Portrait of a Bookstore: A Tiny Store With a Big Heart

In 1986, with the help of their two grown children, avid readers Julie and Frank von Zerneck opened Portrait of a Bookstore. Frank Jr. was the film book buyer and a full-time clerk, and Danielle was, and still is, the children’s book and greeting card buyer.

“It was, in every sense, a family business from the very beginning and has remained so ever since,” said General Manager Aida Chaldranyan, who, although not technically a member of the family, has always felt like one.

The von Zernecks originally opened shop in Toluca Lake, California, and have since relocated twice, eventually landing in the store’s current location in Studio City — a 400-square-foot space within Aroma Café .  The bookstore’s small size offers customers a cozy atmosphere but also forces staff to be vigilant in selecting inventory.

“Our size is actually a blessing in disguise, as we cannot afford to stock any books but the very best books,” said Chaldranyan. “We are fortunate to have Lucia Silva as our bookbuyer, who is quite good at recognizing them.”

Portrait of a Bookstore is located in an area referred to as Tujunga Village, a block lined with shops and restaurants that “the locals adore and support with zeal,” said Chaldranyan. The surrounding neighborhood is home to a diverse group of people, “from studio executives to writers to musicians to stay-at-home moms and young people and teachers and everything in between.” Staff members take the time to get to know each of their customers, which has not only yielded loyal shoppers, but has also allowed the bookstore to evolve and adapt according to their needs.

“There are 30-year-olds who come in regularly, whose birth dates and college thesis subjects we know by heart, who we remember teaching to read, sitting in our children’s nook,” she said. “That is the key to our survival: caring about our customers and really listening to them. We carry what they love and, in turn, they support us devotedly. Julie, the heart and soul of this bookstore, has always ensured that we remain a haven, a kind of home-away-from-home for members of our community.”

Though Portrait of a Bookstore has plans to expand its online presence, which includes a website and blog, Chaldranyan stressed, “This is a bookstore built on the most fundamental thing: face-to-face contact with a person about whom we care. Neither Julie nor the rest of our staff can see us remaining ‘us’ without actually being in direct contact and communication with the customer.”

May 17 is the store’s 25^th anniversary, and staff members will be handing out treats and small gifts for people passing through. “All the staff will be present, and we’ll spend the day thanking people and reminiscing,” said Chaldranyan.

“We intend to remain here for years and years, as more and more useful and convenient technologies are developed and innovations made,” she said. “What we will always have that will always keep us standing is love — above and beyond all else.”