By Tabitha Evans Moore | EDITOR & PUBLISHER

It’s a Saturday in Lynchburg, and Madison McCoy’s eyes light up as she talks about babies, kids, and fashion. That spark is the heartbeat behind her locally beloved and regionally known baby boutique, Cradle & Coo, located on the historic Lynchburg Square. McCoy owns the business with her mom, Jennifer Goodgine. She lives just ten minutes away in Lincoln County with her husband, Wyatt, and their young son, Wiley.

The boutique itself is intimate and inviting, with natural wood walls and neat rows of curated baby clothes. The vibe is warm, soft, and intentional. McCoy—and often Wiley, too—greets everyone with a broad smile. Goodjohn sits nearby, ready to lend a hand. It’s the epitome of a family business, with three generations pouring their energy into it every day.

Cradle & Coo was born from a serendipitous spark. One day, as McCoy walked the square, she spotted a for rent sign in a shop window.

“I always knew I wanted to do this,” she says. “I saw that sign, and I just knew—it was my sign.”

She followed the nudge and made the call that night.

{EDITOR’S NOTE: Locally-owned, small businesses are the lifeblood of small, rural towns. Our small business profiles are sponsored by our community partners at First Community Bank. Please support the local businesses that support your community newspaper.}

A lifelong love of fashion and babies

McCoy is one half of the McCoy twins. She and her sister, Morgan, grew up fashion-obsessed, never missing an episode of What Not to Wear as they sipped grape juice at their grandmothers and dreamed of opening their own women’s boutique. As Madison grew older, her love of fashion was matched by an even deeper love of children.

“I used to have strangers’ babies as my phone wallpaper,” she laughs. “I’ve always loved kids that much.”

So when the opportunity came, she blended both loves into what is now a thriving, heart-centered business.

The name Cradle & Coo came just as intuitively.

“I wanted something sweet and short—something that stood out,” she explains. “Cradle felt vintage and soft. And ‘coo’—like a baby cooing—is just happiness. You can’t not smile.”

Quality items that last

Though she’s not tracking trends from Paris or New York, McCoy approaches baby fashion with the same discerning eye. She, Morgan, and their mom attend the Dixie Children’s Show in Nashville, hand-selecting items that are a cut above what you might find online or in big box stores.

They scour lines looking for items made from natural fiber like bamboo, and heirloom quality pieces that are made to last—not just through one child, but two or three.

“We go to market and hand-pick every item. I have to touch it—make sure it passes the vibe check,” she says. “I use every product we sell. I know what works—because I’m using it at home, too.”

That intimate knowledge helps her match a specific need or even help with sizing. When it comes to the baby game, McCoy knows what just works.

One of the lines that just works has become a Cradle & Coo’s favorite line, Magnetic Me — an ethically sourced and eco-friendly American children’s brand designed to take the hassle out of dressing squirmy infants with smart magnetic closures that connect quickly and quietly.

The founder developed the line after accidentally ripping out her nephew’s baby fine hair while struggling to put on a Velcro bib.

McCoy admits that the items in her boutique are slightly pricier than what you might find online, but that the difference in quality makes all the difference.

“They’re gonna last,” she says. “Yes, you’re spending more money up front but it’s likely the same amount because you’re not having to replace it before your child outgrows it.”

A soft place to land

McCoy’s quaint boutique isn’t just a retail space. It’s a soft place to land. McCoy says she sees young moms walk in like they’ve been drawn to it. Wiley’s pack-and-play sits right beside the register, and moms are encouraged to use it while they shop. Of course, baby-crazy McCoy is always happy to “coo” over little ones to give mom a break. There are also toys available for older kids.

“Sometimes a mom just needs to talk to another mom. That’s what we’re here for,” she says.

She’s developed a local following in Lynchburg, the surrounding counties, as well as a devoted online following thanks to an equally well-curated Instagram page. She also offers a charming twist on a baby registry. Moms-to-be visit the shop, choose items, and McCoy displays those items throughout the boutique. Friends and family can literally pop by and pick from the items displayed, which completely takes the guesswork out of gifting.

McCoy says her boutique produces moments of unexpected meaning like when a newly expectant mom finds an item that honors a rainbow baby.

“I’ve seen moms come in after a loss. When they see something that reminds them of that baby—it’s powerful,” she says.

When we ask McCoy what it takes to honor that small still voice inside your head and so for your dreams of opening a boutique in a rural small town she doesn’t hesitate.

“Have faith. Do it. Always trust in God’s plan.”

To learn more about Cradle & Coo, you can visit them on Facebook, Instagram (@cradleandcoobabyboutique), or at their website. You might even recognize some local faces on their online store. They offer online ordering, baby registry, and gift cards. •

About The Lynchburg Times
The Lynchburg Times is an independent, woman-owned newspaper rooted in the heart of southern middle Tennessee. Led by a Tulane-educated journalist with over two decades of experience covering this region, we shine a light on the people, politics, and cultural pulse of a changing South. From breaking news to slow storytelling, we believe local journalism should inform, empower, and preserve what makes this place unique. Supported by readers and community partners, we’re proud to be part of the new Southern narrative – one story at a time. [Support us here.]