Independent and local, writ large
Last summer, there was a Harry Potter release and accompanying brouhaha - an entire event in Coolidge Corner complete with Marauder's Map.
This year, there's $4 gas.
It's "one of the toughest retail climates in 15 years," according to Brookline's commercial areas coordinator, Marge Amster. So how's a bookstore to stay alive?
"You just dance ever faster," said Dana Brigham, co-owner of the Booksmith, which turns 47 in October.
In the age of
Brigham just makes it look easy.
It helps a lot, Brigham said, to be in a great location. Coffee shops on all sides, great restaurants (many with lines out the door), a popular movie theater across the street, and heavily used public transit. Add to that a great staff and an appreciative, loyal customer base, Brigham said.
In a way, the bookstore and the Coolidge Corner area have made their transitions together. It is one of a few institutions, like the theater, that has stayed independent amid wave upon wave of chain invasions - landlords found it easier and more profitable to rent space to an ATM or a drugstore, say, than a shakier mom-and-pop store.
But, Brigham said, the area has found its peace with its chain stores.
"We're back to more of a mix; more independents, or more variety, anyway," she said.
She attributes this in part to customers who are interested in shopping from stores owned locally.
Stanley Spiegel, a neighbor and regular visitor, is one such customer.
"I like independent and local businesses; I'm all for that kind of stuff," he said. "It's a fun place. They have great service, and I often meet people from the neighborhood there."
Neighbors and acquaintances running into one another is one of the reasons Brigham can say "the store always looks busy." The store also attracts people waiting for a movie or a dinner date, who stop in and get caught up in browsing.
Booksmith works hard to develop a sense of community. Brigham lives in Brookline and the store donates time, books, and money to local causes, and gets involved with boards, schools, and nonprofits. The town helps by providing census data - more kids moving in, add children's books.
The company was founded by Marshall Smith, who is still majority owner. Evelyn Vigo was co-owner at the start, and Brigham bought into the company 27 years ago. All three are active in both the Brookline and the Wellesley stores, Brigham said.
As times have changed, Booksmith has adapted. In the last decade, the store added sidelines: cards, gag gifts, bags, and other goods.
"We try to make this one-stop shopping: You can get the book, the card, and perhaps a fun thing to add to the package," Brigham said.
And for the frugal customer, the store now has a used-book cellar - five years old and doing very well, by Brigham's calculations. Add to that online sales, special orders, and staffers who know if there's something related that might do if a particular title is unavailable.
"We call it USA - used, special order, alternate selection," she said.
Readings by local authors or such national names as Barbara Walters and David Sedaris draw customers to the store, or to the Coolidge Corner Theatre for larger crowds.
And then there are those well-timed summer books. Last year, it was the Potterpalooza for the final Rowling release.
This summer, the store will sponsor a mini-event for the Stephenie Meyer teen vampire sequel "Breaking Dawn," on Aug. 2 at 12:01 a.m.
Even without special events, Booksmith works to keep the store looking busy.
The many signs, the many titles in the windows, beckon for a closer look.
The store keeps hot books, local books, and books that were just featured in periodicals or on the radio near the front, where they can be spotted by those in a hurry.
"People will come in and want the book they heard reviewed that morning on NPR," she said.
Staff picks are also up front, adding a measure of serendipity with unexpected titles.
"We are fortunate to have fantastic, creative, intelligent, passionate people working here," Brigham said. "They care about books, and independent business as a philosophy and way of life."
Some are even writers - the staff includes several poets.
Past employees include writers Lisa Carey ("Every Visible Thing"), David Gessner ("Return of the Osprey"), and several more poets.
"Russell Banks used to work here," said Brigham, "but that was before my time."
