By Hannah Barricks
Photography by Crystal Wise
Nestled in a converted house on Birchman Avenue, just off Fort Worth’s historic Camp Bowie Boulevard, is Zoe + Jack, an award-winning children’s boutique run by three generations of women from one family. For 18 years, the store has been their labor of love: mother Loretta Sawyer, daughters Sheila Sawyer and Rachel Sawyer, and Rachel’s daughter Andrea Moody. The women not only built a neighborhood staple, but also kept it afloat by evolving alongside the families they serve.
“We thought we were opening a furniture and nursery design store,” Sheila recalls with a laugh. “But very quickly, customers showed us they wanted beautiful, functional children’s clothing — and we pivoted.”
A Design Legacy
Sheila has design experience. A graduate of New York City’s School of Visual Arts, she brought her education and years of experience in interior design to the store when she returned to Fort Worth all those years ago. She also noticed a surprising gap in the retail market.
“There just weren’t any good baby stores in the area,” she says. “We wanted to create a space that felt personal, well-designed, and thoughtful.”
That vision came to life in 2007 when the family converted a local residence into a storefront. The zoning process had its challenges, but once a sign went up, the word spread fast.
“Our opening day was crazy,” Rachel says. “People from the neighborhood just started showing up — and we turned a profit in the first three months.”
Evolving with the Times
Initially filled with furniture, custom linens, and decor, Zoe + Jack gradually transitioned to focus on clothing and accessories as customer demand grew and logistical challenges of furniture delivery mounted. “Furniture just became too difficult with delivery windows and damage,” Sheila said. “Clothing gave us the chance to curate quality and style without all the chaos.”
That shift has proven wise. Over the years, Zoe + Jack has become known for its mix of comfort-forward, stylish children’s wear — often featuring soft bamboo, muslin and organic cotton fabrics.
“Parenting styles have changed,” Andrea said. “Moms aren’t going to dress their kids in something scratchy just because it’s cute. People want pieces that are comfortable and sensory-friendly.”
Retail, Reinvented
Like many small businesses, Zoe + Jack has had to adapt to shifting retail trends, especially the rise of online shopping. “It can be hard to keep up,” Rachel admits. “But we’re evolving — we’re updating our register system, enhancing our online presence and making it easier for customers who moved away to still shop with us.”
Social media has also become a vital part of the store’s growth strategy. “It used to be all about trade shows and catalogs,” Andrea says. “Now we’re discovering new brands on Instagram and TikTok. You have to stay plugged in.”
Community-Focused, Family-Run
From the beginning, Zoe + Jack has thrived on its strong family dynamic and the generational support of its customers. “We’ve had moms come in pregnant, then come back with toddlers and now they’re teenagers,” Rachel says. “It’s an incredible feeling to be part of that story.”
The women joke that an unexpected bestseller, the Jellycat plush toys, a hit with kids and teenagers alike, thanks to TikTok, has brought some of the toddlers-turned-teenagers from their past back to the store.
The store is also known for carrying seasonal matching outfits for family photos and beloved brands like Angel Dear and Kyte Baby.
“We buy with Fort Worth families in mind,” Rachel says.
Buying is a team effort. “We keep each other in check,” Sheila laughs. “One of us might be drawn to something trendy, and another will remind us to think about the weather or comfort. We shop for real families.”
Generations of Style
They also dream of one day creating something of their own.
“We’ve talked about launching our own baby clothing line,” Sheila shared. “Not a full collection, just filling in the little things we always wish existed.”
While Sheila may have the most design experience, they all agree they have a lot to learn about that side of the business, but they’re willing to learn together.
“We don’t always agree,” Andrea says. “But we move on quickly. We’re family — we’re stuck with each other!”
That mentality kept them strong and has led to more than just happy memories. The shop has earned multiple Best Of awards from Fort Worth Magazine, most recently in 2024. “It’s a great affirmation,” Rachel said. “But really, our greatest reward is the relationships we’ve built.”
Looking Ahead
As Zoe + Jack moves forward, the team focuses on growth online and in-store. But no matter how much the boutique expands, it’s clear the heart of the business will always be its people. “We’re not just selling clothes,” Sheila says. “We’re building a community and dressing the next generation of Fort Worth.”
Zoe + Jack proves that shoppers still want the careful curation and friendly service found at small, family-run businesses because, inside the yellow house off Birchman Avenue, family is the business.