Avia Collinder, Gleaner Writer

It sits snugly, almost hidden, between other stores on Knutsford Boulevard, but for ardent consumers of books, Bookland is in plain view.

And in tribute to its customers who have remained loyal, owners, Novelty Trading Company, has expanded, from one to two floors, much to the delight of the worshippers of literature.

"I would love to live here," says one book enthusiast, as she stepped into the store. It was lunch time, a week before Christmas, and time to feast.

Making money

Blowing apart the view that only banks, investment houses, hotels, phone companies and fast-food stores can make the money to meet the requirements of the high mortgage/high rent zone, Bookland has not only remained in business for years, but in early December, expanded.

Novelty, known more as a distributor of books, magazines and stationery, at first said it would accommodate an interview about the expansion, but later said they would get back to Sunday Business.

Still, Sunday Business went looking nonetheless, at the more plentiful offerings hidden in the financial district of New Kingston.

Do books sell well enough to support the location? The expansion appears to support a 'yes'.

In a move, which has more than doubled display space, the bookstore now occupies an additional floor, with the upper floor dedicated in large part to inspirational titles and do-it-yourself books.

The new store is arguably now the biggest such establishment locally, dedicated to reading for pleasure (There was not one text book in sight).

Expanded inventory

Chatting with shop clerks, they indicated that the expanded inventory includes some 10,000 titles among which magazines, work of fiction and inspirational works are well represented.

The expansion is a great show of optimism and might be timed to coincide with the festive season when many locals purchase books for themselves for holiday and as gifts.

One amiable shop assistant disclosed that the single greatest seller were books on Barack Obama, president-elect of the United States, of which there are at least five titles in the store.

Hot sellers also include cook books. Go figure.

Eye-catching displays include Anthony C. Winkler's latest book, Trust the Darkness, as well as four other books written by the author, suggesting that Winkler known for his hilarious and pungent depictions of Jamaican life and fantasy - is once again a bestseller.

The new layout is apparently attracting larger crowds.

During our post-lunch peram-bulation, the store had quite a number of buyers tumbling in and out.

International newspapers, new releases, fiction and a vast array of magazines including technology, business, fashion, food, home and garden, and much more were downstairs.

Upstairs, in addition to inspiration type books, were more autobio-graphical works.

Upstairs is the space, apparently, also dedicated to readings as two mahogany-looking chairs were prominently placed in a conversational cluster.

The only thing missing from the new store are places for book lovers to sit while they read enough of a work in order to decide which to choose.

Said the store's lunchtime fan, "I wanted to throw down a bean bag, plop down on it and, with a little music in the background, stay awhile."

Fortunately, our favourite fiction was downstairs and quickly found.

We left with Jeffrey Archer's Prodigal Daughter described as "a story of love and politics that continues the saga of Kane and Abel," in paperback.

avia.ustanny@ gleanerjm.com