A Bookshop of My Own: The Diary of Opening a Used Bookstore

The Interview

Opening a used bookstore: Stef sits down with Marin Independent Journal for a complete interview covering all the questions anyone would want to know the answers to!
In this episode, you get a different format: an interview. Fly-on-the-wall POV as Marin IJ asks the questions that have probably been on your mind since Episode 1.
How did this actually happen? What were the biggest obstacles? What's next? How does the mission work in practice? All of it.
Current Book Count: ~15,000+
Sometimes the story is best told by answering the questions directly. 
Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Marin Independent Journal
Submit a book request

The Threshold

Opening a used bookstore: Stef faces the hiring question—why it makes her uncomfortable, why waiting will trap her in the business for years, why systems matter now more than ever, and why she's terrified that she IS the success variable.
I'm at a threshold. Hiring now versus later isn't just a staffing question—it's a scaling question. If I don't hire soon, I'll get sucked into working in the business instead of on it. Three years will disappear, and the store won't grow beyond what one person can manage.
But hiring makes me uncomfortable. Why? Control. The brand matters so much right now. I've built something intentional, and I'm scared that if I'm not doing it myself, it won't stay true.
I talk about trial and error—what works for one staff member won't work for another. Training takes time and money that feels like sunk costs while I'm still learning. But that's the work.
Game meets game: I went to Sunsets thrift shop and met two guys in their 20s who are killing it—already selling on WhatNot in addition to their brick and mortar. They offered me a crazy deal to share their seller network. I'm not excited about it yet, but it's a first baby step. And honestly, it's part of the hiring conversation too. 
I'm using AI as a resource tool for onboarding—looking up state and federal regulations, building checklists, creating systems. But here's the real fear: What if the success variable is me? What if removing myself from the equation makes the whole thing collapse?
That's the founder's trap. And I can feel it.
I need MORE systems. Better ones. Systems that let other people execute the vision without me present.
On a lighter note: Phoenix En Plein Air is officially launched. The community voted, and our first book is Tartufo by Kira Jane Buxton - Funny, literary, community-focused. Perfect.
Current Book Count: ~15,000+
Time to build systems, not just a business.
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Phoenix En Plein Air book club (next read: Tartufo)
Phoenix on Whatnot
Sunsets Thrift Shop
Submit a book request

The Pandemic Backstory

Opening a used bookstore: Stef shares her pandemic backstory—everyone has one. Hers led from journaling to gratitude research to a master's program to a quantitative research project that's now calling her back, even as the bookstore takes center stage.
Everyone has a pandemic story. Mine starts with journaling—a simple practice that revealed something unexpected: gratitude was making a big difference in how I showed up each day.
I started researching. Curious. Digging deeper. Eventually, I wrote a book during lockdown. That book led me to apply for a master's program in Positive Psychology at the University of Pennsylvania—not just to formalize my ideas, but to see if that would help with the publishing trouble I was having. 
In that program, I launched an actual quantitative research project on gratitude and parenting. Real data with real potential to contribute to how we understand parenting, gratitude, and resilience.
And now, it's being neglected. The store comes first right now—it has to. But I can feel it calling to me. Saying: It's almost time to come back to this work.
The bookstore felt like a calling too. And it is. But I'm realizing there are multiple callings, and some of them are in tension. The deeper work—the research, the writing, the contribution to the field—it's waiting.
This episode is about honoring both. The pandemic taught me gratitude. That gratitude led me to study parenting. That study led me to open a bookstore to serve community. But the writing? That's the work I consider my true calling.
The bookstore is a place to get started, but my writing is waiting patiently for me to come back to it!
Current Book Count: ~15,000+
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Parenting with Gratitude: parentingwithgratitude.com
University of Pennsylvania Master's in Positive Psychology
Submit a book request

The Network Effect

Opening a used bookstore: Stef records in real time, early June 2026. She's learning her Wed-Sunday rhythm, launching provenance bookmarks, starting book buybacks, building community partnerships, and opening a new drop-off location in Sausalito.
I cut it close this morning but recorded the pod almost in real time—we're up to date, and I'm sharing what's happening right now...
Operations & Platform: I'm not an affiliate, but I love the Square platform. I just set up payroll on it to stay tax-compliant and avoid trouble later. It's one less thing to worry about.
Community Presence: I attended the Larkspur City Council meeting last night—listened and contributed to the debate on piloting a farmers market downtown. I had to leave before the vote (exhaustion is real), but being in the room mattered.
This weekend, I'm tabling at the Reuse Alliance's Reuse Fair in Corte Madera with my free book swap. Then Sunday is the Battle of the Bands in Piper Park here in Larkspur. Both are great local starts for tabling and marketing.
Work-Life Balance: I'm noticing just how weird my Wed-Sunday work week is. I'm making adjustments to communications and protecting Monday and Tuesday for rest—otherwise I'll burn out. This has to be sustainable.
Book Buyback Program: Started this week. It's nice—people bring in good quality books and get store credit. I prefer contributions (keeps prices affordable), but I'm happy to say yes to people when they bring in awesome books.
Provenance Bookmarks: I'm rolling out my new provenance tracking bookmarks—inserting them into books to track their story. Books aren't commodities. They're connection devices that create community. Every book carries a network of stories that hold us together as humans.
New Drop-Off Location: As of June, you can drop books at The Social Klub in Sausalito—a playspace for kids. If you're closer to Sausalito, feel free to use this location for the month. 
Current Book Count: ~15,000+
Books build community.
Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Book drop-off locations (including The Social Klub)
Reuse Alliance Reuse Fair Corte Madera
Battle of the Bands (Piper Park, Larkspur)
Submit a book request

The Baby Steps and Big Steps

Opening a used bookstore: The Larkspur success proves the power of focused selection. But storage costs are mounting, next-location hunting is urgent, and Stef articulates her complete mission: Every book has a story. Books build community. In hands not landfills.
The community wall has been a revelation. "What was your favorite book as a child?"—people can't stop writing. It's become the heartbeat of the space.
I talk about the Paradox of Choice—how a smaller, curated selection actually serves customers better than overwhelming them. That's the whole thesis of the Larkspur store, and it's working.
But reality is setting in: adult books keep arriving. My count is pushing 15,000 now. I still have books in my house. And the storage unit? It's costing me money without generating revenue. Cost of goods isn't free if you're paying for storage. This accelerates the timeline—I need the next location sooner rather than later.
If the first search took this long, the next one probably will too. Plus 4 months of buildout and setup. I'm getting creative: subleases are now an option I'm exploring, not just traditional retail leases.
I also talk about my commitment to Reduce, Reuse, Recycle and my connection to Zero Waste Marin. This isn't just philosophy—it's operational reality.
And finally, I articulate my fully formed 3-pronged mission statement:
Every book has a story
Books build community
In hands not landfills
I'm introducing provenance tracking with bookmarks tied to "Every Book has a Story"—connecting readers across time. But I'm honest: the "In hands not landfills" part is a struggle. I'm determined to make it work, but it's hard.
Current Book Count: ~15,000 (and climbing)
Baby steps got us here. Big steps come next.
Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
The Paradox of Choice by Barry Schwartz
Zero Waste Marin
Submit a book request

The Recap & Relief

Opening a used bookstore: One week after opening—community reception is incredible, but regret lingers about not opening an all-ages store. Stef recalibrates: hire help, get her son closing shifts, and maybe... revisit the Chapter 1 store?
One week in, and I'm catching my breath. The opening was everything I hoped for—kids love the space, the community has welcomed The Phoenix with open arms. But it's bittersweet. I still have regret around not opening an adult store. The community events, the reading space, the vision of what that could be—it's all still there, calling to me.
For now, my focus shifts: Can I get to a place financially where I can hire someone three days a week? That's the milestone. Once I hit that, I can start thinking seriously about the next store.
My son is starting to work at the store—he'll close a few days a week until he goes to college. It's exciting, and it's also a reminder that I need to build toward hiring beyond family. This is a start.
And then an idea pops up: What if I go back to the store from Episode 1—the one I tried to buy—and give it another try? Can I navigate the bad blood? Is there a deal to be made now that I have proof of concept? Or is that chapter truly closed?
I'm also cleaning up the home messes I ignored during opening week. The relief of slowing down, even slightly, is real.
Current Book Count: ~13,000
One week down. Eyes already on what's next.
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Submit a book request
Phoenix En Plein Air book club survey

The First Day (Vol. 1 & 2)

Volume 1 — Before Opening:
The anticipation is real. Will kids like it? How will people respond? How will they interact with the engagement pieces I've built into the space—the typewriter, the magnet wall, the reading nooks?
I also talk about staying the course with the podcast. The diary style is working, and I want to keep it—but maybe I'll open up to author interviews or even kids' interviews as the store grows. The podcast is part of building the business, not separate from it.
Volume 2 — Day Two Open:
I talk about my road to retail—years of looking at storefronts, wondering why I was so fascinated, never knowing what I would sell. And now, after all this time, it just clicks: it was always books.
Everything makes sense now.
And here's what surprised me most: I've woken up excited to go to work every single day this week. I haven't felt this way since I started my master's program. That's my top VIA character strength—love of learning—in action.
Current Book Count: ~13,000
The first day is done. The first Phoenix is open. 
Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
World Happiness Report
Parenting with Gratitude (Stef's other biz: a blog)
Phoenix En Plein Air outdoor book club survey

The Little Things (Vol 1 & 2)

Opening a used bookstore: Two weeks until opening—shelves collapse, live SKU-ing happens (beeps included!), boundaries get set, sparkle events and book swaps unfold, and Stef realizes the power of showing up even when things don't go perfectly.
Volume 1 — Two Weeks Out:
It's been up and down. My first major setback: a shelf pulled completely off the wall. Half the store—literally half—had to come down. Books everywhere. A friend helped me fix it, and honestly? I'm grateful it happened before opening day.
I take you through live SKU-ing—pricing a book in real time while explaining my system. There are beeps throughout (you'll hear why).
Big news: The Organizers of Northern California found me and invited me as a special guest to their monthly dinner. Connections for contributions are everywhere.
My best friend also reminded me of something important: I don't have to say yes to book donations for two weeks. Personal boundary work in effect. I'm in the heat of getting ready—good call.
And I'm finally tackling music and lighting after endless SKU-ing. Setting the mood matters.
Volume 2 — One Week Out:
I report back on the weekend's big events: the Reuse Alliance Book Swap and the Sparkle/Bedazzle event at Mystic Mill Valley. Some events went great, some were just okay. But the power of showing up is key.
Bedazzling books was SO much fun—the Marin book community came together for a night, and I savored it.
And finally, a local merchant got a sneak peek of the store and complimented my merchandising, and I'm uplifted and energized to blast through this final week.
And yes—even amidst opening week craziness—I'm still thinking about opening another space for all ages. The dream doesn't stop.
Current Book Count: ~12,000+
One week to go. The little things matter. 
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Phoenix En Plein Air book club survey
Mystic Mill Valley - my favorite local art store!

The Work in Progress (Vol. 1 & 2)

Opening a used bookstore: Late April 2026—Three weeks to go. Stef creates pricing systems, curates shelves with intentionality, pushes the opening to May 13 (no more changes!), plans partnership events, and grapples with volunteer recruitment by reframing contribution as community mattering.
(Apologies for car noise in both volumes—I'm recording between tasks!)
Volume 1: With three weeks left, I'm deep in pricing strategy. I'm building a pricing matrix—a system I can use over and over, and any employee can understand. It's all trial and error. I'll learn and adjust as I go.
I talk about shelving and curation choices—the intentionality behind what goes where. The nonfiction section is organized by theme, not type or age, which makes pricing more complicated than the rest of the store.
Volume 2: POS update and the never-ending SKU-ing. I'm allowing myself to move the opening date once: from May 6 to May 13—and that's it. No looking back. Head down time.
Marketing plans: Strategic partnerships via events and social media influencers are key. Here's what's happening:
Sunday, May 3, 6-8 PM: Bedazzle Your Books with Sparkle with Amanda at Mystic Mill Valley! Space is limited. Bring a favorite book or browse a curated selection. Tickets just $5 thanks to co-sponsors Mystic and The Phoenix. RSVP here.
Saturday, May 2, 1-4 PM: Reuse Alliance Repair Fair Book Swap in Mill Valley. I'm the book swap organizer—bring your books and swap them for free! More info here.
I also talk about contingency plans if I don't get all the books SKU'd in time, and how hard it's been to get volunteers. I'm learning to hone my messaging around contribution and community mattering—how investing in your community helps you feel like you matter. That starts with contribution.
Current Book Count: ~12,000+ (and counting down to opening day)
Three weeks. Head down. Let's go. 
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com.
Links mentioned:
Bedazzle Your Books event
Mill Valley Repair Fair Book Swap
Phoenix En Plein Air book club survey

The Fun Part

Opening a used bookstore: April 2026—Books are on shelves. The space feels real. Stef shifts focus to kids and teens, remembers pop-up skills from a dream, builds inventory systems, designs community zones, and her body starts pushing back from all the box-moving.
In this episode, it's a catch-up from early April, and shelves are filling. It feels like a big deal—books are actually on shelves, and the space finally feels achievable.
My focus has shifted fully to kids and teens books for now while I patiently wait for the next space for all ages. But the mental energy shift is real—I'm all in on serving this age group well.
A dream reminded me of skills from past pop-up work: flexibility and the ability to tolerate other people's views and philosophies. These translate directly to knowing my customers and being adaptive based on their needs.
Store updates:
Learning Square POS and SKU systems
Inventory has started—two shelves of board books done!
Building a pricing matrix I can print and use to train staff
Documenting grading strategies (fair, good, excellent) for each book
Pricing intentionally affordable so people will talk—using affordability as free word-of-mouth
I'm also designing the space with community activation in mind: a typewriter for kids to leave notes, a magnet wall, a reading nook. Intentional spaces that invite participation.
And finally, my body is pushing back. Low back pain from moving boxes is real, and I'm starting to realize I'm going to have to hire someone for the more physical tasks.
Current Book Count: ~12,000+ (and two shelves already on display!)
This is the fun part. Building it, piece by piece. 
🐦‍🔥 Follow along as The Phoenix Used Bookshop continues to rise—subscribe to A Bookshop of My Own and get updates at phoenixusedbookshop.com