Downtown Boise bookstore opens doors for romance readers

Samantha Haroian opened Hearts on Fire in downtown Boise to serve as a dedicated space for romance novel readers. The shop sells only books in that genre, a niche Haroian identified after visiting Ripped Bodice in Culver City, California, about eight years ago. She said the large crowd at that store convinced her a specialized bookstore could be a viable business.

Haroian worked as a tax accountant for nearly a decade before leaving the profession. She described experiencing extreme burnout, which led her to pursue her passion for reading. She said the idea for the store had been a childhood dream for a long time.

The owner noted that romance readers often keep their habits private due to social perception. Haroian said, “Not a lot of people talk about reading romance, which is a big reason why I wanted to open too. Because there’s a stigma around the genre.” She wants the store to be a place where customers can express their interest in the genre without feeling judged.

The interior of the store is designed to reflect the comfort of the books it sells. The walls are painted deep red, and candles burn throughout the space. Haroian said the environment allows visitors to linger and find their next read in a safe setting. She believes the genre offers readers a guarantee of a happy ending, which provides comfort unlike other genres that may leave conflicts unresolved.

“I hope people just get a sense of community when they come in here,” Haroian said. The store hosts events throughout the year to bring readers together. One upcoming gathering is the “Certified Freaks Book Club,” scheduled for Nov. 11 at 6:15 p.m.

The book club meeting will focus on “Meet Cute Magic” by Morgan Elizabeth. Haroian said the event welcomes any reader in the Treasure Valley. The author is expected to provide surprises for attendees during the session.

Haroian said the store represents the realization of a long-held dream. She remains the sole owner of the business. The shop operates in downtown Boise, offering a specific retreat for those who enjoy stories with guaranteed positive conclusions.