A Little About Jenny
I’ve always been a creator.
Long before I had words for it, I was the person who saw an idea and immediately started wondering what else it could become.
More than fifteen years ago, my sister introduced me to web design and Photoshop, and I created my first website. That curiosity opened a door. I began designing graphics, learning branding and marketing, creating websites, building businesses, making things by hand, and figuring out how all the pieces could work together.
Over the years, the things I created changed, but the way I approached them never really did.
I would find an idea, get curious about it, and see how far I could take it.
I opened and designed my own salon. I helped friends, clients, and fellow entrepreneurs shape their businesses. I created products and character patterns, wrote and illustrated stories, built brands, and dreamed up experiences. Eventually, that same way of thinking led to Northbound Collective, where complete business concepts grow from an initial idea into the branding, structure, design, and experience around it.
Then came Grace & Waffles.
Grace grew from something much more personal: my own experience as a shy child. Years later, when I saw my daughter struggling with shyness too, I found myself trying to give her the encouragement and confidence I had needed when I was young.
That experience eventually found its way into my stories. Grace became a little girl learning to navigate the world with courage, while Waffles, inspired by my real-life dog, Nyx, became the loyal friend beside her.
What began as a story grew into books, characters, illustrations, products, events, and eventually the Fun Times Mailer Club.
And somewhere along the way, I recognized the pattern that had been there all along.
I don’t just have ideas. I explore them.
Sometimes an idea becomes a story. Sometimes it becomes a product or a business. Sometimes it becomes an experience people can receive in their mailbox. And sometimes it grows into an entire world, like Grace & Waffles or the whimsical village of Briarbell behind Lantern Letter Society.
I rarely know exactly where an idea will end when I begin. That’s part of what I love about creating.
Today, my work spans stories and illustrations, products and mail clubs, brands and businesses, and whatever else curiosity leads me toward next. They may look very different from one another, but they all begin in much the same way:
How far could this idea go?
When I’m not creating, I’m usually spending time with my family and Nyx, traveling somewhere new, noticing the little things around me, or following whatever has made me curious that day.
And now I get to share some of that process with you.
I’ve always been a creator.
Long before I published books, I was designing websites, creating graphics, and building things from ideas. More than fifteen years ago, I created my first website after my sister introduced me to web design and Photoshop. What started as curiosity quickly became a lifelong passion for creating experiences, solving problems, and bringing ideas to life.
Over the years, that passion led me through many different creative paths. I opened and designed my own salon, learned marketing and branding, and discovered that one of my favorite things wasn’t just building businesses, but also helping other people build theirs. Friends, clients, and fellow entrepreneurs often came to me for advice, guidance, and fresh perspectives, which eventually inspired the creation of Northbound Collective.
At the heart of everything I create is a simple belief: great ideas deserve a clear path forward. While the projects I build may look different on the surface, they’re all rooted in the same goal: creating experiences that help people feel inspired, connected, and a little more confident about what’s possible.
When Nyx came into my life, she changed mine in ways I never expected. Originally my travel companion and later my service dog, she helped me navigate challenges, build confidence, and embrace new adventures. Her joyful spirit inspired Waffles, and together they became the foundation for Grace & Waffles world, created to encourage courage, friendship, and growth in young readers.
Today, my work spans books, mail clubs, creative projects, and business concepts, but they all share the same purpose: helping people feel inspired, connected, and capable of taking their next step.
Most recently, that journey has expanded into The Fun Times Mailer Club and Lantern Letter Society. Two very different worlds built around the idea that meaningful experiences can arrive right in your mailbox. While Grace & Waffles brings stories and surprises to children and families, Lantern Letter Society invites adults into the whimsical village of Briarbell through letters, keepsakes, and collectible pieces that slowly build a world over time.
Whether I’m creating a story, designing a new project, or helping someone turn an idea into reality, I’m always chasing the same thing.
Fun Fact: I love puzzles, reading, whimsical worlds, wandering somewhere new, and figuring out how businesses are built and run. I’m always stopping to notice the little things along the way: flowers, bugs, interesting buildings, and beautiful scenery. Can you tell I’m a Hufflepuff?
A little more wonder. A little more connection. And a little more courage to begin.
Meet Jenny A. Castillo
As a quiet child who often found herself too afraid to speak up or try new things, she understands the challenges of shyness and the journey to overcoming them. Growing up with a desire to explore the world but struggling with self-doubt, Jenny knows firsthand how powerful friendship can be in helping children gain confidence and discover their strengths. Now, as a wife and mom of two girls, she finds herself revisiting these experiences through the lens of her oldest daughter, who has faced some of the same challenges Jenny experienced as a child. Through this shared journey, Jenny has learned how to connect with her daughter about her feelings, guiding her with compassion and understanding. This bond has brought them closer and inspired Jenny to share the tools, stories, and moments that have helped them both grow.
Her journey, combined with the joyful, loving personality of her playful poodle, Nyx, inspired Jenny to create the Grace and Waffles children’s book series. In this heartwarming children’s series, Jenny captures the transformative power of friendship and the courage it takes to step out of one’s comfort zone. Following the
adventures of a quiet girl named Grace and her loyal puppy, Waffles, the series explores themes of love, bravery, and growth that resonate with young readers and their families. Jenny’s stories celebrate the small yet impactful steps of childhood bravery and the special bonds that help us along the way.
When she’s not writing, she loves spending time with her best friend, Nyx, creating new memories and gathering inspiration for future books. Through Grace and Waffles, Jenny hopes to inspire young readers to embrace their unique journeys, find courage in unexpected places, and cherish the friendships that shape them.
