Last Friday, in anticipation of the Booksellers Association Conference (September 21-22), the Bookseller released its 2025 Bookshop Heroes list, noting that perhaps the most interesting aspect of the honorees is "how new to the game some of these 14 bookshop owners and managers are."
Eight of them have opened their businesses since 2021, but "whether newcomer or established veteran, the through-line of the Bookshop Heroes is commitment to their communities and a constant search for fresh ideas to keep 21st-century bookselling relevant. Long may they reign." This year's Bookshop Heroes are:
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Lily Baron |
Lily Baron of Book Space in Cardiff, Wales, whose bookshop "has hit the ground running since its June 2024 debut, quickly becoming a favorite of long-standing locals and the student community of the Welsh capital's Cathays neighborhood, helped by its lively events program, which includes books clubs and its wildly popular monthly open-mic poetry nights."
Helen Cockburn and Irene Humphrey, co-managers of Christian specialists Green Pastures Bookshop in Norfolk, England, who "are coming into this autumn on a high: at the beginning of September they and their team bagged the Bookshop of the Year gong at the Christian Resources Together Conference.... The award saluted Green Pastures' in-store nous, thoughtful recommendations and encyclopedic staff knowledge, but also its tireless schedule of pop-up shops.... Green Pastures is thriving."
Ross Denby of Pages N' Pixels in Halifax, whose bookshop "has become a West Yorkshire focal point for comics, Manga and gaming fans, building a loyal following among superfans and graphic novel newbies alike. Engaging content across its social media platforms has meant that Pages N' Pixels has a presence far beyond its four walls, which has been used cannily by Denby to promote the shop's upcoming move to larger premises."
Louisa Earls of Books Upstairs in Dublin, Ireland, who joined the family firm in 2015 (her father Maurice co-founded the shop in 1978), and in "in the past decade, she helped orchestrate the move to its current premises on D'Olier Street, expanded the stock range, reinvented its events program, and built a now-thriving digital arm, while still retaining its long-held outsized footprint on Ireland's literary scene."
Nadia Jones, the bookshop, editions, and retail manager for South London Gallery Bookshop, Camberwell, who "has done much to energize the bookshop offering in its contemporary art, design and art theory space (along with exhibition tie-ins), champion independent literature, and align to SLG's tireless community outreach work."
Bronwynne Malone of Hubb16 in New Ross, Ireland, who "has helped build the indie into a lynchpin of the New Ross high street. Deep community links have been forged in Hubb16's four years by the general books and lifestyle store--part of Hubb16's business is a homewares range--aided by its events program."
Ren McGuicken of PaperxClips in Belfast, Northern Ireland, who runs the store's book side, "a curation of queer lit with an emphasis on local writers. The momentum of the splashy opening in 2022, helped by a canny social media campaign and pre-launch pop-up at Lush, has never stopped and the space has become a queer-community touchstone.'
Jenny Moore of How Brave Is the Wren in Birmingham, who originally launched her business as a travelling bookshop in a remodeled caravan, then, post-pandemic, "added permanent premises in the Kings Heath area of her native Birmingham, which widened the stock while still retaining its curated range of picture books and small-press gems."
Tom Owen of Gay on Wye in Hay-on-Wye, who "founded his indie in 2023--which very quickly made its mark in a town not short on competition--with a mission statement of making it 'more than just a commercial venture; it is a celebration of the LGBTQ+ community's history, struggles and achievements.' "
Natasha Radford of Chicken and Frog Bookshop in Brentwood, whose bookshop opened in 2012 and "immediately embedded itself in the Brentford community.... Radford's Ph.D. was on the representation of autism in picture books and that is reflected in the bookshop's ethos with its Special Educational Needs/Autistic Spectrum Condition-friendly approach, which includes a recently-opened neurodiversity room."
Elaine Sinclair in Daydreams Bookshop in Milngavie, Scotland, who "hit the ground sprinting" after opening in the Glasgow suburb in 2024, with the idea "coming out of the Bonnie Wee Book Club (BWBC), which she launched in 2021. BWBC is now a cornerstone of Daydreams' busy events schedule, which includes signings from the great and the good... as well as more community-focused activities.
Courtney Terwilliger of The Enchanted Spine, an American transplant who "used her lifelong interest in fantasy and Young Adult to launch her subscription box and romantasy specialist online shop... a little over a year ago.... A sprightly social media presence has helped pull in the punters--and enabled the indie to go toe-to-toe with the sub-box behemoths--helping TES to deliver on its motto: 'We don't just sell books. We deliver obsessions.' "
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Amanda Truman |
Amanda Truman of Truman Books in Leeds, whose shop opened in 2021 and "established itself as a community anchor in the arty Leeds suburb of Farsley--and very quickly, with queues down the street at launch. The momentum has been kept up with astute stock curation and regular events... and this October, Truman will co-host the fourth edition of the Farsley Literature Festival."
Philip Jones, editor of the Bookseller, observed that the 2025 Bookshop Heroes list "shows a trade renewing itself, with the majority having opened their stores after 2021, in some cases helped by changes to how the BA reaches out post-pandemic, and some having moved into bookselling after careers elsewhere. Not to minimize the work, but to be a bookseller feels less like doing a job and more like taking on an identity."