Pop-up mobile bookstore helps build community of readers

Sara Gillis wants you to read whatever you love.

And then she wants to talk to you about it.

The owner of “What Sara Reads,” Gillis has been offering a pop-up mobile bookstore in and around Sioux Falls since earlier this year. She has a renovated trailer – complete with bookshelves, clothing racks, “bookish” merchandise and space to chat – that she pulls stocked with a curated collection of books.

It’s mostly romance, a little fantasy and the occasional thriller.

“Those are really popular with women right now, and I love reading them myself,” said Gillis of Sioux Falls.

On Oct. 5, she will host a pop-up discussion featuring bestselling local romance author Amy Daws. The event will be outside Pasque Boutique at The Steel District in downtown Sioux Falls to celebrate the store’s grand opening.

“She will be the first author I’ve had be part of an event with me,” said Gillis, calling it a big win. “I adore her, and I’ve read so many of her books. She’s going to do a book signing and a Q&A. It will be great.”

Gillis loves introducing readers to new authors – national and local – and to the genre of romance and fantasy. With a background in literature, she loves the storytelling and language. But, as a copywriter, she also thrives on that connection to others.

“I own my own copywriting business called What Sara Said,” Gillis said, noting that she writes website, blog and email copy. “I work at home and connect with clients virtually. That can be isolating. I wanted to build connections locally and get involved, and I’m an obsessive reader.”

She said she has always wanted to own a bookstore, but it can be cost prohibitive to think about a permanent place. “The mobile bookstore felt like the perfect opportunity,” Gillis said. She worked with the CO.STARTERS program from Startup Sioux Falls to help develop the idea.

“A product-based business is so different from the service-based business I run,” she said. “They helped me put legs under this dream.”

She held her first pop-up bookstore in June. She sometimes is invited to be at businesses or events and sometimes asks if she can bring her trailer.

This week, she was at Coffea Roasterie at Dawley Farm Village on Tuesday and will be at Daylily Coffee on the east side of downtown from 2 to 5 p.m. Friday.

Next week, she will be at the Wildly You Women’s Summit in Brandon on Oct. 4 – a ticketed event, with tickets still available. Then, it’s the Pasque Boutique pop-up from noon to 2 p.m. Oct. 5.

“I want to pop up at businesses that attract the type of clientele I want to serve,” Gillis said. “I typically serve women who are already readers.”

Next year, she’ll begin hosting a virtual book club – you can sign up here – and will be available for private event rentals and book club parties. “That will be a fun way to serve the community,” she said. “If a book club wants me to help generate some book discussion, I’m willing to do that. It’s my favorite thing. If I could have bookish conversations with people all day, that would be a success.”

Gillis was a teacher and has a master’s degree in literature, noting that this helps nurture her “bookish side.”

As for what she’s reading and recommending, “I’m in my sports romance era,” she said with a laugh. “I’m definitely in my hockey romance era. I carry slightly spicy romance all the way to smuttier stuff. It’s just what’s popular and what is trending and what I am personally reading.”

She plans to offer contemporary literature to the virtual book club as well as add-on services such as a curated “book box” of merchandise. “I love to experiment,” Gillis said. “I’m a believer that you shouldn’t hide the books you are reading. Reading is reading. I fully believe in owning whatever you want to read and being proud of it.”

Reading and talking about books with other readers can provide social time and an escape – and enjoyment, she said. Plus, don’t discount the themes that emerge in all kinds of books. “A lot of the romances I read deal with a  lot of contemporary issues  – from LGBTQ rights to consent,” Gillis said.

Right now, she can’t keep author Abby Jiminez in stock for romance readers. On the fantasy side, Kris K. Haines, who writes the Memory Puller series, is popular. She also sells clothing, candles, bookmarks, mugs and other items.

“It’s been a dream for many years, and it’s been fun to see it come to life,” Gillis said.