Pop quiz question 1:
What is the best-selling book genre in the world?
Romance novels generate billions of dollars of revenue annually. The romance genre continues to grow in appeal as writers genre-blend, branching into mystery, history, and fantasy, combining emotional depth, relationships, and niche subject popularity—think of Diana J. Gabaldon’s book series, Outlander, which merged multiple genres, featuring elements of historical fiction, romance, mystery, adventure and science fiction/fantasy—which has sold over 50 million books. The Starz network adaptation of the Outlander generated over half a billion dollars in revenue, and the it helped drive the $4.4 billion acquisition of Starz by Lionsgate. Outlander continues to bring in monies through a licensing agreement with Netflix. And Outlander is only one example of how the romance is the genre of market dominance and high profitability.
Pop quiz question 2:
What genre has been met with “relentless hostility” for decades?
Despite its market profitability, romances still grapple with literary stigma, historically, repeatedly, dismissed as “trashy,” “formulaic,” and finally denigrated into “chic lit.” An internet search of romance genre reveals pages and pages of articles attacking and defending the genre. Recent critiques have pulled away from dismissing the genre as a whole and have focused on deconstructing themes within the genre, decrying “unhealthy preoccupations with coercive sex and dominance,” “lack of representative diversity,” “anti-feminist ideals,” and “unrealistic,” portrayals of men. But still the books sell.
Pop quiz question 3:
Which genre has the strongest relationship between author/reader?
Women write eighty three percent of romances. Nathanial Hawthorne may have reviled those “scribbling women,” but the publishing industry has come to rely on the relationships that develop between romance authors and readers to drive sales. Romance authors have a direct and interactive audience that consider themselves a community of readers. Over ninety percent of romance readers are women, and these readers fill social reading sited like Goodreads and StoryGraph, fiction apps like Dreame and Wattpad, and drive publisher specific site development like Harlequin online.
Romance is a business, and the business of romance is good.
If you knew the answer to these questions, then, like me, you are going to be excited by what comes next.
Dayton is about to have a bookstore and wine bar dedicated solely to romance. When I heard that, I thought “what a good idea.” When I talked with Lauren Gay and Lindsay Woodruff about the plans for Swoon Books & Wine, I practically swooned myself with excitement. Swoon Books and Wine, coming to 2504 Far Hills Avenue, will be romance made manifest. The space will have a rococo interior, wine, full bar, and treats–both savory and sweet–from local food partners. All the books will be romances.
“We’re creating a space where a community of readers can immerse themselves in a genre they love,” Woodruff says. “It’s all about the ambience,” Gay says, “we are creating a place that will reflect the romantic experience and capture that happy ending feeling.”
Curating a space to embody a feeling is not new to Woodruff and Gay. Woodruff started Maraluna, an artisan home goods store that ensures all products are ethically produced, in Troy almost a decade ago. Since then, she has relocated it to Oakwood, and again to a larger space at 2316 Far Hills Ave. Despite the moves, Maraluna thrives, because Woodruff creates a warm and inviting atmosphere in every location. Lauren Gay also is passionate about curating her spaces to create the right vibes. A CMS certified sommelier and the owner of Joui Wine, at 117 E. Third St. in the Fire Blocks district, Gay’s passion for curating is evident. At Joui, the focus is not only on selecting just the right wine for her guests, but also about crafting the wine experience.
With this track record of success and their shared love of reading, Swoon Books and Wine promises to be a beloved spot to hang out and read. But what I loved about interviewing them is that these women are not only romance readers, but they are also like the women in the books they love: smart, talented, creators of their own destiny. And lucky for Dayton, they are also experienced entrepreneurs, creating the community they want to live in, one storefront at a time.
If you can’t wait to Swoon, you will be excited to hear they now have TWO ways you can join the fun now — eGift Cards, and the brand new Swoon Book Club!
The Swoon Book Club is launching now with three tiered offerings; each tier features a curated monthly book selection plus varying levels of in store credits, vouchers, and exclusive discounts. Swoon will also offer a limited time discounted three month subscription bundle, ideal for holiday gifting. The Swoon Book Club and eGift Cards are both available now on our website — click the links in the comments below!
Swoon Books & Wine
2504 Far Hills Avenue
Oakwood, Ohio 45419
COMING SOON!
We decided to share the cheese plate:
