Bookseller Dreams and an interview with Brian Wray, owner of Inklings Childrens' Books, Waitsfield, Vermont

Around the 2023 holidays, I found myself wandering around the Mad River Green Shops in my winter home of Waitsfield, VT. All at once, like a portal opening, I noted that one of the storefronts housed a new shop. Somehow, I’d missed the signage, so I poked in my head to satisfy my curiosity, and immediately I was swept away with delight. It was a bookshop—my brain instantly registered that—yet I’d never imagined the like of this one. A large, shining space spread before me: one wall held shelves of vividly colored children’s books, but the rest of the space remained wide open, devoted to creativity and play. Small tidy tables with brightly painted chairs invited kids to sit and draw and create. A grass green carpeted corner held cushions covered in fabric to make them look like tree stumps, and over them a large tree where cherry blossom-covered branches blended into a sky-painted ceiling hung with light fixtures shaped like clouds and wooden fishes. Wow, I thought, and wow again. Inklings Childrens’ Books—brilliant! As a young child, I would’ve adored a place like this, full of books just for me, and ever so welcoming and cozy.

That cozy welcome is 100% what I found at Inklings. Every time I went into the store, I’d see moms and dads and kids listening to a story time, or creating an art project or browsing the shelves. Kids totally love the place, and there are always a few romping under the cherry tree or enjoying the clever displays of Inklings’ adorable stuffed action-mice. And parents appear to love talking to owner Brian Wray, seeking book recommendations to be sure, but also sharing the bits and pieces of their lives and their kids that sent them into Inklings in the first place.

After visiting with Brian myself on numerous occasions, talking books and publishing, and purchasing a few books, because yeah, books, I came to understand that he was mostly a one-man operation. I saw also that though his wife and daughter offer plenty of help and support, that maybe there was an opportunity for me at Inklings. Maybe I could not only be of help, but also learn a lot of much-needed information about the bookselling business. Yes, I was thinking of my own young YA novel coming out in 2025, except there was more. I’d always harbored a wish to work at a bookstore. To be surrounded by books, people who love books, and people who buy books. So, one afternoon, I plucked up my courage and contacted Brian with an offer of weekly help. And here we are. I’m very new at the bookseller business, and am excited to add this new chapter to my reading, writing, publishing journey.

As part of the journey, enjoy the following interview with Brian Wray, bookstore owner/seller.    

What is the best thing about being a bookseller?

I'm very new to being a bookstore owner, so there are things that I'm discovering about being a bookseller on a regular basis. So far (and I hope this continues), the best thing is building relationships with our readers. Inklings is a children's bookstore and we love when families share book titles that they've enjoyed. That gives us the chance to share those books with other readers. It really feels like a wonderful way of expanding on the feeling of community.

 
What is the hardest thing about being a bookseller?

This is not a sugar-coated answer. Truly. But the truth is that I am so happy to be doing what I'm doing that nothing really feels hard about it. I suppose the biggest challenge is competing (for lack of a better word) with online booksellers.

 
What is surprising to you about being a bookseller?

One thing I didn't anticipate as a children's bookseller is grown-ups coming in and hoping to locate a book that they remember being read to them as a child. It has been so much fun helping people track down books that have left a life-long impression on them. It speaks to how much books have a special place in our lives.

 
Why are bookstores still relevant?

Bookstores are still relevant, because they have the opportunity to provide experiences that online booksellers aren't able to offer. Yes, their algorithms can make suggestions based on previous orders. They can't, however, talk with you about why you liked the book and offer an educated suggestion. Bookstores can. Bookstores create a space where readers can meet other readers and talk about books. People can actually touch the books, page through them, and form their own opinions. Bookstores can host authors. Bookstores can be a community space. 

 
What question about being a bookseller does no one ever ask, and what is your answer to that question?

I haven't been asked if I've ever had second thoughts about opening the store. And the answer would be no.

What author (living or passed on) do you wish you could invite for a book event, and why?
It would definitely be Kate DiCamillo. I am so inspired by her work. She doesn’t avoid exploring tough topics. And she has respect for her readers and a faith that they can handle those subjects. By being an honest storyteller, she’s letting every reader know that they’re not alone. Such a gift!

A little about Brian and Inklings

Inklings Children's Books is a family-owned bookstore, founded in October 2023 by children's book author Brian Wray. From familiar classics to exciting new titles, Inklings offers a diverse collection of books.

The store hosts weekly story times under the cherry blossom tree, welcomes authors to share their work, and has a full-time art area open to all. Inklings Children’s Books is a playground for imaginations.

Brian's family has had a home in Vermont since 2011. From his first visit, he was inspired by its beauty and the warmth of the community. He is so excited to bring the wonderful magic of children’s books to the Mad River Valley.

And to end, a book-ku of Brian’s latest picture book

The Book Bus by Brian Wray, PB, RL 4-8 (but for any age truly)

Wray’s brew of magic

and kindness crafts a story

enchanting and true