Morning Bookclub, a Latina-owned children's bookstore, has opened at 1814 Blanco Rd., Ste. 105, in the Beacon Hill neighborhood of San Antonio, Tex. For owner Jennifer Jimenez, "it is more than just a storefront where children choose their next read," the San Antonio Business Journal reported
"When I had my daughters, I knew that I definitely wanted them to grow up with books I was reading," she said. "I was in postpartum, and I started buying all the cute and beautiful books. I started learning about the authors, and I was like, 'I think this is something I would love to do.' "
In 2024, Jimenez opened a small bookstore on the first floor of her Austin townhome, offering storytimes and music for families in her community. After a little more than a year, she decided to expand. As she looked for a new space for her concept, she also made connections and hosted book pop-ups through local clubs and events.
"One thing that I read about and got recommended from the American Booksellers Association--they've been a big part of my research process--is don't rush into a space," Jimenez noted. "Start small, and you can grow into it. Make sure that the building owner or landlord knows the concept of a bookstore and the importance a bookstore is to a community."
After nearly a year of searching, Morning Bookclub found a home at its current 1,200-square-foot location. Jimenez described opening day on October 1 and the community's response as welcoming: "This neighborhood has been really fun with that aspect of community.... I feel like as soon as this place opened, it has been that people are like, 'I'm so glad you're here.' "