“We sell imagination,” says Judy Wheeler, the proud owner of Towne Center Books, a local bookstore with locations in Pleasanton and Livermore, California. With a remarkable 25-year tenure in the business, Ms. Wheeler’s journey began as a department store buyer, providing her with invaluable experience within the retail industry. Through her journey, she has gained hands-on experience in various roles within the retail sector to understand the dynamics of business operations and customer preferences.

In the realm of business, Ms. Wheeler has placed customer satisfaction at the forefront of her priorities. “It’s not about me; It’s about the customers and what they need and what they want. We always put them first,” she affirms. This customer-centric approach, coupled with a “say yes” attitude, has enabled her to create positive experiences and cultivate a loyal customer base. In this, Ms. Wheeler has grown to value the face-to-face aspect within her job. She enjoys connecting with her clients and establishing rapport, an experience unavailable in online transactions. In contrast to Amazon, she excels in meeting her customers’ exact requirements, resulting in minimal complaints or returns.

An in-person customer experience is only a portion of this, and Ms. Wheeler recognizes the equal importance of establishing an online presence and connecting with the remote community. Collaborating with her dedicated staff, she has created a strong digital footprint through websites and social media. Through this, she has been able to send out newsletters, spread awareness of newly founded book clubs, and form and report on fellow partnerships with local businesses, libraries, and school districts.

Ms. Wheeler acknowledges that “not everyone is a reader or needs a book at the moment when they wander in.” Despite this, she has successfully created a thriving community hub by diversifying offerings and organizing engaging activities. She has hosted a variety of events, including author book signings, school visits, author events at the fairgrounds, and movie nights. Ms. Wheeler particularly cherishes organizing midnight gatherings for the community. She explains, “Since books often have specific sale days, we stay open at midnight to have a countdown and hand them out. People walk out and we hand them the book. But we show movies out beside the store, and we have games going on in different categories”. These endeavors not only expand the bookstore’s audience but also bring the community together—a source of great joy for Ms. Wheeler.

Ever open to new ideas and support, she participates in various community groups and organizations, emphasizing the importance of learning from peers. “You’re able to get knowledge from peers. We have conferences, and you go and meet other people. We have programs on different topics, and overall it’s a very supportive community,” shares Ms. Wheeler. By participating in community organizations and partnerships, she underscores the importance of actively taking part in local initiatives to nurture a sense of community and support. Simultaneously, she seizes opportunities for personal growth and learning, benefiting both herself and her business.

As Ms. Wheeler continues to grow professionally through conferences, associations, and networking with fellow independent booksellers, she offers valuable advice to aspiring business owners. Emphasizing that owning and operating an independent bookstore requires a combination of passion, business acumen, and active community engagement, she accentuates the importance of thorough research and a business-oriented mindset. She asserts, “You can’t just have a literary interest because it’s not that we just sit around and look at books all day. You really have to have a business one”.