The love affair with bookstores is back, and this time, it’s hotter (and steamier) than ever.

Founded by passionate book lover Ruby Wallace, Enamoured Books is Auckland’s first-ever romance-dedicated bookstore, nestled in the heart of Remuera,

She says the romance genre has surged in popularity post-Covid, turning the page to a new chapter in bookstore culture.

“Readers across the world indulge in love stories that range from sweet to sizzling with a range of relationship types, main characters and tropes.”

Designed as a haven for romance readers, Enamoured invites readers to immerse themselves in a world where they are the main character.

“It’s more than just a bookshop. It’s an experience, a self-care ritual and a space where romance is celebrated in all its forms,” says Wallace.

“Reading has always been my escape, my passion. It is something I inherited from my mum. I’ve adored reading romance and smut since high school. Now, I get to share that love with others. Enamoured Books is my dream come true,” Wallace adds.

‘’Growing up I’m sure a lot of people felt a sense of shame in reading romance novels. But they are now reading romance with no shame, and I love that! It’s also not just for the younger generation or exclusively women, everyone can benefit from a romance novel or two. We are proudly breaking down that stigma!’’

Physical books are back

A Publishers Association of New Zealand (PANZ) report has revealed Kiwis still vastly prefer print books as demand for ebooks has shrunk.

The report also indicates that around 80% of Kiwis read only physical books, while 5% read digital e-books and 14% read both.

Wallace also claims that the romance genre is shifting form digital to print.

“In 2020, approximately 18 million print romance novels were sold in the U.S, By 2023, this figure had more than doubled to over 39 million. This surge suggests that nearly two-thirds of romance books are now purchased in print formats,” says Wallace.

“At Enamoured, readers get to romanticise their life – Step into a beautifully curated space where the magic of reading meets a touch of indulgence. We will also provide reading snacks and cold beverages for them to treat themselves. Whether you’re browsing solo or catching up with friends, the store is a welcoming retreat for self-care.”

Wallace says Enamoured stocks a diverse range of books, spanning from heart-fluttering love stories to jaw-dropping spicy reads.

The store is divided into sections: Sweet and Spicy Section.

“The Sweet Section is for softer love stories. Whereas the Spicy Section involves a full spectrum of steaminess!” says Wallace.

“I hope everyone who walks through our doors finds at least one book they adore – if not a whole stack! And if you can’t find one, we are more than happy to get one in that caters to your taste.”

Community for all

Wallace says beyond books, Enamoured Books is about community.

“We are inclusive and have a range of books for everyone’s tastes.We invite romance lovers to come together. And chat about their latest book boyfriend/girlfriend, dissecting wild plot twists and embracing the empowering world of romance novels.

“Whether you’re taking a moment for yourself or meeting up with fellow readers, Enamoured is here to make you feel seen, celebrated and inspired,’’ says Wallace.

Enamoured Books opens on April 12 at 346 Remuera Road, Remuera, Auckland.