(Courtesy of Lucas Marino)
JAMES CITY COUNTY — Spineless Reads, an independent fiction-focused bookstore that started online, will open in Settler’s Market Sept. 27.
The space aims to bring together stories and community, with a goal to be as much a community hub as it is a shop.
For owner and author of “The Haunting of the Whispering House,” Lucas Marino, the leap from publishing to bookselling felt like a natural next chapter.
“I’ve been writing and publishing for a few years now, but about two years ago I had this itch to open a bookstore,” Marino explained. “I really enjoy selling books, not just writing and publishing books. If I can make my whole life about books, I’m a happy person.”
The idea of Spineless Reads is rooted in both passion and practicality, he said. Beyond selling books, the store will be a family endeavor. With teenage children ready to learn the ropes of entrepreneurship, the bookstore doubles as a place to teach real-world lessons in customer service, business management and community engagement.
Opening any retail business comes with hurdles, but Marino’s biggest challenge hasn’t been the logistics — it’s the commitment.
“Launching the store doesn’t scare me,” he said. “What’s more daunting is manning the store every day once it opens. I love creating something from nothing, and this gives me the chance to do that in a whole new way.”
From heavy lifting to navigating today’s economic uncertainties, Marino acknowledges the demands of retail, but remains optimistic. With years of prior business experience, including running a training company and serving in the U.S. Coast Guard, Marino sees Spineless Reads as both a creative outlet and a gift to the community.
The goal is to make Spineless Reads more than just shelves of books. That vision extends to creating a welcoming space for teens in the area. With few options for younger residents, the store aims to be a gathering place for readers of all ages and interests.
“I want people to feel welcome, like they’re walking into a place where they can laugh, talk and have fun, not a library where you have to stay quiet,” Marino said. “There will be music, lighting and decorations. I want it to feel like a destination.”
Spineless Reads’ name is a nod to its origins. The store originally began online as an e-book marketplace, hence the name “spineless” since e-books don’t come with a spine cover. Drawing on the owner’s naval background, the brand features a nautical theme with an octopus mascot.
The bookstore will highlight a range of genres, from horror to fantasy. Events are already on the horizon, from author signings to cosplay and genre-themed gatherings, including partnerships with conventions like AuthorCon and Scares That Care.
“I’ve sold books at horror conventions, comic-cons, and Gothic markets,” He said. “It surprised me that more bookstores haven’t tapped into these communities. We’re going to.”
Williamsburg’s rich history, even its haunted lore, won’t be overlooked. The store hopes to tap into local storytelling traditions and rejuvenate them for new generations of readers.
“We’d love to host local authors who write about Williamsburg’s hauntings and make those stories accessible to younger audiences,” he said.
At its heart, Spineless Reads is about the connection between books, readers and community. The store plans to keep an open pad at the front desk where visitors can jot down requests for books or events they’d like to see.
“We want to be part of the artistic culture of Williamsburg,” he said. “If you love romance, horror, or literary fiction, I want you to feel like there’s a place here for you.”