Children’s bookshop Lost Willow to take root in downtown Wilmette

Lost Willow has found its place.

Wilmette’s Jenna Rose plans to open the children’s bookshop, Lost Willow Books, at 1114 Central Ave. before the month (April) is out.

Rose, who grew up in Wilmette and returned with her family a decade ago, called downtown Wilmette the “ideal place” for the business.

“It’s a community that is friendly, loves local business, loves reading and loves education,” she said. “I think it will be a nice addition to an already great community. … I am so excited to open the doors and hear what people think.”

Rose said she is still trying to pin down an exact opening date but is shooting for sometime in April. If all goes well, Lost Willow will be open on Independent Bookstore Day Saturday, April 25. Interested parties can look for updates on the shop’s Instagram page.

Rose and her husband, David McKirdy, met at New Trier High School and, 10 years ago, moved from the city to Wilmette, where they are raising three children.

Professionally, Rose has been involved in health-care startups. She called her new venture a “departure for me,” but a departure that has been a “serious daydream” for two years, she said.

Rose loves to read and has found joy watching her children — now 12, 10 and 8 years old — learn to read and find books they enjoy. So when her daydream became strong enough, Rose messaged the Village of Wilmette about open spaces.

“Even at that time, I didn’t think it would come to fruition, but the timing was perfect,” Rose said.

The Village informed Rose that Wild Child Toys was on its way out of 1114 Central Ave., and Rose said her idea “quickly went from daydream to reality.”

When it opens, Lost Willow Books will become the second independent bookstore in Wilmette’s main business district, joining Pink Couch Books, a romance-focused shop that opened in 2025.

Rose called Lost Willow a traditional children’s bookshop with titles for ages 0-12 that will vary from fiction to nonfiction and board books to young-adult novels. She also hopes to sell complementary items, such as toys and puzzles, while keeping a playspace in the rear of the store where children can also sit down with a book.

“I hope it’s a space parents want to come with their kids and spend time,” she said. “I also hope older kids will come by themselves and spend time.”

She also hopes those who visit the shop in its early days help it grow and thrive.

“I hope people will come and give us their feedback,” she said. “I want to hear from shoppers about what they want to see in the store, whether that’s certain titles or genres, maybe nonbook items.

“I’m excited and nervous and hope over time the store will get better and better.”

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