Meet Marilyn Thiele of Moonstone Mystery Book Store.
BACKGROUND: In 1999, Marilyn bought, and still owns, a used book business called Twice Told Tales. When the adjoining store closed, she took over the space and opened Moonstone, fulfilling a longtime dream of owning a mystery bookstore. The nearby presence of a Borders was a concern, but she took what she calls “a leap of faith . . . [she] believed that, with Borders’ limited inventory in crime fiction and [putting] an emphasis on local authors, foreign, and classic mysteries,” she could fill a niche.
BOOK RETAILING: Though she had a specific boost from the closing of Borders, she believes there is general growth in the independent bookstore business. “Readers have become disenchanted with electronic formats,” she says. (Take note. Not the only time I heard this.) “Shoppers say they want to actually browse real books.” She is optimistic that e-readers and online shopping will settle into their place in the market, but “that the live experience is returning.”
She also said customer service is the key to survival. Her customers want recommendations and are happy to get books the next day, “as good at the big A,” and she learns what’s in demand by paying attention to special requests. Making helpful recommendations to customers depends on having a knowledgeable staff and listening to what customers say they like.
MYSTERIES: Between the two separate-but-connected shops, mysteries are at least 50% of her business, and her favorite. (Love to hear this!)
Selecting mysteries is a many-faceted process. First, what customers request. Then her own choices, using reviews from sources she respects. “The advantage to being an independent shop is being the buyer, not having inventory chosen by a corporate plan,” she says. Since customers like recommendations of something new, she tries to find the “good stuff” that is not well known. When it comes to getting someone to try a new author, “Credibility is the stock in trade of the bookseller.”
Cozies remain popular, as do Scandinavian and British authors. French and Italian authors have recently picked up steam. New Jersey authors are always an easy sell. On the other hand, William Kent Kreuger and C.J.Box, with settings so different from New Jersey, are also popular. “Perhaps that is part of the appeal,” says Marilyn.
A delightful note: the store has a mystery-reading club and they are all going to Bouchercon!
CONTACTING THE STORE: Marilyn gets so much mail, authors need to do something to make it personal: send a handwritten note with the mailing, or you send a message to the store’s Facebook page.
LIVE EVENTS: As Flemington is off the beaten path, an author’s willingness to travel there is the first requirement. Then Marilyn looks for a hook to attract an audience. How to make a good impression on her? Be an author who helps with p.r. and who relates to well to the audience.
She prefers direct contact from authors, by personal visit, e-mail, or phone.
The real value of events is that they: 1. call attention to the store, and 2. give readers a personal connection to the author, creating excitement for the next books.
She always has refreshments (I’ve heard enthusiasm about her hospitality!) and believes it encourages author/reader socializing.
HOW CAN MWA/INDIVIDUAL MYSTERY WRITERS BE HELPFUL: Tell her if you are willing to come to her stores; don’t make her ask. Beyond that, more help in wading through the hype. Give her a good, honest idea of how your book fits in, what it is like. (A theme here. Last week’s interviewee said the same thing.) Jacket copy is sometimes misleading. (Something to keep in mind if you are the rare author who controls that.)
Watch this space for two more interviews, and a summing up of lessons learned.