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Help Open The Nature of Reading Bookshop

We've secured the location, and now we need your help to open our environmental bookshop!

$14,174
pledged of$22,000 goal
101
0Days Left

Project Description

Dear Readers & Nature Lovers,

The Nature of Reading Bookshop began on Earth Day, April 22, 2022 as an online and pop-up environmental bookstore. We specialize in nature writing, seasonal reading, and climate change books, pulling together the joy and wonder of the natural world with the knowledge and passion to fight for its survival.

our storefront in the sunlight one morning alongside main street

This year we were able to secure a beautiful space on Main Street in our hometown of Madison, NJ. It’s the perfect place for starting out, and it’s just big enough to hold cozy book clubs and small events. The business has grown through bootstrapping so far, but now we need your help to renovate and stock our brick-and-mortar space. With your contributions, I know we can create a warm, welcoming environment where readers can come together to discuss all things nature and books.

Why do we need The Nature of Reading?

three images of books, readers, and the pop-up in the different seasons

Morris county currently has very few independent bookstores, but Madison has long been home to other lovely in-print bookstores like Sages Pages and Short Stories, and I feel honored to carry on the tradition of new books in such a wonderful town. I actually got into the book business by working here in Madison at The Chatham Bookseller, starting when I was 17. I continued working there during my college breaks until I became manager after graduation, then in 2022 I left to start my own business.

Over the last few years I grew more aware of everything that was happening in the climate crisis, and I wanted to get involved in any way that I could. So I combined my experiences with bookselling with the desire to engage with the environment and I started The Nature of Reading to help other bookish people reconnect with nature and learn about the climate crisis in a less intimidating way. It's critical to strive for balance between climate action and delight in our natural surroundings.  

two images of books, one of children reading

Since I began doing pop-ups last spring, I've sold countless nature guides, plant-based cookbooks, eco-fiction novels, and nature kids books. With each pop-up event I feel so grateful to connect with readers and offer personal recommendations based on their favorite books or what they're in the mood to read. One of the most gratifying parts of the bookshop has been to see children entering the booth—they smile and point at all the butterflies, birds, and plants before lunging over to the tree stump chair to sit and flip through the picture books. It makes me so very happy, and children's books and story times will be a large part of the brick-and-mortar.

The Nature of Reading will be a space for environmentalist groups to share their messages, local authors to do readings, book clubs to meet, and a place where you can always go to hear overly enthusiastic book recommendations. All of the coziness and community I've begun to build in the pop-up will be expanded into a full-grown space where the beauty and whimsy of the natural world will blend with the literary realm.

What will the money go towards?

The business has been self-funded so far, and I've been working several freelance jobs to cover my living costs while running the pop-up shop at farmers markets and other local events. My husband and I have put a lot into the business, and I am so grateful for all the help and support we've received thus far from friends, family, customers, and community members. But now with this new chapter of The Nature of Reading, opening our first location, I’m in need of some additional funds to complete the buildout and order the first round of inventory.

About half of the funds will go towards purchasing inventory, which would allow me to fill the shelves of the shop and greatly increase the inventory size of the pop-up. I’ll be expanding my current categories such as nature writing, eco-fiction, nature guides, and children’s books, while also adding in some new categories as well to serve wider reading needs.

three images of a 3-D rendering of what our storefront will be like

The rest of the money will be put towards the buildout. If you've been to my pop-up shop, you've likely noticed my love of decorating with all things natural & whimsical—I have so many ideas for the shop and I know it can become a beautiful space to inspire some of the awe we all feel when out in nature. As a lifelong crafter and woodworking enthusiast, I’m trying to DIY as much as possible with the help of dear family and friends. Contributions would greatly help in purchasing the materials to build the shelves, tables, counters, and more.

Why give to The Nature of Reading?

As independent bookstores make a joyous comeback across the country, there have been so many amazing niches that they've grown to fill—we can see feminist bookstores, Indigenous bookstores, romance bookstores, and more. But there has yet to be a bookstore focused on addressing the educational, literary, and communal needs of the climate crisis.

the pop-up in the fall filled with books and orange leaves

With our three main areas—nature writing, seasonal reading, and climate change books—we work diligently to curate a collection that embraces readers with the beauty of nature and gently guides them towards approachable action in the climate crisis.

I know from personal experience how existentially overwhelming engaging with climate change can be, and I want to both recommend books that allow readers to learn in a less intimidating manner, such as solar punk novels or environmentalist memoirs, and also supply a wealth of nature writing books so we can be strengthened by the very thing we seek to save.

By giving to The Nature of Reading, you're helping build a community space where environmentalist groups can spread their message, readers can find books that spark wonder, and book clubs can come together to discuss their latest reads. I've met so many amazing people and groups since starting the shop, and I can't wait to welcome them all into the space.

Even if you don't live in the NJ or NY area, your contributions will help us build up our online presence—curate more book lists, start an eco-anxiety newsletter, and launch eco-themed subscription book boxes. 

me and my husband smiling for a picture at the market

I grew up in Chatham and have been working in Madison since high school, and now my husband and I live just a few minutes walk away from the bookstore. We’ve fallen in love with the people here and especially the wonderful environmentalists in Madison, Morristown, and beyond.

With your help, I know our bookshop can become a cornerstone of this community, helping spread the messages of local environmental groups and leading both children and adults to reconnect with nature and reading.

I've shed so many tears of gratitude over the months since starting this business, and it brings me so much joy to soon hopefully give back some of the wonderful gifts I've received from this town by opening this little bookshop. Thank you so very much for anything you can give, and if you can share this campaign on social media or with anyone who may be interested, I'd really appreciate it.

Thank you all!

Hailey Brock

Updates

The Campaign FAQs

Frequently Asked Questions:

Will you only sell nature books?

We'll keep the shop's current focus on seasonal fiction, nature writing, and climate change, but we'll also be adding new categories such as New Releases, Sci-Fi, a wider fiction selection, and more. 

Will I be able to order books to pick-up at the shop?

Yes! You'll be able to order any book you like from the shop—you can either select an item from our inventory online and place an order on our website, or give us a call if you don't see what you're looking for. We can get just about any book to you within a few days.

How can I help spread the word if I can't contribute at this time?

You can share this campaign on social media or send the link to anyone who you think might be interested! Any engagement with the posts about the campaign on social media helps as well :)

What categories will you sell?

We'll have our current categories of:

  • Nature Writing
  • Climate Change
  • Seasonal Fiction (Currently Winter Fiction)
  • Cookbooks & Food Writing
  • Gardening, Plants & Herbalism
  • Children's Books
  • Eco-Fiction
  • Trees & Forests

We'll also be adding some new categories, such as New Releases, Arts & Crafts, Sci-Fi, General Fiction, and more.

Can you provide a more precise breakdown of where the money will go?

Just over half of the funds will go towards buying the books and the other inventory, which is the most expensive part of opening a bookshop. The rest will go to materials, labor, and early expenses involved in the buildout and opening.

graph showing where funds will be allocated

Will you sell anything besides books?

We'll continue to sell puzzles, journals, and other bookish crafts handmade by me, with the hope of eventually expanding to sell some other locally-made sustainable products.

Can I order books from you now?

Yes! You can order any book you'd like for delivery through our storefront at Bookshop.org: https://bookshop.org/shop/thenatureofreading

Sarah Boland
04/12/2023
*New!* Earth Day Tier #2
$55
Jean
04/02/2023
Native Plant Tier
$150
Alison Maxwell
03/29/2023
Fungi Tier
$250
Elizabeth Blair
03/26/2023
Wildflower Tier
$100
Chris & Lili
03/26/2023
Fungi Tier
$250
03/24/2023
*New!* Earth Day Tier #1
$22
Marnie
03/23/2023
*New!* Earth Day Tier #1
$22
Shirleen
03/23/2023
*New!* Earth Day Tier #2
$53
Nic
03/21/2023
Native Plant Tier
$150
Sidney Walker
03/16/2023
Fungi Tier
$250
55.00 USD
Monetary Contribution

This tier is for if you'd like to give an amount that isn't seen below—we greatly appreciate any contribution!

10 Supporters
Select this reward
22.00 USD
*New!* Earth Day Tier #1

One month left of the campaign! In honor of Earth Day, April 22nd, and our grand opening celebration, we've created this new $22 tier that will run throughout the next month.

For your kind contribution, you'll receive

  • A special Earth Day sheet of environmental stickers designed by me! Printed on compostable materials suitable for backyard composting.
5 Supporters
Select this reward
53.00 USD
*New!* Earth Day Tier #2

One month left of the campaign! In honor of Earth Day and our grand opening celebration, we've created this new $53 tier (this year will be the 53rd Earth Day!) that will run throughout the next month.

For your kind contribution, you'll receive

  • The sheet of Earth Day environmental stickers 
  • A special custom-designed Earth Day tote bag, printed using sustainable practices on 100% organic cotton
4 Supporters
Select this reward
25.00 USD
Seedling Tier

For your kind contribution, you'll receive

  • A plantable Nature of Reading seed paper bookmark that will grow an array of wild flowers when you plant it!
20 Supporters
Select this reward
50.00 USD
Pollinator Tier

For your kind contribution, you'll receive

  • A voucher for 10% off at the shop
  • The plantable seed paper bookmark
19 Supporters
Select this reward
100.00 USD
Wildflower Tier

For your kind contribution, you'll receive

  • The first-ever Nature of Reading tote bag! Printed using sustainable practices on 100% organic cotton
  • The plantable bookmark
  • The 10% off voucher 
17 Supporters
Select this reward
150.00 USD
Native Plant Tier

For your kind contribution, you'll receive

  • A sheet of bookish & nature stickers designed by me! Printed on compostable materials suitable for backyard composting.
  • A $15 gift card for the shop
  • The plantable bookmark
  • The Nature of Reading tote bag
4 Supporters
Select this reward
250.00 USD
Fungi Tier

For your kind contribution, you'll receive

  • Your name carved into the benefactor section in the store 💚
  • A $25 gift card for the shop
  • The plantable paper bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
16 Supporters
Select this reward
500.00 USD
Deciduous Tree Tier

For your kind contribution, you'll receive

  • A custom list of 10 book recommendations personalized to your taste
  • A $40 gift card for the store
  • Your name carved into the benefactor section in our shop 💚
  • The plantable bookmark 
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
4 Supporters
Select this reward
1,000.00 USD
Peatlands Tier

For your kind contribution, you'll receive

  • The ability to host 1 private event at the shop after hours (2.5 hours, 10-person limit). Could be a story-time, book club, celebration, or whatever you'd like. We'll provide music, tea, and a cozy atmosphere
  • 1 hour with a personal shopper (me!) after hours at the shop, with a 10% discount on any purchases you make
  • A $75 gift card for the shop
  • Your name carved into the benefactor section in our store 💚
  • A custom list of 15 book recommendations 
  • The plantable bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
1 Supporter
Select this reward
2,000.00 USD
Old-Growth Forest Tier

For your kind contribution, you'll receive

  • The ability to host 3 private event at the shop after hours (2.5 hours, 10-person limit). Could be a story-time, book club, celebration, or whatever you'd like. We'll provide music, tea, and a cozy atmosphere
  • 1.5 hours with a personal shopper (me!) after hours at the shop, with a 10% discount on any purchases you make
  • The ability to curate your own shelf of books in the shop for one month—you get to choose which books go on the shelf, and you can provide customers with a blurb about your selections as well as promote your own work or events.
  • A $100 gift card for the shop
  • Your name carved into the benefactor section in our shop 💚
  • A custom list of 20 book recommendations 
  • The plantable bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
1 Supporter
Select this reward

About the Entrepreneur

Madison, NJ
Created 1 Campaign
Business Services
Social Good

Rewards

55.00 USD
Monetary Contribution

This tier is for if you'd like to give an amount that isn't seen below—we greatly appreciate any contribution!

10 Supporters
Select this reward
22.00 USD
*New!* Earth Day Tier #1

One month left of the campaign! In honor of Earth Day, April 22nd, and our grand opening celebration, we've created this new $22 tier that will run throughout the next month.

For your kind contribution, you'll receive

  • A special Earth Day sheet of environmental stickers designed by me! Printed on compostable materials suitable for backyard composting.
5 Supporters
Select this reward
53.00 USD
*New!* Earth Day Tier #2

One month left of the campaign! In honor of Earth Day and our grand opening celebration, we've created this new $53 tier (this year will be the 53rd Earth Day!) that will run throughout the next month.

For your kind contribution, you'll receive

  • The sheet of Earth Day environmental stickers 
  • A special custom-designed Earth Day tote bag, printed using sustainable practices on 100% organic cotton
4 Supporters
Select this reward
25.00 USD
Seedling Tier

For your kind contribution, you'll receive

  • A plantable Nature of Reading seed paper bookmark that will grow an array of wild flowers when you plant it!
20 Supporters
Select this reward
50.00 USD
Pollinator Tier

For your kind contribution, you'll receive

  • A voucher for 10% off at the shop
  • The plantable seed paper bookmark
19 Supporters
Select this reward
100.00 USD
Wildflower Tier

For your kind contribution, you'll receive

  • The first-ever Nature of Reading tote bag! Printed using sustainable practices on 100% organic cotton
  • The plantable bookmark
  • The 10% off voucher 
17 Supporters
Select this reward
150.00 USD
Native Plant Tier

For your kind contribution, you'll receive

  • A sheet of bookish & nature stickers designed by me! Printed on compostable materials suitable for backyard composting.
  • A $15 gift card for the shop
  • The plantable bookmark
  • The Nature of Reading tote bag
4 Supporters
Select this reward
250.00 USD
Fungi Tier

For your kind contribution, you'll receive

  • Your name carved into the benefactor section in the store 💚
  • A $25 gift card for the shop
  • The plantable paper bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
16 Supporters
Select this reward
500.00 USD
Deciduous Tree Tier

For your kind contribution, you'll receive

  • A custom list of 10 book recommendations personalized to your taste
  • A $40 gift card for the store
  • Your name carved into the benefactor section in our shop 💚
  • The plantable bookmark 
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
4 Supporters
Select this reward
1,000.00 USD
Peatlands Tier

For your kind contribution, you'll receive

  • The ability to host 1 private event at the shop after hours (2.5 hours, 10-person limit). Could be a story-time, book club, celebration, or whatever you'd like. We'll provide music, tea, and a cozy atmosphere
  • 1 hour with a personal shopper (me!) after hours at the shop, with a 10% discount on any purchases you make
  • A $75 gift card for the shop
  • Your name carved into the benefactor section in our store 💚
  • A custom list of 15 book recommendations 
  • The plantable bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
1 Supporter
Select this reward
2,000.00 USD
Old-Growth Forest Tier

For your kind contribution, you'll receive

  • The ability to host 3 private event at the shop after hours (2.5 hours, 10-person limit). Could be a story-time, book club, celebration, or whatever you'd like. We'll provide music, tea, and a cozy atmosphere
  • 1.5 hours with a personal shopper (me!) after hours at the shop, with a 10% discount on any purchases you make
  • The ability to curate your own shelf of books in the shop for one month—you get to choose which books go on the shelf, and you can provide customers with a blurb about your selections as well as promote your own work or events.
  • A $100 gift card for the shop
  • Your name carved into the benefactor section in our shop 💚
  • A custom list of 20 book recommendations 
  • The plantable bookmark
  • The Nature of Reading tote bag
  • The sheet of bookish & nature stickers
1 Supporter
Select this reward