Meet the Team- Shelly Knock- Director of Operations

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🌼 Meet Shelly Knock

Founder & Educational Visionary, Jitterbugs Childcare

From the very beginning, Shelly Knock knew her heart belonged in the world of children. Drawn to their curiosity, creativity, and joy, she found her calling in early childhood education — a place where imagination could lead learning and every day was filled with discovery.

Her early experiences confirmed what she already felt deep inside: children learn best through connection, movement, and play. Inspired by veteran educators she met in 2005 and 2006, Shelly saw firsthand how open-ended, hands-on experiences could unlock a child’s limitless potential. Those early encounters shaped her philosophy and ignited her dream to create something truly special — a childcare center built on love, laughter, and the magic of play.

🌻 The Beginning of Jitterbugs

In 2004, Shelly opened Jitterbugs Childcare in Cowichan Bay — a small but vibrant space where children could explore, learn, and grow in an environment that felt just like home. Through music, baking, art, and outdoor adventures, she cultivated a community where learning was joyful, curiosity was celebrated, and every child felt seen and loved.

As Jitterbugs blossomed, so did Shelly’s vision. In September 2015, she designed and opened the purpose-built Jitterbugs Childcare Center on Empress Road in Cobble Hill. Every inch of this new space was created with intention — multi-layered playspaces filled with opportunities for sensory exploration, art, reading, dramatic play, music, movement, and calm reflection. Shelly believed — and still believes — that the environment is a teacher, and that children thrive in spaces intentionally designed to spark imagination and confidence.

🌷 A Legacy of Leadership and Heart

Over the past two decades, Shelly has guided Jitterbugs into one of the most respected childcare programs in the Cowichan Valley, known for its exceptional standards, nurturing educators, and family-centered care.

She has built a reputation for excellence and integrity, maintaining a low-risk licensing status for over 20 years, mentoring practicum students from VIU, and inspiring teams of educators who share her passion and vision.

Her influence extends beyond her walls — with a 600-family waitlist and a center loved by children who never want to leave at the end of the day. Shelly’s leadership has inspired not only her staff and students but also her own children, who have followed in her footsteps to continue her legacy of nurturing young minds.

🌈 Guiding Belief

“Every child is a masterpiece of individuality — seen, heard, and valued for who they truly are.

When learning environments are designed with purpose and depth, they become powerful foundations for lifelong growth. Within these spaces, every teachable moment is a celebration, and every layer of play reveals a new opportunity to learn.

The diversity among children and educators is the heartbeat of authentic education. It is through our shared differences and collective passion that confidence, competence, and creativity soar.

This is the art of early learning — where play inspires purpose, and love always leads the way.”
— Shelly Knock

🦋 Looking Ahead

Today, Jitterbugs continues to flourish under Shelly’s guidance — a thriving, joyful hub where educators, families, and children learn side by side.

Looking toward the future, Shelly is expanding her impact through Jitterbugs Learning Bugs, a series of online learning platforms designed for childcare facilitators, parents, and early childhood educators. This next evolution paves the way for national and global expansion, inspiring new standards in childcare through training, mentorship, and community.

Shelly’s mission is simple yet profound — to redefine how childcare is valued, supported, and celebrated across the world. Through her passion, vision, and love, she continues to transform early learning from the inside out — one child, one educator, and one magical moment at a time.