Googling “heart swell” will likely bring up some urgent cardiac advice.
But googling “Heart Swell Books” will introduce you to one of Tucson’s newest gems — a cozy, warmly lit romance bookstore and bar on Campbell.
“The location has been fantastic for us, even though we’ve only been open a week,” said Heart Swell co-owner Shelbie Webb.
“We’ve got our die-hards that did come to several of our events that have been waiting for this moment of our brick-and-mortar opening, and then a lot of people either going to Luna or Prep and Pastry, or just kind of driving on the side of the road and seeing that we exist.”
The Heart Swell storefront is new, but the concept dates back to summer 2024, when Webb, Heart Swell co-founder Chelsea Blue and two other friends decided to open a pop-up, inspired by a shared love of romance, books and Tucson’s literary community. The pop-up, called Friends to Lovers, debuted at Slow Body Beer Co. to great success.
Friends to Lovers began to show up at events all over town, sometimes bringing in hundreds of attendees through the power of word-of-mouth and social media.
“It was incredible, the response we got with no marketing done at all,” Webb said.
We quickly learned that romance readers, and just this community in general in Tucson, were really looking for this type of thing.”
Romance is the niche, but beyond that, the store runs the gamut of subgenres and content, including historical, fantasy, paranormal, young adult and an expansive LGTBQ+ selection. The variety attracts a broad customer base, consisting of mostly women but also men of all ages.
Webb said that contemporary romance novels, which occupy the store’s largest shelf, are its most popular picks.
“Those are probably our bestsellers, and there’s something in there for everybody too,” Webb said.
Leading up to the store’s opening, Webb and Blue had discussions about the community aspect of the bookstore. To create an inviting atmosphere, the two outfitted the space with tables and chairs, a sofa, a record player and a bar menu offering beer, cider, wine, mimosas, canned cold brew and several spritz options.
“We want to be more than a bookstore,” Webb said. “That’s the exact quote we use all the time. The hope is that people come and hang out in the store, instead of just coming in and buying a book and leaving.”
Heart Swell Books is hosting an Oct. 16 grand opening party: in the morning, the store will host a serene session of yoga and mimosas on its quaint back patio. In the afternoon, there will be a bookmark bar, raffle and permanent jewelry by Lala Links. After, the bookstore will bring in a food truck, beverages courtesy of Slow Body Beer Co. and a set from local crate-digger DJ Knight Moves.
“The goal is, like, we want people to take off work,” Webb said. “It’s an all day event, an all day affair with tons of different activities and things going on.”
Heart Swell Grand Opening
WHEN: Oct. 16, 10 a.m. – 8 p.m.
WHERE: Heart Swell Books, 2700 N. Campbell Avenue, Suite 100
COST: Free admission, $20 Yoga and Mimosas
INFO: heartswellbooks.com
