Jaffé & Neale has opened a second bookshop in Stow-on-the Wold.
The shop is a joint venture between Jaffé & Neale owners Patrick Neale and Polly Jaffé and one of their customers, avid reader Jo Virgin, who is running the shop.
The store is based on busy Park Street in the “thriving” Cotswolds town, is 1,000sq ft with a café, and opened at the end of October.
Of this new location in Stow-on-the-Wold, about eight miles from Chipping Norton, Virgin said: “It is a beautiful Cotswolds town, but it is very different to Chipping Norton. It is much more touristy and location-wide, much closer to Cheltenham. It is a thriving market town and I am confident the bookshop will do very well here.”
The shop replaces an outlet selling vintage items and sells the Jaffé & Neale “famous” carrot cake, hold author event and sell frontlist titles.
Virgin (below) is a former marketer at HarperCollins Children’s Books who has also sold manuscripts and second hand titles at Christie’s in New York, before embarking on career teaching primary school children in Oxford.
She was a regular customer at Jaffé & Neale, where the idea for the joint venture came about.
Virgin said: “I have lived in the US for some time, going to university in New Hampshire and then working in New York, where I have been influenced by modern retail. So the shop feels quite modern, it has exposed brick which looks quite cool, and has scaffold bookshelves, for example.
“I do feel quite confident about opening the shop, having worked in the school in the area I know the parents who are big book readers. I think it is something about living in a town as opposed to the city, you feel the need to get out in the local community and see people and visit the shops.”
Patrick Neale said he too felt confident about the new venture, “I think the lifestyle bookshop is a thing of the future,” he said. “I think a passion for books, an exuberance, a flair for customer service, all these things mean I am definitely optimistic.
Article is adapted from thebookseller.com
Published September 20, 2016 by Lisa Campbell