\n
\u201cWe have generations of customers,\u201d said Sherri Gallentine, who started working as a clerk at Vroman\u2019s in 1992 and became head book buyer in 2010. \u201cWe have people who come in and say, \u2018I came here when I was a kid with my grandparents, and now I\u2019m bringing my kids here.\u2019\u201d<\/em><\/p>\nThe store is a place of pride for people in Pasadena, said Philip Hawkey, a former city manager. \u201cVroman\u2019s reflects much of the Pasadena civic identity,\u201d he said.<\/p>\n
Reputedly the largest independent bookstore in Southern California, the store has two locations in Pasadena, two boutiques at LAX airport, and an e-commerce site. Its main Pasadena location, on Colorado Boulevard, also has a coffee shop, wine bar and large space for book readings. In 2009, Vroman\u2019s bought the independent bookstore Book Soup in West Hollywood, after its owner died and the store was in danger of closing.<\/p>\n
The shops make an effort to curate their selection, with sections like \u201cCalifornia and the West\u201d and \u201cBlack Lives,\u201d and to prioritize customer service. Often, one of its 150 employees will walk patrons over to shelves to help them find the books they\u2019re seeking.<\/p>\n
That personal touch helped Vroman\u2019s to survive competition from the big box stores and online retailers.<\/p>\n<\/div>\n<\/div>\n
\n
\n
\u201cWe have people to help you pick out gifts for family or just something nice for yourself,\u201d Gallentine said. \u201cWe try to connect with our customers.\u201d<\/p>\n
In an interview, Sheldon said he has faith that the right steward for Vroman\u2019s is out there, somewhere: \u201cWe\u2019re very confident we can find someone.\u201d<\/p>\n
Loyal Vroman\u2019s customers are nevertheless concerned that the bookstore will change \u2014 or worse, fail to find a buyer and have to close. \u201cEverybody\u2019s talking about it,\u201d Barnett said.<\/p>\n
On a recent weekday morning, Barnett was browsing upstairs in the children\u2019s section with her daughter Liza, who had just turned 8 and was intent on spending her birthday money (her mother was trying to steer her toward the books and away from a stuffed bunny).<\/p>\n<\/div>\n<\/div>\n
\n
\n
\u201cReading is so important to our family,\u201d Barnett said, and \u201cjust bringing them here, I\u2019m instilling that love of books.\u201d<\/p>\n<\/div>\n<\/div>\n
\n
\n
Nearly 40 percent of Vroman\u2019s business comes from merchandise other than books, including gifts, kitchenware, greeting cards and stationery. It would be fine if a new owner chooses to lean more in that direction, Sheldon said: \u201cAdaptability and resilience has allowed a good owner to run a great bookstore.\u201d<\/p>\n
Katie Wengert, visiting Vroman\u2019s from Philadelphia on a recent day, had her arms full of goodies, including a novel (\u201cThe Idiot,\u201d by Elif Batuman), gifts for her boyfriend who is turning 40, and a birthday card for her sister-in-law.<\/p>\n
\u201cIt\u2019s everything you want a bookstore to be,\u201d she said. \u201cThat doesn\u2019t really exist anymore.\u201d<\/em><\/p>\nResidents have reason to be optimistic that someone will continue the Vroman\u2019s tradition. The bookstore struggled mightily during the pandemic lockdown and the community rallied in response to Sheldon\u2019s social media plea for support.<\/p>\n
\u201cWe\u2019ve certainly gone through world wars and depressions,\u201d Sheldon said. \u201cWith our customer base and our hardworking employees and friends, we got through and came out the other side.\u201d<\/p>\n<\/div>\n<\/div>\n
\n
\n
On a recent visit, Levesque, a regular customer, ordered a book on how to recook leftovers, bought a planner (at 50 percent off) and browsed the travel and history sections.<\/p>\n
Her three children always give her gift cards to the store, she said. They also know of her last wish.<\/p>\n
\u201cI\u2019ve already told them, when I pass, cremate me, spread my ashes in Vroman\u2019s Bookstore,\u201d she said. \u201cJust a little bit here and there \u2014 because that\u2019s where I want to end up.\u201d<\/p>\n<\/div>\n<\/div>\n