Whitefish Bay Book Co. opened last month at 322 E. Silver Spring Drive in Whitefish Bay, Wis. The Milwaukee Journal Sentinel reported that owner Karin Werner "grew up with books. Her mother owned a used bookstore near Seattle for 30 years. Werner said she worked there throughout high school, doing her homework behind the counter and helping customers when they came in."
After a health issue two years ago, she decided to pursue a career she was more passionate about than her work as an attorney. "Books are something I've always loved," she said, adding that bookstores are thriving because people like going to them, talking to others about books, and getting book suggestions. "They are gathering places."
Whitefish Bay Books, which occupies 800 square feet, offers new books in various genres, including children's titles, as well as bookmarks, games, and gift items. "I think books make the best presents," she said.
Shortly before the grand opening, Werner told WFB Buzz that the bookshop's
selection skews intentionally toward what she knows best: "Women buy 75% of the books out there and read 75% of the books. It's intentionally a little more feminine selection... because I do think you're more effective if you can talk to people about the books."
That said, she is deliberately layering in genres outside her own wheelhouse (more mystery, suspense, and "masculine nonfiction"), reading widely herself and listening to audiobooks "so she can speak knowledgeably to a broader range of customers. She described steering a friend's husband toward a vacation read from that section recently, calling the recommendations 'amazing' even though it's not typically her lane," WFB Buzz noted.
Werner is exploring ways to activate the space beyond normal retail hours. Book clubs may be one option, and she is gathering community input on other ideas, from mah-jongg nights to writing groups. She is also hoping to bring on a part-time staff member later this year.