EMILY ADSETTTHE HASLEMERE BOOKSHOP, SURREYFor our first Bookshop Spotlight of 2025, I had the pleasure of sitting down with Emily from The Haslemere Bookshop, an independent gem in the heart of the South East. We delved into the shop’s rich history and its deep connection to the local community, alongside Emily’s personal journey into the world of bookselling.
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JR: Thank you so much for making some time today. I thought this time of year might be a little easier to chat. How was your Christmas?
EA: It was challenging, I would say. Generally, it all came out okay, but it was a very slow start. I think the stormy Saturdays probably made quite a difference.
The last Saturday in November and the first in December were those two really stormy days. We were busy, but just not as busy as you'd expect for those dates, and I think it was a bit more challenging to try and make that back.
JR: Losing two major Saturdays before Christmas is a huge hit.
EA: It is, yeah. And although it did get really busy at the end, I don't think it ever quite matched our expectations. Christmas 2023 was our best December ever, so we knew we were chasing a really good year.
We weren’t mentally prepared for it not to be quite as good. I think we just about brought it back to respectable, but it was definitely more of a rollercoaster than other years.
JR: And has that continued into the new year, or have things sort of leveled out?
EA: January seems to be fine. We’re always very lucky that January is quite a busy time for us. Book tokens are a huge part of that—National Book Tokens, shop tokens. We get a lot of people in spending those, so that always gives us a nice little boost in the new year.
JR: And is the footfall in Haslemere normally quite reliable?
EA: Generally, yes. We’re very lucky to be in a privileged area where people can choose to shop locally and support independents. We don’t take that for granted. We’ve got really good customers who go out of their way to support us, so we’re very fortunate.
JR: Obviously, the bookshop has been a cherished part of the community for many years now. Can you tell us a little bit about the shop’s history and how it’s evolved over time?
EA: It’s interesting because people often come in and ask how long the bookshop has been here. We know it’s at least 50 years, but anything before that is a bit of a mystery, to be honest. We’ve gone back through old guidebooks and things. The building itself was a hairdresser’s, we think, in the ’50s. Other than that, we know very little about when the actual bookshop started. It’s one of our projects at the moment—to try and find out more about its history.
I started working in the shop back in 2010 as a Saturday assistant because my mum worked there. That was under the previous owner. He was in his nineties when he eventually sold the shop. Our friend Ian [Rowley] bought it, and my mum and I have been running it ever since.
JR: Was that in 2014?
EA: Yes.
JR: What inspired you and your mum to stick at it?
EA: We always saw the potential. Being in his nineties, [the previous owner] wasn’t big on innovation. When I first started, we had a Microfiche to look up titles—no computers for many years! He had some old-fashioned rules too, like women having to wear skirts to work.
JR: Oh! Wow, okay...
EA: It was challenging, I would say. Generally, it all came out okay, but it was a very slow start. I think the stormy Saturdays probably made quite a difference.
The last Saturday in November and the first in December were those two really stormy days. We were busy, but just not as busy as you'd expect for those dates, and I think it was a bit more challenging to try and make that back.
JR: Losing two major Saturdays before Christmas is a huge hit.
EA: It is, yeah. And although it did get really busy at the end, I don't think it ever quite matched our expectations. Christmas 2023 was our best December ever, so we knew we were chasing a really good year.
We weren’t mentally prepared for it not to be quite as good. I think we just about brought it back to respectable, but it was definitely more of a rollercoaster than other years.
JR: And has that continued into the new year, or have things sort of leveled out?
EA: January seems to be fine. We’re always very lucky that January is quite a busy time for us. Book tokens are a huge part of that—National Book Tokens, shop tokens. We get a lot of people in spending those, so that always gives us a nice little boost in the new year.
JR: And is the footfall in Haslemere normally quite reliable?
EA: Generally, yes. We’re very lucky to be in a privileged area where people can choose to shop locally and support independents. We don’t take that for granted. We’ve got really good customers who go out of their way to support us, so we’re very fortunate.
JR: Obviously, the bookshop has been a cherished part of the community for many years now. Can you tell us a little bit about the shop’s history and how it’s evolved over time?
EA: It’s interesting because people often come in and ask how long the bookshop has been here. We know it’s at least 50 years, but anything before that is a bit of a mystery, to be honest. We’ve gone back through old guidebooks and things. The building itself was a hairdresser’s, we think, in the ’50s. Other than that, we know very little about when the actual bookshop started. It’s one of our projects at the moment—to try and find out more about its history.
I started working in the shop back in 2010 as a Saturday assistant because my mum worked there. That was under the previous owner. He was in his nineties when he eventually sold the shop. Our friend Ian [Rowley] bought it, and my mum and I have been running it ever since.
JR: Was that in 2014?
EA: Yes.
JR: What inspired you and your mum to stick at it?
EA: We always saw the potential. Being in his nineties, [the previous owner] wasn’t big on innovation. When I first started, we had a Microfiche to look up titles—no computers for many years! He had some old-fashioned rules too, like women having to wear skirts to work.
JR: Oh! Wow, okay...
EA: Yes, and we’d always say, “Wouldn’t it be great if we could do this or that?” But nothing changed because he’d been doing it his way for so long. When Ian bought the shop, we suddenly had the opportunity to make those changes.
JR: Has the shop always offered both new and second-hand books, or is that something that’s evolved over time? EA: It’s always been both, which I think is a nice mix. I do much less with the second-hand side now. We have Deborah, our second-hand manager, who comes in one day a week—or more recently, because one of our customers, unbeknown to us, bequeathed us his library when he passed away. The week before Christmas, we suddenly had 60 boxes of second-hand books turn up! JR: That’s amazing—a double-edged sword at Christmas, though, isn’t it? EA: It was quite the surprise! Second-hand books don’t make a lot of money, but we like having them. We’re not specialists or antiquarian dealers, but it’s nice to offer affordable options. Upstairs has a different atmosphere—it’s cosy with armchairs, though there’s no heating up there! JR: Good in July, not so much in January! So, how do you split the roles? You’ve mentioned a second-hand manager—how does the rest of the team operate? EA: Charlotte and I work full-time. She joined in 2023 and has been a great asset, especially with her creative skills. |
My mum works two days a week, though it often ends up being more. She’s brilliant with customers—everyone loves Sue.
JR: It must especially help when she’s built those relationships over the years.
EA: Exactly. My mum also reads poetry at the local dementia centre once a month. It’s wonderful—poetry often taps into memories people wouldn’t otherwise recall.
JR: That’s amazing. So, how big is the team overall?
EA: Charlotte and I are full-time, then there’s my mum, Heather, and Ian’s wife, Cathy, who does one day a week. It’s a bit of a mix, but we make it work.
JR: You said that you started in 2010—was that straight from university?
EA: I was at college when I began as a Saturday assistant, and I carried on through university. After graduating, I got an office job but kept working Saturdays because I couldn’t leave the shop! When Ian bought it, everything fell into place, and I moved into management.
JR: That’s such a nice journey. It’s like books have always been part of your life.
EA: They have. It’s interesting now to be on the other side and see children who came in as toddlers now doing their A-levels.
JR: That’s so rewarding. I remember recommending books to a family whose youngest has now graduated university!
EA: Yeah, there's something about those Saturday morning families, I think, that you really get attached to.
JR: Over the years, have there been any particularly memorable moments or achievements in your bookselling career that jump out at you?
EA: I think partly the challenge of COVID—I mean, getting through that was, well, that just really sticks out as probably our greatest achievement, just to keep the shop going. At the time, it felt so impossible, but it was also an opportunity to change a few things. For instance, we finally got the website we'd been talking about starting up and running, because we had to. It took something massive like that to finally do it.
During that time, we really prioritised staff and customer safety in a way that it didn’t feel like other parts of the country were doing. We felt proud that we managed to survive as a business while putting customer and staff safety above everything. Like, the two Christmases when we served people from the door because we didn’t want people coming in and browsing—it didn’t feel safe. We made it work, though.
JR: Yeah, looking back now, that felt so alien, didn’t it? It was such a shock. A lot of booksellers will have similar experiences. But when you’re going through it, you feel like you’re the only one trying to figure out how to make it work and keep the lights on. It was obviously very stressful, but I guess now it feels quite meaningful. It shows you that your community did have your back, you know?
EA: Exactly. Yeah, we’re so grateful for people keeping us going during that time. We were doing all sorts of things—hand-delivering books, for example. The sense of community was so heightened during that time.
We realised how much we needed them, and they realised how much they needed us.
JR: That’s a great example of how a bookshop is only as good as its readers and buyers. How do you think the local community has influenced the books that you stock?
EA: It’s been interesting because we’ve made some changes over the last 10 years. We never wanted to alienate our more traditional customer base, but we also wanted to try some new things. Keeping that balance has occasionally been challenging, but I think we’ve managed it quite well.
JR: It must especially help when she’s built those relationships over the years.
EA: Exactly. My mum also reads poetry at the local dementia centre once a month. It’s wonderful—poetry often taps into memories people wouldn’t otherwise recall.
JR: That’s amazing. So, how big is the team overall?
EA: Charlotte and I are full-time, then there’s my mum, Heather, and Ian’s wife, Cathy, who does one day a week. It’s a bit of a mix, but we make it work.
JR: You said that you started in 2010—was that straight from university?
EA: I was at college when I began as a Saturday assistant, and I carried on through university. After graduating, I got an office job but kept working Saturdays because I couldn’t leave the shop! When Ian bought it, everything fell into place, and I moved into management.
JR: That’s such a nice journey. It’s like books have always been part of your life.
EA: They have. It’s interesting now to be on the other side and see children who came in as toddlers now doing their A-levels.
JR: That’s so rewarding. I remember recommending books to a family whose youngest has now graduated university!
EA: Yeah, there's something about those Saturday morning families, I think, that you really get attached to.
JR: Over the years, have there been any particularly memorable moments or achievements in your bookselling career that jump out at you?
EA: I think partly the challenge of COVID—I mean, getting through that was, well, that just really sticks out as probably our greatest achievement, just to keep the shop going. At the time, it felt so impossible, but it was also an opportunity to change a few things. For instance, we finally got the website we'd been talking about starting up and running, because we had to. It took something massive like that to finally do it.
During that time, we really prioritised staff and customer safety in a way that it didn’t feel like other parts of the country were doing. We felt proud that we managed to survive as a business while putting customer and staff safety above everything. Like, the two Christmases when we served people from the door because we didn’t want people coming in and browsing—it didn’t feel safe. We made it work, though.
JR: Yeah, looking back now, that felt so alien, didn’t it? It was such a shock. A lot of booksellers will have similar experiences. But when you’re going through it, you feel like you’re the only one trying to figure out how to make it work and keep the lights on. It was obviously very stressful, but I guess now it feels quite meaningful. It shows you that your community did have your back, you know?
EA: Exactly. Yeah, we’re so grateful for people keeping us going during that time. We were doing all sorts of things—hand-delivering books, for example. The sense of community was so heightened during that time.
We realised how much we needed them, and they realised how much they needed us.
JR: That’s a great example of how a bookshop is only as good as its readers and buyers. How do you think the local community has influenced the books that you stock?
EA: It’s been interesting because we’ve made some changes over the last 10 years. We never wanted to alienate our more traditional customer base, but we also wanted to try some new things. Keeping that balance has occasionally been challenging, but I think we’ve managed it quite well.
We’re definitely stocking more diverse titles now, and they’ve been well received. We’ve noticed a slight shift in our customer demographic, which now skews a bit younger than it did 10 years ago. People who used to commute into London are now working from home and are around much more. That’s allowed us to take more risks with what we stock. Short stories, for example, never used to sell well, but now they’re doing great. Indie presses and some of the "weird stuff" Charlotte reads are also going down well—things that wouldn’t have sold 10 or 15 years ago.
JR: It helps when booksellers champion them as well. EA: Oh, definitely. It makes a huge difference. Even things like our big Pride window—we wouldn’t have done that 10 years ago. I don’t think I’d have felt brave enough to, despite it being something we feel passionately about. But the reception’s been fantastic. People have said, “I didn’t think I’d find something like this in Haslemere,” and it’s been nice to be that vehicle of change. JR: It’s funny because a city centre bookseller might not see that as all that radical, but in a slightly more rural shop, it absolutely can be. You still need to reflect the people coming in. EA: Exactly. When the Boris Johnson book on Churchill came out, it was our Christmas bestseller. That’s what we were up against. But it’s been refreshing to see how our customers have embraced the changes. I don’t think anyone’s felt alienated. We’re exposing people to new authors and ideas while still making the shop a welcoming place. |
JR: How is your stock split up? Would you say it’s still quite fiction-heavy?
EA: Definitely. Fiction and children’s books are by far our best-selling areas.
We also do well with current affairs and natural history—mostly championed by my mum! Oh, and recently, sci-fi and fantasy has taken off, to the extent that we’ve started a sci-fi and fantasy book club. That’s been so different from our other book club and has expanded our range.
JR: I was going to ask about that because it’s not all that out of place—every shop has its specialities. Fantasy and sci-fi are about exploring different worlds, and I feel like the post-COVID landscape has made that even more appealing. Romantasy, for example, has become huge, and every bookshop now seems to have such a large selection.
EA: Yeah, it’s been really interesting for us. The sci-fi and fantasy book club actually started because Charlotte recommended a book to a customer, and he had such strong feelings about it that he wanted a book club to discuss it!
JR: Amazing.
EA: It’s funny because our “normal” book club skews towards retired women, whereas the sci-fi and fantasy club is mostly younger men. It’s been fascinating to see those demographics.
I don’t know if that’s a general trend or just how it is in Haslemere, but it’s been a nice extra offering. It’s also got us thinking about other book clubs we could run and the demographics they’d attract.
JR: Definitely, yeah. And in terms of events, quite often that takes up the majority of people's programming time, not just book clubs. How do you find the balance, and what are you able to do within the shop itself?
EA: Well, I feel a bit disheartened with events in some ways because we felt like we were just gaining momentum with them when COVID hit. We finally broke through into getting some bigger names, and it was all falling into place, but then we had to start again from scratch. For many years, it just hasn’t been our priority.
Our number one focus has been keeping the shop going and doing what we can there. That said, it’s something we do want to get back into. We get asked about events a lot, and I know people are keen for us to get up and running again. That’s probably something we’ll work on this year, trying to build an event programme. Events are funny, though—sometimes you spend a lot of time pitching and nothing works out, and then you’ll just get a call offering you a great event that comes together without much effort. I’m sure you’ve got more experience with that than we do.
JR: Oh God, I mean, it seems like there’s no template you can follow to make it the same every time. Even if I focus on a particular genre or audience, that same audience still won’t turn up every time.
EA: Oh, I know. Have you found attendance even more unstable since the pandemic?
JR: It’s strange. It’s been a bit all over the place this year. Relying on larger venues hasn’t always worked. Trying to use their audience to build a crowd doesn’t always pay off.
One of my best events, in my opinion, had one of the lowest turnouts, but everyone who came was so engaged. They loved it, contributed a lot to the conversation, and the author had a wonderful time. The venue was perfect, the weather cooperated—it was a perfect combination of everything working out. But I still wish I’d had three times the audience.
EA: I know. It’s so frustrating that there’s no exact formula for it, isn’t it?
EA: Definitely. Fiction and children’s books are by far our best-selling areas.
We also do well with current affairs and natural history—mostly championed by my mum! Oh, and recently, sci-fi and fantasy has taken off, to the extent that we’ve started a sci-fi and fantasy book club. That’s been so different from our other book club and has expanded our range.
JR: I was going to ask about that because it’s not all that out of place—every shop has its specialities. Fantasy and sci-fi are about exploring different worlds, and I feel like the post-COVID landscape has made that even more appealing. Romantasy, for example, has become huge, and every bookshop now seems to have such a large selection.
EA: Yeah, it’s been really interesting for us. The sci-fi and fantasy book club actually started because Charlotte recommended a book to a customer, and he had such strong feelings about it that he wanted a book club to discuss it!
JR: Amazing.
EA: It’s funny because our “normal” book club skews towards retired women, whereas the sci-fi and fantasy club is mostly younger men. It’s been fascinating to see those demographics.
I don’t know if that’s a general trend or just how it is in Haslemere, but it’s been a nice extra offering. It’s also got us thinking about other book clubs we could run and the demographics they’d attract.
JR: Definitely, yeah. And in terms of events, quite often that takes up the majority of people's programming time, not just book clubs. How do you find the balance, and what are you able to do within the shop itself?
EA: Well, I feel a bit disheartened with events in some ways because we felt like we were just gaining momentum with them when COVID hit. We finally broke through into getting some bigger names, and it was all falling into place, but then we had to start again from scratch. For many years, it just hasn’t been our priority.
Our number one focus has been keeping the shop going and doing what we can there. That said, it’s something we do want to get back into. We get asked about events a lot, and I know people are keen for us to get up and running again. That’s probably something we’ll work on this year, trying to build an event programme. Events are funny, though—sometimes you spend a lot of time pitching and nothing works out, and then you’ll just get a call offering you a great event that comes together without much effort. I’m sure you’ve got more experience with that than we do.
JR: Oh God, I mean, it seems like there’s no template you can follow to make it the same every time. Even if I focus on a particular genre or audience, that same audience still won’t turn up every time.
EA: Oh, I know. Have you found attendance even more unstable since the pandemic?
JR: It’s strange. It’s been a bit all over the place this year. Relying on larger venues hasn’t always worked. Trying to use their audience to build a crowd doesn’t always pay off.
One of my best events, in my opinion, had one of the lowest turnouts, but everyone who came was so engaged. They loved it, contributed a lot to the conversation, and the author had a wonderful time. The venue was perfect, the weather cooperated—it was a perfect combination of everything working out. But I still wish I’d had three times the audience.
EA: I know. It’s so frustrating that there’s no exact formula for it, isn’t it?
JR: Yeah. You look at some bookshops with a solid really well-established event programme, and it’s like they can whisper into the wind and get 200 people.
EA: I know. We’re relatively close to Fleur at Sevenoaks [Bookshop, Kent], and the events they pull off are amazing. I just think, "Oh my God, how are you doing this?" We probably need an events manager. We had someone a few years ago who came from a publishing marketing background and wanted to help us organise author events. It worked well for about six months, but then she went into teacher training instead. A couple of times, it felt like it was finally happening for us, but yeah, it’s a tricky one. Last year, we had Patrick Barkham come. He'd been to us a few years ago, and it had been a huge sell-out event. But this time, we sold 25 tickets - which was respectable but a lot less than his previous visit! It was so strange because we thought, “Oh, this will be the one to start us up again.” JR: Yeah, it’s strange, isn’t it? I’ve worked with some local theatres, museums, and libraries, and they’re all finding it a bit strange—last year and this year. Will we’re on the subject, I want to talk about some of the other challenges. As an indie, what are some of the biggest challenges and rewards of running a shop? How do you balance those as a business? EA: Um, I’d say the A-word is probably the biggest challenge for us. But we like surprising people on that front. |
We’re so lucky with Gardners. Despite their complete capitulation in December—which we won’t talk about—they’re so reliable. That gives us an edge against Amazon.
If someone orders a book at five o’clock, sometimes we’re calling them by 11 the next morning to say, “Oh, it’s here!” We’re so fortunate to work with them. Generally, the service they provide is amazing.
That, combined with the fact that we really care about people’s orders, is where we excel. I doubt there’s anyone in an Amazon warehouse checking books five times over to ensure they’re pristine. We have customers who order expensive, collectible books, and we’ll sometimes order six or seven copies to find the perfect one for them. Personal service is where we’ll always beat Amazon.
We take pride in offering better service and dedication. Where Amazon might be a few pounds cheaper, we guarantee a more conscientious approach and that extra mile for our customers.
JR: Have you noticed people ordering more books since COVID or working from home?
EA: Yes, I think people are becoming more aware of how they spend their money. Ethical consumerism is a growing factor in purchasing decisions.
Have you ever read How to Resist Amazon and Why by Danny Caine—it’s a powerful read. I think more people are realising the impact of their spending habits.
We’re lucky to have loyal customers who choose to support us. There’s also an assumption that Amazon is always cheaper, but that’s not necessarily true. For example, our book club discounts sometimes make a difference. We’re fortunate here, too, because we don’t face much competition. There’s a WHSmith’s around the corner, but they stock very different types of books, so it’s not an issue.
JR: I was going to mention that. Within a half-hour drive, there aren’t many other options, which must be nice. Not too much competition.
EA: Yes, although we were a bit stressed when the toy shop closed at the top of the road earlier this year. I kept looking at it, thinking, Surely Waterstones wouldn’t go in there?
But no, we also work closely with the community. For example, our reward scheme lets customers choose between a £5 shop voucher or donating £10 worth of books to a local school. Things like that set us apart—Amazon doesn’t do that.
In December, we worked with the local food bank and raised over £1,000. Every child whose family uses the food bank received a £10 voucher to spend in the shop.
JR: That’s amazing.
EA: Yeah, and that’s what being an independent bookshop is about—being there for the community.
JR: It’s also about understanding the community’s needs, which you can’t always do online. It feels like what you put out into the world comes back to you more directly.
EA: Yes, absolutely.
JR: That must feed into trends and reflect in the stock people buy, also. Have you noticed any major changes in how people are buying books? You mentioned sci-fi and fantasy earlier, but are there other trends?
EA: It’s interesting—we’re selling a narrower range of books in some ways. It’s all about the trendy books, the ones everyone’s reading or the book clubs are discussing.
If someone orders a book at five o’clock, sometimes we’re calling them by 11 the next morning to say, “Oh, it’s here!” We’re so fortunate to work with them. Generally, the service they provide is amazing.
That, combined with the fact that we really care about people’s orders, is where we excel. I doubt there’s anyone in an Amazon warehouse checking books five times over to ensure they’re pristine. We have customers who order expensive, collectible books, and we’ll sometimes order six or seven copies to find the perfect one for them. Personal service is where we’ll always beat Amazon.
We take pride in offering better service and dedication. Where Amazon might be a few pounds cheaper, we guarantee a more conscientious approach and that extra mile for our customers.
JR: Have you noticed people ordering more books since COVID or working from home?
EA: Yes, I think people are becoming more aware of how they spend their money. Ethical consumerism is a growing factor in purchasing decisions.
Have you ever read How to Resist Amazon and Why by Danny Caine—it’s a powerful read. I think more people are realising the impact of their spending habits.
We’re lucky to have loyal customers who choose to support us. There’s also an assumption that Amazon is always cheaper, but that’s not necessarily true. For example, our book club discounts sometimes make a difference. We’re fortunate here, too, because we don’t face much competition. There’s a WHSmith’s around the corner, but they stock very different types of books, so it’s not an issue.
JR: I was going to mention that. Within a half-hour drive, there aren’t many other options, which must be nice. Not too much competition.
EA: Yes, although we were a bit stressed when the toy shop closed at the top of the road earlier this year. I kept looking at it, thinking, Surely Waterstones wouldn’t go in there?
But no, we also work closely with the community. For example, our reward scheme lets customers choose between a £5 shop voucher or donating £10 worth of books to a local school. Things like that set us apart—Amazon doesn’t do that.
In December, we worked with the local food bank and raised over £1,000. Every child whose family uses the food bank received a £10 voucher to spend in the shop.
JR: That’s amazing.
EA: Yeah, and that’s what being an independent bookshop is about—being there for the community.
JR: It’s also about understanding the community’s needs, which you can’t always do online. It feels like what you put out into the world comes back to you more directly.
EA: Yes, absolutely.
JR: That must feed into trends and reflect in the stock people buy, also. Have you noticed any major changes in how people are buying books? You mentioned sci-fi and fantasy earlier, but are there other trends?
EA: It’s interesting—we’re selling a narrower range of books in some ways. It’s all about the trendy books, the ones everyone’s reading or the book clubs are discussing.
Our top 10 doesn’t change much from month to month. Once a book gets in there through word of mouth, it just keeps selling. Doing our top 10 videos has made us more aware of that.
JR: Can you give examples of bestsellers that keep cropping up? EA: Oh, I should have prepared for this—now I can’t think of any titles! Last year, Yellowface [R. F. Kuang] was one that kept selling, especially with book clubs. Looking at our top 10 bestsellers, many are books we’ve recommended. For example, Raising Hare [A Memoir, Chloe Dalton] was huge for us. All three of us read and loved it—even me, and I’m not a natural history fan! It’s an amazing book. Other big ones were Tomorrow, and Tomorrow, and Tomorrow [Gabrielle Zevin] and In Memoriam [Alice Winn]. These are titles that did well elsewhere but became go-to recommendations for us. JR: Have there been any surprises—bestsellers you didn’t expect? EA: Not really; our customers are pretty predictable! One standout was I Who Have Never Known Men [Jacqueline Harpman]. It’s not our usual genre, but Charlotte’s recommendation made it a big success for us. JR: Do your book club choices sell well? |
EA: Definitely. I try to expose our book club to things they wouldn’t normally read, which is always interesting. They’ll tell me if they didn’t enjoy it, but at least they’re reading something different!
JR: Are there any examples of ones that have either really not worked or really worked well?
EA: We did… Oh my god, what books do we read? I'll tell you what, at the moment, we're doing The Night Watchman by Louise Aldrich. I can't wait to discuss that with them. Honestly, I think it’s one of the best books I’ve ever read. I’m really excited for that conversation in a couple of weeks. I’m just hoping they all enjoy it, and it’ll definitely provide a perspective that I think a lot of them haven’t considered before.
JR: Was that like a December read?
EA: Yes, we did. So we meet every six weeks. I think this one’s been a bit longer, because I was aware that it was a very long book. We tend to have loose themes for choosing the next book club book. The three of us will each pick one, and then they vote on which one gets chosen. It’s quite a democratic bookshop book club. The theme for last time was prize winners. That gave us a loose framework to work with.
JR: No, that’s quite good fun. What about you personally? I mean, I know as part of your job you have to read quite widely, but if you find a little bit of time to read for pleasure, what do you get drawn to?
EA: I guess I do like contemporary fiction generally. I got sent a proof of the new Curtis Sittenfeld just before Christmas [Show Don’t Tell, Feb 2025], and I knew I was going to save that to read over Christmas when I had some time and wasn’t reading anything else.
JR: Did you find time to read it?
EA: Yes, and it was amazing. I’m very excited for that coming out. I do enjoy reading quite widely, and I think that’s something I’m quite glad the job makes me do. I read a bit of nonfiction, more sci-fi and fantasy for the sci-fi and fantasy book club, which I do find a bit challenging at times. But yeah, generally, just contemporary fiction—that’s where I find most enjoyment. I quite enjoy reading American fiction more than English fiction, which is probably a controversial thing to say.
JR: I mean, I definitely found myself drawn to those slightly more rural, maybe the more rural northern stories. You know, those dusty dirt road reads. Willy Vlautin, Nickolas Butler. McCarthy.
EA: Definitely like that.
JR: So, let’s talk about the future a little bit. I know we’ve talked about your experience of the shop—are there any hopes and plans for the next chapter of The Haslemere Bookshop?
EA: I guess, like I said earlier, with the events, trying to get back into doing regular events again would be good. Just trying not to get too complacent. I think that's the easy thing that happens when you're ticking along quite well—you just think, ‘Well, this is working, better not change anything’. It's always good to be keeping an eye out for things you could do more of, people you could work with, and just being responsive to what's going on in the community.
What the community needs, and always being aware of that, to make those changes and adapt as necessary. We’ve now got a “Pay it Forward” board in the shop, which seems to be very appreciated and well supported.
JR: Are there any examples of ones that have either really not worked or really worked well?
EA: We did… Oh my god, what books do we read? I'll tell you what, at the moment, we're doing The Night Watchman by Louise Aldrich. I can't wait to discuss that with them. Honestly, I think it’s one of the best books I’ve ever read. I’m really excited for that conversation in a couple of weeks. I’m just hoping they all enjoy it, and it’ll definitely provide a perspective that I think a lot of them haven’t considered before.
JR: Was that like a December read?
EA: Yes, we did. So we meet every six weeks. I think this one’s been a bit longer, because I was aware that it was a very long book. We tend to have loose themes for choosing the next book club book. The three of us will each pick one, and then they vote on which one gets chosen. It’s quite a democratic bookshop book club. The theme for last time was prize winners. That gave us a loose framework to work with.
JR: No, that’s quite good fun. What about you personally? I mean, I know as part of your job you have to read quite widely, but if you find a little bit of time to read for pleasure, what do you get drawn to?
EA: I guess I do like contemporary fiction generally. I got sent a proof of the new Curtis Sittenfeld just before Christmas [Show Don’t Tell, Feb 2025], and I knew I was going to save that to read over Christmas when I had some time and wasn’t reading anything else.
JR: Did you find time to read it?
EA: Yes, and it was amazing. I’m very excited for that coming out. I do enjoy reading quite widely, and I think that’s something I’m quite glad the job makes me do. I read a bit of nonfiction, more sci-fi and fantasy for the sci-fi and fantasy book club, which I do find a bit challenging at times. But yeah, generally, just contemporary fiction—that’s where I find most enjoyment. I quite enjoy reading American fiction more than English fiction, which is probably a controversial thing to say.
JR: I mean, I definitely found myself drawn to those slightly more rural, maybe the more rural northern stories. You know, those dusty dirt road reads. Willy Vlautin, Nickolas Butler. McCarthy.
EA: Definitely like that.
JR: So, let’s talk about the future a little bit. I know we’ve talked about your experience of the shop—are there any hopes and plans for the next chapter of The Haslemere Bookshop?
EA: I guess, like I said earlier, with the events, trying to get back into doing regular events again would be good. Just trying not to get too complacent. I think that's the easy thing that happens when you're ticking along quite well—you just think, ‘Well, this is working, better not change anything’. It's always good to be keeping an eye out for things you could do more of, people you could work with, and just being responsive to what's going on in the community.
What the community needs, and always being aware of that, to make those changes and adapt as necessary. We’ve now got a “Pay it Forward” board in the shop, which seems to be very appreciated and well supported.
JR: I think that makes sense. I always wanted a “Pay-it-Forward” scheme. That was always something we wanted to implement, but we didn’t really know how best to handle it. I’ve been in shops that have had a board where you can pin a book or something, and if someone can’t afford it, they can redeem it at the till. But my concern has always been that the people who need it aren’t necessarily browsing bookshops. To reach the audience who really needs it.
EA: Yeah, definitely. That was a tricky thing for us. Luckily, someone posted about it on the community board—it wasn’t us posting about it, which made it feel more organic. Since then, word’s gotten around, and we’re having people use it a lot more regularly. Also, we found that putting smaller amounts on there helps. Sometimes, it's intimidating to pick up one that says £10. A lot of people just need a little bit of extra help, or a bit more to justify buying from us. So, the £3.50 ones seem to get used the most. JR: Yeah, you don’t want people to feel embarrassed using it. It’s a tricky thing to handle, but it’s great to hear it’s working well for you. EA: Yeah, definitely. Another thing we’re expanding is our Instagram page. We’re getting more followers on there, and it’s nice to see how that’s developing. We’re doing videos, and when you put stuff out there, you think, “Oh, no one’s going to care,” but we’ve had really positive feedback from people coming in saying, “I love those videos you do.” We even did a fun Love Actually tribute inspired by the Little Ripon Bookshop. JR: I saw that, yeah. |
EA: Honestly, the amount of people that came in and said, “That made my day,” it was so rewarding. You think no one’s paying attention, but the feedback has been great. It’s inspired us to do more, to talk about books more, because people actually care about our opinions.
JR: Yeah, yeah. It’s using it as more than just a social media black hole. You put effort into recommending books, and it’s great to see that engagement. I mean, who doesn’t like being recommended a book?
EA: Yeah, you have to get over yourself a bit when you start putting yourself out there. But it’s been really nice, and I’m excited to see what we can do with it.
JR: So, my last question - Is there anything you’re particularly excited for coming out soon?
EA: We’re putting together our “Books We’re Excited for in 2025” email, so I actually have this information to hand. Obviously, Curtis Sittenfeld—I’m very excited about that. We’re really lucky this year that, well, Mum, Charlotte, and I are the ones who contribute to the newsletter, and we’ve all got books we’re really excited about coming out. I don’t want to say one of my guilty pleasures, because you shouldn’t feel guilty about reading, but I’m really excited for the new Taylor Jenkins Reid [Atmosphere, June 2025]. She’s just a good, reliable author—I know it will be readable and enjoyable.
JR: Yeah, yeah, absolutely. Guilty or not, they sell well, right?
EA: Yeah, definitely. There’s a book coming out called Deep Cuts by Holly Brickley [March 2025], which, again, I’ve been lucky enough to read a proof of. I think it’ll be great for fans of Tomorrow and Tomorrow and Tomorrow. It’s set in the music industry. Also, in the natural history world, the new Robert Macfarlane [Is A River Alive?, May 2025] will be huge for us, and we’re very excited about that one.
JR: I’m just reading that at the minute, actually.
EA: Are you enjoying it?
JR: I am actually, you know, I think this one has a slightly different feel to some of his others. It scratches that sort of travel adventure reading itch that I really like. But yeah, this one’s a little bit more political.
EA: Oh, interesting. I guess with rivers at the moment, it is a political issue, really.
JR: So, I’ve not finished it yet, but I just… I bloody love Macfarlane, and I think, amidst the political message, he’s just a great writer.
EA: Yeah. Yes, my mum would definitely agree. She’s met him a couple of times at events, and she’s always pitching that we do an event with him. I just don’t think I could trust her!
JR: Ha!
EA:I think she’d be too embarrassing.
JR: I don’t know. I think we all do that fan thing when we go to an event that really matters, you know?
EA: I know! I mean, when we had Ben Aaronovitch here, I was a bit… I love all your books! You just get a bit… yeah, lose control of it.
JR: But, you know, it just shows that it matters, and that these books matter.
EA: Yeah. So, yeah, I think those are the big ones we’re looking forward to. I’m sure Charlotte will find something quite weird and wonderful to champion this year. Sometimes, though, the problem is that it’s rare that someone comes in and says, “I want something really disturbing.” Most of our customers want something well-written but uplifting, which is a hard ask, generally.
But if somebody comes in and says, “I want something devastating and weird,” then, yeah, we can definitely help with that.
JR: Yeah, yeah. It’s using it as more than just a social media black hole. You put effort into recommending books, and it’s great to see that engagement. I mean, who doesn’t like being recommended a book?
EA: Yeah, you have to get over yourself a bit when you start putting yourself out there. But it’s been really nice, and I’m excited to see what we can do with it.
JR: So, my last question - Is there anything you’re particularly excited for coming out soon?
EA: We’re putting together our “Books We’re Excited for in 2025” email, so I actually have this information to hand. Obviously, Curtis Sittenfeld—I’m very excited about that. We’re really lucky this year that, well, Mum, Charlotte, and I are the ones who contribute to the newsletter, and we’ve all got books we’re really excited about coming out. I don’t want to say one of my guilty pleasures, because you shouldn’t feel guilty about reading, but I’m really excited for the new Taylor Jenkins Reid [Atmosphere, June 2025]. She’s just a good, reliable author—I know it will be readable and enjoyable.
JR: Yeah, yeah, absolutely. Guilty or not, they sell well, right?
EA: Yeah, definitely. There’s a book coming out called Deep Cuts by Holly Brickley [March 2025], which, again, I’ve been lucky enough to read a proof of. I think it’ll be great for fans of Tomorrow and Tomorrow and Tomorrow. It’s set in the music industry. Also, in the natural history world, the new Robert Macfarlane [Is A River Alive?, May 2025] will be huge for us, and we’re very excited about that one.
JR: I’m just reading that at the minute, actually.
EA: Are you enjoying it?
JR: I am actually, you know, I think this one has a slightly different feel to some of his others. It scratches that sort of travel adventure reading itch that I really like. But yeah, this one’s a little bit more political.
EA: Oh, interesting. I guess with rivers at the moment, it is a political issue, really.
JR: So, I’ve not finished it yet, but I just… I bloody love Macfarlane, and I think, amidst the political message, he’s just a great writer.
EA: Yeah. Yes, my mum would definitely agree. She’s met him a couple of times at events, and she’s always pitching that we do an event with him. I just don’t think I could trust her!
JR: Ha!
EA:I think she’d be too embarrassing.
JR: I don’t know. I think we all do that fan thing when we go to an event that really matters, you know?
EA: I know! I mean, when we had Ben Aaronovitch here, I was a bit… I love all your books! You just get a bit… yeah, lose control of it.
JR: But, you know, it just shows that it matters, and that these books matter.
EA: Yeah. So, yeah, I think those are the big ones we’re looking forward to. I’m sure Charlotte will find something quite weird and wonderful to champion this year. Sometimes, though, the problem is that it’s rare that someone comes in and says, “I want something really disturbing.” Most of our customers want something well-written but uplifting, which is a hard ask, generally.
But if somebody comes in and says, “I want something devastating and weird,” then, yeah, we can definitely help with that.
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