The Book Lounge will be located at 631 Central Avenue in downtown St. Pete | St. Pete Rising

In an era dominated by screens and digital content, the surprising resurgence of brick-and-mortar bookstores is resonating with readers everywhere.

Big names like Barnes & Noble opened over 60 new locations in 2024 alone, but it’s the smaller, independent shops that are telling the most compelling story. Across the country, new bookstores are opening with unique identities—many centered around genre, community, and cause.

Some indie shops focus on specific genres like horror, mystery, or the ever-popular romance, while others take a stand on social issues like diversity or resisting book bans.

Now, St. Pete is getting its own new chapter in the indie bookstore movement: The Book Lounge, opening June 15th at 631 Central Avenue in downtown St. Pete.

Owned by mother and daughter Natalya and Pamela Calleja, this cozy 1,600-square-foot store will carry around 4,000 books specializing in romance, fantasy, mystery/thriller, and general fiction. There will also be a small section for LGBTQ+ romance books.

Pamela Calleja and her wrapped blind books | facebook image

Popular romance authors like Sarah J. Maas, Colleen Hoover, Emily Henry, and Rebecca Yarros will be prominently featured—along with plenty of “spicy” titles for those who prefer their fiction with extra heat.

Pamela, who is preparing to start business school at USF St. Pete, already has one literary success under her belt.

A year ago, she launched Pages and Roses, a blind date book business with a twist. Instead of just wrapping a book in brown paper and jotting down a few clues, customers choose a genre and spice level, and Pamela directs them towards pre-curated bundles filled with tons of extras—think lip masks, bookmarks, tea, lollipops, stickers, and more.

These bookish surprises struck a chord with readers and helped inspire the concept for The Book Lounge.

For smut readers looking for different spicey reads, Pamela Calleja wraps selected “blind books” with special decor and bundles of fun self-care gifts and accessories | pages & roses

“She’s been so successful,” said Natalya. “I thought, you know what? Let’s do this. It’s a huge trend, and it was only focused on fiction—so we’ll be bringing it to The Book Lounge.”

Now, Natalya is leaving her 25-year corporate career to open the store with her daughter.

One of The Book Lounge’s standout features will be its book matchmaking table, where readers can fill out a form and receive three hand-picked suggestions, or choose from Pamela’s pre-made blind date books.

The shop’s vibe will be cozy and eclectic, complete with mismatched furniture and a welcoming feel.

“We want this shop to feel like you’re walking into your grandmother’s living room—with a warm and cute vibe,” Natalya told St. Pete Rising.

One of the blind book bundles | pages & roses

But this isn’t just a bookstore—it’s a gathering space. Guests can sip on coffee, tea, beer, wine, or a refreshing frosé while playing from a library of 75 to 100 board games.

Quick bites like charcuterie and desserts will be available in grab-and-go fridges.

A dedicated room in the back will host private book clubs, game nights, “book bedazzling” events, and more.

The grand opening on June 15th will feature giveaways, including bookish bags and merch.

Be sure to follow The Book Lounge on Instagram to stay up to date on grand opening plans and the latest book releases.