Books Are Magic: Brooklyn’s indie bookstore growing with community spirit
A neighborhood bookstore turned cultural anchor, blending literary discovery, social advocacy, and two vibrant Brooklyn locations where readers of all ages feel at home
How Books Are Magic Became Brooklyn’s Most Photographed and Beloved Indie Bookstore
Books Are Magic opened in May 2017 and quickly transformed from a neighborhood necessity into a cultural touchstone. Founded by author Emma Straub and designer Michael Fusco-Straub, the store began as a response to the closing of their local bookshop—a moment that sparked a mission rather than a business plan.
The instantly recognizable pink mural on Smith Street, added almost on a whim, became an icon of Brooklyn’s literary scene. Inside, bright beams, airy shelves, and generous light make the space welcoming rather than intimidating—a place built to be lived in, not tiptoed through.
In 2022, Books Are Magic expanded its reach with a second location in Brooklyn Heights, extending its neighborhood-centric ethos while preserving the warmth and personality that define the original storefront.
Why Books Are Magic Thrives in the Digital Era: Community, Comfort, and Real Pages
While screens dominate much of modern life, Books Are Magic is built on the belief that physical books—and the human connections around them—remain irreplaceable.
Both locations feature vibrant children’s rooms: low shelves, cushioned reading nooks, and storytelling corners designed to spark curiosity. The store maintained strong ties with distant readers during lockdown by refining online ordering and virtual events—practices that now coexist seamlessly with a packed in-person calendar.
Fiction remains the top seller, but cookbooks have become an unexpected powerhouse. Local authors with quirky, delightful projects are welcome additions to the shelves, ensuring the store’s inventory remains as unpredictable as it is curated.
Inside the Bookstore’s Bold Commitment to Social Justice, Inclusivity, and Community Action
Books Are Magic has long paired its literary mission with social consciousness. Tables dedicated to anti-racist reading, queer storytelling, and banned books signal the store’s belief that bookstores can be catalysts for cultural conversation.
Fundraising campaigns, donation initiatives, and partnerships with community organizations highlight the store’s commitment to equity and accessible literature. Events frequently spotlight voices pushing for social change—from activists to debut authors reshaping contemporary narratives.
What’s Next for Books Are Magic: A Future Driven by Readers, Writers, and Neighborhood Roots
Today, the two storefronts buzz with morning storytimes, standing-room-only author talks, and travelers lining up for a photo by the neon-pink mural. The pandemic reinforced just how essential independent bookstores are—and how resilient they can become when supported by an engaged community.
As Books Are Magic enters its next chapter, its vision remains steady: nurture curiosity, champion writers, care for its staff, and keep placing books—unexpected, beautiful, odd, beloved—into readers’ hands. Its magic lies not in mystery, but in the everyday act of making people feel at home among stories.
