US, in Culver City, California.  The store’s assorted array of romance novels, many of which are written by BIPOC and LGBTQIA+ authors, and romantically-themed products, like candles and bookmarks, gained an almost immediate cult following.  With an established customer base in Los Angeles, the sisters opened the second location of The Ripped Bodice in August in Park Slope, a picturesque neighborhood in Brooklyn, New York. Inside Retail: You and your sister originally launched The Ripped Bodice in 2016 in Los Angeles. Can you go into the story of how the idea came about for this type of bookstore?  Leah Koch: We are both lifelong romance readers and couldn’t believe there was not a romance-only bookstore in the US, so we decided to take a chance and open it ourselves.  IR: What were some of the highs and lows of setting up, and then running the business? LK: Raising money was definitely the largest challenge, we got our initial funding on Kickstarter which was definitely a roller coaster process.  Our highs are always when we get to be part of big moments in people’s lives like engagements, new jobs, and new friendships. IR: What led you to launch The Ripped Bodice’s second location in New York and what were the factors behind picking this city specifically? LK: We felt like we were ready for a new challenge after we had made it through the worst of the pandemic and wanted to reach another group of customers. A lot of our family lives in Brooklyn, so I chose the city both because it made sense for the store and also because I would have help and support here.  IR: Since launching your first bookstore in 2016, in what ways has the industry changed?  LK: Romance has become a lot more mainstream and societal consciousness of the misogyny in the stories we’ve been told about what culture we should and shouldn’t enjoy has increased a lot. People are much more willing to enjoy romance loudly and proudly which we are thrilled about! IR: The American Booksellers Association revealed that it has reached its highest levels in more than 20 years. Why do you believe independently run bookstores are experiencing a revival as of late?  LK: I think following the Amazon boom, people and communities remembered and better recognized the value that independent bookstores provided and started valuing them more.  IR: What elements or experiences do independent bookstores, such as The Ripped Bodice, offer that are enticing consumers, especially in the Gen Z and millennial demographic? LK: So many! In-person community, expert and curated recommendations, gifts, and items from small makers and experiences you can’t get online! IR: How have social media platforms like TikTok and the pandemic factored into the current state of independent bookstores? LK: I’m going to combine these questions because they are very related! It was a perfect storm of the success of TikTok and people having so much more time on their hands and craving connection [during the pandemic] that led to an explosion of people, especially a younger generation, rediscovering reading for pleasure and creating an online community.  IR: To be successful in a competitive market such as the one the industry is experiencing, what should book retailers keep in mind? LK: Focus far more on creating an incredible experience for your customers rather than trying to compete with billionaires.