Small Bookstores Make And Sell Dreams

Manager Izzy Usle at Innisfree Bookshop in Laconia. (Tom Caldwell Photo)

By Thomas P. Caldwell

Owners and managers of small bookstores have similar things to say about being in a place with physical copies of the books people want. Izzy Usle at Innisfree Bookshop’s Laconia store said, “It’s a truly a dream job, to be surrounded by books and be able to try to make a space that people are like calm in and that they enjoy.”

Jeanne Snowdon, owner of Country Booksellers in Wolfeboro, had a similar comment. “I’ve always wanted to own a bookstore, but it was one of those dreams I didn’t think I would ever get to,” she said. That dream became real on April 1 when she took over ownership of a store dating back to 1994 when the original owner, Karen Baker, opened it at a different location. Jeanne is the third owner, and said, “So many people come in and say, first of all, thank you for taking over, because they say we can’t let it go, you know? It makes this town special, because there’s so few independent bookstores, right? And so they thank us all the time for that.”

At a time when online sales are leading to the closure of many retail stores, the small bookstores rely on community engagement for survival. Mansfield’s Books And More in Tilton also carries collectible items and has an area set aside as a food pantry to help the poor and homeless.

The Readery in Plymouth is a nonprofit store operated by Lakes Region Community Services. It relies on book donations, and offers them at below-market rates.

Heidi Nichols says The Readery is popular with residents. “They always check with us first, because they know that we support individuals, and they help us out by giving us their business … and it’s an inexpensive way to get their books. If you’re interested in a book, it’s half off the US publisher’s price, unless it’s — I call it ‘loved a little more’.”

George Mansfield at Mansfield’s Books And More in Tilton. (Tom Caldwell Photo)

George Mansfield has owned a number of small bookstores in the Franklin-Tilton area. “I was born and lived [in Franklin] all my life, and was a teacher for 35 years in Franklin schools, and retired. I had open-heart surgery, and decided I’d need to do something a little slower,” he said. The Tilton store is “just about my fourth or fifth store I’ve opened, and each time I’ve closed, it’s been for a variety of reasons — not economic reasons, but just either health or family issues. But I’ve been here for about six years now.”

Mansfield’s Books And More carries a large selection of collectible items — “a variety of things, some antiques, including myself,” George said. Most are items he has purchased, but he also has a large number of contributors that bring objects when they are cleaning their garages or assisting with estate settlements.

“I keep my prices extremely low, because there’s no investment on my side, other than the time,” he observed.

As for the books, he said he switched his focus from fiction to non-fiction because that seems to be more popular right now. He also carries a large selection of children’s books. “That's my favorite genre to work with, because I was a reading teacher,” he said.

“I consider it my hobby more than anything else,” George said, “and it’s a great community service as well. I have probably about a half a dozen people who come in on a daily basis, brilliant people. … Sometimes I’ll have four people sitting up here, all having a conversation about whatever topic.”

Owner Jeanne Snowdon behind the sales desk at Country Booksellers in Wolfeboro. (Tom Caldwell Photo)

Autumn Siders started working at the Country Bookseller as a teenager and became the store’s second owner after Karen Baker died. Even after she, in turn, sold the business to Jeanne Snowdon, she has continued as a part-time employee and consultant as Jeanne and her husband, Andrew, settle in and prepare for a busy summer season at “the little town bookstore with the big town selection”.

Indeed, the store carries an extended collection of books of all types, from bestsellers to the works of local authors. If a customer comes in for a book they do not carry, they will order it. (Andrew indicated a set of shelves behind the counter that had several custom-ordered books waiting to be picked up.)

Jeanne said she is thinking about bringing back the small coffee shop that used to operate in a corner of the store, and they regularly bring in local authors for readings and book-signings. As they prepare to celebrate the store’s 31st anniversary this summer, they are partnering with the Wright Museum of World War II to bring authors in their lecture series to speak and sign copies of their books.

Prior to purchasing the store, Jeanne had worked at the Wolfeboro Public Library, and she said she is working with them to promote an author who will be speaking there about her debut novel.

Another community connection is the Friday morning women’s group that meets at the store, and because Andrew plays the guitar, they also may put together an informal music circle.

“I’m so thankful to Karen, and especially to Autumn, just for being here,” Jeanne concluded.

Heidi Nichols at The Readery in Plymouth. (Tom Caldwell Photo)

Izzy Usle, 25, recalls going to Innisfree Bookshop at the Mill Falls Marketplace in Meredith when she was four-years-old. The owner, Casey Gerken, opened a second location on Main Street in Laconia in 2022, and Izzy now manages that store.

“I worked at the Meredith one for a year, then I moved to Maine for a little bit, and then about two months ago, I came back to manage [this] store,” she said.

“It’s a little more like eclectic than the Meredith store,” she said, “because people come in that are sort of locals to Laconia, because this is a little closer to them than the one in Meredith. So whatever they’re interested in at the time is generally the sort of people that we see around here, and they often have things that are outside of, you know, what we expect sometimes.”

That means that, like Country Booksellers, Innisfree takes a lot of special book orders.

“You have popular author's names like any other bookstore — generally New York Times bestsellers and things that are nominated for prizes” such as the Pulitzer Prize, she said. “People that come in are willing to support their local store, is basically what it comes down to.”

She also carries fun things that can serve as gifts for family members and friends. “I do a lot of the ordering for that, and so we try to make it fun and exciting. It draws people of all ages,” Izzy said.

She also noted that there is a place on the store’s website for authors to apply to have their books placed in the store.

Poster carrying quote from Plato. (Tom Caldwell Photo)

For more information on the small, local bookstores, visit https://www.innisfreebookshop.com, https://www.thecountrybookseller.com, Mansfield’s Books and More (https://www.facebook.com/profile.php?id=100057572953060), or The Readery (https://www.facebook.com/p/The-Readery-100064242777073).