Book Society: How A Bookshop And Wine Lounge Builds Real Community In Berkeley

Welcome Back And Creative Reset

Hi, I'm Mandy Jackson Beverly, founder of the Narrative Exchange. Featuring the Bookshop Podcast, the Lunch with an Author literary series in Southern California, writing workshops, and the Narrative Exchange Book Club. Here at the Bookshop Podcast, I explore the world of books through conversations with authors, independent bookshop owners, booksellers, and publishing professionals who keep literature alive. If you enjoy the show, please subscribe, share it, and leave a review wherever you listen. You're listening to episode 328. Hi there. Yes, I'm back in the studio chatting with bookshop owners and authors from around the globe after a much-needed break with family in Ireland and here in the United States. After many years of overworking until I hit burnout, I'm learning the value and necessity of closing shop, letting go of work commitments for a while, and giving my mind room to breathe so my creativity can flow. When we let go and stop pushing, ideas flow and characters arrive loudly, voicing their opinions on the stories they want me to write. When I don't allow for this time, my brain hits a wall. Everything backs up, and focusing on anything is extremely difficult. But now, after creating the narrative exchange, I feel it's time for me to practice what I preach and take time off. Here's a brief catch-up on what's happening within the different aspects of the Narrative Exchange. The Bookshop Podcast interviews are back on track. I plan on presenting one or two episodes a month. The Lunch with an Author Literary series, well, September's events were sold out. The Narrative Exchange held our first event in partnership with VIFA Gallery in Los Angeles with author Tess Garrison, who is now one of my favourite crime thriller authors. Tess also joined me in Ohio at Magic Hour for another fun event. And then Lisa C joined me the following day at the University Club in Santa Barbara, which was fantastic. If you have not read any of Lisa's novels, start immediately. Our next in-person events are scheduled in Los Angeles, Ohio, and Santa Barbara for November 10, 11, and 12th, respectively. These events will feature two of my favourite Irish authors, both out of Belfast, Jan Carson and Lucy Caldwell. I highly recommend purchasing your tickets early as each venue can only accommodate a specific amount of guests. For the Narrative Exchange Book Club, we've had fabulous live Zoom chats with acclaimed authors. The next one is scheduled for Saturday, October 4th at 11am, when I'll be chatting with members about books, reading, and writing. You must be a member of the Narrative Exchange Book Club to join these events, which you can sign up for free on the website. On Saturday, October 24th from 9am till 11am, memoirist and poet Diana Rabb is presenting an in-person writing workshop in OHI. And you can sign up for this on my website.

Introducing Book Society In Berkeley

Okay, now let's get on with this week's Bookish Conversation. Book Society is more than a bookstore, it's a vibrant community hub where literature, wine, and conversation converge. Founded in 2023, this independent, woman-owned space offers a thoughtfully curated selection of books alongside a rotating menu of exceptional wines. With events ranging from author talks to book clubs and creative gatherings, Book Society fosters meaningful conversations through shared stories. Inspired by the cozy library of her small town youth and the farm stand where her family shared their harvests, founder Laura Guzman created Book Society as a place where people could slow down, discover something new, and connect with fellow book and wine

Why Books And Wine Belong Together

lovers. Hi Laura and welcome to the show. It's great to have you here.

Thanks so much for having me. Really enjoying the conversation already.

Yes, likewise. Laura, after graduating from Cornell University and working in the nonprofit and marketing worlds, including several years with the friends of the Oakland Public Library, you founded Book Society in Berkeley. What sparked the idea for an independent bookshop and a wine lounge?

Well, you know, it was a snowball of many things. I think like a lot of new booksellers, you know, there's a spark in the background all the time. We probably um all share a common thread of love of books, grew up around books. Um I I loved my little library in the town that I grew up in. You know, we had, I was very small town girl, um, farm town in upstate New York, and we had four main community spaces. There's a town hall, there's a church, and then a library. And uh so I learned to love books early on in those spaces. So there's something magical about those spaces and the time that you get to spend in them. And one of the things that I really, you know, started noodling on, um particularly during and after COVID, as we were coming out of that time, how do you find community? Where are those spaces where you can reconnect with community? And I see a real gap in that um in the Bay Area, in other places. And so in other places that I've lived throughout my life, I there are spaces that are hybrids and that you can hang out and have a coffee or a glass of wine and and uh browse books, but not around here so much. So I thought that was something that we needed. I spent the majority of my career doing marketing communications in the design and construction space. Um, and that's all about building community spaces. So I was surrounded by work and projects that are about building those spaces, and I wanted to be on the other side and create one of my own. So books and wine, I think are a natural pairing. I wanted to create a little adult oasis where people can, you know, relax and unwind and come away from all the craziness of the world and just be in community with one another. So, so we are a bar, um, which means we are our zoning is 21 plus. So we're in an adult space. We are a laptop-free zone. So we are intentionally disconnecting and reconnecting with one another and surrounded by books. It's been a really, really beautiful journey.

And one that we need more than ever right now, because let's face it, the world is a little dismal right now. But I truly believe there are two things that we can do to help us get out of this sludge, is what I call it. One is to vote, make sure you're registered to vote, and please vote in November. The other thing is to look at your community, your surrounding immediate community, from your neighborhood to your town to your suburb to your county, and see what you can do to bring people together. I just think that's imperative. So kudos to you for bringing your community together.

Yeah, I absolutely agree. I mean, you know, that's where conversations happen, where understanding can happen, where you can really um, you know, build a sense of understanding. And and we're seeing that happen in real time in, you know, very organic ways, and then also the ways that we bring community together through through programming and such. But yeah, they're so critical. And I'm really thrilled to see more and more spaces like these pop up. Um, and the reception really demonstrates to me that people are craving that.

Yep, I completely agree.

Finding A Co-Founder By Email

Let's talk about the structure of book society. Sarah Wheat became your business partner in 2025. How did that partnership come about? And what does each of you bring to the business?

Yeah, so actually Sarah joined um in 2024, right before we opened, and it's sort of a serendipitous story, like a lot of book society has ended up being. Um, Sarah came from the East Coast in the nonprofit world. Um, and her family had recently uprooted. Her husband got a job at UC Berkeley, which is right nearby here. And as she was wandering the neighborhood one day, spotted the coming soon signs in our window. Uh, she had had ideas of a similar bookstore um back east and had a business plan of her own and kind of mothballed that and and uh moved on. And so she blind emailed me, and her kids were convinced that no one's on the other side of that mom. No one's gonna respond to that email. And I respond to everything. So um there was lo and behold, a human on the other side, and um, we agreed to meet for coffee and the rest is history. So she couldn't have come at a better time. Um, and I'm so grateful to have her and her support. Um, people come in and often ask us, are we sisters? Um, you know, so it's it we we show up on any given day without having talked to one another, often wearing the same thing. It's really funny how synergy happens.

Yes, I've seen your posts on Instagram. And what do each of you specifically bring to the business?

Yeah, I mean, um interestingly, we both come from marketing and communications backgrounds, but um, Sarah is really, really has spent the majority of her career in the nonprofit realm. And I think that's really helping us to um think about while we are for-profit business, we're a small business. And I think small businesses really need to think like a nonprofit. And so much of our business is also about creating community, but also being networked with the rest of the community. And so we're building relationships with other local businesses like the Berkeley Playhouse, um, like local yoga studios and um local hotels. And we're really like thinking about how do we build some intentional relationships that that provide value and help us be connected to one another. So she she really has that mindset. Um, it's great to have a partner who understands the vision. And it's hard to do all the things by yourself. So really, you know, she and I are really partners in crime, you know, bringing big ideas. Any given day we might be in here coming up with some brand new big idea about who knows, an event, a brand new book club, um a new product offering. Oh gosh, you know, we're gonna do you can rent out this space and do dinners. Well, what would that look like? And, you know, all these um ideas and figuring out how to execute them. Yeah, so she's been an incredible partner.

Yeah, I hear you, and I know exactly what you're talking about because I started five years ago with just the bookshop podcast. And, you know, five years later, I finally have two other women that I can bounce ideas off. And I found that that's imperative. You absolutely can only do everything by yourself up to a certain point, and then it just becomes too much, it's too overwhelming. And uh yeah, you need help. It's just too much. And I'm a believer, as I said earlier, you have to have time with family and friends. You have to make time for that.

Yeah, absolutely, absolutely. And the fact that and it's a gift to have people who want to contribute ideas and insight. And so, you know, being open and having having that set of resources to both bounce ideas off of, but who are invested in the success of the thing that you've created too is really magical.

Yes, it certainly is. Okay, now Book Society opened in 2023. How long did it take for readers and wine lovers to discover you? And when did you first feel that a genuine community was beginning to form?

Oh gosh, it was before we opened. So we there was the minute the paper went up in the window, people were, you know, emailing when, when it says coming soon, but it can't, it couldn't be soon enough. Um, we went through a really lengthy um use permit process. So this space, um, we're really fortunate to have the space we are we're at. We're at on College Avenue, which is a main thoroughfare in Berkeley. And um, this has only ever had one other tenant, and it was zoned for retail. So we really had to start at the beginning, and that does involve reaching out to the local community and sharing what our plan was and getting and getting their approval, essentially. And so I did go door to door and you know talk to everybody and neighbors within a radius and let them know. And there wasn't anybody who wasn't excited at that point, but it really started when we put paper in the window. I had a little bit of online presence. Um, we had newspaper articles. I mean, it's really been this organic growth of excitement. And yeah, from there, I mean, it just spun out. So we officially opened our doors in December 2024, right in the middle of the holiday season, which was a wild time to open and the reception was um off the wall, the charts. I mean, it was really fun and it's continued to grow. And what's shocked me the most is we just continue to meet new people every single day who just stumble on us. What is this place? And um, just when it feels like your community is enormous, and you just realize there's so many book people out there to reach who are excited to discover new book places. So that's a gift.

Curated Pairings And Non-Alcoholic Options

And something I do want to mention, which I saw on your website, is that you offer non-alcoholic wines, which to me is really important. I'm sober, I don't drink, but it's nice to know that I can go somewhere like Book Society, where I love to read, meet people, join that community, and still have a drink. Do you purchase your wines locally?

Not everything's local, and so they rotate. We actually have a really fun and interesting wine program. And the premise of the store and book society is, you know, while we're very um, you know, I I won't say it's not it's very inclusive, but it feels special. It feels like it could be exclusive and a little bit luxe, and that's um, you know, all part of the vibe. The books are um, you know, very intentionally curated. We have a you know, a small shop, so it's sort of a just-in-time model. We really only keep, you know, one or two couple, maybe a couple of a single title on hand at any given time, so that it's constantly changing. And we curate in a really fun way. So they're grouped into these sort of fun sections, like one of my favorites is growth and greatness, and that's a mashup of um self-help, parenting, health, really business, all things about being better. And so that translates to our menu too. So we offer light bites and nibbles, and we have our wine menu, which is curated by book and wine pairings. It's a fun way to curate um, because wine can be extremely intimidating. And so it's a fun way for us to both recommend books and introduce wines that folks might not um have been um introduced to before. And so it changes every month. So you pick a different theme each month, then eight books, and then the wines to go with them, and that and that rotates. One of those wines is always a non-alcoholic option. And we're really exploring the world with um every one of our selections so that um, you know, folks keep coming back on the first of the month to see what's brand new. So the non-alcoholic offering, yeah, we do a lot of work to find great options because I know that can be a challenge, actually. So um non-alcoholic wine always on tap. And then we have a menu of bites and non-alcoholic other options as well. All of our events include wine in a non-alcoholic option. So you've actually been having fun exploring the world and seeing what's out there for everybody.

Oh, that's wonderful. Let's talk about your business

Events That Turn Visitors Into Regulars

plan. I'd love to know what your original vision and business plan looked like, how they have evolved since opening, and what has surprised you most?

Yeah, now I will say um, you know, a lot of what's here was in the plan all along. We knew we needed to be a community space. We knew it needed to be flexible. Um, so all of the furniture in the middle of the space moves and adjusts to the moment. Um, we knew that the magic was going to be this combination of books and wine. So there wasn't ever a point where that wasn't part of the program. Um, I have a background in food and agriculture. And so curating the menu and making sure that that was all um really intentionally curated, ideally supporting um women makers. And so, you know, all of our cheeses are from women-owned creameries, yeah, you know, really thoughtful approach to all of that. Um, and then yeah, the the way that the books and the wine pairing came together, that sort of, that sort of um, you know, evolved up until opening. And then we, you know, we knew that that was the way we were going to do it. So I'm happy to say like that all came to fruition. What surprised me the most, uh, our programming. I mean, we are very busy, we're hosting um at least an event of our own a week that could be book clubs, author talks, workshops, and then outside groups like at like book clubs can reserve space in here. So um we call it our book club package, and and outside book clubs can host their groups here and we supply the snacks and the wine and the space. And um, and that's really taken off. So I'd say that's surprise number one. The number of small groups who are really looking for a space to gather that's comfortable. I'd say the um what recurring events uh became the most popular. We have uh a program called Sunday in the Stacks, and that happens the first Sunday of every month. We clear out the b the middle of the space so the whole center of the store is clear, and we do something restorative before the store opens. So you get kind of early morning exclusive access to the space, and we do yoga or sound bathroom or meditation, and then there's mimosas and non-alcoholic bubbly after, and you can just be in the space in the quiet. That has taken on a life of its own. Same with journaling club. So we host that the third Sunday of every month. And that's another one that was just a great idea from a community member. And next thing we know, it's totally taken off. Our yoga book club, same idea from the community, and it's totally taken off. So these programs that give people an opportunity to gather and in particular ones meet time and again as they get to know each other, you know, folks who would never have met otherwise, getting these opportunities to forge new friendships and meet again and again has been

Gift Boxes That Ship The Experience

beautiful. Um, we have several other programs now that I mean I would have never thought of, but um, like we have a product, actually. We have a book and line um box. It's a gift box and it ships all over the US. It's sort of bring the book society experience home. And I mean, never in a million years would I have thought I'd be building a product, but you know, we keep hearing from people, oh my gosh, I just wish you were here. I wish you were in X town. You know, they're visiting from out of town, or I could share this with a friend. So it really, it's a it's a beautiful, giftable version of Book Society. There's a book inside, and then it's hard for me to hold this up, but there's six um, or I'm sorry, there's four little vials of wine inside each a glass. And so it's that whole book and wine pairing concept that ships to home. So boy, it's been quite an adventure launching that too.

That is a beautiful looking presentation. Uh, the finesse of the box and the way the book is presented and the wine is presented is absolutely stunning. And I will make sure to put a link to that in the show notes because uh I'm sure with the holidays coming up, listeners will want to know where they can go to purchase these gift boxes. They're gorgeous. Sarah and yourself are really, really good at marketing. I'm I mean, I've been looking at the website and doing a bit of research. You're you're just geniuses when it comes to marketing, which is so surprised because that's both of your backgrounds. But one of the book clubs and social gatherings that you have among many is your traveling book club. This is something unique, and I'd love to hear more about it.

Traveling Book Club And New Friendships

Yeah, yeah, it's one of our nine book clubs right now. And that one, um, we always we always knew that while we are doing so much in this space that that doesn't have to stay within our four walls. And so that's really a book club all about taking a book and a theme and then going out on trips and experiences together. So the next one is a um, we have a book society membership program. So it's a members-only retreat to Point Reyes, and so it's a two-night um weekend away reading retreat built around a book that has sort of a central theme around bees. And so we will be doing um a tour of a metery and learning about beekeeping. We'll be taking hikes, we'll have book club, we'll do our Sunday in the stacks, you know, version on the road with a yoga class, dinner together, just a really lovely escape weekend. So those are fun. We have a sort of a smaller version of that too, called the wandering book club, which are smaller, they could be anything from a little hike to a half day retreat. We just went on a retreat this summer to um Angel Island off the coast of um out in the Bay. And that was really fun too. And so, you know, we're really looking to like take the experience on the road.

Well, now I'm completely intrigued. And I'm wondering have you had any couples or great friendships develop through these outings?

Yeah, you know, um I am seeing, so we actually see a lot of fun stuff happen here. It's a great, we're a great date spot. So we've seen lots of blind dates happen here. It's a it's a real safe, comfortable space for that happen. A lot of friendships. I mean, many, many people had met here at a book club or just happen to be sitting and then have become fast friends and come here and hang out all the time. So yeah, friendships and Relationships of all forms, date night, a lot of parents who, you know, really this becomes a really special. Um, we got a night away from the kids in the sitter, and this is our date night. And oh, it feels really good to be a space where friendships can form, or you got a place where um people can nurture the relationships they have.

And that's definitely building community. Kudos to you. Okay, let's talk

A Book Recommendation With Bite

books. I would love to hear a recommendation from you. What is one book you love that you wish more people would read? You know, a book that you just can't wait to get into someone's hands.

I love that question so much. Oh yeah, but like as a bookseller, your the favorite request you get in the store is, what should I read? Here's what I want. Um, for somebody who's really looking for something um that I don't I don't think has gotten nearly enough attention, there's a book called I See You've Called In Dead by John Kenny. And it's a great title. Um, it's one of my favorite genres is a fiction with a little bit of snark. And so it's a it's a really smart book, but also heartfelt with a with some humor too. And basically the main character is an obituary writer. Uh, he is kind of down in the things aren't going well in life. And one night he goes on a bender and writes his own obituary and submits it. And so the next day, for all intents and purposes, he is dead on paper and um no longer allowed to work because he's dead. And so going through all the HR drama of that and then sort of re-finding himself and rediscovering relationships um when you know you don't have any hooks on life and or any expectations. So it's really funny. It was enough. Um, we just released our four new um book and wine gift boxes for the holidays. And so we had to pick four books, which is really, really hard. But I put that one in there. So, like this is a book that everyone needs, and I hope everyone goes and gets that box.

One of the great things about being a bookseller is putting a book into someone's hands, they read it, they come back and they say, What else you got? Yeah. Yes, exactly. You took the words right out of my mouth. It's such a great feeling.

Where To Visit And What’s Next

Laura, where can listeners find book society in real life on the street and also online?

Yeah, so we're at 2945 College Avenue in Berkeley, which is in the really adorable Elmwood neighborhood, a little ways off of campus. So we're just on the border of Oakland. And online you can find us at booksociety.social and on uh at Book Society Social for Instagram and Facebook. We hope you come visit. And of course, and now you can find now the boxes are available to ship all over the US. So, you know, even just a little little taste you can take home for most states. There are few exceptions.

Now, before you go, I did want to ask you what about growth? I read somewhere that there was a community center in San Francisco, and they wanted to uh partner with you. Can you talk about that?

You know, so we've had um obviously we're always open to different ways to expand. And I the the box is one way to do that. Um, introducing new programs is another way. So we're doing more and more um unique private events. Um, we're um podcast venue for big podcasts coming up, dinners and special functions like that. Um, and then yeah, we did um a pop-up in San Francisco the first half of this year. And that was just another member of our community has a space that she's really hoping to activate in an area of San Francisco that's sort of been a little bit slower to come back. So we've run some programming there. So we're in experiment mode and seeing where growth takes us. I think um it's hard to say what the future brings. We're just sort of doubling down. We're coming up into the holiday season, and so we're really leaning into that. But I actually think um the boxes are a really interesting extension of us, and then and then we'll see where it goes. I do partner with some other outside organizations too, and I hope that we can we can do more of this. There's a really beautiful um group in Mill Valley, north of here, that's called the Hivery, and it's a women's co-working space. And so when they host events with authors, we are their bookseller. Um, and I have a couple of other organizations that I've started doing that for too, from companies to workspaces. And so I'm I would love to partner more with organizations, either to bring books or programming. Um, we have a new program called the Reeb2Lead program. And I just launched that. Uh, we had our first session earlier this week, and that's really taking um taking a book club to the next level. And this is for individuals as well as um companies and leveraging my background as an executive. I've been in the C-suite for a long, long time and really understood the power of um getting into a good book and then the community that you you build around that. So I'm looking at that read to lead program, both for individuals and companies, as another opportunity for Book Society.

Yeah, I read about the Read to Lead program that you offer. I think it's brilliant, absolutely brilliant. Um, gosh, Laura, it's been great chatting with you. I wish you all the best with Book Society in the continuing years. And I just think you're brilliant. Everything you're doing, your marketing is sensational, and you're bringing community together. So, like I said before, kudos to you. Hopefully, I'll see you in person next time I'm up north.

Thank you so much for having me and staying here. Come on out anytime.

You've been listening to my conversation with Laura Guzman, founder of Book Society in Berkeley, California. Thank you for joining me on the Bookshop Podcast. This show is written and produced by me, Mandy Jackson Beverly, with music by Brian Beverly. My graphic designer and chief organizer is Alex Mooney, and Sarah Lizama is in charge of my social media and marketing. If you enjoyed the episode, please follow, share, and leave a review wherever you listen. For more information, go to the narrativeexchange.com. Until next time, here's to the books that shape us and the bookshops that bring us together.