Focused on romance and fantasy, the Velvet Chapter, in the Great Petaluma Mill, is crammed with books about love and magic.
As Petaluma reacts to news that Copperfield’s is planning to shut its local used book operation and hack away around 50% of the remaining retail space, a brand new bookstore has opened just a few blocks away. The Velvet Chapter, specializing in romance and fantasy literature – a various gilded and scalloped, Goth-adjacent gifts and goodies – officially opened to the public on August 2, at the Great Petaluma Mill.
The small but gorgeously decorated shop has moved into the space formerly occupied by Refill Mercantile, which has moved to the other side of the building, taking over the spot once held by the children’s clothing store The Hunter & The Bird.
That beloved little boutique, meanwhile, has moved to a new spot on Kentucky Street, where it is sharing new digs with Chick City Goods, which has itself moved from a tiny space near Copperfield’s to the larger real estate it now shares with The Hunter & The Bird.
Got all that? Anyway, the point is: Petaluma has a new book store.
“At The Velvet Chapter, we believe stories are sacred,” reads a vividly exuberant declaration on the store’s new website, TheVelvetChapter.com. “Whether it’s a slow-burn romance, a high-stakes fantasy, or something deliciously in between – we curate every title with heart and magic in mind. We champion diverse voices, bold emotions, and unforgettable characters. We’re here for the readers who want to feel something real, get lost in the pages, and find community in the in-between. This isn’t just a bookstore. It’s a soft place to land. A secret door to another world. A velvet-draped portal to the stories that stay with you long after The End.”
That’s a lot for such a little shop, but based on what was happening on opening day, this seems to be the team to pull it off. Promising fun stuff like subscription boxes for romance lovers and a weekly celebration of New Release Tuesday, the store launched promisingly enough with an opening day party that hundreds of people lining up for a chance to be among the first inside.
With that out of the way, the little shop, which is described on its website as more of a portal to a new dimension of reality that a store where one purchases product.
“We’re still reeling from the overwhelming turnout on opening day – your support truly blew us away,” reads a statement posted on the site. “Over the next couple of weeks, we’ll be sharing updates on upcoming events, restocks, and new ways to stay involved with the story. Keep your eyes on our socials – and your hearts on your sleeves.”
The Velvet Chapter’s hours are from 12-5 p.m. on Sundays, and then Tuesday through Thursday, and from 10 a.m. to 6 p.m. on Fridays and Saturdays. The shop is closed on Mondays. Find The Velvet Chapter Bookstore is at 6 Petaluma Blvd. N.
David Templeton is the Community and Arts & Entertainment Editor of the Petaluma Argus-Courier. You can reach him at david.templeton@arguscourier.com.