Let’s talk about the dream of owning a bookstore without, you know, owning the bookstore. 

Sounds impossible? Not for Alicia Boemi, the brains behind Lakeside Books in Lake Geneva, Wisconsin. She’s not only rolling around town with her adorable bookmobile, but she’s also tucked inside someone else’s store. Literally.

Welcome to the magic of a “shop within a shop.” It’s creative, low-risk, and super clever. Here’s how Alicia is pulling it off.

A Bookstore Without the Headaches

Alicia’s “shop within a shop” lives inside Queen Bee Artisan Market in downtown Lake Geneva. Think of it as a cozy little nook filled with books, nestled among other handmade goodies like local art, t-shirts, and air plant holders (yep, those are a thing).

Here’s the kicker: She doesn’t even need to be there to sell her books. The market already has staff, and they ring up her sales. 

Alicia pays a flat “rent” fee to have her section stocked, and Queen Bee handles the rest. Inventory? She keeps track. Profits? All hers after rent.

No daily staffing. No utility bills. And her books are sitting pretty on a street with tons of foot traffic. 

Honestly, it’s like having a storefront without the full commitment. Can we all agree this is brilliant?

The Bookmobile: From Plan B to Big Win

Before the market setup came to life, Alicia was on a mission to open a brick-and-mortar bookstore. But when a deal to buy a local store fell through, she pivoted. Inspired by bookmobiles she’d seen elsewhere,  she decided to hit the road.

Her mobile shop lives inside a trailer she customized with wallpaper, bookshelves, and a whole lot of cozy vibes. Some weekends, it’s parked at farmers’ markets. Other times, it’s popping up at events or local coffee shops. 

The best part? Alicia controls when and where she shows up.

Yes, it’s parked in her driveway. No, the neighbors haven’t complained. Yet.

How She Makes Both Work

Alicia is a one-woman powerhouse. She orders inventory, manages the online shop, handles social media, and books events… on top of being a mom and running a social media marketing business. 

If you’re picturing her scanning barcodes at midnight, you’re not wrong. Inventory has been the biggest challenge so far, especially dealing with damaged books (don’t even get her started).

But the freedom and creativity of doing things her way? That makes the hustle totally worth it.

She also stocks more than books. Think candles, bookish totes, pens, bookmarks, and the unexpected bestsellers: stickers. People love slapping them on everything from laptops to water bottles to their Kindles.

Advice for Aspiring Bookish Business Owners

Alicia’s biggest tip? Make sure your community wants what you’re offering.

She didn’t launch a full bookstore right out of the gate. She tested the waters with the bookmobile, then added the shop-within-a-shop.

And the community showed up big time. They wanted this, and they’re still showing up to prove it.

So whether you’re dreaming of a full storefront or just want to sell your favorite reads and stickers on the side, Alicia says: start small, build smart, and let your people find you.