The Well Red Damsel, a pop-up romance bookstore selling new and used titles, has been making appearances in and around Milwaukee, Wis., since its debut last fall, Milwaukee magazine reported.
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| Natasha Meyer | |
The store did its first appearance in November 2024, at a wine bar in Wauwatosa, Wis., just outside of Milwaukee. Owner Natasha Meyer made some 300 sales in the span of three hours, and she has gone on to take the pop-up to bars, breweries, coffee shops, and fitness studios.
Upcoming appearances include a Valentine's Day flea market and a hockey romance night in partnership with the Milwaukee Admirals, an American Hockey League team and affiliate of the Nashville Predators. The hockey romance-themed pop-up will appear at the UW-Milwaukee Panther Arena on February 28. Meyers also plans to create a Well Red Damsel book club.
Meyer told Milwaukee magazine that she strives to have a diverse selection of titles, with some of her bestselling books being "queer romance books and books by Indigenous and people of color."
She said plans to open a bricks-and-mortar store eventually, and she chose to start with a pop-up because "it felt like something I could take action and do now. With a bricks-and-mortar store, it would take several years to get it to fruition."