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New children's bookshop opens in Essex

16.08.12 | Lisa Campbell

A new children’s bookshop has opened in Essex, seeing “promising” sales in its first week.

Jacqson Diego Story Emporium in Westcliff-on-Sea opened last week on 7th August and sells a range of literature specialising in the 0-13 age category.

The shop aims to provide children with a books outlet “to get lost in” and interactive events, and offers to “source books in as many languages as our customers think in".

Owner of the new outlet, Jacqueline Johnson, a PhD graduate in early modern literature, said people had warned her the bookselling market was tough at the moment but that had not deterred her from following her “passion”.

She said: “Everybody who has come in has been positive about it and children have been going away and telling their friends. It is great when an idea you are imagining in your head works out in reality. People have said to me ‘what are you doing opening a bookshop?’ But I love reading and I love books so I wanted to follow my passion.”

She added: “I didn’t set my sight on any takings in the first week but the reception has been phenomenal and we have banked cash.”

The name for the bookshop derives from an amalgamation of Johnson’s first and second names, while ‘Diego’ was chosen because the book-lover thought it might appeal to boys.
The shop has an eye-catching front window display featuring an array of toys and the strapline “Be a part of the story”.
 

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