The Tent Commandments

~by Paige Langenderfer

A new store called The Tent Commandments has created a whimsical escape for visitors at the Heritage Mall in downtown Nashville.

A cozy corner of what used to be a quiet space is now buzzing with color, curiosity, and outdoor fun. The Tent Commandments store is the latest retail concept of Jaime Vermillion, a longtime Brown County resident and business owner.

The store Vermillion refers to as “Tent,” has hand-painted barn doors, custom murals, and shelves full of forest creatures, fairy lights, and mushroom-growing kits.

“We call it our treehouse,” she said. “We wanted it to feel like a little escape. Somewhere playful, peaceful, and full of things you didn’t know you needed until you saw them.”

Vermillion, who also owns Sweetea’s Tea Shop next to the Visitors Center, opened Tent in April with the help of her brother—and creative collaborator—Rob. Even the store’s name, came from one of Rob’s lightbulb moments.

“We loved that it was simple, outdoorsy, and had some spiritual meaning too,” she said.

“We talked about opening a store that felt like a family camp—something that carried useful items, fun items, and that welcomed everyone: men, women, and kids. We thought it might be a project for the future. Then this space opened up, and everything started falling into place.”

From there, it was a community effort. Friends and Sweetea’s staff helped transform the space, hanging murals, installing rustic wood beams, and painting walls that now glow with soft, earthy colors.

Vermillion’s faith is woven gently into everything she does. A self-described “Jesus girl,” she doesn’t push it, but hopes people feel the warmth and welcome that come from her belief in serving others.

“I feel like God gave me this store,” she said. “I just want to create something that invites joy.”

Inside Tent, joy is everywhere: from the plush praying mantis and the smiling snapping turtle to solar-powered gadgets, glowing lightning bug T-shirts, and unisex outdoor apparel with cheeky slogans like “I Have Questionable Morels.” The store also has jewelry inspired by birds and bugs, handcrafted fairy lamps, and kid-sized dragonfly wands.

“It’s all delightfully unexpected—but somehow, it fits together perfectly,” she said.

Vermillion credits her Sweetea’s team for making Tent possible. “I couldn’t have done this without them,” she said. “They’ve picked up extra shifts, supported me completely, and given me the freedom to build something new. Even though they’re not working here, I feel like they’re part of it.”

Vermillion feels that Nashville is the perfect setting for The Tent Commandments.

“I’ve lived in a lot of places—big cities, small towns—but Brown County is by far my favorite,” she said. “It’s this incredible mix of natural beauty, community support, and tourism. I love it. It’s magic.”

Vermillion first came to Brown County as a child, camping in the state park with her family. A graduate of IU’s School of Journalism, Vermillion spent 15 years working in media, before diving headfirst into business ownership in 2018 when she bought Sweetea’s.

“I never thought I’d be a business owner,” she said. “But the doors kept opening, and I just kept walking through them. It’s become a dream I didn’t even know I had.”

While Sweetea’s is still Vermillion’s “home,” Tent is her creative playground—somewhere she hopes people of all ages can slow down, smile, and connect with their whimsical side.

“Whether it’s a glow-in-the-dark T-shirt or a compass for your next hike, I want Tent to be a place where people feel joy,” she said. “Brown County is full of unique voices. This is just my small way of adding to the song.”

The Tent Commandments is located in the Heritage Mall, 41 South Van Buren Street, Nashville.