GRAND RAPIDS, MI - When locals Sarah Gramza-Howard and Jess Hodges took to TikTok to talk about their new bookstore, they never knew they’d go viral in a matter of months.
Saturday, June 21, 2025, marked the first day open for their brick-and-mortar shop, Pages & Peonies, on Grand Rapids’ northwest side.
“We just looked at our security camera footage to see how many people were there, and the room was full,” Gramza-Howard said.
When they peeked out the window, they were surprised to see about 2,000 people waiting in line down Alpine Avenue and back up to Three Mile Road.
The new bookstore at 2751 Alpine Ave. NW, Suite 3, is catered towards readers who love romance, whether it’s by comedy, thriller or fantasy.
Since being open, Gramza-Howard said the number of people coming to shop has felt Black Friday-esque. But instead of pushing each other for books, all customers were kind and patient.
The grand opening happened to take place when West Michigan was experiencing a heat wave, with some days reaching the 90s.
“I think the waters that our spouses were passing out — which was incredible — kept the crowd happy,” Hodges said.
Once inside, customers were greeted by complimentary refreshments, including a dessert bar and fresh lemonade.
The space also features a kids area with non-romance books so parents can enjoy the freedom of browsing for their new favorite read while their kids are entertained.
Additionally, there is a mini Nespresso coffee station, clothing, jewelry, plants, crochet flowers, bookmarks and other bookish accessories.
Michigan readers’ eagerness left all but one or two shelves nearly empty.
“We’re slowly getting more books in throughout the week, but the problem is we keep selling them,” Gramza-Howard said.
They both agree it’s a good problem to have.
Romance books are something they both bonded over almost five years ago while working together at a local greenhouse, hence the namesake of the business.
“We bonded over plants and books,” Gramza-Howard said. “I actually got Jess into the romance genre, and then when I was writing my book, she helped me edit it. I would write a chapter, edit it and then she’d read it.”
The book in question, titled “Keep Me Safe,” is her first publication under her pen name, Sarah Ellison, also her mother’s maiden name.
She previously had experience selling books and other bookish-related items online for more than five years.
Hodges has a similar experience working in retail, and her hobbies revolve around all things books and flowers.
“The ‘Pages’ comes from being a bookstore, and the ‘Peonies’ are because we sell cut flowers, but also because it’s a romantic flower,” Hodges said. “We wanted to incorporate and just tie everything together.”
The two business partners tout that the new bookstore culminates everything they love: having a community of people who also love romance just as much as they do.
Even popular romance authors have taken notice, going as far as to comment on the store’s Instagram page and showing interest in visiting West Michigan.
“Opening this store shows people that many read romance,” Gramza-Howard said. “Some saw the grand opening, and they’re like, ‘Why are people lined up? It’s just a bookstore.’ I think we showed them that there is a huge community of romance readers - it’s not just the spice that’s important, it’s the connection between the characters.”
She said the launch of the new space wouldn’t have been possible without the help of her family and their business, Howard’s Woodworking and Design.
They stepped up and helped DIY the entire store, from installing the flooring to building the shelves and checkout desk.
“Everyone is like, ‘Finally, a space where I can come and get these books and be myself judgment-free,’” Gramza-Howard said. “We want it to be warm and cozy, like a home.”
The hours for Pages & Peonies are from 10 a.m. to 7 p.m. Tuesdays through Saturdays and 11 a.m. to 4 p.m. on Sundays, but they will be closed June 28 for a family event.
To learn more and shop apparel or bookish accessories, visit pagesandpeonies.com/.
