Santa Cruz County is getting two new independent bookstores this fall, Lookout Santa Cruz reports.
The Burning Ember, downtown Santa Cruz
Therapist Charese Allen is opening The Burning Ember at 1128-B Pacific Ave., next to Cafe Delmarette. It's dedicated to romance and romantasy, the romance-fantasy blend that is one of publishing's fastest-growing genres. "I've had a long dream of opening a bookstore," Allen told Lookout. The grand opening is Friday, Oct. 30, starting at 2 p.m. Lookout lists it running until 9 p.m., and the Visit Santa Cruz County listing says 10 p.m. After that, the store will be open 11 a.m. to 8 p.m. every day except Tuesday, when it's closed. Visit Santa Cruz County describes a cozy reading nook and a "warm, candlelit atmosphere."
Trailside Books, Aptos Village
Marissa Swett taught history for 22 years at Soquel High School and retired at the end of the 2025-26 school year. She's aiming to open Trailside Books in Aptos Village on Nov. 14, with a bigger celebration planned for January. The shelves will focus on books with "an adventurous spirit," plus children's books, cookbooks and local history. A giant tree will be the store's centerpiece, and a former student will paint a mural. Swett told Lookout that many of her male students said they had trouble finding books that held their interest once they outgrew series like Diary of a Wimpy Kid.
A comeback for local bookselling
The two shops join Bookshop Santa Cruz and Bad Animal downtown and Two Birds Books in Pleasure Point. Over the past 15 years, the county lost Capitola Book Cafe, Logos Books & Records, The Literary Guillotine and Kelly's Books in Watsonville. Borders closed its downtown store in 2011. Lookout cites American Booksellers Association figures showing 422 new indie bookshops opened in the U.S. in 2025, up 31% from 2024. Both owners plan to host author talks, book clubs and writing groups.