Jennifer: Morning Bookclub
Community at the Heart of Everything
Finding Her Way to Bookselling
Jennifer didn’t grow up surrounded by books, as reading didn’t enter her life until she was about 15. Her first love was design, and she studied interior design and art history, believing that would be her career path. But along the way, her interests shifted and she wondered, “How can we design not just spaces, but opportunities for kids to truly love learning?”
Trips to bookstores with her daughter sparked joy, peace, and a determination to make reading accessible to all children. “Not everyone has that access. I certainly didn’t. Now that I can provide it for my child, I want to help others too,” she explained.
From Mom Walks to Pop-Ups
Morning Bookclub began as walks with other moms, many of whom felt isolated in their careers, which quickly turned into gatherings of creativity, support, and shared passion. A bit of yoga, a bit of conversation, and soon, the idea of a book-centered community took shape.
Jennifer’s pop-ups have been especially impactful. She loves seeing familiar faces return, friends recommend her to others, and families grow alongside her shop. One story she shared was of a couple who once said they never wanted children, but after attending pop-ups and buying children’s books “just in case,” their outlook began to change.
Building a Name & Community
The name “Morning Bookclub” came after a move from Austin (where the business was first known as Studio J). Jennifer wanted the new name to feel inviting—like a standing invitation to gather every morning with books, friends, and conversation.
Her curation reflects San Antonio’s rich cultural identity. With a strong Hispanic presence, she emphasizes bilingual titles that make families feel seen and included. She also stocks interactive books for toddlers, books that support language learning, and stories that connect to everyday life skills.
The Joy of Connection
For Jennifer, community is at the heart of everything. What she loves most are the people—moms, grandmothers, foster parents, and caregivers—who come together around books and conversation. She hopes her shop not only offers stories but also models connection, patience, and thoughtful ways of raising children.
Jennifer encourages anyone interested in starting a bookstore to lean on the American Booksellers Association and, most importantly, other booksellers. Unlike the competitive world of interior design, she’s found the bookselling community to be generous, collaborative, and eager to support newcomers. Her advice: be patient, don’t rush, and take time to connect with others.
Looking Ahead
As a former interior designer, Jennifer dreams of creating a bookstore space that feels both cozy and flexible, with coffee for adults and creative, open areas for kids. More than just a shop, she envisions a true community hub where families can gather, learn, and feel at home.
Being a mom has been Jennifer’s greatest influence and motivation in shaping Morning Bookclub. Her journey is a testament to how personal experiences and passions can merge into something bigger—a place where books and community come together to change lives.
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You can follow along with Jennifer and Morning Bookclub as it continues to grow, inspire, and connect families across San Antonio.
