Meet Erin Schilling: The Mechanicsville Bookstore Manager Keeping the Love of Reading Alive

For Erin Schilling, books aren’t just products – they’re passion, community, and a promise that everyone deserves a story they can hold in their hands.

In a world where everything seems to be going digital, Erin Schilling is quietly proving something powerful in Mechanicsville, Virginia: readers still crave real books – and when you build a welcoming space around that love, people will come.

Erin is the store manager behind a local gem that’s been serving book lovers since 2012. And while plenty of businesses measure success in transactions, Erin measures it in something more meaningful: the moment someone walks through the door and realizes, “This is my kind of place.”

 

A Store Built from Shared Passions

The store’s story starts with family – and with the simple idea of combining everything they loved.

Erin’s sister was originally making jewelry and gifting pieces to some of her patients. Erin saw an opportunity: “I could sell it,” she told her. They tried a local show, the response was strong, and in less than two months they found a location and opened a store.

From the beginning, it wasn’t just about books or jewelry – it was about giving local talent a place to shine. Erin’s sister’s jewelry became part of the identity, along with lampwork beads and marbles created by Erin’s brother-in-law and business partner. Then came the bigger mission: helping local creators and authors get discovered.

One detail Erin is especially proud of: the only full-price books in the store are books from local authors. Everything else is used and priced to be accessible.

 

Making Books Affordable – and Making People Feel Seen

Erin’s shop is known for value, but not in a gimmicky way. The goal is simple: keep reading within reach for everyone.

Most used books are half the cover price, and the deals get even better in the kids’ section – with offers like $2 per children’s book, or $6 for $10. Teachers are a special priority, too: Erin offers teacher discounts because, as she puts it, “No one should ever be without a book.”

There’s also a bargain area designed with one principle in mind: if someone can’t afford a book, they’ll still leave with one.

Because for Erin, books aren’t optional extras – they’re tools for growth, comfort, escape, and connection.

 

Solving the Biggest Challenge: Awareness

Erin doesn’t struggle with keeping customers once they discover the store – she struggles with something many local businesses know too well: getting people to realize you exist.

Even after years in business and a move from the original location, Erin says they still get weekly visitors who had no idea the store was there.

But once people step inside, Erin’s hands-on approach keeps them coming back.

She maintains request lists, personally calls customers when books arrive, and makes the shopping experience easy – even for young readers who remember series titles but not authors. She’s obsessed with organization and has thoughtfully arranged the store in ways that reflect how people actually search for books, from genre breakdowns to author sections.

And yes – she has strong opinions about categories.

“You cannot let Christian romance and romance be in the same category,” she jokes. “It’s sacrilege.”

 

A Wide Community of Readers

Erin serves a wide radius – roughly 50 miles – including Hanover, Richmond, and King William. Customers even travel from Williamsburg, and she’s had visitors from as far as Washington, D.C.

And her customer base is just as broad: homeschool moms, seniors, teenagers, and everyone in between.

Despite the constant claim that “books are going out of style,” Erin’s experience says the opposite:

“I’m sorry,” she says, “I’m not seeing it here.”

 

What Sets Erin Apart: Transparency, Credit, and Care

In Erin’s area, there’s competition – including shops in Richmond – but she hears the same feedback again and again: people trust her more.

Customers appreciate that she offers strong store credit for trade-ins and explains exactly how she calculates it. She also shows them why certain books can or can’t be accepted – a level of transparency that builds loyalty.

And when someone needs help finding something? Erin doesn’t point – she helps.

Her staff of five operates like a family, and Erin refuses to single out one person for praise because, in her words, they’re all part of what makes the place work. One team member has been with her since day one, another began volunteering at 16, and Erin says every single employee is customer-first.

 

A Lifetime Love of Reading

Erin’s love of books isn’t a marketing angle – it’s a lifelong identity.

Her mother was an English teacher, and Erin grew up surrounded by reading. Used bookstores were part of her childhood, and the habit never left. For Erin, books are more than entertainment – they’re an escape, a companion, and sometimes a mirror.

She’s especially passionate about mystery and suspense and loves recommending titles based on what customers enjoy. She’s also honest with parents about age-appropriate content – and people appreciate that.

Erin even volunteers as a mystery reader at her granddaughter’s school, carefully choosing books she knows will be approved – and proudly sharing the joy of reading with kids.

And while she respects technology, she doesn’t hide her preference:

“There’s nothing like a real book,” Erin says. “People should hold a real book.”

 

The Moment That Proved the Power of Community

Erin has plenty of memorable customer moments, but one stood out for its impact.

A customer named Aaron came into the store thrilled to have discovered it. He was searching for suspense books, and Erin introduced him to new authors and titles. Afterward, he made a TikTok about the store – and that single video brought in a wave of new customers.

It’s a perfect example of what Erin’s store does best: create experiences people want to share.

 

A “Book Rescuer” with a Big Heart

Erin’s mission goes beyond selling books – she’s committed to keeping them out of landfills.

She’s had people bring in entire collections after loved ones passed away. Others called her as a last resort because if she didn’t accept the books, they were headed to the dump.

And Erin’s stance is firm:

“Books should not be thrown away,” she says – unless they’re moldy or bug-infested.

That same generosity shows up in the way she gives back. Erin regularly donates boxes of books for drives and community programs. She’s never said no when someone asked for books for a cause – including nursing homes, veterans’ centers, and even children’s hospitals.

 

Looking Ahead: Becoming the Best-Known Bookstore in the Area

Erin says the business grows every year – with small increases in sales – but her goal is bigger. She wants enough consistent growth to staff the store more comfortably and, in five years, to be known as the best-known bookstore in the area.

And with a loyal customer base, strong word-of-mouth, heartfelt service, and a clear mission, it’s easy to see why that goal feels realistic.

Read. Inform. Adorn.

Erin’s tagline says it all:

 

Read. Inform. Adorn.

It’s a simple phrase – but behind it is a store built on community, family, and the belief that stories matter.

If you’re anywhere near Mechanicsville, Virginia and you love browsing shelves, discovering local authors, finding bargains, or simply talking books with someone who truly cares – Erin’s shop is the kind of place you’ll want to walk into once… and keep coming back to.

Address:

Books Beads & More

8106 Mechanicsville Turnpike, Mechanicsville, Virginia, 23111

Website: www.booksbeadsmore.com

Phone: (804) 730-2665