Next Chapter & Boswell Book Company Primed for Business

While all in the book industry mourn the closing of 82-year-old Milwaukee institution Harry W. Schwartz Bookshops last month, there is also cause to celebrate. Two of its former locations, acquired independently by two former Schwartz employees, reopen this week. On Wednesday, April 1, Lanora Hurley, former manager of Schwartz's Mequon store, opened Next Chapter Bookshop at that location, and on Friday, April 3, Daniel Goldin, former Schwartz general manager, will open Boswell Book Company at Schwartz's Downer Avenue location.

Next Chapter Bookshop

"Don't worry, we see the humor in opening an independent bookstore on April Fool's Day, but we are a little crazy and foolish about books around here so maybe it's fitting," said Lanora Hurley. The store will hold its grand opening party from May 29 - 31, but "the details for the party are secret for now!" she said.

Next Chapter Bookshop will retain its former Schwartz staff, plus two employees from other Schwartz locations, and will continue much of that business' services and events, for now. "When they hear about the new store, the next question I get from most of my customers starts with 'Will you still...?'" said Hurley. "We are telling our customers that we are striving for a seamless transition. We will continue to have a vibrant visiting author program, and we will continue to offer the same services to our book groups and customers that we did before."

Next Chapter staff gathers before the opening, wearing t-shirts that say "There's more to life than you read in books. But not a lot more." (click image for a larger version.)

But Hurley promised some experimentation in the offing. "We are very energized to try some new things once we get our 'sea legs.' We have some creative ideas for events that do not involve an author. We would like to hold some classes in the store and expand the number of store-run book groups as well," said Hurley. Next Chapter now has a Facebook page and a presence on Twitter. And, she added, "I would like to experiment with these newer forms of social media and see how they can help build a community around the store."

Friends and neighbors are thrilled about getting to keep their neighborhood bookstore. "When I announced [at a recent Schwartz event] that I would be opening the new store in the same location, the room exploded in applause," said Hurley. "It was humbling and embarrassing; however, it reminded me of the impact this store has had on the community at large." Many told Hurley that she could count on their support.

While the closing of the Schwartz bookstores has left Hurley "heartbroken and sad," at the same time she's "exhausted (from working 12- to 16-hour days to get the new store up and running) and petrified (what if the economy gets even worse) and thrilled and excited about owning the store. Bookselling for me has always been more than just a job or a career," she said. "I have considered myself extremely fortunate to be able to get paid to do something I am passionate about."

Boswell Book Company

Daniel Goldin's vision for Boswell Book Company is a "combination of the best of Schwartz on Downer and the best of Schwartz in Shorewood." He explained that, like Downer, Boswell will have a bookseller blog, a strong relationship with University of Wisconsin, Milwaukee, and some younger-skewing events. "I'm hoping to have a [nighttime] series we'll call 'Boswell after Dark,'" he said. "For Shorewood folk, we're increasing the kids' section, ramping up our reading group program, jump-starting a craft section ... and doubling our storytimes."

Goldin may be borrowing some things from the Schwartz repertoire, but he'll also add his own spin on Milwaukee bookselling. For now, however, he's "like a child with a banana split, my eyes are bigger than my stomach," he said, so the current changes are limited to a new paintjob and a new name. "Eventually I hope to do some things that we never did at Schwartz -- some contradictory to things that I myself espoused in the past. Go figure, a guy can change his mind."

Boswell will be celebrating its grand opening from May 6 - 9, with multiple events and a headliner on May 8. "It's a Best Buddies night, where customers are being encouraged to come with their best friend," said Goldin. "I'm thrilled to say it's an all-star lineup of Anita Shreve, Elinor Lipman, and Mameve Medwed. Ellie [Lipman] has been one of Schwartz's biggest supporters over the years, and I'm thrilled that she contacted me immediately on hearing the news to see what she could do to help."

Also slated is a reading with Jane Hamilton, a "best of the undergrad" writers program from nearby universities, and a book talk and scavenger hunt with local artist and graphic novelist Dwellephant (Missing the Boat, Image Comics).

As with The Next Chapter, Boswell Book Company will have a loyal and appreciative fan base in former Schwartz customers. Goldin told BTW, "We get lots and lots of suggestions. I can't do everything, but I am very encouraging of them as it shows that folks are taking ownership in the store.

"We're trying the biodegradable IndieBound bags from ABA at the behest of [a customer].... They are particularly thrilled that we are continuing with the ABA gift card program, so that their Schwartz gift cards can still be redeemed. Lanora's doing that too at Next Chapter."

A slightly overwhelmed Goldin said, "I'm still feeling dizzy from all the things that have to be done. I really don't know how folks do this from scratch. My hat's off to you, new booksellers. I feel like I should send a bottle of champagne to each class at new bookseller school." --Karen Schechner