If you’ve ever daydreamed about quitting your day job, opening a cozy bookstore, and living your best bookish life, meet the woman who actually did it.

Kelly Vann, the founder of Lit Actually, didn’t quit her job… but she did open a thriving romance and fantasy bookstore in upstate New York while working full-time and raising two kids. 

From “This Town Needs a Bookstore” to Grand Opening

Back in January, Kelly was on vacation, totally out of reading material (the horror!) and annoyed that there wasn’t a decent bookstore nearby. So, naturally, she told her husband, “This town needs a bookstore.” 

His response? A reality check: “You work full time, we have two kids, and this cabin is two hours from home.” Fair. 

But once an idea plants itself, it’s hard to unthink it. She pivoted: maybe her actual town in Baldwinsville, NY, needed a bookstore instead. 

Fast forward to July, and Lit Actually was born. The shop had its grand opening with a line wrapped around the building. 

“It was more than I could have dreamed of,” Kelly said. “Nonstop all day.”

Making a Bookstore Work in 200 Square Feet

Now, before you picture a massive Barnes & Noble-style setup, let’s set the scene. 

Lit Actually is tucked upstairs in Olive’s Eatery, a charming café-meets-boutique-collective that screams cozy vibes. Downstairs: smoothies, brunch, wine. Upstairs: eight women-owned shops, including Kelly’s beautifully curated bookstore in a 200-square-foot room that used to be part of a house.

It’s giving “secret garden meets small-town dream,” and we’re here for it.

And because of that petite footprint, Kelly gets to treat this first iteration of Lit Actually as an incubator — figuring out what sells, what doesn’t, and what her readers are loving most.

Why Romance and Fantasy?

The bookstore isn’t general interest. It’s specifically romance and fantasy. Kelly’s reasoning? Simple: she loves those genres, they’re hot right now, and no one else in the area is doing it.

“I didn’t want to step on the toes of our local indie bookstores. They do general lit so well,” she explained. “Romance and fantasy felt like my lane.”

Plus, her research showed these genres weren’t just popular. They were thriving. Add in the rise of BookTok and all things book club-worthy, and it was a strategic no-brainer.

Pop-Ups, Partnerships, and the Power of Bookish Swag

Even though the brick-and-mortar is small, Lit Actually’s presence is anything but. Kelly does pop-ups around town with collapsible shelving and a curated mix of 60% books and 40% merch. And yes, that merch is a whole thing.

Let’s just say… if you’ve ever bought a bookmark shaped like an eggplant or labeled “cock on the cob,” you’re probably one of Kelly’s people.

“They’re so unexpected and vibrant, they fly off the shelves,” she laughed. “People love them.”

Besides the NSFW bookmarks, other merch favorites include t-shirts, caps, candles, notebooks, and (of course) “Hot Girls Read” everything. The store’s vibe is unapologetically feminine, cheeky, and romantic, which is exactly what makes it stand out.

Marketing It Like a Pro (But for the First Time, About Herself)

Kelly’s not new to marketing. In fact, she’s been doing it for 20+ years. But promoting her own business? Totally different.

“I know what to do,” she said, “but it was hard talking about me.” 

Still, she pushed through. From partnerships with local businesses to radio interviews and even TV coverage, she pulled out every PR trick in the book.

Her biggest lesson? Community is everything. After launching, she was flooded with messages from other local businesses offering to collaborate and host her pop-ups.

“It’s been such a lovely surprise. This community just shows up for you.”

Balancing a Full-Time Job, Family Life, and a Side Hustle

Yes, she still works full-time in marketing and communications. And yes, she has two kids. But thanks to a four-day work week and a super supportive company, Kelly’s able to chase her bookshop dreams without burning out.

Every free minute, outside of work and carting kids to activities, goes into Lit Actually. It’s a hustle, but it’s hers.

And the bookstore is clearly resonating with her community. “Blind date with a book” offerings are flying off the shelves, and she’s constantly taking notes from customers about what they love and what they want to see more of.

What’s Surprised Her Most So Far?

• Community response: The love from other small business owners has been incredible.
• Shelf space math: Turns out, books take up less space than you’d think, which meant double the inventory scramble.
• Diversity callouts: One visitor challenged the store’s representation, which stung, but sparked a deeper commitment to curating with inclusion in mind.

“I took it really personally,” she said. “But it pushed me to do better.”

What She’s Reading (and What You Should Be Too)

If you’re wondering what’s on Kelly’s nightstand (or in her earbuds), here’s the current lineup:

• Reading: Carrie Soto Is Back by Taylor Jenkins Reid (a fave author)
• Recently Finished: Atmosphere (sobbed through the last 50 pages)
• Audio Drama: Haunting Adeline (“Dark as hell, but I couldn’t stop.”)
• Obsessed With: Megan Quinn and everything spicy

The Dream’s Just Getting Started

Lit Actually may have started as a cabin-side daydream, but it’s now a fully functioning (and adorable) bookstore with a growing fan base, a packed event calendar, and a whole lot of heart.

“I didn’t open this to quit my job or go big,” Kelly said. “I opened it because I love it. Because books matter. And because I knew this town needed it.”

You can visit Lit Actually upstairs at Olive’s Eatery in Baldwinsville, NY, or follow their latest pop-up events, merch drops, and romance recs on Instagram at @lit.actually

Want a bookstore of your own someday? Bookmark this post, follow Kelly’s lead, and maybe keep a few cheeky bookmarks on hand. Just in case.