40 Questions With Jamie Fortin, Founder of Friends To Lovers Bookstore
What inspired you to open a romance bookstore in Alexandria?
"A lot of bookstores have been popping up around here, and honestly, seeing so many great ones made me think about what niche I could fill. Once I thought of it, I felt this was the type of store Alexandria was missing."Why did you choose the name Friends to Lovers?
"I wanted a name that captured the charm of a romance bookstore. There are so many cute bookstore names out there—Meet Cute could have been an option, but it was taken in San Diego. I wanted something that invites the idea of friendship, like going to a book club with your friends. When you think of love and friendship, that's the vibe I wanted to create for this space."If you had to describe Friends to Lovers in three words, what would they be?
“Fun, Community, and Storytelling.”Why did you choose Alexandria as the location?
"It's so charming here! I moved in August, and I feel like Old Town, both aesthetically and community-wise, has the perfect foundation for a bookstore. It feels like it belongs here more than it would in downtown D.C."Were there any challenges in opening the store that surprised you?
“Every time you check one thing off your list, three more things pop up. Even with all of the help I’ve received from my community, things took longer than I would have liked for some stuff. I’ve learned to be prepared for delays and for things to go wrong—it’s all part of the process!”What was the first romance book you ever read?
"The first romance book I ever read was The Fault in Our Stars by John Green."Who is your favorite romance author?
"My favorite romance author is Emily Henry. She’s the GOAT! She’s like the Elin Hilderbrand of millennial romance."
8. What is your favorite trope?
"My favorite trope is rivals to lovers."
9. Do you prefer happily-ever-afters or more open endings?
"I want to embrace romance in all its forms. Sometimes romance is the center of the plot, while other times it’s a subplot focused on character development. And sometimes, it doesn’t end the way everyone wants it to."
10. What is your least favorite romance trope?
"Pregnancy tropes."
11. If you could live in any novel setting, which would it be?
"If I could live in any novel setting, it would be the town from A Novel Love Story by Ashley Poston. It’s about a girl who enters the world of her favorite book, and I just love that town! I also love the setting from Sarah Adams' When in Rome, which takes place in Rome, Kentucky."
12. What’s a romance book everyone should read at least once?
“Red, White, and Royal Blue, Casey McQuiston”
13. How do you decide what books to stock in the store?
"I start by looking at bestseller lists and following book influencers in various subgenres that I'm less familiar with. I also collaborate with our booksellers who provide great recommendations. I’ve also received a lot of outreach from local and self-published authors, so we plan to work with them more and stock their books."
14. What’s your go-to recommendation for someone who loves fantasy romance?
"I always refer to A Court of Thorns and Roses (ACOTAR) as a gateway drug. If someone is coming from contemporary romance, I’d recommend ACOTAR. If they’re coming from general fantasy, I’d suggest Throne of Glass (TOG). And if they really want something that will engage them from page 1, I’d say Fourth Wing."
15. What's the most unique feature of Friends to Lovers?
"I think there are two unique features of Friends to Lovers. First, we’ve done a great job of incorporating a diverse range of perspectives and authors into each subgenre. We have a wide variety of authors, both popular and less known, represented in every subgenre. Second, we ensure that diversity is present in all types of romance, so you’ll find queer authors in every category, rather than sequestered on just one shelf."
16. Describe the aesthetic of your bookstore.
"I would describe the aesthetic of my bookstore as cozy and feminine."
17. Do you have any secret reading nooks?
"We have a bar with cozy stools and just added a comfy couch!"
18. Is there a go-to playlist in the store?
"My best friend created a playlist for the store, featuring a lot of Taylor Swift and Chappelle Roan. You can expect plenty of pop goddess tracks on it!" 19.
19. What would you recommend for someone new to romance?
"I would recommend starting with Part of Your World by Abby Jimenez if you're looking for something more emotional and character-driven. For a light, fluffy beach read, I’d suggest Beach Read by Emily Henry."
20. Do you have a favorite spot in the bookstore?
"My favorite spot in the bookstore is the contemporary romance section. It’s bright and colorful, and right when you walk in, it’s a blast of color that makes you happy."
21. What's the most popular book in the store right now? / What book do you think will fly off the shelves?
"The most popular book in the store right now is Daughter of No Worlds. It’s a fantasy romance that has gained popularity but is still underrated. We’re also carrying Spark of the Everflame, which started as an indie-published title. The final book in the series is coming out soon, so I expect that one to fly off the shelves!"
22. Coffee or tea?
"Coffee—specifically, an iced latte with oat milk and lavender."
23. Sweet or savory snacks?
"Sweet—ice cream, especially Jenny's birthday cake flavor with sprinkles."
24. What’s your guilty pleasure romance read?
"Anything by Meghan Quinn or Tessa Bailey."
25. Who would play you in a movie about your life?
"I’d love for it to be someone with a girl-next-door vibe, like Kate Hudson or Renee Rapp."
26. Are you more of an early bird or a night owl?
"I'm definitely a night owl."
27. Who is your favorite book love interest?
"Cassian—because he is so patient with Nesta and doesn’t underestimate her, even when she’s going through a tough time."
28. What book do you want made into a movie?
"I want all of Sarah J. Maas's books to be made into HBO TV shows; they’s too much plot and character development to be condensed into a movie."
29. Do you prefer paperback, hardcover, or e-books?
"I love to buy special edition hardcovers; that’s my little treat. But for reading, I prefer paperbacks."
30. What book made you fall in love with reading?
"As a kid, it was the Junie B. Jones series. I read all of them as they came out. As an adult, it was Red, White & Royal Blue."
31. What's the one book you'd take with you to a deserted island?
"I typically only read books once, so I’d load up the kindle."
32. What's the best part about opening in Alexandria?
"There’s such a beautiful community of women-owned businesses in Alexandria. Every business I’ve connected with has been women-owned, which is incredibly empowering. It feels like I have the community at my back, all wanting each other to succeed."
33. Have you made any memorable customer connections so far?
"Last night, someone came in asking for a very specific subgenre of book, and another customer happened to read that too. I didn’t know what to recommend, but the two of them started chatting and ended up exchanging phone numbers. This is exactly what I was hoping for—people making connections and feeling less alone."
34. Do you envision hosting any book clubs or events?
"Yes! For those interested in book clubs, expect a few options ranging from sports romance to fantasy to contemporary."
35. What’s one thing you hope people take away from visiting Friends to Lovers?
"I hope that people make friends and feel that their hobbies and tastes in books are celebrated."
36. How do you want this bookstore to impact the community?
"I want this to be a space where people feel happy and comfortable being themselves. We plan to work with nonprofits that support this mission, including those focused on providing access to a diverse range of stories and creating safe communities."
37. What’s your dream for Friends to Lovers in the next five years?
“I didn’t expect the buzz to be so overwhelming, and with how quickly we’re growing, our plans are expanding as well. Who knows what the future holds!"
38. If you could have one author visit your bookstore, who would it be?
"I love Tracy Deonn, who is writing the Legendborn series. I admire how engaged she is with her fans online; she has a beautiful presence and great energy to bring to events. Authors and readers alike would benefit from hearing from her. I would also love for Abby Jimenez to visit and bring her dogs and cupcakes from her bakery."
39. Do you see yourself publishing a romance novel one day?
"No, I’m a reader. I’ll leave that to the professionals (laughing)."
40. Is there a dream partnership or collaboration you’d love for the store?
"I would love to host a secret session with my favorite artists—I want to hear an acoustic set from Ariana Grande or Taylor Swift."
Jamie shared, “There have been no downsides to investing in small businesses in their earliest stages. We are so excited to partner with folks for events and merch sales who I know will be your new favorite brands, and I’m honored to use the hype around Friends to Lovers to invest in the growth of other local businesses.”
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