Melanie Jensen From the latest trending romance novel on BookTok to the timeless classics waiting to be rediscovered, Bards Alley Bookshop at 110 Church Street NW has a book for every kind of reader. Since its opening in 2017, the independent bookstore has been a staple in downtown Vienna, giving residents the chance to discover their next read while connecting with their neighbors. After receiving a personalized book recommendation from a staff member, customers can begin their reading on the outdoor patio. Read on to learn more about Bards Alley Bookshop, a local gem that gives back to the community.
The Inspiration
Owner and long-time Vienna resident Jennifer Morrow opened Bards Alley in 2017 after leaving the civil service and government contracting field when her son started elementary school. After noticing the absence of an independent bookstore in the community and with a bit more time on her hands, she began to look into what it would take to open her own shop. When naming the store, she drew inspiration from both classic and contemporary fiction, with Bards as a nod to Shakespeare and Alley referencing Diagon Alley from the Harry Potter series.
Her goal was not only to create a safe space for Vienna residents to escape reality, connect with each other, and discuss their passions, but also to build a personalized experience where a Bards Alley bookseller could matchmake a customer with their dream novel.
About the Shop
The Bards Alley team, nicknamed the “Great Eight” by Jennifer, is made up of two full-time, two half-time, and three part-time booksellers. After a few prodding questions, staff can typically recommend a handful of books that fit a person’s taste. Each team member has their own specialized knowledge of different genres, giving well-rounded and thought-out recommendations.
“We’re dedicated to helping readers discover the book for them, and we try to throw in a bit of whimsy,” Jennifer said. “We know that life can be hard, and a lot of times, readers come here for an escape or support. So, the booksellers and I, we just really invest in that personal connection with each individual.”
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The store often invites local and touring authors for readings and book signings, and Jennifer says the authors usually enjoy the small, intimate setting that allows them to connect and interact with readers directly. They also partner with other local businesses for events like Books ‘N Brews with Caboose Tavern, an event characterized as a boozy book fair.
Bards Alley also hosts over ten book clubs with varying genre focuses and meeting times. From mystery and thriller to romance to sci-fi and fantasy, there is a club for everyone. Jennifer also offers a 10% discount on all book club books bought in-store. While most clubs are customer-run, the Men’s Book Club is hosted by Jennifer’s husband, Scott.
Jennifer grew up going to Otto Bookstore in her hometown of Williamsport, Pennsylvania, and would often visit Olsson’s Books and Records in Alexandria with her husband once she moved to Virginia. The idea of a brick-and-mortar bookstore always felt nostalgic to her, and when she watched her son learn how to read, it reignited a passion for books. That passion led Jennifer to look into what it would take to open her own store.
She knew Vienna would be the perfect host town for Bards Alley after watching other small business owners foster a sense of community and connection, and invest in the betterment of the community through nonprofit work. Now, she works with local schools for a teacher and school-order discount, while also donating books to literary programs. The store is also a sponsor of the literary magazine at neighboring James Madison High School.
Outside of her work through Bards Alley, Jennifer also sits on the board of Reading is Fundamental of Northern Virginia, a nonprofit that brings books into underfunded, mostly Title I schools. She is also a chair in the Town Business Liaison Committee, representing Vienna business owners and their interests while working with the local government.
While Jennifer is passionate about how important a brick-and-mortar storefront is, Bard’s Alley also partnered with bookshop.org in 2020 to give customers an online purchasing option. The website is dedicated to connecting customers to independent bookstores in their community, and Bards Alley staff customize and curate the books offered on their page. Similarly, Bards Alley partnered with Libro.fm for customers looking for audiobook options.
Along with running the store, Jennifer also hosts a podcast with Bards Alley book-buyer Amy Lane called We Speak Volumes. The two discuss literary classics like Frankenstein and Dracula, and Jennifer appreciates that it gives her a chance to read books that have been on her checklist for years.
Bard’s Alley is located at 110 Church Street NW in Vienna, VA. The store hours are Tuesday through Saturday, 10AM to 7PM; Sunday, 12PM – 5PM; closed Mondays.
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