Susie Sonneborn Wins NAIBA's Joe Drabyak Handseller of the Year Award
Susie Sonneborn, book fair director and children's bookseller at Watchung Booksellers: The Kids' Room, Montclair, N.J., is the 2025 Joe Drabyak Handseller of the Year, an award given by the New Atlantic Independent Booksellers Association to a bookseller who translates their love of books into handselling, marketing, and promotions, in honor of the late bookseller famous for his handselling abilities. Sonneborn will receive a full ticket packet and a travel stipend to attend the NAIBA summer conference, New Voices New Rooms, in Atlanta, Ga., August 3-6.
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Susie Sonneborn |
Sonneborn, a native Chicagoan, holds a master's degree in education and social policy from Northwestern University and has decades of experience as a teacher and curriculum development specialist, integrating the arts into the core curriculum. She said, "After over 25 years of promoting literacy and the love of reading through teaching, I feel lucky to have found the perfect way to merge all of my passions, skills, and hobbies at Watchung Booksellers. Handselling truly brings me joy. I love connecting with customers and helping to build a deeper sense of community at our store and through our school book fairs. I relish the challenge and rewards of helping adults and children find their just-right books. The matchmaking, the curating, and the infinite possibilities for classes and events is all endlessly creative!"
Evelyn Moulton, children's bookseller and social media manager at Watchung Booksellers, said, "In addition to being a long-time light in our community, when Susie joined our team at The Kids' Room location, we were finally complete. She has an ability to instantly connect with anyone who comes through our doors, and brings her love and laughter to every interaction. When Susie loves a book, she shares it in a way that makes people fall in love with it, too. I've seen her hand sell dense non-fiction to kids with such enthusiasm, it gets them excited to learn. She's built connections with so many customers; they keep coming back asking what Susie has been reading lately. We love Susie!!!"
Caroline Shurtleff, children's bookseller and school event manager at Watchung Booksellers, added, "Susie connects deeply with customers, making handselling a personal experience. She understands the root of what customers are searching for in their next read, always understanding that gift-giving is nuanced. She congratulates children in their thoughtfulness in asking for books for their friend's birthdays, and is very attentive to their requests. People seek her advice and trust her expertise. She champions quirky, heartfelt stories that are great read alouds. She makes sure each customer has a memorable experience shopping at our store."