The Little Bubblegum Bookshop is All Heart

Photography courtesy of The Little Bubblegum Romance Bookshop

Let’s be real: Romance novels haven’t always been held in the highest esteem.

Critics of the genre often brand it as, at best, cheesy and superfluous, and at worst, vulgar and untoward. There once was a time when readers might have felt the need to hide their Fabio-covered beach reads with a towel. Perhaps they even claimed Wuthering Heights was their favorite book for its social commentary, or that they loved The Hunger Games solely for its dystopian plot, and not because they ardently shipped Catherine and Heathcliff or Katniss and Peeta.

Photography courtesy of The Little Bubblegum Romance Bookshop

Over the last few years, however, there’s been a shift. Why? It’s possible that the success of series like Twilight gave talented authors the permission to pursue their literary interests and show publishing houses there was a massive market worth tapping into. There’s no denying that Instagram and TikTok influencers have also played a role by regularly sharing their romance reviews and reactions to the tune of hundreds of thousands of views and interactions (see page 55 for further proof).

The trend certainly caught the attention of Erin Masse, owner of the Little Bubblegum Romance Bookshop in Providence.

“I believe [romance] is one of the most popular book genres right now,” she says. “It’s nice to see it finally coming more to the forefront and that people aren’t ashamed of saying, ‘I’m a romance reader.’”

Though Masse has been a lifelong page-turner, she found herself picking it up more during the recent boom. So much so that she started a Little Free Library outside her Warwick home two years ago. Covered in bright pink wallpaper, she dubbed it the Little Bubblegum Book Box and used it to curate a healthy collection of romance titles. Not only did her neighbors love it, but the concept took off on social media and delighted the Little Rhody romance community. That’s when the idea of opening a full-on shop began percolating.

Though Masse earned a Bachelor of Science at the University of Rhode Island and went on to work as a registered dietitian for fifteen years, she always had a mind for business. She minored in the subject and launched a few different ventures while growing up, including selling handmade pet accessories.

“I also spent a lot of time helping the Pawtucket Farmers Market with their marketing, scheduling and admin work, and I fundraise and plan events for Ten Lives Cat Rescue. I’ve had a lot of different avenues and experience, and I’ve met a lot of people,” she explains. “So, I think eventually I knew I would start a book business. Then, knowing how much of a niche romance is and through the research I’ve done on romance bookstores popping up in Boston and New York, I thought, well, Rhode Island needs one, too.”

And where better to put it than in the heart of the Creative Capital?

The owners of Seymour Foods told her about the open space next door to them in the Corliss Landing building and she loved the “cozy and small” space.

Erin Masse celebrates the opening of the
Little Bubblegum Romance Bookshop. Photography courtesy of The Little Bubblegum Romance Bookshop

She scooped it up and slowly transitioned her career, rolling back her hours so that she now works part-time as a dietitian in a nursing home setting and has more time to devote to opening the shop. It also helped that Masse’s own love story has culminated in her supportive husband William. The two met online in 2012, “before it was a ‘cool’ way to meet,” she says, and sparks flew on their first date at Trinity Brewhouse. They now share their home with three dogs and two cats and will celebrate ten years of marriage this year. He has a full-time job but is very much involved in the shop. “Over the years, he’s been at all my small business pop-ups as my support person, helping with setup, hauling bins, managing the little things that come up, and just being that steady, calming presence beside me,” Masse says. “He’s the quiet hype man every small business owner hopes for. He also created such a stir on Reddit before the shop opening.”

Said stir no doubt contributed to the giant throng of patrons who lined the block for the bookstore’s grand opening in October. The space is very much in line with the trendy modern romance covers you see today: cutesy and intimate with vivid colors; pink, of course, being the staple.

The back wall is lined with contemporary spines and titles that pop, meaning you won’t find any Fabio-and-busty-corset-emblazoned novels here — most have been published within the last five years or so. The different sections are organized alphabetically but within separate subgenres, like dark fantasy, historical or LGBTQ-centered, or popular tropes such as “one bed,” “age gap,” “fake dating,” “slow burn” and so on.

“That way, if you come in and don’t know what you want, you might be like, ‘Actually maybe I do feel like reading something about enemies to lovers,’ or you might be inspired to try something new. Because sometimes it’s hard just to look at stacks of books,” she says.

Photography courtesy of The Little Bubblegum Romance Bookshop

While the prevailing thought nowadays may be that readers are, well, more lustful than ever, Masse has a dedicated “non-spicy” section for the more wholesome amongst us, as well — an idea born from a comment left on TikTok.

Little Bubblegum also features a variety of bookish accessories, from bookmarks, keychains and stationery to socks, totes and candles. Many of the items are from local makers, including stickers by Stuck on Forever sticker company which are (appropriately) dispensed from a bubblegum-like vending machine. Masse wants a visit to the shop to feel more like an experience than an errand.

“So, you’re not just walking into a boring bookstore — you’re stepping in and feeling more of a joy for reading. And even potentially meeting other people who share that joy. At the grand opening, strangers would start chatting about a certain book or an author that they’d like. I think it really makes a community, too.”

Masse plans to host events in the space, including collaborations with local businesses, writing workshops, author signings and book clubs. In the meantime, Little Bubblegum Bookshop is open Thursday through Sunday from 11 a.m. to 6 p.m. But if you’re reading this and still thinking the romance genre might not be your cup of tea — well, think again.

“There’s a wide variety nowadays. It’s not all fluffy. There can be a lot of in-depth characters, like [in books by writer] Ali Hazelwood. It also now celebrates women authors and strong female leads, which weren’t at the forefront before,” Masse says. No matter who you are, there’s a story you can relate to or there’s a story that makes you happy.” 103 Wickenden St., Providence, thelittlebubblegumbookshop.com

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Niche Nooks

Find your next read at one of these genre-specific bookshops.

SOUTH

Stillwater Books

Love local? Then visit Stillwater Books, which claims to have New England’s largest selection of books by local authors. Browse through the selection of new and used titles, sign up for a book club or say hi to Freddy the orange tabby, bookstore cat extraordinaire. 1745 Main St., West Warwick, 475-1979, stillwaterbooksri.com

EAST

Commonwealth Books

If you’re addicted to the smell of old books, this is the place for you. Commonwealth Books is jam-packed with vintage books, prints and maps from the past 500 years. Scour its shelves to find fine leatherbound books, paperback mysteries, medieval manuscripts, rare poetry, historical texts and more. 29 Touro St., Newport, 487-0128, cwbnewport.blackwidowpress.com

NORTH

Alexandria DiGregorio, owner of Forget Me Not Fables Bookshop in North Providence. Photo courtesy of Forget Me Not Fables/Instagram.

Forget Me Not Fables

This new bookshop in North Providence (the town’s first, mind you) is where nature and literature collide. Stop by to pick up a blind date with a book, botanical art, canvas tote bags, handcrafted floral bookmarks and more. 1986 Smith St., North Providence, forgetmenotfables.com

Weird Providence

Housed in the historic Arcade, Weird Providence lives up to its name with its extensive-yet-eclectic inventory of “weird” fiction (with emphasis on H.P. Lovecraft), academic texts, art, games, occult items and collectibles. 65 Weybosset St., Providence, 473-3990, weirdprovidence.com

COMING SOON

Lupine Bookshop

Good things come to those who wait. Lupine Books is currently securing a brick and mortar in downtown Providence where it can house its collection of children’s literature and provide a safe, nurturing space for every child who walks through the door. In the meantime, you can support its endeavors by making a purchase through its profile on bookshop.org or donating to its crowdfunding campaign. Learn more at instagram.com/lupine_books.