Love is in the air, and on the page, at Lovestruck Books — a newly opened bookstore and café in Cambridge’s Harvard Square specializing in romance novels to fill every heart and desire.
The 44 Brattle St. shop hosted its official grand opening in mid-January and owner and founder Rachel Kanter said there’s been a flurry of excitement and activity ever since.
“It’s been busy beyond my wildest dreams,” Kanter told MassLive via email. “We’ve had lines every weekend.”
Inside the bookstore, one will find rows upon rows of colorful bookshelves divided into romance sub-genres and subsections ranging from fantasy, to historical, sports, Western, paranormal, erotica, romantic comedy, young adult and LGBTQ+.
Kanter said about 70% of Lovestruck’s books are romance novels, whereas 20% are general fiction, and another 10% are for children in a designated young readers’ section.
Lovestruck Books in Cambridge’s Harvard Square.Chris McLaughlin
Rom-com, “romantasy,” and contemporary romance novels are among Lovestruck Books’ most popular reads, Kanter said. She added authors such as Sarah J. Maas, Rebecca Yarros, Jasmine Guillory, Ali Hazelwood, Emily Henry and local author Alice Hoffman, among the most sought after by customers.
Kanter’s inspiration for Lovestruck Books was driven by larger trends of readers turning to stories of love and romance during challenging times in recent years.
“I’ve always loved romance books, but used to be a little conscious about reading them,” Kanter said. “However, during the pandemic, I revisited the genre, and found it so comforting and transporting. And I wasn’t alone.”
She added that in the past five years, romance bookstores have started springing up nationwide and that their readership have grown thanks to factors like #booktok on TikTok and people using the books as a form of “escapism.”
Kanter noted romance novels typically feature a “guaranteed happy ever after” which can provide comfort and reassurance to readers even if the world around them is less comforting and assured.
Readership of romance novels also skews more heavily toward women, Kanter said, adding that these stories usually focus on the female experience and that readers like seeing characters they can identify with get their “happy endings.”
“Also, romance can be incredibly fun, funny, silly, and totally sexy — who doesn’t enjoy that?” Kanter added.
The coupled surge in the romance genre’s popularity and the rise in popularity of niche bookstores convinced Kanter she had a viable business model in Lovestruck.
In seeking to foster a community of love story enthusiasts, Lovestruck Books also offers more than just delicious food for thought.
The café and wine bar inside Lovestruck Books.Chris McLaughlin
Its café, a partnership with George Howell Coffee, offers a variety of coffees and teas and small bites, such as sandwiches and pastries, with table and booth seating.
Located at the base level of the glass and concrete architecture building it’s housed in, outdoor patio seating is also available in warmer weather for readers and diners.
One of the most notable and striking features one will notice when entering Lovestruck Books is the canopy of artificial multi-colored flowers draping overhead in the patio space and on the exterior columns.
The entrance to Lovestruck Books is adorned with rows of artificial flowers hanging from columns and the ceiling.Chris McLaughlin
Lovestruck’s aesthetic is meant to evoke a sense of decadence and indulgence, Kanter said, with many warm and inviting tones adorning the space.
Beyond books, the shop sells an assortment of candles, home décor, ornaments, greeting cards, art prints, tea cups, coffee mugs, clothing, jewelry and more.
The café space will also soon double as a wine bar and it will offer wine, cocktails, beer, and non-alcoholic drinks, along with an expanded lunch menu, and evening food options such as cheese, charcuterie boards and desserts, according to Kanter.
Kanter said in offering food, drinks and spaces to gather, Lovestruck seeks to encourage people to linger over a good book or conversation.
Lovestruck Books also hosts a roster of community events, including book clubs and writing circles, as well as author talks and book signings — with some held off-site with nearby Harvard Square venues such as The Brattle Theatre and The Charles Hotel.
In addition to these partnerships, Lovestruck is currently hosting a bookshelf for Read My Lips Boston, a pop-up romance bookstore that features stories by and about marginalized communities, Kanter noted.
“We’re still building out our programming and we’re excited to learn what our community is looking for from Lovestruck,” Kanter said.
Lovestruck Books is open daily from 8 a.m. to 7 p.m.
Kanter added that customers can also support the business by ordering online and Lovestruck Books will ship out the orders to them.
