Hello friends!
I'm so excited to share my interview with Sara, the owner of Judging By The Cover. Located in San Dimas, California, Judging By The Cover is a cozy and welcoming woman- and Latina-owned independent bookstore that champions inclusivity and community. The bookstore celebrated its first anniversary on June 6th.
Q: What inspired you to open Judging By The Cover?
A: The catalyst was hearing that San Dimas Cake Co. might be closing.
I remember thinking it would be a shame to lose a small business, and it got me wondering what would happen to the space. I've always loved books, so I started looking into what it would take to open a bookstore. At first it was really just curiosity. I wasn't actively planning to open one, I was just exploring an idea that I couldn't get out of my head.
The more research I did, the more excited I became. Not just about books, but about what an independent bookstore could mean for a community.
I've worked behind a chair for years (I was and still am a full-time hairstylist, doing about 40 hours a week behind the chair), and one thing I've learned is that people are looking for connection. Some of the most meaningful conversations have happened when a service was technically over, but nobody was quite ready to leave because the conversation was too good.
I realized a bookstore could create those same opportunities for connection. People come in for books, but they stay for book clubs, author events, story times, workshops, and most importantly, conversations with other readers.
So while my love of books is what got me interested in opening a bookstore, creating a space where people could gather, connect, and feel welcome is what made me decide to actually do it.
Q: What has been one of your favorite and one of the most unexpected moments as a new bookstore owner?
A: One of my favorite things has been watching customers become friends with one another. We've had people meet at book club, exchange numbers, start attending events together, and build relationships outside of the store. That's incredibly gratifying because it means the bookstore is doing exactly what I hoped it would do.
The most unexpected thing has been how quickly people made us part of their lives. We have customers who stop in every week, bring visiting friends and family, or tell us, "I was driving by and just wanted to see what was new." I knew people liked books. I didn't realize how many people were looking for a place that felt like a home away from home.
Q: What books have your customers been most excited about?
A: It depends on who you ask! Our customers have pretty wide-ranging tastes, which keeps things fun.
Our romantasy readers are a force of nature, so authors like Callie Hart, Sophia St. Germain, Jennifer L. Armentrout, and Rachel Gillig are always generating excitement. On the romance side, Abby Jimenez, Ali Hazelwood, Carley Fortune, Melissa Marr, and Lana Ferguson are always being recommended from one reader to the next. Our thriller readers are always looking for the next book that's going to keep them up way too late.
One thing that makes me especially happy is seeing customers get excited about local authors. During our first year, about 10% of the books we sold were written by local authors, which is something I'm incredibly proud of. Watching readers discover authors from their own community has been an incredibly rewarding part of owning the bookstore.
Q: What are some of your go-to book recommendations?
A: This is the question every bookseller dreads because the answer is always, "it depends."
My favorite recommendation isn't a specific book, it's the process of figuring out what someone is looking for. Two people can ask for a thriller and want two completely different experiences.
That said, I find myself recommending What Lies in the Woods by Kate Alice Marshall quite a bit. I loved Yesteryear by Caro Claire Burke and have been putting it into a lot of readers' hands lately. And if someone wants a romance recommendation, you can expect me to recommend anything by Ali Hazelwood, Alexis Daria, or The Best Worst Thing by Lauren Okie.
Honestly, though, if you ask me this question next week, you'll probably get a different answer. That's part of the fun.
Q: What are your hopes for the future of Judging By The Cover?
A: I hope we continue growing into an even bigger part of the community.
Of course I'd love to bring in more authors, expand our events, support more local writers and artists, and continue introducing people to books they might not have found otherwise.
But more than anything, I hope we remain a place people feel comfortable walking into.
Whether you're an avid reader who finishes a hundred books a year or someone who hasn't picked up a book since high school, I want Judging By The Cover to feel like a space where you belong.
If people continue to think of us as part of their routine and part of their community, I'll consider that a success.
Q: What advice would you give to anyone looking to expand their bookish community?
A: I'd encourage people to take a chance on attending something by themselves.
That might be a book club, an author event, a writing group, or even just spending a little extra time chatting with someone at their local bookstore (hint, hint) or library.
I know that can feel intimidating, but some of my favorite bookstore stories started with someone saying, "I almost didn't come tonight."
As a lifelong Pride & Prejudice fan (and therefore, naturally, a Bridget Jones's Diary fan), I joke that one of my talents is making introductions. Not necessarily in the matchmaking sense, but in the "you should meet this person, and here's a thoughtful detail about them" sense. Some of the best friendships I've watched form at the bookstore started because two people realized they loved the same genre, author, or book.
Books are a wonderful conversation starter. You don't have to become best friends overnight. Sometimes community starts with a single introduction and grows from there.
Q: You've said that Judging By The Cover is not only a bookstore but also "a place to belong." How have you approached crafting a warm and welcoming storytelling space?
A: Honestly, I think a lot of it comes down to the people.
I have an incredible team, and they're genuinely warm, welcoming people. We like talking about books, we like getting to know our customers, and we care about helping people find stories they'll love. I think customers can tell the difference between someone who's being friendly because it's their job and someone who's being friendly because they genuinely enjoy connecting with people.
At the same time, we've been intentional about creating a space that doesn't feel intimidating. We greet people when they come in, but we don't hover. We offer recommendations, but we don't make people feel judged for what they read. Whether your favorite book is a literary classic or a gargoyle romance, you're welcome here.
I've always believed there's no right way to be a reader. Some people read a hundred books a year. Some people listen exclusively to audiobooks. Some people are just getting back into reading after years away. All of them belong here. Books bring people through the door, but it's the people inside the store who make it feel like a place to belong.
Q: How do you approach curating your bookstore's selection?
A: I pay attention to what customers are requesting, what people are talking about in book club, what my booksellers are recommending, what local authors are writing, and what conversations are happening in the broader book world.
Of course we carry new releases and popular titles, but I also think a bookstore should create opportunities for discovery. There's something really rewarding about watching someone discover a book they never would have picked up on their own.
A bookstore owner's job isn't to convince people to read what she likes. If that were the case, this store would be primarily made up of psychological thrillers, rom-coms, and the most depressing nonfiction you've ever seen. My goal is to create a collection that reflects our community, introduces readers to new voices, and gives people plenty of opportunities to discover their next favorite book.
Q: Would you share more about connecting your community through your bookstore's events?
A: The events have become a huge part of what makes Judging By The Cover feel like Judging By The Cover.
When people think of bookstores, they often think about shelves full of books. I spend a surprising amount of time thinking about what happens beyond the shelves.
That's why we host book clubs, story times, author events, workshops, book swaps, walking clubs, local author markets, and what sometimes feels like an infinite number of other events. The goal isn't just to connect people with books, it's to create opportunities for people to connect with each other.
What I've learned is that books are often the starting point. Someone comes to a book club because they liked the book, but they come back because they enjoyed the conversation. Someone attends an author event and leaves with a new favorite writer, or a new friend.
The best indicator that an event was successful is when it technically ended twenty minutes ago and people are still standing around talking because nobody is quite ready to leave yet. That's usually when I know we've done something right.
Thank you so much to Sara for joining me in chatting about Judging By The Cover! 🫶
