{"id":32227,"date":"2016-02-24T15:47:17","date_gmt":"2016-02-24T21:47:17","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=32227"},"modified":"2016-02-24T15:47:17","modified_gmt":"2016-02-24T21:47:17","slug":"bookends-beginnings-is-a-bookstore-thats-both-local-and-online","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/bookends-beginnings-is-a-bookstore-thats-both-local-and-online\/","title":{"rendered":"Bookends & Beginnings is a bookstore that’s both local and online"},"content":{"rendered":"

By Lucia Maffei<\/strong><\/p>\n

Nina Barrett and Jeff Garrett decided to take a calculated risk.<\/p>\n

\u201cIt was actually a low investment,\u201d said Jeff, 66. The two Evanston residents, married for five years, had always dreamed\u00a0of opening a bookstore. She’s a published author herself, and he was a librarian for more than 35 years. So when they had the opportunity, they jumped on it, taking over the\u00a0downtown location of the former Bookman’s Alley.<\/p>\n

The couple\u00a0even took a couple of tables from a Borders store \u2013 the Michigan-based book retailer that liquidated its business in 2011 \u2013 and brought them inside their own independent bookstore.<\/p>\n

Those two pieces of furniture are now part of Bookends & Beginnings, which opened in June 2014.<\/p>\n

<\/p>\n

Some may think that opening an independent bookstore is a risky investment. Even giant competitors like Barnes & Noble suffer from drops in sales. However, competition doesn\u2019t seem to dissuade potential owners, at least in Illinois. According to the American Booksellers Association, there are 101 independent bookstores in Illinois, and 38 of them are located in Chicago.<\/p>\n

Number of Independent Bookstores by State<\/h2>\n

[field name=”chart”]<\/p>\n

Illinois ranks fifth in the 2016 national ranking of the number of independent bookstores. (Lucia Maffei\/MEDILL)<\/div>\n

\u201cWe still have\u00a0to build our business,\u201d said Jeff.\u00a0\u00a0But their sales\u00a0trend, he says, is positive. In their second year sales more than doubled, allowing them to enlarge their inventory.<\/p>\n

It\u2019s worth noting that during their first year over 20 percent of their revenue came from jewelry. The store still has a couple of tables showing necklaces, earrings and rings. But in 2015 jewelry contributed only 6 percent\u00a0to revenue.<\/p>\n

A series of business strategies allowed the owners to build their way to success.<\/p>\n

[vimeo 156609384 w=474]<\/p>\n

Bookends & Beginnings is located\u00a0on Alley 1 at\u00a0Sherman Avenue. (Lucia Maffei\/MEDILL)<\/div>\n

First, the store\u2019s atmosphere. Part of the reason people came to Bookends & Beginnings is that they appreciate the personal connection with the owners. \u201cThere are very few bookstores left, as book dealers who write books, appreciate books and advise customers on books to read,\u201d said Jacob Lassner, 81, a retired history professor at Northwestern University\u00a0and a customer of the store \u201csince the beginning.”<\/p>\n

To strengthen the sense of community with their customers, the \u00a0owners decided to write book reviews on pieces of paper and post them on tables and shelves, near the book they refer to. Not every book deserves a review, Jeff explained. Nina and he, together with their four part-time employees, decide according to their tastes. And customers usually appreciate the effort. \u201cI love that they take the time to pull up books that they find interesting and write reviews of,\u201d said Sue Thompson, 53, executive director of a nonprofit association in Evanston.<\/p>\n

\"Co-owner
Co-owner Nina Barrett is the author of the majority of the handwritten book reviews. (Lucia Maffei\/MEDILL)<\/figcaption><\/figure>\n

Jeff and Nina take care of their online community as well. Their monthly newsletter, which informs readers about the store\u2019s events and contains the latest book reviews, has 4.800 subscribers. \u201cWe usually spend two whole days to write it,\u201d said Jeff. \u201cNina is the editor, and I put all together.\u201d<\/p>\n

Jeff also spends \u201ca third of\u00a0my time,\u201d as he said, promoting the business on social media. He is aware that a huge number of online followers doesn\u2019t necessarily mean anything concrete, but he added that Facebook is important for the low-level buzz about the store in the community and beyond. \u201cYou don\u2019t even know who is going to see you.\u201d<\/p>\n

In the real world, the store specializes in two well-targeted niches: food-related books and international children\u2019s books.<\/p>\n

\u201cI find their selection really well-curated,\u201d said Ross Martins, 40, co-owner of small business near Bookends & Beginnings and a customer of the store. He mostly buys cookbooks. \u201cI think they do a lot of work to find good stuff.\u201d<\/p>\n

Kristen Sanders, 36,\u00a0went for the first time\u00a0to Bookends & Beginnings to buy her 13-months-old daughter Hannah a book in a language different from English. \u201cI want that she has a different perspective on the world,\u201d she explained. She left the store with three books: one tale in Chinese, another one in Spanish, and a collection called First 100 words in French.<\/em><\/p>\n

Gene Razdolsky, a 46-year-old currently unemployed father of two, decided to stop by Bookends\u00a0& Beginnings on the way home because\u00a0sons Robert, 10, and Liam, 7, asked him to. \u201cThey really like here,\u201d said Razdolsky, referring to the children’s area, a 100-square-foot corner between two bookshelves. \u201cThere\u2019s no rush in buying, and children can just browse pages.\u201d<\/p>\n

Sitting on his knees on the carpet, Liam added: \u201cAnd they have scary stories!\u201d.<\/p>\n

Photo at top: The table with the staff’s book suggestions at the entrance of Bookends & Beginnings, the only independent bookstore in Evanston. (Lucia Maffei\/MEDILL)<\/div>\n","protected":false},"excerpt":{"rendered":"

By Lucia Maffei Nina Barrett and Jeff Garrett decided to take a calculated risk. \u201cIt was actually a low investment,\u201d said Jeff, 66. The two Evanston residents, married for five years, had always dreamed\u00a0of opening a bookstore. She’s a published author herself, and he was a librarian for more than 35 years. So when they […]<\/p>\n","protected":false},"author":244,"featured_media":32254,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,585],"tags":[1689,1693,1690,1692,1691],"class_list":["post-32227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-winter-2016","tag-bookends-beginnings","tag-borders","tag-independent-bookstore","tag-jeff-garrett","tag-nina-barrett"],"yoast_head":"\nBookends & Beginnings is a bookstore that's both local and online - Medill Reports Chicago<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/bookends-beginnings-is-a-bookstore-thats-both-local-and-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bookends & Beginnings is a bookstore that's both local and online - Medill Reports Chicago\" \/>\n<meta property=\"og:description\" content=\"By Lucia Maffei Nina Barrett and Jeff Garrett decided to take a calculated risk. \u201cIt was actually a low investment,\u201d said Jeff, 66. 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