June 8, 2025 • 13 mins
Ever wondered how personal challenges can transform into meaningful business ventures? Andie Ayers' journey from elementary school teacher to bookstore owner will inspire you to find purpose in your own struggles.
Andie's story begins with founding the Fairy Godmother Project, supporting families of children with cancer. After stepping away as executive director, she faced her own breast cancer diagnosis, which shifted her perspective on how people connect during difficult times. This experience sparked the creation of Novel, a bookstore that goes beyond selling books to build genuine community connections.
Novel isn't just a place to buy books—it's a hub for meaningful interactions. Andie has crafted a welcoming space where people connect through literature regardless of background or beliefs. With remarkable insights like "everyone is struggling with something" and "books are a great way to raise empathy," she demonstrates how literature can bridge divides and foster understanding. This philosophy extends to her business practices, even when it means losing sales to better serve customers' needs.
Though only six weeks old, Novel already hosts about twelve monthly book clubs including the innovative Cause Club, which donates proceeds to local nonprofits. Andie collaborates with local authors for signings and plans creative events like Book and Bar Crawls that promote both literature and local businesses. By sharing space with another business, she maintains work-life balance—a lesson from previous experiences.
Ready to experience this unique approach to bookselling? Visit Novel's website or Instagram to discover upcoming events and join a community where stories connect people. Your next favorite book—and meaningful connection—awaits!
Andie Ayers
Novel
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
This is the Fredericksburg Neighbors Podcast
, the place where localbusinesses and neighbors come
together.
Here's your host, Dori Stewart.
Speaker 2 (00:12):
Welcome to the Fredericksburg Neighbors Podcast
.
We love introducing goodneighbors to great businesses
and today we are talking toAndie Ayers, owner of Novel.
Andie, welcome to the podcast.
Speaker 3 (00:26):
Thank you.
Speaker 2 (00:28):
I'm excited to introduce you to my audience, so
let's start off by sharing withthe listeners a little bit
about your business.
Speaker 3 (00:36):
So we are a very small, curated bookstore that
also has gifts.
My goal is even more so thanjust books.
It's about building communityaround books and bringing people
in, helping them find the rightbook and then also helping them
find other people in ourcommunity that they might
connect with.
(00:56):
So a real strong focus on bookevents like book clubs, but also
other activities within thecommunity that bring in other
small business and then alsojust all different people to
connect them to each other.
Speaker 2 (01:10):
That's amazing.
I love that so much, especiallysince, at Fredericksburg
Neighbors, our goal is to bringpeople together, so I absolutely
love your mission for thebusiness.
So tell me a little bit aboutthe background and your journey.
How did you?
What led you to opening novel?
Speaker 3 (01:29):
Oh my gosh, that's such a great question.
So I have, you know, a variedbackground.
I was an elementary schoolteacher for years.
I have a master's in educationand reading, but my
undergraduate was in Englishalways been an avid reader.
And then I was a stay-at-homemom after teaching for about 10
years.
And when I was done withteaching and done with being a
(01:50):
stay-at-home mom, I was tryingto figure out what to do and I
ended up starting a nonprofit inour community that you may have
heard of called Fairy GodmotherProject, and I ran Fairy
Godmother Project, started itkind of got the idea in like
2010 and was the executivedirector until 2022.
And so when I left there, Iwasn't sure what I was going to
(02:11):
do.
But the reason I left wasbecause all I wanted to do was
help the families directly andin the role of executive
director.
I was not, I was indirectlyhelping them and those
relationships were just reallyimportant to me and everything
they had taught me through theyears, super important.
So, shortly after indirectlyhelping them and those
relationships were just reallyimportant to me and everything
they had taught me through theyears, super important.
So shortly after, I actuallyended up being diagnosed with
breast cancer, which kind ofshifted the whole plan of what I
(02:33):
was going to do next.
But what it did show me waseverything I had learned from
the families that theorganization served was that
people really don't know what tosay to you when you're
struggling with a hard time.
So I started an online storecalled Grief Girlfriend and what
that was was cards and booksand different things like that
(02:56):
for people going through hardthings, and I, as time went by
and I was still trying to figureout like, what do I really want
to do with this?
I realized that bringing thatto a storefront would be great,
in addition to books, kind ofmarrying all the things.
And then that's kind of how Igot here.
Speaker 2 (03:14):
Wow, that's amazing.
Yeah, so I did not realize thatyou were the founder of Fairy
Godmother Project, socongratulations on that.
That's amazing.
We did a feature on theorganization a couple of months
ago and, oh my gosh, thewonderful things that that
organization does.
So that's amazing.
(03:36):
And congratulations on openingyour store.
How long have you been open now?
Six weeks, wow.
Yeah, I know that that is achallenge.
So, speaking of challenges, doyou find that that you know kind
(03:56):
of your background with cancerand the organization, that you
find that going through achallenge like that has made you
an even stronger business ownernow in what you're doing with
Novel?
Speaker 3 (04:10):
So I think it depends on how you look at what it
means to be a strong businessowner.
I think that it has.
I genuinely love people and Igenuinely love connecting with
people and helping them.
So I think like that piece ishelpful to being a small
business owner from thestandpoint that you know I'm not
(04:34):
really looking so much at thebottom line all the time, but
I'm more looking at how can Iprovide a space for people, how
can I, you know, connect withpeople, how can I make them feel
like they have some place tocome, where they will be welcome
, no matter who they are or whatthey believe?
And I think that my experienceat Fairy Godmother Project
helped me learn that that we allare struggling with something,
(04:58):
no matter what our backgroundsare, no matter what our
socioeconomics are like, buteveryone is struggling.
And I feel like books are agreat way to bring people
together through that and alsoraise empathy and understanding
of other people's experiences.
And so all of that kind ofplays into my business model at
(05:18):
Novel, which I think makes me agood business owner.
I feel like it does goodbusiness owner I feel like it
does.
Speaker 2 (05:25):
Yeah, yeah, absolutely, absolutely, and I
think um so many people canrelate to that and and bringing
people together through books, Imean that's.
I love that so much.
You find that there's any, umany myths or misconceptions
around what you're doing.
Speaker 3 (05:44):
Um gosh, I wish there were.
One of the things that someonetold me was don't think that
because you're opening abookstore, you're going to be
reading all the time.
And I was like, oh, come on, Ofcourse I'll be reading all the
time.
Turns out that is not a myth.
Not as much time to read andnot as much time to read.
What I might choose to read, Ithink, is the key thing, because
I'm trying really hard to learnand understand other people and
(06:08):
what their likes are in termsof reading and literature, and
it doesn't necessarily alignwith what I typically read.
So, but myths, not really.
I mean, I can't think ofanything.
Speaker 2 (06:21):
Yeah, yeah.
So when you are not workinghard on your business, what are
you doing for fun?
Speaker 3 (06:29):
Oh my gosh, that's a great question.
It's a little early to ask thatquestion, I think.
I think I have um asked me inlike three months.
But actually, all joking aside,um, because I share the space
with another business, there'sum a real gift of balance that
came with that.
So I don't have to work everysingle weekend, I don't have to
work from beginning of the shopopening to the end of the day
(06:52):
every day, and so I have beenable to, even in the first six
weeks, been able to create areal good rhythm of balance,
being able to still spend timewith my family, still spend time
with my children, my husbandand then friends.
So I've been able to do that,which has been really super
(07:12):
important to me.
I would not have done it if Iwas not certain that I could
find that balance.
I've lived without balancebefore and it doesn't feel good.
Speaker 2 (07:18):
Nice, nice.
That's a great way to startyour business.
I love it, yeah.
So what is something that youwish the listeners knew about
your business?
What?
Speaker 3 (07:30):
is something.
Oh gosh, that's a greatquestion.
I think you know one thing thatI don't think people realize
not necessarily just about mybusiness but about bookstores is
, you know, you can go to like abig box place and they will
have books on sale for 40percent off and that kind of
(07:50):
thing.
But for a small business owner,an indie bookstore, if we gave
it to you for 40 percent off, wewould make absolutely no money
because that's how much we payfor them.
And I think sometimes peopledon't realize that.
You know we've gotten kind ofaccustomed to these big deals
that you know bigger places canoffer, but for an indie
bookstore to survive we can't dothat, especially not on a
(08:14):
regular occasion, like regularlydo that, and that may be
off-putting for some people, butI think that piece is super
important to understand, that ifyou want to support small
business, especially an indiebookstore like that's a really
important piece to know.
Speaker 2 (08:30):
Yeah, very important, and you're providing a
personalized experience that youwill never get by going into
one of those big box stores.
Speaker 3 (08:39):
Yeah, and that's that's really important to me.
I think that you know I had anexperience recently.
I think that you know I had anexperience recently.
Someone came through and theywanted to buy this book for a
gift and I have read a goodportion of the books in the shop
.
I would say when I first openedI probably had read 95% of them
and I've since added moretitles that I have not read, but
(09:01):
the nonfiction ones, for themost part I have read and loved.
And this woman's family memberhad just been diagnosed with
dementia and she was going topurchase this book as a gift for
someone else in the family andbecause I had read it, I was
able to stop her and tell herthat that probably wasn't a good
option because they choseassisted suicide in the book and
(09:22):
with a new diagnosis, I waslike your family is probably not
at a point where they're readyto discuss this kind of thing.
And she was so relieved and Ilost a sale that day.
But it didn't matter to mebecause it was more important to
me that her experience and thather family's experience was not
negatively impacted, just andso that I could get a sale.
Speaker 2 (09:43):
That's amazing, and you're never going to get
something like that at a biggerbookstore.
Speaker 3 (09:48):
Yeah, no, definitely not yeah.
Speaker 2 (09:50):
Yeah, I love it.
And are you doing anything toyou know kind of feature or
partner with local authors?
Speaker 3 (10:01):
Yeah, we actually just had a signing two weeks ago
with a new author in ourcommunity.
She just released a book.
It's a romance book.
It's really good.
So we did a signing for her andthen we're also doing a book
and bar crawl in June and itwill be.
It is themed around her bookand so every stop that we make,
I'm working with localbusinesses, local restaurants,
(10:23):
and they will have either adrink or food that coordinates
with the book.
So I haven't, like, said yetwho we're working with, but it's
going to be really fun and soit's just hopping around town.
It's a great way.
I love to get as much exposureto businesses as I can, because
I know the struggles of that andI also know how generous our
(10:45):
community is, especially when Iwas running a nonprofit.
So I want to make sure that I'mgiving back, even in small ways
, to other businesses andbringing people to their
businesses.
Speaker 2 (10:55):
That sounds like such a blast.
I love it.
Speaker 3 (10:58):
Yeah, I think it'll be.
Speaker 2 (10:59):
Yes, yes.
So if the listeners want tolearn more about your book clubs
, the events you're offering,and novel, where's the best
place for them to find you?
Speaker 3 (11:09):
Either our website or Instagram.
We have a link in our bio thatleads to all the all of it, and
we use a platform called bookclubs for all the different book
clubs we're doing and we havescheduled for June.
We have about 12 book clubs,and my favorite one is our cause
Club.
Do I have time to talk aboutthat?
Yes, of course.
Tell us so it is.
(11:29):
I choose a different book thatrelates to some big topic,
whatever it may be, and thenproceeds of the book's sales go
to a nonprofit in our communitythat relates to that topic.
So, for example, the first onewe did we did it before we
opened, but the first one we didwas a book called More or Less
Maddie, and it's about a youngwoman who has bipolar disorder,
(11:52):
and so we worked with MentalHealth America, fredericksburg
and they received a donation atthe end of the month for the
book purchases as well as alittle bit more that we put in
as a business, and then we'llcontinue to do that every month,
and so we've done.
We have had.
The beneficiaries have beenMental Health America, fairy
Godmother Project and then ALSfor Jess Foundation, and next
(12:15):
month in June will be Pride.
Speaker 2 (12:19):
That's amazing.
I love that.
I just love how much thoughtyou have put into everything
you're doing and how you areweaving in what you do with
local businesses, nonprofits.
It's just, it's magical whatyou're doing.
I love it.
Speaker 3 (12:35):
Oh, thank you so much .
I love that.
I appreciate it.
Speaker 2 (12:38):
Awesome.
Well, Andie, thank you so muchfor joining me on the podcast
today and sharing Novel with us.
Speaker 3 (12:44):
Yeah, thank you for having me.
Speaker 1 (12:47):
Thank you for listening to the Fredericksburg
Neighbors Podcast.
To nominate your favorite localbusinesses to be featured on
the show, go tofxbgneighborspodcast.
com.
That's fxbgneighborspodcast.
com, or call 540-534-4618.
This is the Fredericksburg Neighbors Podcast
, the place where localbusinesses and neighbors come
together.
Here's your host, Dori Stewart.
Speaker 2 (00:12):
Welcome to the Fredericksburg Neighbors Podcast
.
We love introducing goodneighbors to great businesses
and today we are talking toAndie Ayers, owner of Novel.
Andie, welcome to the podcast.
Speaker 3 (00:26):
Thank you.
Speaker 2 (00:28):
I'm excited to introduce you to my audience, so
let's start off by sharing withthe listeners a little bit
about your business.
Speaker 3 (00:36):
So we are a very small, curated bookstore that
also has gifts.
My goal is even more so thanjust books.
It's about building communityaround books and bringing people
in, helping them find the rightbook and then also helping them
find other people in ourcommunity that they might
connect with.
(00:56):
So a real strong focus on bookevents like book clubs, but also
other activities within thecommunity that bring in other
small business and then alsojust all different people to
connect them to each other.
Speaker 2 (01:10):
That's amazing.
I love that so much, especiallysince, at Fredericksburg
Neighbors, our goal is to bringpeople together, so I absolutely
love your mission for thebusiness.
So tell me a little bit aboutthe background and your journey.
How did you?
What led you to opening novel?
Speaker 3 (01:29):
Oh my gosh, that's such a great question.
So I have, you know, a variedbackground.
I was an elementary schoolteacher for years.
I have a master's in educationand reading, but my
undergraduate was in Englishalways been an avid reader.
And then I was a stay-at-homemom after teaching for about 10
years.
And when I was done withteaching and done with being a
(01:50):
stay-at-home mom, I was tryingto figure out what to do and I
ended up starting a nonprofit inour community that you may have
heard of called Fairy GodmotherProject, and I ran Fairy
Godmother Project, started itkind of got the idea in like
2010 and was the executivedirector until 2022.
And so when I left there, Iwasn't sure what I was going to
(02:11):
do.
But the reason I left wasbecause all I wanted to do was
help the families directly andin the role of executive
director.
I was not, I was indirectlyhelping them and those
relationships were just reallyimportant to me and everything
they had taught me through theyears, super important.
So, shortly after indirectlyhelping them and those
relationships were just reallyimportant to me and everything
they had taught me through theyears, super important.
So shortly after, I actuallyended up being diagnosed with
breast cancer, which kind ofshifted the whole plan of what I
(02:33):
was going to do next.
But what it did show me waseverything I had learned from
the families that theorganization served was that
people really don't know what tosay to you when you're
struggling with a hard time.
So I started an online storecalled Grief Girlfriend and what
that was was cards and booksand different things like that
(02:56):
for people going through hardthings, and I, as time went by
and I was still trying to figureout like, what do I really want
to do with this?
I realized that bringing thatto a storefront would be great,
in addition to books, kind ofmarrying all the things.
And then that's kind of how Igot here.
Speaker 2 (03:14):
Wow, that's amazing.
Yeah, so I did not realize thatyou were the founder of Fairy
Godmother Project, socongratulations on that.
That's amazing.
We did a feature on theorganization a couple of months
ago and, oh my gosh, thewonderful things that that
organization does.
So that's amazing.
(03:36):
And congratulations on openingyour store.
How long have you been open now?
Six weeks, wow.
Yeah, I know that that is achallenge.
So, speaking of challenges, doyou find that that you know kind
(03:56):
of your background with cancerand the organization, that you
find that going through achallenge like that has made you
an even stronger business ownernow in what you're doing with
Novel?
Speaker 3 (04:10):
So I think it depends on how you look at what it
means to be a strong businessowner.
I think that it has.
I genuinely love people and Igenuinely love connecting with
people and helping them.
So I think like that piece ishelpful to being a small
business owner from thestandpoint that you know I'm not
(04:34):
really looking so much at thebottom line all the time, but
I'm more looking at how can Iprovide a space for people, how
can I, you know, connect withpeople, how can I make them feel
like they have some place tocome, where they will be welcome
, no matter who they are or whatthey believe?
And I think that my experienceat Fairy Godmother Project
helped me learn that that we allare struggling with something,
(04:58):
no matter what our backgroundsare, no matter what our
socioeconomics are like, buteveryone is struggling.
And I feel like books are agreat way to bring people
together through that and alsoraise empathy and understanding
of other people's experiences.
And so all of that kind ofplays into my business model at
(05:18):
Novel, which I think makes me agood business owner.
I feel like it does goodbusiness owner I feel like it
does.
Speaker 2 (05:25):
Yeah, yeah, absolutely, absolutely, and I
think um so many people canrelate to that and and bringing
people together through books, Imean that's.
I love that so much.
You find that there's any, umany myths or misconceptions
around what you're doing.
Speaker 3 (05:44):
Um gosh, I wish there were.
One of the things that someonetold me was don't think that
because you're opening abookstore, you're going to be
reading all the time.
And I was like, oh, come on, Ofcourse I'll be reading all the
time.
Turns out that is not a myth.
Not as much time to read andnot as much time to read.
What I might choose to read, Ithink, is the key thing, because
I'm trying really hard to learnand understand other people and
(06:08):
what their likes are in termsof reading and literature, and
it doesn't necessarily alignwith what I typically read.
So, but myths, not really.
I mean, I can't think ofanything.
Speaker 2 (06:21):
Yeah, yeah.
So when you are not workinghard on your business, what are
you doing for fun?
Speaker 3 (06:29):
Oh my gosh, that's a great question.
It's a little early to ask thatquestion, I think.
I think I have um asked me inlike three months.
But actually, all joking aside,um, because I share the space
with another business, there'sum a real gift of balance that
came with that.
So I don't have to work everysingle weekend, I don't have to
work from beginning of the shopopening to the end of the day
(06:52):
every day, and so I have beenable to, even in the first six
weeks, been able to create areal good rhythm of balance,
being able to still spend timewith my family, still spend time
with my children, my husbandand then friends.
So I've been able to do that,which has been really super
(07:12):
important to me.
I would not have done it if Iwas not certain that I could
find that balance.
I've lived without balancebefore and it doesn't feel good.
Speaker 2 (07:18):
Nice, nice.
That's a great way to startyour business.
I love it, yeah.
So what is something that youwish the listeners knew about
your business?
What?
Speaker 3 (07:30):
is something.
Oh gosh, that's a greatquestion.
I think you know one thing thatI don't think people realize
not necessarily just about mybusiness but about bookstores is
, you know, you can go to like abig box place and they will
have books on sale for 40percent off and that kind of
(07:50):
thing.
But for a small business owner,an indie bookstore, if we gave
it to you for 40 percent off, wewould make absolutely no money
because that's how much we payfor them.
And I think sometimes peopledon't realize that.
You know we've gotten kind ofaccustomed to these big deals
that you know bigger places canoffer, but for an indie
bookstore to survive we can't dothat, especially not on a
(08:14):
regular occasion, like regularlydo that, and that may be
off-putting for some people, butI think that piece is super
important to understand, that ifyou want to support small
business, especially an indiebookstore like that's a really
important piece to know.
Speaker 2 (08:30):
Yeah, very important, and you're providing a
personalized experience that youwill never get by going into
one of those big box stores.
Speaker 3 (08:39):
Yeah, and that's that's really important to me.
I think that you know I had anexperience recently.
I think that you know I had anexperience recently.
Someone came through and theywanted to buy this book for a
gift and I have read a goodportion of the books in the shop
.
I would say when I first openedI probably had read 95% of them
and I've since added moretitles that I have not read, but
(09:01):
the nonfiction ones, for themost part I have read and loved.
And this woman's family memberhad just been diagnosed with
dementia and she was going topurchase this book as a gift for
someone else in the family andbecause I had read it, I was
able to stop her and tell herthat that probably wasn't a good
option because they choseassisted suicide in the book and
(09:22):
with a new diagnosis, I waslike your family is probably not
at a point where they're readyto discuss this kind of thing.
And she was so relieved and Ilost a sale that day.
But it didn't matter to mebecause it was more important to
me that her experience and thather family's experience was not
negatively impacted, just andso that I could get a sale.
Speaker 2 (09:43):
That's amazing, and you're never going to get
something like that at a biggerbookstore.
Speaker 3 (09:48):
Yeah, no, definitely not yeah.
Speaker 2 (09:50):
Yeah, I love it.
And are you doing anything toyou know kind of feature or
partner with local authors?
Speaker 3 (10:01):
Yeah, we actually just had a signing two weeks ago
with a new author in ourcommunity.
She just released a book.
It's a romance book.
It's really good.
So we did a signing for her andthen we're also doing a book
and bar crawl in June and itwill be.
It is themed around her bookand so every stop that we make,
I'm working with localbusinesses, local restaurants,
(10:23):
and they will have either adrink or food that coordinates
with the book.
So I haven't, like, said yetwho we're working with, but it's
going to be really fun and soit's just hopping around town.
It's a great way.
I love to get as much exposureto businesses as I can, because
I know the struggles of that andI also know how generous our
(10:45):
community is, especially when Iwas running a nonprofit.
So I want to make sure that I'mgiving back, even in small ways
, to other businesses andbringing people to their
businesses.
Speaker 2 (10:55):
That sounds like such a blast.
I love it.
Speaker 3 (10:58):
Yeah, I think it'll be.
Speaker 2 (10:59):
Yes, yes.
So if the listeners want tolearn more about your book clubs
, the events you're offering,and novel, where's the best
place for them to find you?
Speaker 3 (11:09):
Either our website or Instagram.
We have a link in our bio thatleads to all the all of it, and
we use a platform called bookclubs for all the different book
clubs we're doing and we havescheduled for June.
We have about 12 book clubs,and my favorite one is our cause
Club.
Do I have time to talk aboutthat?
Yes, of course.
Tell us so it is.
(11:29):
I choose a different book thatrelates to some big topic,
whatever it may be, and thenproceeds of the book's sales go
to a nonprofit in our communitythat relates to that topic.
So, for example, the first onewe did we did it before we
opened, but the first one we didwas a book called More or Less
Maddie, and it's about a youngwoman who has bipolar disorder,
(11:52):
and so we worked with MentalHealth America, fredericksburg
and they received a donation atthe end of the month for the
book purchases as well as alittle bit more that we put in
as a business, and then we'llcontinue to do that every month,
and so we've done.
We have had.
The beneficiaries have beenMental Health America, fairy
Godmother Project and then ALSfor Jess Foundation, and next
(12:15):
month in June will be Pride.
Speaker 2 (12:19):
That's amazing.
I love that.
I just love how much thoughtyou have put into everything
you're doing and how you areweaving in what you do with
local businesses, nonprofits.
It's just, it's magical whatyou're doing.
I love it.
Speaker 3 (12:35):
Oh, thank you so much .
I love that.
I appreciate it.
Speaker 2 (12:38):
Awesome.
Well, Andie, thank you so muchfor joining me on the podcast
today and sharing Novel with us.
Speaker 3 (12:44):
Yeah, thank you for having me.
Speaker 1 (12:47):
Thank you for listening to the Fredericksburg
Neighbors Podcast.
To nominate your favorite localbusinesses to be featured on
the show, go tofxbgneighborspodcast.
com.
That's fxbgneighborspodcast.
com, or call 540-534-4618.
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Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
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If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.