Blogger and entrepreneur Noelle Santos is ensuring that #bookworms in the Bronx will have a place to come and enjoy great wine, conversation, book shopping, and more as she opens the much-needed The Lit Bar. The Lit Bar will be located in the South Bronx and offer a hub for people to come together and talk about social issues. “We have 1.4 million residents in the Bronx and ten colleges and just one bookstore, and it is not really accessible,” she shares with Pix 11.
Bringing the only bookstore to the Bronx other than Barnes & Noble is a huge endeavor as Noelle stands up for all Bronx residents and makes her mark in the business world. As a fellow indie author and publisher, I am happy to learn that the Lit Bar will serve as an outlet for local authors aiming to sell and showcase their work. I hope major book retailers will be inspired by Noelle’s movement to open their doors to indie authors.
Meet the future owner of the baddest bookstore about to hit the South Bronx:
As a little girl did you dream of being a business owner?
I did! I was the girl in junior high that would wake up early to buy candy before school and then sell it at a profit to my classmates. My parents supported me, but the dean shut down my operation. “They” didn’t want me to win.
How did you come up with the concept for The Lit Bar?
In 2014, I learned through a petition to keep the Bronx’ only bookstore open, just how undeserved my borough was. My boyfriend and I had wanted to open a bar previously, but dismissed the idea due to costs; the idea was later revived when I was called to open the bookstore–as a unique way to enliven the traditional model and encourage socialization in a literary environment.
What are some lessons you are learning on this journey as a #GirlBoss?
Entrepreneurship can be a very lonely path; even if you’re surrounded by people you love. My relationships have been severely tested and only the strong have survived. Also, that “women and black people don’t support their own” is a complete myth.
What would be your advice for other working women juggling it all; motherhood, careers, blogging, businesses, etc. to prevent a burn-out?
My tips for avoiding burn-out are to get comfortable with the “n-word”… “no!” I don’t believe in multi-tasking; give one task your full attention at a time. Interrupting a task to pick up another is more efficient than trying to do both at once. Limit push notifications to your phone to only the essential ones (like comments) and schedule 3 times per day to check and engage with your social media following. It can and will take over your life. Invest in a planner.
Nicole Sullivan of BookBar served as your mentor for the past two years, her space is beautiful by the way; how will your space be similar and differ from hers?
Nicole is amazing! It would be similar in layout–bar at the entrance, work space, and comfortable seating near our bookshelves–however the color and design scheme will be completely different. I want to incorporate a graffiti and chandelier theme at The Lit. Bar–very Bronx-chic. Also, we would have interactive displays and non-traditional book sections to open people to new genres.
I cannot tell you how ecstatic I am to have The Lit Bar coming to the South Bronx; books and wine is my Thursday night ritual LOL; will you ever franchise The Lit Bar?
Thank you! Me too… we’re besties now.
I’ve been approached several times for a franchise opportunity which is unbelievable considering I’m still a seed company. I will consider franchising in the long-term, but for now I’m focused on the Bronx’ literary and art community.
A couple of years ago, you joined with 3,000 people in signing a petition to keep Barnes & Nobles in Bay Plaza, Bronx from closing. B&N executives reported that the store would stay open two more years; do you think you had a hand in helping to keep the bookstore alive and what did you learn from this experience?
I would hope so, but I was responsible for only 1% of the signatures. I’m sure I got a lot more out of it; the petition helped me discover my purpose in life. My biggest take-away from that experience is that my young/urban voice has power. The two women who organized the petition were in their early 20’s and from the Bronx just like me. Their accomplishment to sway the rich and powerful put my confidence on a thousand.
FYI – those 2 years are actually up this year. I may actually be the only bookstore in the borough. Period. I hope not. I will continue to fight for that B&N.
Outside of bringing The Lit Bar to fruition you also run a blog, 1st Noelle where you will document The Lit Bar journey; have you always had an interest to blog?
I started blogging a couple of years before 1stNoelle.com. It started as a forum for millennials to learn personal finance topics. After some successes in saving and credit-building, I became the go-to for teaching my friends about taking control of money before it takes control of you. I took a break for a year and relaunched the more holistic blog as you know it.
Before blogging about The Lit Bar you spoke about books and more books; do you feel books are a dying breed being constantly replaced by apps and digital media?
I believe that books and digital media can and will harmoniously co-exist into the future. All the data on book sales and trends back that up–even with Borders failure and B&N’s decline. Their failures shouldn’t be confused with the health of the book industry as a whole. They fucked up… Amazon books thrive… indies bookstores thrive.
You recently attended The Harlem Book Fair where you ran into Omar Tyree, will he make a special cameo at the Lit Bar? Something of course to blog about LOL.
Yaas! I was 14 all over again meeting the father of urban fiction. He gave me his personal number and we’re connected on social media to hash that out, but nothing is set in stone. I’m going to blog, Instagram, Facebook, Tweet, and live stream that shit if it happens.
Books are clearly your passion, you run a blog for books, you’re founder of a book club Readers & Shakers and now opening The Lit Bar, a bookstore/wine bar – what do you hope to accomplish with this new book venture?
“None of this was an accident, all of it was designed” ~ J. Cole
I started the book club to connect personally to my market–learn what they’re reading, what demographics will come out for literary/social bonding, their spending patterns, book clubs needs, and get experience coordinating large events. My blog reflects whatever is happening at that time in my life and right now that’s my entrepreneurial journey. It’s become more formally “bookish” to offer value to my community. All my activities serve a greater purpose towards opening The Lit Bar and speak to one mission.
As a female entrepreneur in this space, do you feel any advantage or disadvantage; any competition?
If anything, my womanhood has aided me in my journey. I’ve identified my target market as women over the age of 25 who are inclined to read–who better to relate to and serve them? I am my only competition.
What has been your biggest challenge to date?
My biggest challenge has been securing a space. Plan A was the Mott Haven neighborhood, but I’m finding that the spaces are too small, property owners are a long way from obtaining a Certificate of Occupancy to support retail (because the area was recently rezoned), or they prefer to capitalize from the richer demographic moving in. It’s not off the table, but I’ve expanded my search to other areas in the South Bronx.
How do you balance life with having a career, blog, book club, personal life and now The Lit Bar?
I follow the same advice I gave earlier… I plan (on paper), strategize my social media use, avoid multitasking, and I’ve learned to say “no”. Self-awareness is everything here… being honest about what I can manage and knowing when I need to call on support. I don’t try to balance it all. I give myself full permission to let non-essential things fall behind with the the exception of my obligations to my employer. I’ve only taken 4 hours off of work to get up to this point. When I burn-out, I rest, I continue. I’m driven by my passion for books, my borough, and my future– that alone keeps me energized and it is my personal life and fun. I keep my relationships healthy during this time by including them in my passion. Miss me? Join my book club, LOL.
In your opinion, why do you think The Lit Bar has created such a major buzz within the community and media?
Not only is the Bronx lacking literary hubs, but also work/meeting spaces, platforms for our literary and art talents to monetize their work, and sophisticated venues in general. The Lit Bar addresses all these dynamics and then some. We have forced our amazing talent and market to take their dollars outside of the borough and I’m taking a stand. Outside of the project’s operations, I’m very vocal on the symbolism of the bookstore/ wine bar. #thebronxreads is a movement to end stigmas that the Bronx is sort of third-world borough. The business is also coming in at a time when gentrification is a hot-topic and residents are craving to be included in the market shifts. I could go on and on because I get so many letters on different ways our mission has touched people.
Do you have an estimated open date?
The goal is a spring 2017 opening, but probably sooner the way things are going.
Your top three books to read for inspiration…
#Ask Gary Vee: One Entrepreneur’s Take on Leadership, Social Media, and Self-Awareness by Gary Vaynerchuk
10% Happier: How I Tamed the Voice in My Head, Reduced Stress Without Losing my Edge, and Found Self-Help That Actually Works by Dan Harris
Steve Jobs by Walter Isaacson
Favorite books to read because they are just bomb ass books…
Narrative non-fiction. I look to be inspired by the books I read and apply their premises and advice to actionable, real life activities. That’s actually the theme of my book club, Readers & Shakers. Lately, I’ve become obsessed with historical fiction. It’s become my happy medium between reading for knowledge and indulging in the fantasy world.
What message do you have for young girls with a dream across the world?
Hmm, that’s a tough one, because I feel a great sense of privilege that I’ was born in the United States, and then New York City on top of that. It’s hard to give a blanket message when I have so many opportunities and resources at my disposal.
To young ladies of America: The environment you were born into does not define you; the greatest things are waiting for you outside of your comfort zone.
How do you empower women to create their passion and pursue into fruition?
First by living a fearless life–leading by example. I verbally uplift other women whenever I can and share my resources. My long-term goal is to transition from human resources into founding a life/business coaching practice for women.
What’s next for 1st Noelle and The Lit Bar?
It was just announced that my business plan is a finalist in the New York Public Library’s business plan competition; so my next couple of weeks will be dedicated to perfecting my in-person pitch. After that I’ll be focused on my crowdfunding campaign which will likely launch in September. My people are working on securing a location while all this is going on. I’m close.
the VIRGO GIRL FIVE THINGS TO ASK:
What would you tell your 21-year-old self?
Relax. Everything is going to be OK.
I start my day with . . .
Food. It’s the first thing I think about when I open my eyes. Whole new level of fatassness.
If you could invite any woman to dinner, who would it be?
Oprah. duh.
Best advice you have received?
Buy stainless steel pots, LOL. And then, “you don’t have to say everything that you’re thinking”.
Life motto you live by?
“Live in a permanent state of self-care.” ~1st Noëlle
Join Noelle’s movement and raise awareness by using #TheBronxReads on social media Facebook | Twitter | Instagram. Subscribe to The Lit Bar email to keep up to date on the progress, call-to-actions and perks.
