Hearts, Heat, & Hardcovers: NZ’s First Romance-Focused Bookstore to Open in Auckland
Image courtesy of The Post.
Nestled among the storefronts of Remuera Road in Auckland, a bold new venture is about to open its doors—one that’s all heart, quite a bit of heat, and a love letter to the booming genre that’s taken the literary world (and BookTok) by storm. Meet Enamoured Books, New Zealand’s first dedicated romance bookstore, the brainchild of 27-year-old Ruby Wallace. With its blush-toned walls, shelves soon to be lined with everything from sweet love stories to steamy “spice-forward” reads, and a vision rooted in community and self-care, Wallace is betting big on love.
And if sales figures and social media trends are any indication, according to The Post. she might just be on to something.
From Page-Turners to Pop Culture Phenomenon
While skeptics might raise eyebrows at a Gen Z-led, brick-and-mortar bookstore launch in a digital age, Wallace is unfazed.
“Romance is massive,” she says. “It’s not just a guilty pleasure anymore—it’s comfort, escape, and empowerment.”
Romance is also booming business. According to analytics firm Circana, romance book sales doubled from 18 million to 36 million between 2020 and 2023, with 2024 trending even higher. The genre’s meteoric rise has been fueled in part by BookTok, where young readers passionately review and promote their favorite titles, creating viral waves that send books flying off the shelves.
Wallace sees Enamoured Books as a natural response to this phenomenon—and the perfect home base for Kiwi romance lovers.
A Bookstore Designed for the Hopelessly (and Happily) Romantic
Inside the soon-to-open shop, patrons will find more than just books. Wallace is curating an entire experience:
💖 Specialty shelves for “romantasy,” historical romance, LGBTQ+ love stories, and spicy bestsellers
🌸 Flowers and gifts for romantic gestures on the go
🥂 Cold drinks and upscale snacks to enjoy while browsing
📚 Events, including “Spicy Sundays,” author talks, and themed socials
There’s even an outdoor patio area, primed for chic landscaping and quiet reading sessions.
Wallace also wants to serve collectors, noting the growing trend of “trophy shelves,” where readers display multiple versions of their favorite books—paperback, hardcover, and special editions.
“We’ll stock as many special editions as we can,” she says. “It can be hard to get the trending romance titles here in NZ, so we’re listening to what readers want and trying to bring it in for them.”
The Love (and Loans) Behind the Launch
Wallace admits the shop’s fit-out has cost thousands—funded through loans, savings, and help from family, including her parents, who run Turua Gallery in St Heliers. She’s not disclosing exact figures, but says the early response on social media has been encouraging, and she believes the niche offering fills a real gap in the market.
“I know bookstores are risky,” she says. “But this feels different—it’s about community, creativity, and care.”
A Self-Care Sanctuary, One Romance at a Time
Enamoured Books is more than a retail space; it’s a haven. Wallace wants her shop to be a place readers can pop into for calm and connection—even when they’re not buying.
“Just the smell of books relaxes me,” she says. “I want people to feel that when they come in. Whether they’re looking for spice or sweetness, I want them to find something that feels good.”
From steamy reads to soul-soothing stories, Enamoured Books is ready to prove that in Auckland—and across the world—romance is thriving, in every sense of the word.
Enamoured Books opens its doors in April 2025. Let the swooning begin.