Bridging Stories, Art, and Community with Jessica and Eric Green
Bridging Stories, Art, and Community with Jessica and Eric Green
Owner-operators of the indie bookstore Mrs. Dalloway’s
Introducing Mrs. Dalloway’s
There is something about visiting an indie bookstore that invites one to forget the meaning of time, imagine writing love letters with feather pens, forage for unfamiliar voices, get lost in illustrations, and connect to the poetry of humans and other beings experiencing life in every way.
There is also a particular magic in owning and operating these curious places - to sprinkle fairy dust upon generations of stories and nurture a creative space for the community to write their own.
Mrs. Dalloway’s Literary and Garden Arts is a beloved independent bookstore, and also a garden of its own: a central gathering place that is simultaneously an oasis fit for the most peaceful afternoons spent in solitude. Named after Virginia Woolf’s 1925 novel Mrs. Dalloway, this shop was founded in 2004 by long-time friends Marion Abbott and Ann Leyhe. It has since been deeply cared for and loved by readers and writers in the East Bay and far beyond, and will be celebrating its twentieth birthday this October.
Today, its stewards are Jessica and Eric Green: a couple whose individual journeys to the book and publishing industry - and as small-business owners - traverse formative childhoods buried nose-deep in literature, multifaceted careers in merchandising and sales, and a special partnership in life that eventually brought them to the Bay Area and - in 2021 - to respond to an official press release that Mrs. Dalloway’s was in search of new ownership. Responding quite quickly to the novel opportunity, Eric and Jessica - seemingly overnight - had a bookstore to run (and a deeply-invested community to impress). Within six-months, they both turned their attention full-time to the venture.
Jessica recalls that “the heartwarming Elmwood community made the transition so much easier than it might have been. [The community] LOVES their local bookstore…[and] welcomed us as the new owners with open arms.” Most of the bookstore’s original staff also stayed on, and were pivotal in helping the Greens get up to speed and continue providing high quality customer experiences, a nurturing space, in-demand reads, and lively community engagement. In fact, for the first months of taking over the store, people from the neighborhood showed up at their doorstep every day with the warmest of welcomes. “[The community] wanted to know everything about us -- like a new family member,” Jessica adds.
“[The community] loves their local bookstore…[and] welcomed us as the new owners with open arms. They wanted to know everything about us -- like a new family member.” - Jessica Green
Caroyln Hutton, the store’s manager and an employee since 2017, also expresses her gratitude for Eric and Jessica’s phenomenal leadership growing the store; “they always have an ear to what the community is looking for, and ensure [the original] feeling and aesthetic of the store shines through.” For example, the original owners had a certain fondness for gardening, which is why the store maintains a fascinating collection of literature on gardening and culinary arts, as well as fresh plants and other goods that celebrate nature and natural materials. Carolyn, having worked for another indie bookstore before this, appreciates the light that these small-businesses carry in their neighborhoods: “They have continued the legacy of Mrs. Dalloway’s as an anchor in the Elmwood, Berkeley community.”
And - so - family they became…
“[Jessica and Eric Green] have carried on the legacy of Mrs. Dalloway’s as an anchor in the Elmwood, Berkeley community” - Carolyn Hutton
The Learning Curve
Stepping into the store is like walking on a cloud.
There is an effortless air as one meanders around, inadvertently getting pulled into a rapturing synopsis on a book’s back cover and leaning against one of the butcher block tables for a quick read. The shelves are adorned with titles and trinkets perfect for the current season, and there is often just the right amount of commotion to bring a smile to one’s face.
But, just like a magic show that feels easy and seamless, there is certainly boundless coordination and calculation beneath the charm. In fact, if you look closely, the store is filled with expertly-hidden furniture, equipment, and a floorplan that comes alive and transforms the space into a speaker’s venue at dusk.
When asked what the biggest learning curve of running Mrs. Dalloway’s has been, Eric replies “it is not as much the content and context of the industry, but rather [all that goes into] being a small-business owner.” Of course, there’s the reality of figuring out how to pay oneself and the incredible staff who sustain the business. Then, there is the constant churn of getting a variety of books and merchandise on the shelves and stocking them to meet the interests and demands of a dynamic customer base - as well as to push the envelope on new ideas and celebrate diverse literary voices.
So, what is this owner-operator duo’s north star, and core philosophy? And, how are they an effective team in pursuit of these tenets?
First and foremost, they align on the importance of investing in literacy, education, and storytelling.
Jessica responds: “It is important that we share the same goals for the store…and they align 100%. [These goals are] to offer a curated assortment of well-selected books and gifts for our customers, to enhance literacy by organizing author visits at local schools and getting books into those little hands, and to bring the community together for events and readings. Storytelling really brings communities together as it involves truly listening and empathizing.”
“Storytelling really brings communities together as it involves truly listening and empathizing.” - Jessica Green
Eric and Jessica also prioritize having a clear division of labor, understanding and leveraging each other’s personal and professional expertise and strengths, showing unwavering support for each other and their staff, and also occasionally scheduling “away time from the kids” (a.k.a. the store).
On an everyday basis, Eric is in charge of researching what books to stock and then placing those orders - lots of them, and nonstop. He interacts with publishers, assesses the risk and ratio of replenishing (or discontinuing) certain titles, is on calls with sales representatives to discuss orders four to six months in advance, and tracks inventory and sales. Eric notes that “it is more of an art than a science. We are constantly reacting to the community’s interests and events in the industry.” For example, whenever the New York Times publishes their top-sellers list, Eric can expect to work around the clock to meet the incredible surge in demand.
How does one choose titles to carry in an industry that consists of countless authors? What factors are considered when curating a diverse set of voices and stories?
Eric agrees that choosing what is ultimately available at the store is a herculean task. Even while publishers intentionally promote debut authors, there are still so many to choose from. Sometimes, it is just a guessing game. Eric provides some helpful context: “A unique feature of the publishing industry is that, if a book doesn’t sell, bookstores can return books to publishers for credit. This is an effort to encourage shops to take a chance on new authors, and to soften the risk a bit.”
Carolyn Hutton speaks more on the few channels of influence that determine what the store ultimately purchases. First, publishers share knowledge with them predicting how certain books might perform (e.g., based on market trends, an author’s past works, etc.). There are also trade magazines and conferences where some of this information is disseminated. Second, customers will walk in with their own suggestions and ask the store to purchase something they don’t see on its shelves. Last but not least, bookstore staff have free reign to request and receive advance copies of books on a daily basis, which provides them with opportunities to weigh in on what to stock and recommend to customers.
Carolyn, personally, packs in reading during every spare minute of the day: “I listen to books while I’m getting ready in the morning, I squeeze in reading on weeknights, and I also do a lot on the weekend.”
I guess one might characterize running a bookstore as more of a lifestyle than merely a job…
Stocking shelves aside - on the other side of the house - Jessica runs the gifts and sidelines business; this involves deciding on and styling every piece of home and garden good, craft, stationary, and gift available in the store. Curating these items is a unique opportunity and passion for Jessica: ”It is a way to connect people around common interests and beautiful wares.” In fact, this ability and love for celebrating the works of artisans and makers spans her career, which includes her past roles as a buyer and merchandiser at both Cost Plus World Market and YDesign Group.
As Jessica looks into the future of Mrs. Dalloway’s, she is excited to “expand [the shop’s] support of local artists and artisans by including their work in our gift offerings, test more consignment relationships, and introduce some branded items of our own.”
So, as these co-owners and partners in life reflect on this journey together, it is clear that it has been a labor of love as well as a constantly evolving piece of work.
Perhaps a bit annoyingly, I beg them to answer whether it has affected their personal lives as a couple. Eric replies, unphased: “ We didn’t really think about any concerns working together. We just forged ahead. It has been natural to realize this vision together, and there hasn’t been any real surprises….even though we spend almost 24/7 together.” He adds with a smile: “We had some good practice with that during the pandemic…and, [running a bookstore together] is so much more fun than our prior jobs!”
Connecting Artists and Uplifting Communities
Perhaps one of the most exciting operations of the bookstore is that it puts on author’s events nearly every day of the week. It is a continuation of a feature passed down from the original owners, and is central to Jessica and Eric’s vision to facilitate connection in the community. A typical event consists of a book reading or presentation by the featured author, a moderated conversation between the author and a friend or colleague, and then a Q&A followed by a book signing. Post the COVID-19 pandemic, Mrs. Dalloway’s has hosted 125 authors from across the globe, attracting 40 audience members on average per event - with a few dozen names on the waitlist for the more popular events. During these nights,“[authors] share bits about their lives, their writing process, and what inspires them - [essentially] bringing the community into their world for a figurative 'group hug',” Jessica describes. Thus, these events not only serve to connect readers with their beloved authors and humanize what is often just a name on a cover, but it also offers authors an opportunity to be vulnerable and brave with sharing their creative works and inner truths.
Some of the most memorable author events for Mrs. Dalloway’s staff include James Zimmerman speaking on his nonfiction book titled The Peking Express and David Sedaris’ conversation upon the release of Happy Go Lucky. I myself can also attest to the warmth and communion of these events as I thoroughly enjoyed a recent one celebrating the work of Gene Luen Yang & LeUyen Pham’s graphic novel Lunar New Year Love Story.
On this note, it is apparent that Jessica and Eric’s community of book- and bookstore lovers, writers, publishers, book distributors, indie bookstore operators, sales representatives, and local artists has been essential to their business and also has positively impacted their day-to-day lives and perspectives.
…Because, for a place to feel like a forest of possibilities, a hideaway of imaginary companions, and a transportive haven of past, present, and made-up worlds, it takes the work of thoughtful caretakers who understand the sacredness and power of storytelling and imagination, and the therapy of recognizing the inherent strengths and assets of communities.
So, Jessica and Eric - thank you for your stewardship and allowing us to share your story of becoming indie bookstore owners! We really appreciate your combined forces of nature in our community.
If you haven’t had the pleasure of stopping by Mrs. Dalloway’s, they are located at 2904 College Ave, Berkeley, CA. For their author events, check out their events page. And, if you are looking for book recommendations, here are some titles Jessica, Eric, and Carolyn are reading: The Employees by Olga Ravn, The Women by Kristin Hannah, Colton Gentry’s Third Act by Jeff Zenter, James by Percival Everett, and The Guncle Abroad by Steven Rowley. Thanks for reading, and happy community gathering!