Jonah Zimiles owes his career as a bookseller in part to his wife, Ellen, who was walking in Maplewood, N.J., last summer and saw a sign on the door of Goldfinch Books announcing it was for sale. The couple subsequently purchased the store, moved it from a side street to a larger location on the town's main thoroughfare, and reopened in January as Words.
The new proprietor, who hired all of Goldfinch's employees, candidly admits he's not exactly a "book nut" or even had a desire to own a retail business. "We're driven by a love for our community more than anything else," said Zimiles, who has lived in Maplewood with his family for 19 years. "We strongly believe that a thriving independent bookstore is an absolutely critical component to our town's continued vitality."
Zimiles's route to bookselling was a circuitous one. He practiced law for more than a decade and later worked at a non-profit organization. He then became a stay-at-home dad after his son, who is now 13, was diagnosed with autism. Zimiles has since earned an MBA from Columbia, where he received more than business training. "They were inspirational to me," he said. "In particular they have something called the Social Enterprise Program, which emphasizes ways that for-profit businesses can help society."
Zimiles plans to turn Words's lower level into a space to provide vocational training for people with developmental disabilities. A teenager with special needs will soon be joining the bookstore staff. Zimiles would like it known that everyone is welcome at Words. "It's very hard for parents of children with special needs to bring them into stores," he said. "We want to provide a haven for those families. It doesn't matter how their kids act up. We'd love to have them anytime whether they buy books or not."
The store has a substantial and still-growing special needs section. "My ambition is to have it be the best in New Jersey. It's one of the ways in which we can stand out as a bookstore," noted Zimiles. Another highlight is the business section stocked with volumes by Columbia professors and alumni. There is also an abundant selection of general fiction, mystery, science fiction and fantasy titles, which are popular with former Goldfinch customers.
Words's social mission inspired several businesses to offer their services pro bono, including an interior designer and a publicist. The New York advertising agency Barker/DZP helped develop the store's color palette and branded merchandise (including an umbrella), as well as the store's moniker, which along with the literary connotation has another meaning. Zimiles explained: "Children with autism are always being told to use their words," which is not always easy for them, A wall in the children's section is adorned with words such as fun, family, friends, laugh and sing.
To bolster his bookselling prowess, Zimiles attended the ABA's Winter Institute and the NAIBA show last fall. He has received advice and encouragement from industry veterans like Jonathan Welch of Talking Leaves Books in Buffalo, N.Y., and Garden State colleagues Harvey Finkel and Rob Dougherty of the Clinton Book Shop and Margot Sage-EL of Watchung Booksellers in Montclair.
The first in-store event at Words was held a week ago last Saturday, when a crowd of excited customers turned out for Mario and Matilda Cuomo. The former New York governor read from his children's tome, C Is for Ciao: An Italy Alphabet, and promoted Why Lincoln Matters and some of his other titles. Mrs. Cuomo discussed her book, The Person Who Changed My Life: Prominent Americans Recall Their Mentors.
As for opening a business during an economic downturn, Zimiles is both optimistic and pragmatic. "I think this is a great idea," he said. "It's a great space, a great community, but if we have a depression it doesn't matter how much everyone loves us. No one will be able to afford to buy anything." It was in part because of the state of the economy that he decided to take a risk and open Words. Said Zimiles, "We felt that it was important for somebody to stand up and start something new and give a dose of optimism to the community."--Shannon McKenna Schmidt
Words is located at 179 Maplewood Avenue, Maplewood, N.J. 07040; 973-763-9500; wordsmaplewood.com.
