This is overdue (as you can tell from some of the dated references), but sometimes schedules don’t work the way you want (and when you throw in the vicissitudes and orneriness of technology…things take even longer). A few weeks back, a new bookstore opened in Caldwell, ID–filling the lacuna left last year when Rediscovered Books had to close its branch. As you can imagine, I’m very happy to see Shared Stories open up–I actually ended up buying 1+ books there for the first three weeks they were open. Thankfully, life has intervened and I’ve been unable to make it there since. But I’ll be back very soon. I was able to ask Dr. Jocele Skinner, the owner, a few questions about their opening, plans, and so on. I hope this is the first of many times you see me mention them in the years to come.
Let’s start off with a brief description of Shared Stories—how would you describe it (other than Caldwell/Canyon County’s newest bookstore). What makes you distinct? (at least in your mind/vision for the future)
Shared Stories is a new independent bookstore in Caldwell. It is woman-owned by Jocele Skinner, a local family physician. Her husband George Decker manages the day to day operations. We live locally and have been in the community for many years. We hope that what will make Shared Stories successful is that we are wholly committed to Caldwell and the surrounding area. Our goal is to work with local individuals, businesses, and organizations to support and to build our community. We live here. We work here. We spend our own dollars here. We want to share our love of books with Caldwell and see Caldwell and Canyon County grow and thrive even more than it already is!
Photo by Shared Stories
What inspired you to open this store? Has it been a lifelong dream, or just one that’s come around in the last few years? Was there one thing in particular that motivated you to get into action now?
George and I have always been book nerds! Our first date was at a bookstore. I think a lot of readers have a dream of working in or owning a bookstore. For many years, that’s exactly what it was – a dream. Jocele was busy working crazy hours, and George was at home with our kids and farm animals. When Rediscovered Books closed in Caldwell, we were devastated, but after a lot of discussion, we decided maybe it was really time to turn the fantasy into reality, and to hopefully fill what we saw as a huge need in downtown Caldwell.
We were pretty devastated, too–but you actually did something about it. Thank you!
I cannot fathom how much work had to go into getting the store to this stage—you’ve posted some on your Instagram page-—but how long have you actively been pursuing this once you moved from the “one day, I’d like to open…” thought to “let’s actually do this” stage?
It definitely has been a fair amount of work getting things up and going. We made the decision to proceed with opening a store in late June/early July of 2023. It took us about 5 months to find and secure the perfect location. It also took a ridiculous amount of time to come up with a name that we liked. I don’t even know how many options we tried out before Shared Stories stuck! Once we signed the lease in December, then we could really start making plans. We ordered custom shelves in January from a local business in Middleton. We went to Winter Institute (the national conference for the American Bookseller Association) in February, and after that we started working on ordering books, merchandise, etc. We began interviewing for bookseller positions in mid to late February, and I think managed to put together a great team. The books took a couple of weeks longer to get here than we had planned, so that was frustrating and held up our opening for a bit, but I think in the end it was all worked out! One thing that has been amazing is the support and help we have received from bookstores near and far! Bruce and Laura Delaney and their staff [of Rediscovered Books] have been so helpful in teaching us some of the basics, and the book-selling community has been nothing but encouraging and excited for us. I would also be remiss without thanking Ofelia Morales at the Caldwell economic developing office for being so incredible to work with and for helping get us connected with our eventual landlord and downtown businesses.
Photo by Shared Stories
How was the first week? I know when I stopped in on Friday it was busier than I expected/feared. But that’s a limited 30 minutes—you know the big picture.
I think overall the first week went better than we had anticipated. We had our soft opening April 10, and quite a few people came in and made purchases. We appreciate their grace while we all worked to streamline our processes. We had a couple of slower days after the initial burst, but are getting busier each day. We’re hoping as the weather gets nicer and there are more events and people downtown in the plaza, that sales will continue to climb.
You’ve certainly had to learn a lot along the way, and encountered things you probably hadn’t considered. What were some of the biggest surprise challenges. Also, what was surprisingly easiest?
We still have lots to learn. 2 weeks in we’re still trying to figure out the best way to streamline orders and to determine what customers are interested in. We tried to build a pretty broad selection when we created out initial book order, but there’s always books that we didn’t predict would be in high demand. And of course, there’s only so many books we can fit on the shelves. It would have been awesome if we could have ‘nailed it” on day one, but we’re hoping that will come with time. If you are looking for something you don’t see, ask us! We want this to be a place where there’s something for everyone.
Photo by Shared Stories
Are you working on plans for the future of Shared Stories—or is keeping the lights on your primary focus for now? Do you have any events coming up that you’d like to share?
We’re definitely working on plans and future events going forward. Right now, we’re definitely focused on just continuing to get our feet under us, but we’re looking at starting store-sponsored book clubs in the next month or two, as well as some special events. This weekend is Independent Bookstore Day, so we’ll be having some fun specials and giveaways on Saturday. We’re partnering with Shutter Happy, a local photographer, for a children’s reading program over the summer, where kids can get discounts on books and win a mini-photography session here in the store. We’re also partnering with another downtown business for a Mother’s Day tea and book event. Watch our social media for updates. Children’s activities/storytime is starting soon, and there may be some fun game nights, crafts nights, and more ahead!
What books are you (and/or your staff) enjoying hand-selling the most right now? Feel free to give a quick pitch for a few—I can’t let people get away from here without a few recommendations.
It’s been fun to be able to hand-sell books to customers as they come in! Our staff all have different readings tastes, and so we are learning from each other all the time too! Probably our biggest seller has been The Women by Kristin Hannah. I am also surprised by how many are interested in reading the classics. A couple of other books that have sold well so far are the Wildwood Chronicles by Colin Meloy, the Inspector Gamache series by Louise Penny, and a whole host of romance and fantasy novels, led by Fourth Wing and A Court of Thorns and Roses.
Some bookstores have resident dogs, many more seem to have store cats. But you all have taken a different direction–one that I absolutely love. Tell us about Cedric. Where did the idea come from? Who came up with it? Are people responding as well to it as I am? When can we purchase Cedric merch?
Good question. We had initially planned on having a store cat. But honestly, all our cats at home have bad manners, so they aren’t suited for being in the store. One dog is too big and sheds too much, and our other dog gets a little anxious around new people, so neither one of them would be great store pets, either. As for Cedric, not long after we opened, a young man came in asking if we’d be interested in stocking 3D printed dragons. Sutton lives locally and does a great job printing dragons and fidget spinners. George, always a sucker for cool shiny things, bought one just as a trial, and our amazing and creative staff took the dragon and ran with it! Before we knew it, the dragon had a name and was showing up on social media. It’s a fun way to feature new books or special displays. The dragons have been super successful, and we’ve had requests for custom colors and have already had to reorder. Kids young and old find them fascinating. And really aren’t most of us book dragons at heart?
A few snips I took of various Social Medial posts to try to give a flavor of how he’s being used. They look much better in the originals.
I know this is a crazy busy time for you all right now, and I cannot thank you enough for taking time to respond to me.
I just want to thank everyone for supporting our store so far. The excitement and support has been so fun to see, and we all enjoy sharing our favorite books with you, as well as finding new books ourselves. I mentioned above we are happy to place special orders, and you can also support us by shopping at our affiliate locations:
For physical books: https://bookshop.org/shop/sharedstories
For audio books: https://libro.fm/sharedstories
Yes–absolutely do that, readers!
