Four Questions with Book Coven
to curl up on this loveseat and read all afternoon?
I drove up to Kutztown on a stunning fall day to deliver RAMP catalogs to new NAIBA store Book Coven and meet with owner Selene Millar while she was waiting for UPS to bring her ACOTAR delivery for their midnight release party
Tell me a little about the store
We opened in May of this year as a magical third space for book lovers. You can come in, get books, read books, chill and relax. The literary lounge is mainly open only for members, while we also offer public events and a highly curated bookstore for the public to shop. We also do a lot of pre-order campaigns and author events.
We had looked at several different towns in the area, and then this space opened up. We loved it immediately and it has worked out well.
What is working well for you as a business right now?
I really love it here because the town has been so friendly and welcoming. I really love the community here; everyone has been so welcoming. Working with Berks Experience [county development board] has been amazing. Everyone at the Kutztown borough and zoning are incredibly helpful. Everyone's just been really nice. The community has really opened us with arms wide open. I think at first they were kind of like “what is going on behind the black curtains” and couldn't wait to walk through the door..
This has been one of my best life choices. Of all the dumb stuff that I've done in my life, and all the smart things I've done in my life, this is my favorite life choice. I say it constantly. We have 27 members now and we are all just vibing and having a great time talking about books we love. The monthly memberships are already paying the rent!
Is there anything else you’d like to see changed or improved with the way the book industry interacts with bookstores?
I would love the technology to catch up because it does feel like when I log on to Ingram I'm on a 1990 school computer. Seems like in 2026 things could be a little more efficient on the back end.
NAIBA works to help our stores interact with the industry. Is there anything we could be advocating for that would help you?
I'm very new to you guys. So far I’ve been happy! Everyone is very helpful and welcoming!
What keeps you up at night thinking about your business or the industry?
Mainly insomnia! But some of my absolute best ideas come at 3 am and I can be absolutely shameless and message a rep or an author and invite them to be a part of them!
How are you feeling going into your first holiday season?
I am so excited! We're having a huge Black Friday sale. I have a bunch of crafters that will be set up in here that day. We're also going to be offering three different book advent calendars. The advent calendars will be available in dark romance, romantasy and monster smut. Each box will include 10 books that I have absolutely loved in each of the three genres. They will be available pre-order and picked up instore.. The goal is to open one book each day from the 13th to the 25th. We price these at $249, so about $24 a book. They are each wrapped and come in a cute little box.
Our store is highly curated so were comfortable buying books as non-returnable, the better terms allow us to offer books at a better discount for our shoppers as well!
I buy from Indie authors directly this way, the books are signed and come with swag. Plus we’re supporting authors directly.
What events or programming have been working well for you?
We’re doing a ACOTAR midnight release party on Monday [10/26] for which we’ve sold 35 tickets. We’re also planning a brunch for the 7th ACOTAR book in January. We really love planning fun immersive events for readers.
Our author events are a main feature here. We average 25-35 people for events. The author sits in the peacock chair like royalty. It’s very intimate. We have a formal Q/A followed by going around the room for everyone to have the chance to ask questions. After the Q/A we'll give the author a break then they move to the shop area with an antique writing desk to sign. I call people to the back to chat and get their book signed while everyone is eating and relaxing in the lounge. As each person or group leaves the next goes up. That’s been working really really well. There’s an intimate feeling and I love it.
For these events the authors are responsible for their own book sales and they keep all of the proceeds. I then buy any copies I want to keep in the store. That way I never have to deal with consignment.
I do work with traditional publishers too. I love all my reps! My poor Macmillian rep deserves sainthood, I probably messaged her 900 times this week about the ACOTAR book shipment, I jokingly even offered to pay expedited shipping or give her my kidney!
Book Coven is located at 269 West Main Street Kutztown, PA 19530. Keep an eye on their facebook.com/bookcoven for upcoming special events, or stop in one Sunday 2-7 to shop! They’re also open for shopping hours by appointment so feel free to send them an email or message
When you go, also walk a few doors down to Firefly Bookstore. If you love a place that is both naturally beautiful and a weird tourist trap, visit Crystal Cave. If you love the history of organic gardening, the Rodale Institute is nearby. On a Friday or Saturday, visit Renningers Antiques & Farmers Market, which is one of the uniquely PA Dutch combinations of farmer’s market and flea market, where you can buy locally grown produce, fresh meat, dairy, and baked goods and also antique taxidermy and nifty gadgets seen in cable tv ads. In these markets there will always be a store that is only varieties of pickles.