Community Rallies Around Vroman’s Bookstore

Vroman’s Bookstore in Pasadena, the oldest independent bookstore in the region, has announced that the pandemic and resulting shutdowns might force it to close its doors.

“If Vroman’s is to survive, sales must increase significantly now through the holidays,” the bookstore wrote in an message to customers. “We first opened our doors in Pasadena in 1894, and we’re proud to play an important role in our community – Our customers and community are at the heart of all we do.” With sales down almost 40%, the bookstore is in major need of an uptick in business if it is to remain a landmark in in the community.

“Friends, the past few months have been the most difficult in our company’s 126-year history and Vroman’s needs your help to stay open,” the company wrote on its Facebook page Monday calling on patrons to help them stay open. The call included a plea for patrons to shop for books, gifts and gift cards either online or in-store, especially ahead of the upcoming holidays. The company also asked that people get the word out, and they did.

Since the announcement, Vroman’s has been inundated with support from local book lovers and businesses, authors, journalists, entertainers, publishers, and other bookstores across the country. This small independent bookshop which has often given young authors just starting their careers an opportunity to discuss and display their work has drawn particular support from writers.

“Just signed a bunch of copies of ‘Separated: Inside an American Tragedy’ at @vromans ahead of our event…Get yours to support a wonderful independent bookstore,” tweeted NBC and MSNBC correspondent Jacob Soboroff.

New York Times bestselling author Natalie Lloyd tweeted about her visits to the bookstore when she was still a student. “Just reading about @vromans and remembering the magical, wonderful school visit I got to have in that community. If you buy one of my novels from Vromans (you can order online!), let me know and I’ll send you a bookmark, signed bookplate, a button and other swaggy surprises!”

Celeste Ng, author of “Little Fire Everywhere,” shared, “Vroman’s is a wonderful bookstore. Please support them—and your local indie—if you’re able.”

Hopefully this outpouring of support will be enough to ensure the bookstore is around for another 126 years.

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