Semi-camouflaged along the banks of the Providence River, yet nestled neatly at a main hub of Wickenden Street is a newcomer to the PVD literary scene. The Creative Capital has had a longstanding love affair with indie bookstores. Many of us still remember when Cellar Stories downtown was the go-to for used selections galore. College Hill Bookstore was an understated gem at the heart of Thayer Street. And I may be showing my age here, but Murder by the Book on North Main Street near the Pawtucket line (and current Motif HQ) was a personal favorite that specialized in mysteries and thrillers.
Today, local icons like Riffraff and Books on the Square carry the torch of what once was. And now we can add Little Bubblegum Bookshop to that list. This elegant, pink-centric nook at 103 Wickenden Street oozes charm and feels like a warm embrace upon entry. For this piece, I got to speak with owner Erin Masse about her passion project on passion.
Rich (Motif): What led you to this specific venture and genre?
Erin Masse: Opening an all-romance bookstore grew out of my own experience with reading. During the pandemic, while working in healthcare, reading became an important outlet for managing stress and protecting my mental health. Later on, I found real joy in creating and curating my Little Free Library by selecting books I loved, restocking it, and watching the community engage with it. That experience reminded me how much I value books as a shared, communal experience. Combined with years of running small businesses, pop-ups, and events, opening a cozy romance-focused storefront felt like a natural next step. The Little Bubblegum Bookshop is where my love of romance, community spaces, and small business all come together. I think readers are drawn to romance because it’s reliable! There’s emotional payoff, character growth, and an ending that feels worth it. The genre has grown as the stigma has dropped, social media makes discovery easier, and people can finally see themselves in the stories. There’s also far more diversity now, so more readers feel represented in the characters and relationships they’re reading about!
RTL: What can customers expect now and in the future?
EM: Right now, customers can expect a warm, welcoming, colorful space filled with carefully curated romance novels and bookish gifts. Because the shop is small, the selection is refreshed weekly, with rotating tropes, subgenres, and diverse voices, so there’s always something new to discover. Looking ahead, the goal is to continue growing by hosting author events, spotlighting local writers, and creating experiences that go beyond browsing shelves. The shop will keep evolving, but it will always stay cozy, joyful, and romance-centered.
RTL: Any recommended or required reading for the genre?
EM: For readers new to romance, I always recommend starting with something engaging and emotionally satisfying without being overwhelming. C.W. Farnsworth is a great entry point, especially for sports romance. Her books are heartfelt, approachable, and fun. More broadly, I encourage readers to explore different tropes and subgenres, from enemies-to-lovers to LGBTQ+ romances, to really see how wide and varied the genre is.
Photo by the author