A Celebration of Community In A Local Bookstore
The Novel Neighbor is not just a local bookstore, it’s a community.
When Holland Saltsman opened the doors of The Novel Neighbor in 2014, she didn’t want to create just a bookstore, she wanted to form a community. This eclectic Webster Groves shop is a celebration of books, locally created art, gifts for readers of all ages and items that commemorate St. Louis.
“I purposely left out the word bookstore in the name,” said Saltsman. “I love working with people, I love art fairs and being part of a community. I just put all those things together in this store.”
An Origin Story
Growing up in Kentucky, Saltsman loved books and reading but did not dream of one day owning an independent bookstore. She started her career as a college administrator, moving to St. Louis in 2000 to work at Webster University, and later accepted a position as a librarian with the Webster Groves School District.
The idea for The Novel Neighbor was born when Saltsman began considering the future.
““When I started plotting out my next career move, I started thinking of all the things I liked and just put all of those things together,” she said. “When I talked it over with people, nobody thought I was crazy.””
Creating An Atmosphere
Stepping into The Novel Neighbor is a bit like walking into The Shop Around the Corner, the fictitious bookstore made famous in the 1990s classic film “You’ve Got Mail.”
“We hear that a lot,” said Saltsman. “I always tell people that the big difference is that we’re not going out of business.”
The shop is bright and inviting, the staff is friendly and knowledgeable. If you don’t have the opportunity to ask staff for recommendations when you’re in the store, check The Novel Neighbors’ website, a page is dedicated to staff picks.
“Everyone who works here loves to talk about books,” Saltsman said.
A Love For Local
Books dominate the space, but mixed in is a variety of other merchandise, much of it coming from local artists and businesses. Boxes of St. Louis’ own Big Heart Tea can be spotted. Prints from artists hang on the walls. There are racks of greeting cards and, of course, there are bookmarks. Naturally, you can spot several types of book bags, as well as t-shirts.
“It’s my go-to place for all things books and more,” said Kirkwood resident Jennifer Watkins Greer.
Growing And Changing
When the Novel Neighbor opened Saltsman was the only employee, with a couple of friends who volunteered to drop by occasionally to help out. Gradually business grew and there are now 18 employees – some full-time, some part-time.
The footprint of the store has also grown. As space became available in the building that houses the Novel Neighbor, Saltsman has been able to rent additional space. There are now three community rooms – Next Door Space – that can be rented for everything from baby showers to business meetings. The Next Door Space can be used for photo shoots and has even hosted a wedding.
“We want to reach all ages,” Saltsman said. “We try to have something for everyone.”
Novel Neighbor can host and help plan book-themed children’s birthday parties. Using a child’s favorite book, a party can be planned including:
Use of Next Door Space for 90 minutes.
Storytelling, games, and activities for up to 15 children, led by a party coordinator.
Colorful paper plates, cups, napkins, and forks.
A take-home gift bag for bringing home party creations. Discounts are available for the books you include.
A special Novel Neighbor gift for the birthday child.
Need help finding a special gift for a friend? The Novel Neighbor Mystery Box could be the solution. All customers need to do is select a price point – $35, $50, $75 or $100 – select a theme and Novel Neighbor staff will select a box of books and related items.
“We’ve had people order a box for a grandchild who loves Percy Jackson, or for a friend who loves mysteries,” said Saltsman. “We’ve even had people who ordered a box of beach reads to take on vacation.”
From late May through mid-August, The Novel Neighbor offers children’s summer camps complete with book-themed arts and crafts, storytelling, and games led by professionally trained camp counselors.
Nourishing The Community
Recommended reading on social media and in-store book clubs are among the other ways The Novel Neighbor reaches out to the St. Louis community.
In 2019 Saltsman started The Noble Neighbor, a non-profit that brings free books and author visits to underserved schools and students across the St. Louis region. The Noble Neighbor’s mission is rooted in educational equity.
“It’s really just common sense, all kids deserve access to books and the love of reading, no matter the income level of their families,” Saltsman said.
The Noble Neighbor recently sponsored a visit by actor and former NFL player Terry Crews, to three St. Louis area schools, two in the Ritenour School District and one in the Ferguson-Florissant School District, to visit with fourth and fifth graders about his new children’s novel Terry’s Crew. All the students were given a free copy of the book.
“I love the Novel Neighbor,” said Sharon Toon Pentland, a resident of Kirkwood. “A friend of mine is involved with the store through the Noble Neighbor. It’s just a great place.”
Open seven days a week, The Novel Neighbor is located at 7905 Big Bend Blvd.
Photography by Blaz photo.