In the heart of Tbilisi, bookstores are more than just places to purchase books—they’ve evolved into vibrant cultural spaces that mirror the city’s creative pulse. From hybrid spaces that merge literature with lifestyle, to personalized book-hunting experiences, Tbilisi’s bookstores offer a unique blend of business solutions that make them irresistible.
A modern bookstore in a creative city has countless opportunities to implement innovative business solutions and tools that reflect the evolving dynamics of urban life and consumer behavior. Here are several strategies that could enhance both the business and cultural value of a bookstore, inspired by the successful examples of Tbilisi’s literary sanctuaries, which thrive on innovation and creativity.
Hybrid Spaces: Books, Coffee, and Creativity
A bookstore today can thrive by diversifying its space to offer more than just books. By combining the traditional retail experience with a café, co-working space, or event venue, the store becomes a cultural hub. Hosting book readings, poetry slams, or workshops creates a sense of community and keeps people coming back for more than just purchases.
They Said Books (https://www.facebook.com/theysaidbooks) is a perfect example of how bookstores are no longer limited to selling books. It’s an inviting space for breakfast, a photogenic backdrop for influencers, and a haven for book lovers seeking quality reads, especially art albums in English. By combining stylish interiors, a café atmosphere, and carefully curated book selections, They Said Books offers an immersive cultural experience that transcends traditional bookstore visits.
Workshops and Local Designers
A modern bookstore can serve as a platform for local creatives by collaborating with artists, musicians, and designers. Hosting small art exhibitions or partnering with designers to create exclusive bookstore merchandise or custom-made notebooks, prints, or tote bags can make the space more dynamic. These items can become symbolic of the bookstore and create a unique identity within the city’s creative ecosystem.
At Stamba Bookstore (https://www.facebook.com/Stambasbooks), visitors can do more than browse through books—they can explore an array of artisanal crafts by local designers. With its extensive selection of English-language books, alongside Georgian posters, jewelry, and modern crafts, the bookstore has become a creative hotspot. Whether you’re looking for a classic novel or a uniquely designed accessory, Stamba effortlessly blends literature with modern design.
Community and Book Clubs
Launching book clubs—both physical and virtual—centered around various themes, such as politics, feminism, philosophy, or local history, fosters a sense of intellectual community. These clubs can help develop a loyal following while promoting books that align with current societal debates.
Prospero’s Books (https://www.facebook.com/prosperosbooks), a legendary Tbilisi institution on Rustaveli avenue, has built one of the strongest English-speaking communities around its literary selection. More than just a bookstore and café, Prospero’s hosts regular writer meetups and book discussions. Its online book club has fostered a loyal community of readers who share recommendations and literary critiques. This engagement not only strengthens customer relationships, but also encourages return visits.
Subscriptions and Personalized Service
Offering personalized book subscription boxes, where customers receive a curated selection of books delivered monthly, is a great way to maintain engagement. A creative city’s bookstore could create themed boxes—focused on local writers, translated works, or different genres—and deliver not just books, but also local art, postcards, or merchandise reflecting the bookstore’s aesthetic.
Books Corner (https://www.facebook.com/profile.php?id=100093737404218) has taken subscription models to the next level. Recently relocating to Agmashenebeli Avenue, this second-hand bookstore expanded to include a bar that hosts eclectic events like Kerosinka Parties. Though its selection of English-language books is limited, what’s offered rarely stays on the shelf for long. The bookstore’s dynamic social media presence, advance booking options, and customer-specific recommendations based on browsing habits have made it a beloved spot for book lovers with diverse tastes.
Curated Collections: Themed Bookstores
Rather than relying solely on bestsellers, a modern bookstore can specialize in curated selections based on local culture, social movements, or hard-to-find independent publications. This appeals to niche audiences and positions the bookstore as an intellectual leader.
For fans of niche genres, Parsek 1 (https://www.facebook.com/parsek1tbilisi) is the go-to bookstore for comics and manga. With a cozy, cat-friendly workspace and a selection that spans American graphic novels to biographies of animators like Hayao Miyazaki, Parsek 1 is a paradise for comic book enthusiasts. The store also supports local illustrators, making it a beacon of Georgian creative talent in the world of graphic storytelling.
Books as Art: Museums for the Written Word
Capitalize on the aesthetics of older books by creating visually appealing displays. A collection of first editions, antique bindings, or illustrated books can be attractively displayed with proper lighting and vintage décor, making the space feel more like a museum. In addition, offering rare or autographed editions can attract serious collectors.
Books from Past (https://www.facebook.com/booksfrompast) combines art with literature in a way few stores can. Lined with original artworks, autographs from famous figures like Ai Weiwei, and offering monthly giveaways, this hidden gem offers a truly memorable shopping experience. Part bookstore, part museum, it’s a space for art books and the largest collection of classic pocket editions in Tbilisi. It’s the kind of place where every visit feels like discovering something rare and invaluable.
Involving Local Artists
Collaborating with authors to create limited-edition books exclusive to the store creates an additional layer of exclusivity. Whether through signed copies, custom dust jackets, or bundles that include personalized notes, these limited editions attract bibliophiles and collectors. Partner with local artists or artisans to design custom bookplates, bookmarks, or handcrafted book covers that can be sold alongside books. This promotes a blend of art and literature, appealing to the creative community. Such collaborations also allow for limited-edition releases, creating a sense of exclusivity.
Posta da Kona (https://www.facebook.com/KonaBooks) stands out by supporting Georgian creativity in every form. As the official store for a local publishing house, it regularly hosts presentations of photobooks, art zines, and literary objects crafted by Georgian artists. It’s the perfect place to find art books and cultural treasures you won’t encounter anywhere else.
Online Marketplace: Bridging Digital Divides
Establish an online presence to sell popular releases, bestsellers and classics, with features that include detailed descriptions and high-quality images. Platforms or custom e-commerce sites can serve as virtual spaces where international collectors can purchase from the bookstore.
While most bookstores in Tbilisi have yet to fully embrace online sales, Bookshop Ge (https://www.facebook.com/BookShopGeorgia/) is an exception, offering a convenient online marketplace with a strong selection of educational materials, modern literature, and classic titles. Though it may not have the charm of physical stores, its reliable home delivery service makes it an invaluable resource for book lovers who can’t visit in person.
Book Hunting: Discover Something New Every Time
Offer a service where customers can provide a list of hard-to-find titles they’re looking for, and the bookstore tracks them down through its network of suppliers and estate sales. This personalized book-hunting service adds a layer of exclusivity and personal connection, appealing to avid collectors and literary enthusiasts.
Book House (https://www.facebook.com/Book.H.2016), located near Freedom Square, is a late-night sanctuary for book hunters. With an ever-changing collection of foreign literature in multiple languages, this bookstore guarantees that no two visits are ever the same. Its affordable pricing and personalized service—regular customers receive discounts—make it a favorite among locals seeking unexpected literary finds.
Swap and Trade-In Programs
Create a community-driven book swap program where customers can exchange their own secondhand books for store credit or discounts. This encourages regular visits to the store and promotes a more sustainable way of circulating books in the city. Regular trade-in promotions can refresh inventory without excessive acquisition costs.
Rare Books (https://www.facebook.com/Book.Store.Tbilisi/) offers more than just secondhand literature—it provides a cozy, nostalgic atmosphere with vintage furniture and creaky parquet floors. Specializing in German and French literature, this store also offers a trade-in system, allowing readers to exchange books and create a sustainable literary economy. It’s a place where books find new homes while readers discover forgotten treasures.
Price-Scaling for Volume Purchases
Offer a loyalty program. This can include early access to new inventory, discounts on some collections, and invitations to exclusive events such as private sales or behind-the-scenes tours of the bookstore’s rare collections.
At Santa Esperanza (https://www.facebook.com/santabooks/), the more you buy, the less you pay. While the store features new books, its secondhand selection is the real draw, attracting literature lovers who appreciate the store’s unique pricing model. However, inventory replenishment is rare, so avid readers must act fast to grab the best finds before they disappear.
Book Curation as an Art Form
Host reading events or storytelling nights focused on literary works from different historical periods or cultural contexts. Inviting local historians, actors, or scholars to read from rare or historical works gives people a chance to experience literature in new ways, connecting to the past through books.
EARI (https://www.instagram.com/eari_booksofspring) has quickly become a literary hub, not just for its selection, but for the care it puts into curating its inventory. From biographies of Pasolini to Kerouac’s collected works, every book in the store feels thoughtfully chosen, reflecting a broader intellectual vision. Purchases are even adorned with dried flowers, adding a personal touch to the experience. It’s clear that EARI views book curation as a craft, shaping minds one title at a time.
Bundles and Blind Picks
Subscription services tailored to customer preferences can also boost repeat business. For instance, offering curated monthly book boxes based on genres or interests can create a sense of exclusivity. Another effective tool is the use of personalized recommendations, either online or in-store, using customer data to suggest books they’re likely to enjoy.
One of Tbilisi’s most attractive bookstores in terms of price and quality is Parnassus (https://www.facebook.com/Parnassus.books). Its stock is updated not just with new releases but with themed collections—such as “10 Essential Books on Philosophy” or “15 Must-Reads for Literature Enthusiasts.” It also offers the city’s best selection of new books in German. However, the real charm lies in the “blind bag” feature, where books are packed in mystery bundles. Buyers can only guess what’s inside based on hand-drawn illustrations on the packaging, making every purchase an exciting gamble. You might end up with a hidden treasure that isn’t even displayed on the shelves.
Creating the Future of Bookstores
Tbilisi’s bookstores have become cultural institutions by embracing creative business solutions. From hybrid spaces and themed curations to book swaps and personalized subscriptions, these literary havens are adapting to the modern reader while keeping the spirit of discovery alive. With a focus on community, aesthetics, and personalized service, Tbilisi’s bookstores are redefining what it means to be a modern book lover’s paradise.
By Ivan Nechaev
