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Myspace“I actually kind of wish there was still a bookstore downtown,” said Mahri Kerley, founder and owner of Chaucer’s, about the recent closure of both Borders and Barnes & Noble. She was sitting at a cluttered desk in the back of her Loreto Plaza store, surrounded by shelves of books, posters, and publishing companies’ catalogs. For the last month, Chaucer’s has once again reigned supreme.
When Santa Barbara’s two chain bookstores nearly simultaneously vacated their spaces downtown in early January, it was a small victory for Santa Barbara’s much-loved and biggest seller of new books. (Used bookstores are another story.) It’s been a long journey to the top for Kerley, who opened Chaucer’s 37 years ago in a tiny lot in nearby Five Points Shopping Center. The first half a dozen years were rough, she says, and she and her husband even borrowed money against their life insurance just to keep the store’s doors open.
Paul Wellman
Mahri Kerley
While the major chains dented her income, Kerley said she never worried they would put her out of business. Chaucer’s had the advantage of great customer service and a better selection. “Frankly,” she laughed, “I’ve got more books in my 6,500 square feet than Borders had in their 38,000 square feet. They were only interested in stocking books that they knew they were going to sell x number of in x number of days,” she added. “I’ve got books in here that I haven’t sold in over a year!”
Although Chaucer’s doesn’t place any of its merchandise on sale, Kerley said that’s the tradeoff for having great employees who receive full benefits, a 401k, a Christmas bonus, and good wages. She has 24 fulltime employees, she said, many of whom have been with her for 10 or 15 years. One has been with her for over 25 years. She only has two part-time employees—a sharp contrast with Borders, which according to Kerley had just four full-time employees.
Born in Canada, lifelong book-lover Kerley described how even in elementary school she would spend her free time helping the school librarian paste envelopes inside of books and lacquer the fronts. But buying the little bookstore that would be Chaucer’s was more like a whim than a childhood dream; Kerley had no experience and said she just “learned by the seat of my pants!”
She expressed no desire to relocate in the absence of any major bookseller on downtown State Street. “I’m comfortable with where I am,” she said, adding that she was “definitely not” planning on getting any larger, either. Kerley’s got enough on her plate just managing what she’s got; her schedule is packed full of meetings with publishing company representatives, and other tasks involved in choosing the books that will line her beloved bookshelves.
That she is not interested in moving Chaucer’s downtown may come as a disappointment to some. But even Santa Barbarans who got used to the convenience and certain other charms of the bygone chains are cheering for the triumph of this longtime, local, high-quality bookstore.
Previous Month
Comments
Chaucer's appeals to me in part because the staff knows where things are, because there's a feeling about books, and the number and type of books available are impressive.
Count me as grateful their values have prevailed.
maven12 (anonymous profile)
February 9, 2011 at 9:45 a.m. (Suggest removal)
I'm delighted to read about Chaucer's continued success. It's a lovely place to wander around in and a fine spot to discover unexpected treasures. And, as maven12 comments, it's a place that has a "feeling about books" that is totally lacking in places like Borders' and Barnes and Noble.
Thinkaboutit (anonymous profile)
February 9, 2011 at 9:59 a.m. (Suggest removal)
If there's ever been anyone who deserves her success, it's Mahri. Chaucer's - the store, the inventory, the staff, and Mahri herself - is all about the books.
bookdenizen (anonymous profile)
February 9, 2011 at 10:05 a.m. (Suggest removal)
This is great news, seeing as the Earthling was sniped by the bigs oh so many years ago. Go Chaucers!
dane (anonymous profile)
February 9, 2011 at 7:06 p.m. (Suggest removal)
"That she is not interested in moving Chaucer’s downtown may come as a disappointment to some. But even Santa Barbarans who got used to the convenience and certain other charms of the bygone chains are cheering for the triumph of this longtime, local, high-quality bookstore."
I think it would be a mistake if she did. When I lived in Mission Canyon I very much appreciated being able to go to a good bookstore without having to fight the downtown madness and parking.
billclausen (anonymous profile)
February 13, 2011 at 5:23 a.m. (Suggest removal)
As a long time visitor to Santa Barbara over the years I have visited Chaucer's many times. It is really not a good thing for many people that all the book stores are threatened, and that Santa Barbara lost Borders and Barnes and Noble at the same time. One problem is that the publishers are short sighted. A few days ago in Overland Park, KS, at Costco I bought Brian Greene's new book, "The Hidden Reality," for $16.29. Actually I was surprised that Costco had it. The list price is $29.95, so this is a 45% discount. How could Chaucer's give such a discount to try to compete and stay in business?
If Walmart, Costco, and Target can skim all the best sellers, then where does that leave the independent stores? There is a certain meaning and quality of life to be able to go into Chaucer's and browse, but one of the dues paid is no big discount. It would even be better if there were a good coffee shop next door. It appears that the quality of management here is good enough to survive through these times. They are also a bit lucky to have a sophisticated, up-scale customer base that helps make the store work. Maybe they will provide a model for other stores with good management.
Best wishes to them.
Richard904 (anonymous profile)
February 27, 2011 at 9:47 a.m. (Suggest removal)
Extending Richard904's idea, consumers are faced with a fundamental ethical choice: support local business.
kstar137 (anonymous profile)
March 2, 2011 at 8:57 p.m. (Suggest removal)