Beguiled Books Opening Physical Store in Seattle, Wash., This Fall
Beguiled Books, a romance-focused bookstore that debuted as a mobile bookstore earlier this year, will open a bricks-and-mortar location in Seattle, Wash., this fall.
Located in Seattle's Pioneer Square neighborhood, Beguiled will span about 2,300 square feet in an historic building at 109 1st Ave. S. The bookstore will carry a wide variety of romance sub-genres, including contemporary, romantasy, dark, LGBTQ+, and vintage, which owner Ashley Adair called her "little personal baby."
Alongside those categories customers will find YA and middle grade options, a small selection of picture books, and sections dedicated to local and indie authors. The store will sell an assortment of bookish goods, many of them sourced from local artisans and creators, as well as ceramics, jewelry, and its own store-branded coffee blend, which Adair described as the "most Seattle thing ever."
Adair's event plans include book signings, classes on book bedazzling and book rebinding, book clubs, and writing groups. The bookstore's main floor, she said, is "going to be great for author events," while she intends to make the store's loft space a "chill out area" that will be a good fit for book clubs and writing groups. Noting that although the store won't have a food or beverage component because of an "awesome cafe next door," she does plan to serve refreshments at events.
Elaborating on the store's location, Adair said that as a "little bit of a history nerd," she's excited to be in Pioneer Square and is pleased that the building is "on the Underground Tour." Those tours, she explained, explore parts of Seattle that were effectively buried underground after the city rebuilt in the wake of the Great Seattle Fire in 1889, and many "go under our building."
![]() |
|
Beguiled owner Ashley Adair |
Adair will get the keys to the space on October 1 and is planning to open on November 15, following a six-week build-out. Opening weekend festivities will include snacks and drinks, a photo booth, flash tattoos, and more. "The store is opening whether it's done or not," she added, laughing.
Prior to launching Beguiled Books, Adair had a background in HR, with about 15 years of experience in culture leadership, coaching, and learning and development. In 2022, her father unexpectedly passed away from a heart attack, which caused a "pivotal shift in my mentality," Adair said.
The loss of her father emphasized that "life is short," and at the same time, she was "definitely ready to get out of HR." Post-pandemic, she recalled, companies didn't seem to want to "invest in employees and culture any more," which was her specialty. Instead, they just wanted her to "do layoffs or write job descriptions," and she was eager to make a change.
A lifelong romance reader who was "stealing my grandma's Harlequins and Johanna Lindseys" from a young age, Adair said she had always had "ephemeral thoughts" about owning a bookstore of her own. The plan was always for a romance bookstore, and those ideas returned to her after the loss of her father and amid her dissatisfaction with the corporate world.
That plan was "solidified" when she found a nice space available in her neighborhood, but she decided not to move on it at the time because she didn't have a business plan and wasn't ready. She set to crafting a business plan in earnest, and she learned a great deal about bookselling from Pegasus Book Exchange in West Seattle, which took Adair and husband Zach Adair "under their wing."
Beguiled Books began operation in December 2024, with Adair and her husband doing pop-up appearances while they built their mobile bookstore out of a cargo trailer. The mobile bookstore debuted Valentine's weekend this year at the Columbia City Night Market and has been "going ever since."
While Adair always intended to open a bricks-and-mortar store, it is happening sooner than she expected. She discovered the space serendipitously while on a trip to look at a different space, and it was "love at first sight."
She and her husband are able to take this leap, she continued, because the response to the bookstore has been "overwhelmingly possible." The biggest surprise, Adair said, has been the number of loyal customers who will "hunt us down in the wild" to attend the mobile bookstore's various appearances. There has been so much enthusiasm from "all of our new followers and friends," and even offers to come help build out the store or assist on opening day.
"The community is being so supportive," Adair said. "It's taken me by surprise, but in the best of ways." --Alex Mutter