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I’ve reached a point where most of the backend is polished and ready, but I’m floundering to find a physical location that actually suits us. We’ve looked at it all - the one with environmental issues, the landlord that wants to micromanage my soul, the broker who ghosted me, and the tourist vs. community dilemma.

It is soul crushing to hit these walls after 3 months of active searching. On my best days, I’m creatively pitching solutions to my husband, trying to MacGyver a path forward. On my worst days? I wonder if I’ll fail before I even get a chance to start. Everyday is a struggle, and in those moments where the impostor syndrome peaks, I have to find bright spots to hold onto. Every checkmark on my to do list, every new follower, every relationship is a big freaking deal.

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THE HUSTLE OF THE ARC

As a new “official” reviewer, I’ve quickly learned how important Advanced Reader Copies (ARCs) are. They are a lifeline for book launches. But there is a bit of a dark side to the “bookstagram” hustle. I’ve seen a lot of indie authors bemoaning that only 20-30% of their ARCs reviewers are actually following through. It made me wonder - are people just overzealous requesting books they never intend to read?

As for me, I’ve been taking it slow. There is a fine line between the excitement of an early copy and turning your passion into a chore. I refuse to stop reading for the love of it. But that boundary comes with a price - accessibility is hard without a massive social media presence. I’ve faced rejections, even for digital copies. And don’t get me started on how getting physical ARCs is a whole other hustle of its own.

REVIEWER TO BOOKSELLER

A few weeks ago, I realized that my Netgalley account was still set to reviewer. Since I am a member of the American Booksellers Association (ABA), I updated my status to bookseller and everything changed overnight.

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Suddenly, I was approved for TWO (!!!) major ARCs I’d wanted. Then came the auto-approvals - the holy grail when basically a publisher says they trust you and agree to automatically approve your requests in the future. This is where the impostor syndrome moved in and unpacked its bags. Part of me says I haven’t earned this status because I don’t even have a storefront yet and my social media presence is tiny. The other part of me, the part that has been busting my little booty behind the scenes to build Quiet Nook Books, knows this wouldn’t be happening if I wasn’t putting in the work. Am I a real bookseller if my books are still sitting in boxes, inside of a warehouse instead of on my shelves? TBD. But in the meantime, I’m going to do right by these authors: read, review, promote.

VICTORIOUS: FULL CIRCLE MOMENT

I can’t believe this happened! I got the approval that sent me into this very spiral, Victorious by V.E. Schwab. Thank you to TOR Publishing for making it happen.

V.E. Schwab is a powerhouse bestseller! More than that, she’s the author that added fuel to a long distance relationship I wasn’t sure would last and brought reading back into my life.

Years ago, I moved across the country for a promotion, while my husband stayed behind to manage our recently purchased and rehab’d home. We spent nearly two years doing long distance. V.E. Schwab’s Shades of Magic series was the very first thing that got us both back into reading. It became our book club for two, a tether that kept us connected when we were thousands of miles apart. It birthed the passion that would eventually lead to this bookstore idea. Receiving this ARC approval feels like this full circle moment where I’m going from a fan reading to stay connected to her husband to a bookseller contributing to the buzz of a powerhouse release. I’m still going to buy the physical copy (I have the signed copies and hardbacks to prove my loyalty lol), but this privilege isn’t lost on me. It wouldn’t have happened if I hadn’t stepped out of my comfort zone. I’m super grateful for the future, even as I struggle with how I see myself in the present.

Have you ever had a “full circle” moment with a book? Tell me about it in the comments.

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REMAINING 2026 NEW RELEASES I’M SUPER EXCITED FOR:

Follow us on instagram for more review updates.

The Best Venture by Nina Rey - May 15. See full review here.

Ironwood by Michael Connelly.- May 19

The Damsel and Her Villain by Margriete Johnson - June 2 (tbr ARC, review will follow)

Road Trip by Mary Kay Andrews - June 2 (ARC read, review will follow)

Harvest Season by Brynne Weaver - June 9

The Bestseller by Jenny Knightsby - June 18 (ARC read, review will follow)

Chase Me If You Can by Heather Frances - June 23 (Currently reading, review will follow)

The Roman Holiday Rule by Andra Loy - August 4

(Mostly) Human Resources by Grace Viall - August 4 (ARC read, review will follow)

The Fallen and the Kiss of Dusk by Carissa Broadbent - August 5

Doomsdate by Laura Lee Piper - September 14 (ARC read, review will follow)

Victorious by V.E. Schwab - October 6

ACOTAR 6 by Sarah J. Maas - October 27

In fact, if my mother knew the path I was walking, she’d be filled with a familiar disdain. But some beds are made to be lied in, no matter how cold they get.

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You must understand what it feels like to be lonely when you’re in a crowded room. That isolation. The sense that no one sees the real you. The years pass without regard, and nothing seems to quell this restlessness. It only festers. So, I had the brilliant idea of finding a pen pal. Hear me out - or don’t. I guess I didn’t care back then either.

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You came into my life. 
Arrogant, demanding, selfish. 
But also caring and gentle.
I fell for your voice long before ever meeting your eyes. 
That soothing baritone. 
You knew how to get what you wanted and took it. 
Does it really count as taking if I gave it to you willingly?

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You wanted to capture my attention. 
Be admired. 
To feel full and alive. 
You needed,
Demanded my devotion. 
Me?
Your pretty girl. 
Precocious. 
Your doll, slightly damaged but yours to possess. 
To help and fix. 
Your princess to dote on. 
Here to give you purpose. 

You were my missing puzzle piece. 
Did I ever tell you that?
Giving you my love was easy. 
But the sands of time are cruel. 
Heavy. 
Unforgiving. 
Months passed. 
Our desire grew. 
Our feelings flourished. 
Souls intertwined. 
Imprinting, 
Like two young lovers. 
You never expected me in your heart. 
So complete. 
Consuming. 
Full of highs and lows. 
Every moment rewarding. 

But quickly happiness turned to fear. 
Doubt and insecurity took root. 
Pushing and pulling. 
Hard to let go when we weren't ready.
But you fought hard until the last thread was cut. 
Somber. 
Tears. 
Loneliness. 

Your struggle, 
What you want and what’s right. 
But what is right anyway?
You made your choice. 
You stayed. 
You have your reasons to let go a part of you. 

You once told me time was the most precious thing for you.
Is it worth letting it pass you by when you’re only half alive? 
For money?
Fear of judgment?
Losing your safety net?
Or is it worth taking a risk?
Walking away. 
Starting over. 
Investing your time in someone that makes your stomach flutter and chest swell. 
It’s worth the risk. 
I was worth it. 

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You made the wrong choice. 
Now we are both destined to purgatory. 
Wandering wistfully. 
Dreaming of the other while pretending not to. 
Hoping the fate that was once foretold comes true. 
Two flames burning bright and fast. 
Collide. 
Together consuming the fears of the other. 
Separate they both exist but never live. 
Always here. 
And nowhere. 
Waiting.
Tu rayito de sol. 

XX

Next month on Sunshine Diaries →

“I am NOT the hero of this story. In fact, if my mother knew the path I was walking, she’d be filled with a familiar disdain. But some beds are made to be lied in, no matter how cold they get.”

The internet also tells me that just over 20% of startups fail within the first year, 50% by year 5, and more than two thirds fail within the first 10 years.

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These numbers are probably higher.

It isn’t positive out there for little ol’ me trying to open up a bookstore and coffee shop. We know that books are a tough business, but coffee is universally beloved and offers the opportunity for higher margins that new books don’t have. We’re taking the advice that non-book items will be what keeps my bookish business alive.

My husband and I both have complementary skills in business - mine being day-to-day management and implementation, while he's got strategy and finance on his side. I’m not naive to believe that this business will be without tribulations, but I am hopeful that with our skills we can successfully execute on this dream idea.

It’s been about 6 weeks since we created the LLC. Since then, it feels like I’ve made some progress, but not nearly enough. I know that the heavy lifting of opening the business really heats up the 12 weeks before opening, but it requires foundation be laid, which is the step we’re in. And this is grueling.

Business plan and menu are solid. I keep making tweaks here and there, but it is ready to present and execute at any time. It’s all about making those cafecitos perfect now.

Logo is still in progress being worked on by a friend of my husband’s. No ETA or details yet, other than he’s received it and will be starting on it soon. big sigh I’m thankful that he’s well recommended and willing to help.

Food service manager certification course is underway. I’m on hour number 4 (I think??). A little early for it, but these are small things I can do that are required, low risk, and have the longevity (valid for 5 years) to be done a little earlier to avoid overloading myself during those final weeks.

Sourcing new books will happen closer to open date, but sourcing used books is an interesting process. I don’t want to only purchase them from wholesalers. Curating a used section with high quality finds at sub-prices by thrifting and hunting at estate sales is the other part of the plan. It takes time to find good books. More importantly, I’m having a ton of fun amassing a collection I can be proud to make available to customers in the future. I do wish I’d get lucky and find some cool first editions or used signed copies. fingers crossed

Location, location, location. This is supposed to be the single most important decision I’ll make, and the one that will really kick-off the countdown towards an opening date. However, it seems pretty impossible at the moment.

I live on the outskirts of a busy, tourist town most months out of the year. My initial thoughts were to focus on finding a location in the heart of the city. It would offer steady tourist sales, peak months of the year when there are national events held here, as well as the hope of building some regulars on top of it. Well, that’s the same idea everyone else had, and I’m not sure I can see a home for me there. In downtown, the amount of businesses I’ve seen open and close is unreal because it isn’t just the location, but the quality of your product, price, and accessibility when stacked up against 6 other similar competitors plus a national chain in the same 2-block radius. The coastal cities have this thing about water credits, which is a kind of crazy considering we’re on the water. It isn’t a huge hindrance if the location is right, but it is another thing to add on to the long list of things to consider. Premium spaces cost premium prices. It sounds easy enough to meet the demands by selling more, but the internet reminds me that the #1 reason for start-ups to go under are cash flow issues. I’d rather not start in the red because of my largest fixed expense is not sustainable. Others have build out costs that exceed anything that’s rational because cities are requiring so many upgrades on older buildings that you’re investing decades worth of work that owners themselves aren’t willing to do with no TI allowances. Meanies! Some towns already have a variation of what I’m introducing, so those are out. And others are too far to make sense for me to drive in and out every day.

Finally though, I’d found one spot worth mentioning. I liked the space. It was local, close to home, and though a little larger than I’d wanted it had potential. It wasn’t without fault and had its own set of challenges, but I thought it could be manageable. The contractor costs to build out the cafe area? In the range of 60k!!! That’s without even building out the rest of the shop. I’m……still speechless honestly. It’s off the list.

Now, I’m off to a new location with a lot of local foot traffic that has several units available. The cost on this one is all around lower, so that’s a win. Still early but I’m hopeful to at least prepare an LOI, which is another nail biter because who isn’t freaking out about being scrutinized by a bunch of strangers.

My husband is optimistic that once we find the right place, it’ll feel easier. Even so, the permitting and build out work will require weeks & months of approvals and inspections and more round and round until we’re safe and ready to go.

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All in all, it feels like I’m wading through molasses. Sometimes I wonder if that fail rate includes those who quit this early on in the process. Discouraged by the red tape. It can’t be easy to have an idea and realize that you can’t just buy an espresso machine, books, move in and start selling. The wheels of bureaucracy are holding on real tight. Cities, counties, agents, brokers, contractors, and others that for various reasons make the process of starting a business a marathon, not a sprint.

To do lists and reading are the only things keeping my overstimulated brain sane.

The reality of having a dream like this one though is much different than the fantasy of living it. Entrepreneurship is hard, especially in an industry that has been long since dwindling. To be fair, the rise of booktok and bookstagram has created a huge boost in book sales, the number of indie bookstores opening up, and growth projections for the next 5 years. However, those projections aren’t nearly as optimistic as the ones we’ve lived through the last 5 years. Add in the general risks of retail and the behemoth that is e-commerce (you know who!) and the risk is only going to grow. And have you seen the news lately? Financial bros keep talking recession and darker times than the Great Depression. Other media sources are highlighting governmental abuse and civil unrest, while the other side is gaslighting us. The point is that right now, a month into my decision, it has been an emotional roller coaster.

Still in early stages, about 7-10 months from an opening day, and here are the first 5 things I’ve focused on to turn my idea into a reality.

1. Create a Business Plan

Trust me, it is important.

During my last few weeks of research, I’ve seen mixed reviews on the importance of a business plan. SBA (Small Business Administration) puts a lot of emphasis on creating one, especially so for businesses that require investors or business loans. You need to make your case for why your idea is worth their time and money. However, on the flip side, there is conflicting content out there that says business plans are just a piece of a paper that can roadblock aspiring business owners. Fact: Executing a vision is the difference between dreamers and do’ers. Also a fact, analysis paralysis is real.

For me, creating a business plan allowed me to lay out the framework for the business, helped me determine high level COGS (cost of goods sold) and expenses, consider realistic financial projections, brought up many questions that I hadn’t thought of, and guided me to set up contingencies if and when things do not go according to plan. All in it took me about 2 weeks to create a business plan, most of it was spent gathering market and financial research and only a couple of days creating the actual slide deck. While we are not seeking outside investments, I did still need to convince my husband that this was a viable project for him to support me both financially and with his time. It was tedious, but worth it so don’t skip it.

2. Prepare to get a mailbox, registered agent, virtual office.
(NOT a PO Box)

Business plan - check! BUT…..hold please.

After the business plan (and my husband’s stamp of approval), I thought I was ready to create an LLC, but I was wrong. Filing Articles of Organization (or whatever is required for your entity type) will require personal information from the owner(s) and in my case for the LLC, a registered agent. All of the information would be mine since my husband and I would own the LLC, so I realized that because I don’t have a physical store location yet (cart before the horse) I’d have to share my home address on these filed documents, which would make it public information. While I don’t foresee any stalkers for the local indie bookshop owner and realistically most of our information is already out there somewhere, I still didn’t feel comfortable including it so freely in the filing for my family’s sake. Hence, a separate mailbox, registered agent, and virtual physical office (for regulatory compliance). The state of California, and the IRS if you apply for an EIN, requires a physical location address, no PO boxes allowed when submitting a filing. Therefore, I had to invest in getting a UPS mailbox, which provides a physical address with a unit number, like an apartment, to be able to use for my entity & working with a registered agent entity like Northwest until my store location is up and running. This step was totally out of left field for me because I didn’t anticipate a security concern so soon. It shouldn’t break the bank, but it is a must.

3. Create your entity.

Yes! Finally.

This is a personal decision based on what works for you - sole proprietorship, partnership, LLC, S-corp, etc. Your choice will impact how you file your taxes in the future, if there are concerns of personal vs. business liability, and how to manage your finances. You’ll need to consider if you want to create your entity in-state or out-of-state. Are you a single one-stop shop or one of many owners? Once you have decided, go to their state website and follow the instructions for creating a new entity. In my case, I chose an LLC so I will focus on that type here. California requires you file your Articles of Organizations with the California Secretary of State. They will review your submission and determine if the entity name is acceptable, and if so, within 1-5 business days you’ll have your LLC formed. Mine was approved today! Yay!

NOTE: You want to have done your due diligence within the state business search website, US Patent & Trademark search website, and more generic nationwide/global searches to ensure your entity name is available before submitting your filing.

A few other reminders in the state of California when creating an LLC:

• You’ll need to file a Statement of Information within 90 days of filing your new entity.

• Operating Agreement is required but does not require filing.

• If you won’t use the LLC name, you’ll need to file with your county to use a DBA or Fictitious Name.

• Apply for an EIN with the IRS.

4. Domain & Email Setup

Let’s get techie.

If you recall the recent Kennedy - Trump Center fiasco, you probably saw how a comedian purchased the domain that aligned with the renaming of this facility. All part of some joke, but the reality is that once your desired domain is taken you either have to find an alternate option or ask the owner if they’d be willing to sell it to you. Ideally, you want to start looking into it early, so you can purchase the custom domain you’d like to use for both your future website and business email. Both of these are optional, though they do enhance your business’ professionalism and reach. As for which domain registrar or email provider to use? It depends on your technical skills, price point, and business needs. Some focus on higher cyber security, allowing for more customizations, and others on offering the lowest cost. After much research and knowing my technical skills are limited, I went with Porkbun as my domain registrar (the logo is sooo cute!) and Google for my business email.

5. Logo & Social Media

Where a brand comes to life.

Now that steps #1-4 are done, I’ve started to think about how to bring my business idea to life, make it tangible. The goal is to start building a community of bookshop owners/readers/authors and a mailing list, create an online presence through social media and this journal/diary/blog/whatever it is, and setup an online book store. However, pushing a new brand is hard enough without it adding the fact that at the moment it is a name without a face. We need a logo! (and a color palette + brand kit). I keep envisioning open books swirling around, torn pages falling with a cat or a bunny or both, maybe holding a coffee mug, maybe wearing a guayabera as a nod to the Cuban espressos, and…..on and on. To get the best results, you want to work with a graphic designer, not just AI. You want your logo to capture your vibe, but also be simple, unique, not already proprietary to anyone else or any other business, and you want the logo created on the proper software so it can be used in different media types. But don’t let this deter you from sketching out your ideas and using AI to help you visualize it. It’ll help inspire your graphic designer too.

For now, this step is still in progress for us. We are working with a family friend who is a graphic designer. Hopefully you’ll get to see soon how he helped us take our logo ideas and favorite colors and turned those into a reality. If you don’t have anyone you know with this skill set, look into local or freelance graphic designers.

Passing on the knowledge, hope it helps!

**Please remember to do your own research and consult an attorney/tax professional as needed.