Bratcher is StyleBlueprint's Editorial Operations Manager and Lead Content Editor. The East Coast native moved to Nashville almost two decades ago, by way of Los Angeles. She is a lover of dogs, strong coffee, traveling, and exploring the local restaurant scene bite by bite.