SMALL BUSINESS
Albuquerque’s romance readers are getting their own bookstore
Vellum & Vine will open by the end of the month, bringing romance novels, book-themed drinks to Albuquerque
After Shyann Reichard broke up with the film industry she was in love with, she turned to other areas of her life to write her next chapter.
Eventually, her light bulb switched on. She realized her true passion was between the pages of a romance novel and decided to open a romance bookstore in her hometown, filling every shelf with love stories.
Vellum & Vine, located at 2677 Louisiana NE, will host its grand opening by the end of August, Reichard said. Free tote bags will be given to the first 50 customers on opening day, and all shoppers can enjoy local author signings and vendors.
When Reichard first started brainstorming, she wanted to steer clear of creating a setting that could feel like a “stale retail environment,” she said.
“I want people to come in here and feel like they’re at my personal home library,” the 30-year-old Reichard said, “and that we’re just gonna hang out on my couch, have a sweet treat and talk about all the nerdy things that we love from the books that we’re reading.”
That vision comes through the moment guests walk in — the smell of books fills the air.
A feature table greets shoppers by the entrance, its theme rotating monthly to pair books with matching merchandise. Nearby, an antique typewriter sits on a table, reflecting the craft of storytelling. The decor overall leans into what Reichard described as a cozy, eclectic look, with vintage-style art and pops of color that give the space a romantic charm.
The puffy couches and pillows create spots for mingling or relaxing, and shelves of book-related products invite people to browse beyond the pages.
While Reichard is bringing the first romance bookstore to Albuquerque, nearly 300 exist worldwide, a majority of which are in the ϼ States. Since pandemic lockdowns, such bookstores have surged nationwide, with BookTok being a driver in readership.
“I’m a huge reader, so I think it was the natural next step for me — a scary step, but natural,” she said, adding that she never imagined opening a bookstore before her light bulb moment but decided to pour all her savings into the concept.
In April, Reichard announced plans to begin preparations to open the store, calling it a “crazy, chaotic journey.” Since then, the store’s social media support has grown, with its account reaching nearly 10,000 followers as of early August.
As a teenager, Reichard’s nose was always in a book, poring over favorites like “Twilight” and “The Hunger Games.” In her early 20s, she fell out of love with reading but rediscovered it roughly five years later. Soon enough, she “dived straight back” into the world of books, leading her to open a store.
Before signing a lease for Vellum & Vine, she considered starting a pop-up shop instead, selling books from tables at local markets. But she said she can never follow through with ideas halfheartedly.
“If you love what you do, you will never work a day in your life,” she said.
Romance is the only genre Reichard reads, she said, and the largest section at her store is romantasy — stories that blend romance with magic and fantasy. That genre, popularized by authors like Sarah J. Maas of the “Throne of Glass” series, inspired Reichard to reconnect with her childhood love for books as an adult.
“Instead of getting a small section in a corner of a bookstore, the entire space is for romance readers to shop more specifically for the stuff that they love,” she said.
The shop will also feature a coffee bar, because, as Reichard put it, “books and coffee just go together.” The bar will also have a rotating lineup of specialty sodas themed around popular books, each with its own distinct color scheme.
Eating and drinking are both social activities, she said, and she did not want to open a bookshop without combining the two.
“It was a natural thing to add,” she said. “It gives us something to do as we’re spending hours reading, just hanging out, talking.”
Reichard hopes to host several events a week, including book clubs, author signings and author chats, movie nights built around book-to-screen adaptations, as well as arts and crafts.
A wall at the front of the store will spotlight local romance authors. Prices will vary throughout the store, with used and bargain books available to help keep the shop accessible. Reichard said she also plans to accept book donations in the future, which she will announce later.
As the shop continues to evolve, Reichard has been “rolling with the punches.”
“‘It’s one thing to the next, to the next,” she said. “I can’t focus on the big picture and down the line because I’ll just get lost in the weeds.”
But at the top of her mind is her customers’ comfort. of romance readers are women, and the average romance reader is in their mid 30s — still, she said, her store is built for everyone, including those who might find themselves on a reading hiatus like she once was.
And that is what her dream for Vellum & Vine’s happily-ever-after future is all about. She welcomes people who simply want to hang out, whether or not they are doing a “bookish” activity, she said.
“It's just to give us something to do together and create a really strong community where people can come in, where they have been here so many times and feel comfortable — and just come out, sit in the corner and put their feet up,” she said.
Keelin Fisher is a business reporter for the Journal. You can reach her at kfisher@abqjournal.com.