In Little Rock’s Pettaway neighborhood, one brightly colored shop quickly became a cornerstone of the community. Paper Hearts Bookstore will mark its second year in Pettaway Square next month, and with owner (and Chicot Elementary third grade teacher) Beth Quarles at the helm, Paper Hearts has become not only a successful storefront, but an integral piece of the Little Rock landscape for many.
For the latest installment of our Small Business Talk series highlighting and demystifying the world of women in small business, Quarles talks juggling multiple jobs, the value of everyday joys and finding pride in the midst of disappointment.
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Elevator pitch time. Tell us about Paper Hearts.
BQ: Paper Hearts is a thoughtfully curated bookstore in Pettaway Square with big dreams and starry eyes. We are dedicated to selling books that readers can connect with in an environment that fosters joy, community, acceptance and meaningful conversation. Through books, events and partnerships, we strive to sustainably support the community’s curiosity and creativity. We want readers to shop with us and leave with a little more joy than before, excited for their next read.
Did you have a lightbulb moment when you knew this was what you were supposed to do?
BQ: In second grade, I fell in love with reading because of Mrs. Phyllis Little (my teacher) and the Pizza Hut Book It! program. Having a teacher that invested in me and helped to show me that reading could open doors had such a lasting impact on my life. I knew early on that I wanted to be a teacher, but owning a bookstore was only a dream.
During the height of COVID, my dear friend [Adrienne Dailey Autin] and I were talking about dreams and discovered both of us wanted to have a bookstore. On Instagram, we found a mobile bookstore in Charleston, South Carolina, that was so dreamy. It inspired us to think outside of the box. We started Paper Hearts Bookstore as a pop-up bookstore. After several months of popping up around town, Adrienne wanted to pursue other dreams and I wanted to grow the business further.
Learning about Pettaway Square changed everything. Mike Orndorff, the developer, wanted to support new business owners in their journeys. Each storefront was smallish in size, but very affordable. Financially it seemed like a responsible risk. I opened the doors on Jan. 21, 2023.
From opening day, I knew this spot was my happy place. When I saw some friends from the Pettaway neighborhood sitting down to read with their child, my heart exploded. This is what I am meant to be doing: creating/offering space for people to pursue or find their love of reading.
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What is something you wish you’d done differently when you first launched?
BQ: I am very serious when I say I wish I would have had a therapist when I launched. Owning a business is not for the faint of heart. There have been sleepless nights worrying about staff members, panic attacks when an unexpected expense popped up and just anxiety in general about whether I am making the right decisions.
Many people think about the movie “You’ve Got Mail” when they think about owning a bookstore — romanticizing the customer interactions, the atmosphere and the Kathleen Kelley moments of magical story times. In reality, the scene that plays out is Kathleen talking to Birdie the accountant asking, “Are we going to make it?”
I am happy to say I have found a terrific therapist who has given me coping mechanisms to take things in stride. I know for whatever time Paper Hearts Bookstore is open, whether that be for a couple of years or for a lifetime, this space and its people are life-giving and special. I don’t take it for granted.
Since then, what was a moment that felt huge to you, but might not look that way to others?
BQ: A moment that felt huge was when a little girl pulled out her own money to buy a book. She gave me her tooth fairy money, which were bills covered with glitter. I thought about myself as a second-grade reader and the moment felt very full circle. The moments that bring me the most joy are when I see children wanting a book, reading a book lying on the floor or pulling out their own money to purchase a book. It feels like an honor every single time.
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Paper Hearts is still relatively young, but is continually evolving — from pop-ups to storefront, book clubs, a future mobile venture. What have you learned about balancing the drive for progress with daily needs and upkeep?
BQ: I have to remind myself every day that you can’t do it all. We had a successful Kickstarter campaign to purchase a book truck. I bought the actual truck the same week that the spot in Pettway Square kind of fell into my lap. The truck has just been sitting. That is a hard pill to swallow for me. In many ways, I feel like I have failed because it is not up and running.
However, the days are spent teaching full-time and then evenings and weekends of administrative/operational tasks to run a shop. That is no small thing! I am proud of what my team and I have accomplished and rest in knowing that we try our best each and every day.
What are the best and hardest parts about working for yourself?
BQ: The best part of working for myself is that I get to let my creativity go wild! One little example… I don’t have as much time to read as I used to. To solve that problem, I started Silent Book Club Little Rock so that every month I have guaranteed time to read. I love planning events and decorating spaces. The store is a reflection of me: colorful, playful, joyful. The hardest part of working for myself is turning work off in my mind. I think about it all the time.
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Does being a woman affect how you do business or the way people do business with Paper Hearts? If so, how?
BQ: I do believe being a woman has affected how I do business. Paper Hearts is my heart. It is personal. I cannot tell you how much I care about the place, the people, the ideas, the customers and the love of literacy. I hope that people can feel that.
As far as how it affects how people do business with Paper Hearts, I will simply say our biggest supporters are women.
What do you wish people knew about small business owners?
BQ: I wish people knew how much it meant to small business owners to see a customer/client walk through the door. Every kind word sticks with you. Every unkind word leaves an imprint. I also wish employees knew how much they are appreciated and cared for. No amount of thanks would ever be enough for the people who work (or have worked) at Paper Hearts.
What advice would you give to someone starting their own business?
BQ: To anyone who might be thinking about starting a small business, don’t make the decision lightly. Is this a season when you can make sacrifices of time, money and self? Do you have the support from those around you? While it might seem like a one-woman show (or even feel like it sometimes), just remember your loved ones and your community are in this with you.
Learn more on the Paper Hearts website and follow the adventures on Facebook and Instagram.
