New Bookseller Generates Heat at HearthFire

HearthFire Books in Evergreen, Colorado

There is plenty afoot at HearthFire Books in Evergreen, Colorado. "Major changes include, but are not limited to, a new newsletter, hopefully creating a lunch-time restaurant in addition to [the existing] coffee bar, and possibly changing location," said owner Lori Underwood. "Apart from regular author events ... we work with our community schools ... have several book clubs that meet at the store ... offer to the schools the opportunity for a fundraising day in which 20 percent of all proceeds are given back to the school library. We do one fundraiser a month...." And that's the abbreviated version. How long has Underwood owned HearthFire? Since the end of July. Needless to say, she's been busy.

Underwood, who had no bookselling experience, bought the bookstore after a bit of a lucky break. John and Mary Melgaard, the original owners of the bookstore, which opened in 1996 under the name Lovin's Books & Music, sold it right around the same time Underwood realized she was very interested in buying. Underwood rued not acting more quickly, but shortly thereafter read in the local paper that the deal had soured. She immediately rang the Melgaards, said she was interested, convinced her initially skeptical husband that she wasn't crazy, and closed on the sale a month later. "It's been fantastic," said Underwood, who's as happy owning the bookstore as the community is having her there.

Underwood told BTW, "It would have gone out of business if I hadn't acted. And no one wanted that to happen. It would have been a shame. I personally would have been very upset. I thought [buying HearthFire] sounded like a good business opportunity and would be something I'd enjoy." Additionally, Evergreen, a mountain town at an elevation of 7,000 feet, hasn't any other independent bookstores nearby. "Most of the community doesn't want to drive down the mountain to do their shopping. They prefer to have everything they need in Evergreen."

L. to R.: HearthFire owner Lori Underwood with staff members Alicia Berry-Cheney and Janet Rhodes.

Describing the aesthetics of the store, Underwood said, "I would call it mountain. There's wood paneling, wooden bookshelves and posts. We've got a wood-burning stove. It's very much a mountain-rustic type of look." The 2,800-square-foot space is divided into two levels, with the upper level devoted to the children's section. "Kids come in and go up there," she said. "There are a few stores nearby. Moms shop nearby and the kids come in, sit down on giant stuffed animals, and read away. I always encourage that." "Always" referring, of course, to the past three months, which have probably felt much longer to the new bookseller.

On the store's first level, fiction gets the most shelf space. Local history and biographies do well, Underwood said, and the store places many special orders. She has ramped up the inventory from 1,500 titles to just under 5,000, and uses Book Sense to help make some of the buying decisions. "We post the Book Sense Bestsellers every week and display them together," she said. "People really enjoy seeing that it's definitely not the New York Times bestseller list, and they tend to gravitate toward the Book Sense selection of books."

A recent graduate of the Booksellers School presented by Paz & Associates this fall, Underwood attended the school after opening the store and said it significantly augmented her already burgeoning bookselling skills. She also is very grateful to have the help of HearthFire's assistant manager, Janet Rhodes, who worked at the store before Underwood became the owner. "She's been a guiding light for me," said Underwood. "She taught me a lot, along with two other previous employees."

Underwood talked to BTW about how her reading habits have changed since joining the bookselling industry. "I have to make time to read," she explained. "When my husband and kids see me reading in a chair, I say, 'I'm actually working.'" She addressed what has become her ironic lot. "Since buying the store I'm constantly behind, because I'm reading things that haven't come out yet. I haven't been able to get to Kite Runner. It's on the stack." Eventually, mused Underwood, she'd catch up. --Karen Schechner