This as-told-to essay is based on a conversation with Kate McNeil, a 41-year-old small-business owner based in Atlanta. It’s been edited for length and clarity.
The idea to open a romance bookstore started during COVID.
I joined an online group of fellow romantasy readers, looking to connect with other people who also enjoyed my favorite form of escapism. That group had over 2,000 members, and it was difficult to feel a sense of community. Eventually, it broke off into local chapters.
After COVID, I didn’t know of any dedicated space for these same readers to meet in Atlanta. That’s how I started the journey to opening the first romance bookstore in my neighborhood. In the two years since I opened, more romance bookstores have opened up, including one less than two miles away.
I thought I’d retire from my teaching job
When I launched All the Tropes bookstore, I was working a job I thought I’d retire from. I taught theater at Decatur High School for six years. My students always came first. I didn’t want those kids to feel like I wasn’t present or that they didn’t have my undivided attention, so the bookstore was a back-burner idea for a few years.
I’d get home from rehearsal at 11 p.m., conduct business research until 2 a.m., then get up at 6 a.m. and go to work the next day and teach.
I took my time to gain a full understanding of the market, but there were still challenges
I learned about dealing with publishing companies and book distributors, connected with local artists to showcase their work, and reached out to local authors. One of the biggest challenges was finding a place for the store.
I knew that I wanted to stay on the east side of Atlanta because I lived in Kirkwood and felt very connected to the community.
In 2024, I found a location a four-minute walk from my home, and I knew it was time to make my idea a reality. In May of that year, I quit my teaching job and prepared to open the bookstore by the end of summer on Romance Bookstore Day.
I had 6 weeks to get the store ready for opening day
I received the keys to the bookstore six weeks before the day I planned to open. The timeline I had for opening day came with a lot of risks. I had cashed in my retirement fund, quit my job, and had a large preorder of “Onyx Storm” before there were bookshelves in the store.
There were many times my friends and I didn’t leave the store until 4 a.m. A local artist painted the shop; I printed my merchandise at a local shop in Kirkwood; and I created the fabric wall. There were many nights I had doubts that All the Tropes would come to fruition.
I was a mom with two young kids opening a niche business that, to my knowledge, would be the first in the state, but I was prepared. I had my accounts with publishers, and my branding was complete. Perseverance, my husband, my village of friends, and an invested community got me to opening day.
All the Tropes opened August 17, 2024, on Romance Bookstore Day. In the span of a few months, I went from a passionate high school teacher to the owner and operator of a romance bookstore.
An increase in niche romance bookstores in the city concerns me
Even in a city like Atlanta with several thriving independent bookstores, I wonder about the percentage of residents who read for fun and, more specifically, read romance. While becoming a general indie bookstore would allow me to sell so many other things, I still believe All the Tropes can continue to thrive in a niche market, despite oversaturation.
Unlike a large book retailer, All the Tropes is a destination spot people can come from out of town to visit. Our social presence and promotion of local writers and artists also offer something unique to readers.
All the Tropes could pivot to general fiction, but so far, more stores opening has not impacted store traffic or sales.
4 Things helped me turn my business idea into a reality
All the Tropes continues to thrive because of my original vision of creating a community space for romance book lovers to connect. We now have eight active book clubs and continue to see consistent revenue.
Passion, trusting my gut, therapy, and a supportive group of friends are the reason I was able to turn an idea I brainstormed late at night into a successful niche business ready to grow.
We are now ready for a larger space and to expand our three-person team.
Do you have a unique small business story to share? Email the editor, Manseen Logan, at mlogan@businessinsider.com.
