This campaign has been launched in memory of our first investor, Donald Kravig (1956-2025)
Our Story
Once upon a time, two friends decided that life is too short to not be continually surrounded by books. |
Kendra and Natalie in Good Omens cosplay at The Last Bookstore in LA. Kendra’s favorite book is The Silmarillion by J.R.R. Tolkien, and Natalie’s favorite series is The Chronicles of Narnia by C.S. Lewis. It’s not lost on us that “Tollers” and “Jack” were good friends, too!
Today, the word “novel” is synonymous with prose fiction. But of course, it has another meaning—one that embodies things that aren’t just new, but striking. That is the essence we hope to capture with Something Novel Booksellers.
By creating a bookstore that 1) blurs the boundaries between classic and modern, 2) combines the aesthetic appeal of brick & mortar with the convenience of online shopping, and 3) reminds every type of reader that books are (in the words of Stephen King) a “uniquely portable magic,” we are seeking to personify what it means to be novel. We’d love to take you along for the ride.
Mission StatementTo foster creativity, conversation, and community among book lovers, casual readers, and students across the Inland Empire. |
Vision StatementTo nurture a love of reading and a passion for literacy in a creative and intellectual atmosphere, while remaining customer and community focused. |
Our ValuesDiversity • Inclusion • Creativity • Community |
Land AcknowledgementSomething Novel Booksellers operates on the ancestral and unceded territory of the Tongva People. |
Meet Moonshine, our Patron Cat. Moonie was Natalie’s companion for 13 years. He passed away on June 19, 2023. He loved sitting on all of Natalie’s books and papers, and we know he would have made an excellent bookstore cat.
Creativity
Conversation
Community
Our Plan
$50,000 (in addition to what we’ve already saved thanks to our low overhead and personal investments) will enable our little bookstore to:
$9,000—A portion of the funds will cover rent for the first few months of being in our storefront; once the business is established within our new space, we will be able to pay rent from our budget. Given the current averages in the city of Ontario (approximately $31 per square foot per year), we estimate rent will cost between $2000 and $3000 a month. $12,000—Ambiance matters: it ensures that customers feel welcome, expresses the store’s personality, and much more. Not only will our new space need cosmetic updates like paint and flooring, but depending on the age of the retail rental, we may need to pay for functional upgrades.
$18,100—Furniture and fixtures are an important part of ensuring that our products are well-displayed, that our customers are comfortable, and that our store is a place that people will want to visit again and again. This includes shelving, signage, decor, tables, and couches, as well as the walk-through wardrobe that we will incorporate in the children’s area. Furniture is especially important to us, since we remember the days when mega bookstores had spaces where patrons could read and relax before making their purchases.
$5,000—Limited inventory space presents challenges like having to order books on demand instead of keeping copies in stock. A brick-and-mortar will enable us to carry more bestsellers, add more genres, increase our collection of previously loved books, and ensure that we carry the work of local and independent authors. $3000—We love all things vintage, but don’t see ourselves doing bookkeeping the old-fashioned way or taking turns being the night watchman. Technology is the backbone of many a business, and we'll need equipment to keep the store safe and running at its best. This funding would purchase a new POS system, a computer, security cameras and alarms, as well as software for inventory upkeep.
$2500—Despite the efficacy of word-of-mouth advertising, there is no doubt that online and print advertising are an essential part of spreading the news about any new business. Our marketing budget is very slim, only allowing for the printing of business cards and an occasional boosted social media post. By increasing our budget, we can place ads with the Ontario Living Magazine, increase our online marketing presence, and create additional promotional products.
$400—The American Booksellers Association is a central figure in the modern bookselling world and provides valuable resources to independent stores like ours. Up until now, we haven’t had the funds to purchase a membership, but we know that it would greatly benefit our endeavors and help us become a more well-rounded company. While the first year of membership is typically $199 for new stores, the price increases based on one’s sales: we estimate that our cost will be approximately $400.
The Impact
Starting this small business and engaging with readers has been a joyful experience. One of our returning customers from Texas wrote us this heart-warming message after receiving her online order: “The books arrived today. I was too excited to snap any photos of the beautiful packaging, but it was all so lovely and made me a bit misty. It was a hug in a box. Thank you for feeding my soul with these books. I'm already halfway through one of them, and look forward to the others.”
That “hug in a box” feeling has become our goal for every customer. Having an impact on our individual clients and patrons is the most rewarding thing we can experience. But as a community-focused bookstore, we also want to ensure that we create lasting impacts on a large scale. Ontario, Eastvale, and Jurupa Valley do not currently have thriving independent bookstores in operation, and larger chains are located further away in Riverside, Rancho Cucamonga, and Chino. A brick-and-mortar location would provide a centrally located, inclusive book source that is easily accessible for the large student population, not to mention the growing and diverse neighborhoods in the Ontario Ranch area.
Despite the renewed nationwide interest in reading, the New York Times reported earlier this year that American children’s reading skills have reached new lows. According to the Annie E. Casey Foundation, this decline in child literacy worsened during and after the COVID-19 pandemic—40% of fourth graders perform below the basic level, and significant disparities cause even lower proficiency among low-income students and students of color. Since we operate in an area with a high cost of living (according to the Economic Research Institute, Ontario is 24% higher than the national average), part of our mission is to make reading accessible to all demographics. We plan to use a percentage of income each quarter to donate books to schools, sponsor reading events, provide books to families through charity organizations, and help fund community programs that promote education.
Risks & Challenges
Although running an independent bookstore is both a calling and a childhood dream come true, it’s not without its real-world challenges. Today’s economic climate places hurdle after hurdle in the paths of every small business owner; inflation continues to increase, new tariffs make it costly and difficult to import, and corporate giants always aim to be the big fish in a little pond.
The most obvious competitors for any independent bookstore are Amazon and Barnes & Noble Booksellers. Large corporations like this can carry huge amounts of inventory and have enormous marketing budgets, both of which pose challenges for smaller businesses. However, these “upper hands” come at the cost of impersonal interactions and cookie-cutter storefronts.
We plan to counteract this by 1) becoming a community cornerstone where customers and their reading interests matter deeply, and 2) embracing the exciting reality that while independent bookstores may not have the resources that larger companies do, studies have shown that they are making a resurgence. The American Booksellers Association has reported a 70% increase in indie bookstores since 2020!
We can't forget what we have already accomplished by starting this as an online business back in 2023. Thanks to both our returning customer base and new customers, we’ve learned what readers desire when it comes to independent retailers: 1) an atmosphere that feels welcoming and inclusive, 2) personalization and curation from fellow readers, not AI, 3) a relaxing space for reading, working, and studying, and 4) a diverse range of titles that allow people to find their new favorite book. We have also seen how much our customers appreciate our combination of new and used titles, as it encourages people to make environmentally friendly choices.
Even though GoFundMe doesn’t have a built-in way to offer perks, we’ve compiled some anyway as a thank-you to our backers and supporters! Every perk comes with a "paw-tigraphed" thank you letter from the bookstore cats, not to mention our endless gratitude. (Please note that the perks are not cumulative—the only perk that includes everything listed before it is the $1000 level.)
$1-$49
Show your support with a waterproof sticker and double-sided bookmark set,
featuring our classic logo.
$50-$99
The best way to carry your books, your groceries, and more: a sturdy canvas tote bag featuring an exclusive design.
$100-$249
Tell us your preferred genre/aesthetic, and you’ll receive 2 surprise books plus 4 additional bookish items.
$250-$499
This invite to our soft launch party also comes with a one-year shelf sponsorship—your name and book of choice will be displayed on a shelf that holds your favorite genre.
$500-$999
The Novel Drop, our monthly paperback subscription service, is yours for one year; subscribers receive the latest in fiction paperback releases, plus free goodies.
$1000 plus
We will be dedicating one wall to some amazing people. Being a Patron of the Page means that you will be honored with a special plaque bearing your name, PLUS receive all other perks.
Other ways you can help
When it comes to community support, there are a variety of ways to get involved without making a monetary gift. If you want to help, but can’t afford to donate at this time, please consider:
- telling your friends and family about us, especially those who love to read
- posting our campaign on your social media channels
- sharing the news with your book club or other local community group
- purchasing your next book and/or bookish gift from us
- following us on Instagram and TikTok, as well as liking and sharing our posts
Thank you!
Whether you are an avid bookworm, a casual reader, a parent wanting to bolster their child’s literacy, or just someone looking to support small women-owned businesses, we’re grateful. The written word has given us so much, including a way to connect with community members like you. Thank you for giving our independent bookstore a chance and helping ensure that books are here to stay!
Postscript
