Jewely Schroeder, owner of The Bookworm, has set up shop on West Main Street in Aberdeen. Schroeder opened The Bookworm three years ago in Raeford. Even as she enjoys her new location, she feels guilty about leaving Raeford.
“I had good customers in Raeford,” she recalls. “But, you can’t run a business with 10 good customers. It doesn’t work.”
Schroeder started her business in Raeford when she noticed an available building next to a friend’s store. She always wanted to have a bookstore.
“It’s one of these things you want, but you don’t think it’s ever going to happen,” she says. “One day I thought, ‘Why not?’ and cut back my other job to two days a week. Then, I had no idea how it was going to go and, it didn’t ‘go.’ So, I got to the point of either I’m going to close up or I’m going to try someplace else. I saw a sign in the window here and I thought, ‘Let me check this out.’ So far, I’m very happy.”
Schroder believes that one reason that contributed to her limited success at her previous location is the fact that local businesses there are closing or relocating. As in other small towns, when this occurs there is less draw for customers and the business community suffers as a whole.Although her store was across from the post office, many people never knew The Bookworm was there.
“So far, it looks like I may get closer to breaking even here — I hope,” she says. “I don’t expect it ever to make any money. It’s not a money-making business. It’s like a hobby, but if it would just pay for itself, that would be wonderful.”
As for the tempting endeavor of running a small business, Schroeder has practical advice.
“It’s only great to have your own business if you have a spouse that works and can support all the expenses,” she says. “And, I do have another job.”
When she started out, her entire paycheck from the other job went just to cover store expenses.
“After three years it didn’t look any better. I had thought that maybe after two years I would break even — not even close,” she says. “My husband is truly nice. He just supports this.”
She does not intend on leaving her new location. She signed a lease for a year and wants to see how it goes.
“I never, ever want to move all these books again,” she says with a laugh.
Her husband took time off from his job to help her relocate. Since she has less space now, she downsized her collection. But, that’s not all that is missing.
Her move to Aberdeen requires a longer commute. It’s one that her previous companion cannot make. Twiggy, whose name is deceiving, is the orange tabby that lived at the Raeford store. The feline took her bookstore duties seriously and often followed customers as they browsed.
“She’s living at home now and she’s not happy,” Schroeder says. “But, cats just don’t travel well.”
Since the move, Twiggy has settled in to Schroeder’s office at home.
Friday and Saturday are the busiest days at the store which is open from 11 a.m. to 6 p.m. Tuesday through Friday and from 11 a.m. to 3 p.m. on Saturday.
On Mondays, when the store is closed, Schroeder goes “thrift-storing” in Fayetteville. She keeps a list of books that customers have requested.
“I’m still trying to figure out what people like in this area,” she says.
Mysteries, suspense, and horror seem popular in Moore County. In Raeford, romance books were her biggest sellers. Among Schroeder’s personal favorites are Stephen King, Michael Connelly, and John Sanford. She also likes Southern writers.
Ann Magee is the owner of the building where Schroeder rents space in Aberdeen.
“She knows her books,” Magee says. “She is a great asset to the community. She’s organized.”
Schroeder hears customers’ comment on the store’s organized appearance as well. Her explanation for it is that she likes to know what she has.
One difference she notices in this area is the support of other bookstores. Staff from area bookstores have come by for her business card.
The Country Bookshop in Southern Pines refers customers to The Bookworm when customers are searching for a book that is not in stock. Schroeder also notices a difference in the number of window-shoppers in Aberdeen.
“Here, it’s different. Here, there are actually people that window shop and just wander in,” she says.
As business picks up for the day, a Pinewild resident comments that the bookstore gives her another reason to come down to Aberdeen.
Other customers come in to browse, or look for particular books. With Schroeder’s help, one couple finds a book they were looking for.
“Already it’s been worthwhile,” the customer says. “We didn’t know you were here. I think Aberdeen is really growing.”
Schroeder chats with the couple about their purchase and the anticipated arrival of another business next door. As the couple leaves, she calls to them to come back again. They promise to do so, and leave.
Schroeder’s day is looking up. She had no customers during the first half of her shift. Her satisfaction is evident.
“I had a customer, yeah,” she says. “I had what they wanted, yeah!”
Schroeder hopes to please all of her customers each time someone comes in with a request. She knows it is not possible all the time, but she enjoys the pursuit.
“I like to go to different stores and dig in,” she says. “If there is a particular book I’ve been looking for and I find it, it’s exciting. I just like having all the books around me.”
Susan Wright is a freelance writer. She was a summer intern for The Pilot.
