Running a small business isn’t just about what you sell—it’s about who you are, how you show up for your customers, and the kind of experience you create for them. That’s what The Bookstore in Durham is all about.
I’m Nella, and I’m the only person behind the counter, the screen, and the boxes you open when your order arrives. Every book you browse, every crystal you hold, every incense holder or tarot card you pick out has been chosen with care. And that’s not something you’ll find just anywhere. So what makes The Bookstore different? What keeps customers coming back—and what makes new ones pause and say, “Wow, this place is something else”?
Let me tell you.
1. A Carefully Chosen Collection
The Bookstore isn’t just a name. It’s a curated space—online and in person—where everything you see has been selected by me. I don’t buy in bulk or chase trends. I choose books I believe in, stones that feel like they carry something special, tarot decks that are beautiful and thoughtful, and little treasures that feel like they’re waiting for the right person to find them.
There’s a rhythm to it. I choose based on what people ask for, what I see missing in other stores, what feels timely, and what feels timeless. Whether it’s a rare hardcover, a thoughtful memoir, or a comforting novel you’ve read ten times before, I try to stock what matters—not just what sells.
The same goes for crystals, incense holders, jewelry, comics, tin signs, and more. If it’s at The Bookstore, it’s there for a reason.
2. A Blend of Spirit and Story
There aren’t many places where you can find a 1960s sci-fi paperback, a Tiger Eye palm stone, and a deck of oracle cards in the same space—and have someone who knows how to talk to you about all three.
That’s the magic of The Bookstore.
This isn’t just a place for readers or just a place for spiritual seekers—it’s both, and more. Books and spiritual tools often go hand in hand here. I carry titles on manifestation, crystal healing, meditation, Wicca, mindfulness, and astrology—but also thrillers, fantasy series, poetry, cookbooks, biographies, Christianity and graphic novels.
A lot of customers have told me that they came in for one thing and walked out with something completely unexpected—and somehow exactly what they needed. That’s the best compliment.
3. One Person. One Business. One Connection at a Time.
There’s no team of people behind the scenes. No call centre. No manager to pass the message to. When you email, message, or walk in, you’re dealing with me. When you place an order, I’m the one who packs it. When you have a question about crystals or are trying to remember the name of a book your grandma loved, I’m the one you ask.
People tell me it feels personal shopping here. That’s because it is.
I remember my customers. I know what you like. I try to make recommendations that make sense for you, not just whatever I want to sell that week. That kind of connection isn’t scalable—but it is meaningful. And it’s one of the reasons people stick around.
4. Secondhand, Sustainable, and Surprising
I love new books—but I love giving secondhand ones a new home too. A big part of The Bookstore’s inventory is used or gently loved. Some are nearly new, some are vintage, and some have that beautiful old-book smell you can’t fake.
Buying secondhand is more affordable, better for the environment, and often more interesting. You might find an out-of-print gem or a cover design you haven’t seen in years. And because I check every book by hand, I can honestly say I care about condition and quality more than any algorithm ever could.
I also stock used (and new!) DVDs, CDs, and comics—things that some stores have stopped carrying, but that still bring people joy. If you’ve been looking for that one obscure movie or your childhood comic series, there’s a good chance you’ll find it here.
5. The Vibe
When you walk into The Bookstore in Durham, it smells like incense or candles. There’s a community radio station playing some new music and some music that you haven't heard in years. The shelves are packed and eclectic. And it feels a bit like a time capsule, a bit like a sanctuary.
I want it to feel like stepping out of the rush of the world and into something more thoughtful. More intentional. Whether you’re coming in for a gift, a new read, or a quiet moment to browse, it’s important to me that the space feels warm and inviting. There’s no pressure. Just the pleasure of discovering something unexpected.
And if you’re shopping online? I want that same feeling to carry through in the way the site is laid out, and the way communication is handled. I want customers to feel like they’re in good hands—even from a distance.
6. A Small-Town Heart With a Worldwide Reach
The Bookstore may be in Durham, Ontario, but the community is bigger than the town limits. I ship all across Canada and beyond. People find me through word of mouth, Google searches, Facebook, Instagram, or when they stumble onto my site while looking for a particular title or spiritual tool.
Still, that small-town heart stays at the core. Every order, no matter where it’s going, gets treated like it’s being handed over in person. I include little notes. I answer questions. I’ve even had full conversations over email about book recommendations or the meanings of different stones.
7. Customer Loyalty That’s Actually Rewarding
Loyalty programs aren’t new. But “Mystic Rewards” at The Bookstore isn’t run by some giant app trying to push you into spending more for less. I run it to genuinely thank people for supporting a small shop. Every time you shop, you earn points. Those points can be used toward discounts or special little thank-yous.
I also occasionally send out surprise offers, seasonal gifts, or handwritten notes to say thanks. My goal is never to push or pester—it’s to build a relationship that feels mutual.
8. Thoughtful Packaging
Whether you’re ordering a crystal, a comic, or a book, you’ll notice the care. I use packaging that protects without overdoing it. I re-use packaging whenever possible, and I always try to include a little something extra when I can.
Customers have told me it makes them feel like someone was really paying attention. Because I was.
9. Events, Energy, and Community
I might be a one-woman shop, but The Bookstore still finds ways to be part of the community. I run seasonal sales, offer gift ideas around the holidays, and take part in town events.
It’s all part of making the store feel connected to the rhythms of real life—not just a transaction machine.
10. It’s Real. And That’s Rare.
In a world full of big chains, faceless checkout carts, and drop-shipped items you can’t ask questions about, The Bookstore is the opposite. It’s slow. It’s personal. It’s handmade in a digital age.
When you shop here, you’re helping keep something real going. A space that values intuition, story, history, connection, and that little spark you get when you hold a book or crystal that feels just right.
Final Thoughts
At the end of the day, what makes The Bookstore unique isn’t just what I sell—it’s how I do it. Every part of the process is touched by a real person who cares. About quality. About customers. About creating something that’s worth showing up for.
That might not scale. It might not be “disruptive” or “innovative” in the tech-world sense of the word. But it’s real. And people feel it.
If you’ve ever ordered from The Bookstore, visited in person, or even just browsed and thought, “This place feels different”—thank you. You’re the reason it exists.
And if you haven’t yet, I hope you’ll stop by sometime. In person or online. There’s always something waiting to be found.
Warmly,
Nella
Owner, Packager, Web Manager, and Friendly Face
The Bookstore