Small Business Spotlight: Second Love Social Club
Credit: Second Love Social Club
There's something magical about discovering a bookstore that feels as much like a community gathering place as it does a place to shop. Second Love Social Club has taken that idea on the road, bringing carefully curated books, thoughtful gifts, and a whole lot of joy to markets, breweries, festivals, and events across Massachusetts in a charming tiny Japanese work truck. Founded on the belief that stories connect us and that everyone deserves a welcoming place to feel seen, this unique mobile bookstore is creating memorable experiences one book at a time. We recently sat down with the founder to learn about the inspiration behind the business, the power of romance novels, and the dream of building a community centered around books and belonging.
Life in Mass (LIM): For readers discovering Second Love Social Club for the first time, how would you describe the heart behind your mobile bookstore?
Second Love Social Club (SLSC): At its core Second Love Social Club is a curated space dedicated to helping people rediscover joy, connection and the transformative comfort of a great story.
LIM: The name “Second Love Social Club” is so memorable. What inspired it, and what story does it tell about the business?
SLSC: The term ‘Second Love’ was first introduced as a way to replace the word “used” for books. No one wants to feel, or be, used. So at first it was a term to give a better title to our pre-read section of books, but it also symbolizes new beginnings, growth, and hope. Serving as a reminder that love, in every form, deserves an opportunity to win. Social Club was because that’s exactly what I hope for it to be, a space for people to gather, connect, and be social. To grow into events that bring the community together to share in their love of books and reading.
LIM: Your bookstore operates out of a tiny Japanese work truck, which feels wonderfully unique and personal. How did that idea come together?
SLSC: I became friends with a woman on social media in Maryland who had successfully operated her business with the same model. She was a big inspiration in taking the leap! Also, a miniature truck felt more obtainable and less terrifying than signing a lease for a brick and mortar right away. It also just felt fun and something that wasn’t in the area already that I hoped would be warmly welcomed.
LIM: What has the reaction been like when people first spot the truck at events around the South Shore?
Credit: Second Love Social Club
SLSC: They absolutely love it! I wanted to bring joy to people and judging by the smiles on customers faces when they see it that’s exactly what she’s doing. Even when stopped at a traffic light people smile at the truck, sometimes I think without even realizing they’re doing so. Such a small thing, with such a big impact.
LIM: Romance stories play a big role in your curation. What drew you to that genre in particular?
SLSC: Life felt heavy. Marriage struggles, being a new mom in the throes of postpartum, the world around us feeling heavy and scary. Romance fiction became my escape. It provided me a few hours in life to check-out from my spiraling mind. And then when I started talking about what I was reading and finding out that a lot of my friends, clients and strangers were all reading the same thing, it was a gateway for connection. To be able to relate to other women who not only liked to read similarly to me, but that were also going through similar life challenges. Romance reading provided what life wasn’t providing for me, which in turn has led me to taking the reins and romanticizing my own life in ways I wasn’t before.
LIM: How do you decide which books to stock in such a thoughtfully curated small space?
SLSC: That’s the big question and I’m still trying to narrow down a set script on how to do this. It’s been equal parts what’s trending on Indie selling lists, finding local authors to support, making sure there’s representation for as many groups as I can carry, and vibes. There’s so many tropes within the genre of Romance that it’s impossible to carry them all. Then throw in disability, BIPOC, LGBTQIA+ representation, space fills up fast.
LIM: What’s the experience you hope visitors have when they step up to the truck and browse your shelves?
SLSC: I hope they feel like they’re participating in something special. Bookstores are a great place no matter what, but buying a book from a cute mini truck at a market or brewery is so much fun and unique! I want them to know that they are actively assisting in making someone's dream (mine) come true.
LIM: You travel to markets, festivals, and community gatherings across the South Shore. What do you love most about bringing books directly to people instead of staying in one permanent location?
SLSC: So far the best part of the mobile structure has been the wide variety of people I get to meet from different communities. The crowd at a vintage market varies vastly from the crowd I met at a brewery pop-up to the crowds that go to Pride. But all have a common love for literature and cute merchandise and supporting small and local.
LIM: Independent bookstores often become gathering places for connection and conversation. How have you seen that happen through your mobile shop?
SLSC: Nothing gets complete strangers talking than a shared love for the same book! I’ve witnessed this just standing nearby and watching two shoppers chat about what the other is holding. I’m excited to extend this into organized bookish craft nights and book swap events at locations excited to host us.
LIM: What kinds of books or authors are customers most excited to discover lately?
SLSC: Books that help them feel something. The world is feeling a bit heavy lately and I think a lot of us try to tune it out before it becomes all consuming. But by doing that you can block out the good feelings too. Romance is a glass half full genre. It lets you have butterflies all over again. It lets you get out of your head and places you somewhere new. Also, thanks to major networks a lot of romance series are being turned into TV shows or movies this year. Those have been big sellers which I love, it’s making people curious about the books after loving the TV version (the books are always better). Heated Rivalry, Off Campus, Windy City series, they’re all getting new attention that they very much deserve and I’m happy to stock them on my shelves.
LIM: Running a bookstore out of a tiny vehicle must come with some creative challenges. What have been some of the funniest or most unexpected moments so far?
SLSC: Well, watching me learn how to drive a stick shift on the opposite side has been pretty comical. But besides that it’s been figuring out how many bins of books it takes to fill up the shelving. The truck looks so small but once you have 16bins of books stored in your SUV to transport you realize how much it can actually hold! I also carry a curated collection of bookish inspired merchandise that I source from either Women, BIPOC or LGBTQIA+ small businesses local to New England (and not sold on Amazon). Fitting display space onto the truck was a big undertaking. I knew the merch was important for sales for customers who aren’t big readers, so figuring out a way to make it look like it belonged and was easy to shop was an unexpected problem to be solved.
LIM: Your business feels very rooted in the community. How important has local support across Massachusetts been to your growth?
SLSC: Community is everything. I’d be lying if I said the truck has been welcomed everywhere. Some people have a hard time understanding just how small the truck is and the little space it takes up. Some people may not love that I carry banned books. And that’s their right. BUT, more often people are excited about the truck and the vibe it brings. I have received so much praise and words of encouragement from so many strangers, it’s filled my heart with so much pride and honestly given me so much confidence in all of the hard work I’ve put into building out the truck, the brand and the business this past winter. I knew going into this it wouldn’t be for everyone, but I also knew that for the ones who got it, it would be EVERYTHING.
LIM: For someone who hasn’t visited an indie bookstore in years, what do you think they’re missing out on?
SLSC: Feeling treasured and valued. Buying from an indie anything means the literal world to indie owners. Your purchase and support keeps doors open and these shops in business. I truly appreciate and value every person who has made a purchase from me whether it’s a single sticker, to a stack of new books. You are a part of our business and the business is designed around you, not what some big corporation thinks they know about you. The merchandise I buy I buy from other local businesses. You’ve not only supported me, but also them. Buying indie is bigger, you’ve done something so much bigger with one act of buying.
LIM: You’ve spoken about creating a welcoming, comforting space through books. Why do you think stories remain such an important form of connection today?
SLSC: Stories are universal. Books transcend language barriers or geographic boundaries. Someone in New York can relate to someone raised in the deep south. Someone in Iran can find common ground with someone from China. A teenager afraid of coming out and not feeling like they have anyone to talk to can feel seen between the pages of a YA novel. Books are conversations we’re not able to have, with other people, with ourselves. Stories are the very first forms of bringing people together.
LIM: I saw mention of your hopes for a future brick-and-mortar space someday. What would your dream bookstore look and feel like?
SLSC: My ideal bookstore is in a historical (looking not actual, too many rules you have to follow actually being historical) building that oozes charm. It’s big enough to have a coffee shop that also has a beer and wine license for evening events. It has space for people to come and work during the day, with a few sound proof phone rooms to take calls in. It has a large enough space for a family style table for book club meetings, craft nights or author events. A space just for kids to play, read and feel inspired. I want a space that feels like home that people can gather, find a great read, connect and escape to.
LIM: Finally, what’s next for Second Love Social Club, and what are you most excited about in the year ahead?
SLSC: So many ideas! For right now I’m still booking pop-up events for the Summer. I’ve already found a few amazing local places that the truck can actually fit inside that I’m keeping in mind for the colder months. Summer I want to be outside as much as possible, but for the Winter I will be planning more organized ticketed events, ex: book bedazzling nights, book swaps, craft nights, etc. Low commitment events that get you out of the house and help combat the hole we all tend to crawl into when it’s cold outside. I’m really just excited to continue to grow the trucks following, meet new faces and sell some books!
Second Love Social Club is proof that a small business can make an outsized impact. Whether it's introducing readers to their next favorite book, creating space for meaningful conversations, or simply bringing a smile to someone's face as the little bookstore truck rolls by, every stop is about building connection. If you spot Second Love Social Club at a local event, be sure to stop by, browse the shelves, and support a Massachusetts small business that's reminding us all of the joy that stories—and community—can bring.