AUG 7 · BY CHELSEA DARTEZ

Two Generations, One Shared Vision at Ready Set Grow

Inside the mother-daughter duo behind Ready Set Grow and its lasting impact on the Upper Cumberland

For nearly 27 years, Ready Set Grow has been part of countless memories across the Upper Cumberland. What began as a small boutique focused on high-end children’s clothing has grown into a beloved destination for life’s biggest milestones, from first walking shoes to prom night, weddings, and now even dressing the next generation of families who once shopped there as children themselves.

Founded by Susan Chaffin, the store was originally created to fill a gap in the local market while also building something deeply personal and purpose-driven. Susan envisioned more than a retail space. She wanted to create a meaningful experience rooted in care, creativity, and connection while stepping away from the corporate world to pursue something more fulfilling.

Over time, the business matured alongside Susan’s daughter, Morgan Johnson, and the generations of customers who grew up shopping there. What began as a modest pageant dress selection inside Ready Set Grow eventually grew into RSG Formals, now a destination of its own for pageant, prom, and special occasion attire.

“In many ways, the store’s growth mirrors her journey,” Susan shared. “It made the evolution feel personal and intentional every step of the way.”

More Than Finding “The Dress”

Today, Ready Set Grow has become known for far more than fashion. The boutique experience is centered around making customers feel heard, valued, and genuinely cared for during some of the most meaningful moments of their lives.

“Our main focus when helping someone find ‘the dress’ begins with truly listening,” said Morgan Johnson. “It’s never just about the style, color, or fit. It’s about capturing their vision, their personality, and the emotion behind the occasion.”

That intentional approach has helped create lifelong relationships with customers who continue returning through every stage of life. The team has witnessed little girls grow into brides and mothers become grandmothers, often shopping side by side in the same store decades later.

“We aren’t just selling dresses,” Morgan said. “We are helping create memories, celebrating milestones, and walking alongside people in some of the most meaningful moments of their lives.”

Those moments are not always celebratory. Over the years, the Ready Set Grow team has quietly walked alongside families through difficult seasons as well, helping customers navigate heartbreaking moments with the same compassion and intentionality they bring to joyful ones.

“Whether someone makes a purchase or not, our hope is that they feel seen, cared for, and supported in whatever moment they’re carrying with them,” Morgan shared.

A Legacy Passed Down

In June 2023, Morgan officially stepped into ownership of the business, continuing the legacy her mother built nearly three decades ago.

“Stepping into my mom’s shoes, size 11s literally, has felt like a big role to fill,” Morgan said. “For a long time, I was known as ‘Susan Chaffin’s daughter from Ready Set Grow.’ There was comfort in that, but stepping into this next chapter has meant realizing I have to find my own footing.”

Rather than pulling away from the foundation Susan created, Morgan says one of the most important parts of the transition has been keeping her mother closely involved in the business.

“She knows this business better than anyone,” Morgan said. “Her experience, her instincts, and the foundation she built are things I deeply value and don’t take for granted.”

As Ready Set Grow looks toward the future, the focus remains on continuing to evolve while preserving the heart behind the business. Morgan hopes to expand the boutique’s online presence while still maintaining the thoughtful, personal experience customers have always associated with the store.

“Our customers come back to us for different chapters of life, and that means we’ve earned a place in their story,” Morgan said. “One built on trust, connection, and being there for the moments that matter most.”

For the Johnson and Chaffin family, legacy has never simply been about longevity. It has been about creating something lasting that reflects faith, kindness, and genuine care for others. Nearly three decades later, that purpose continues to guide every interaction inside the store’s walls.