New children's indie bookshop to open in Norwich

A new children's independent bookshop is due to open in Norwich on Saturday, with owners Dan and Leanne Fridd saying they hope to make books come alive for children. 

Bookbugs and Dragon Tales at 41-43 Timberhill, Norwich, will stock a wide range of children's books with around 2,500 titles as well as a smaller adult fiction and non-fiction section. The 1,800 sq ft two-floor shop (which dates back to 1703) boasts an events space, interactive activities as well as the characters of a "bookbug" and a dragon featuring prominently. 

Dan, who has 12 years experience working for Bertrams as a Bertline technician, and his wife Leanne, a former performing arts lecturer at City College Norwich, said opening a bookshop was part of their retirement plan. But when friends quizzed them on why they were waiting for retirement, the couple decided to take a leap of faith and open the store this year. 

"It's a beautiful property and there's a room large enough for events and we have plans for story time, baby yoga, sign language classes, drama club, an adult book club and bespoke activities," said Leanne. 

The shop's motto—"where books live"—stems from the couple's involvement in theatre. Dan said: "We act and wanted to bring the theatre into this and to interact and bring books to children through play. We want to bring books alive for kids. One of our key aims for the shop is the ambition to promote inclusivity and diversity in the shop. We feel that now more than ever is the greatest time to open a bookshop, both in terms of the publics enthusiasm for bookshops and despite our own fears of what Brexit may bring people need books and community spaces to bring us all together. I also feel the sheer quality and quantity of excellent childrens books have made our job as booksellers a much richer experience."

"We've got the bookbug and a dragon that feature prominently throughout the shop and we want to be a location where people come and learn and we want people to really interact with the books," added Leanne. 

Doris Stickney's book Water Bugs and Dragonflies (Pilgrim Press) helped inspire the name of the shop. "It's a beautiful book and it explains grief to children in an uplifting and affirming way and it's one of my favourites," said Leanne. "I just loved the concept and we wanted something that meant something to us and in part it's a tribute to people we have lost. This shop would not have happened without our friends and family." 

The shop will open to the public on Saturday 17th August with a village fete style event featuring the Gruffalo, face paint, glitter, art club, local entertainer Johnny Jaffacake and local author Julia Groves.

Dan, who is also the mascot for Norwich City Football Club, said the couple have decided to under stock the shop based on his experience at Bertrams helping other indies get on their feet. As well as a large children's section, the shop will also include a section for teachers and lecturers with plans to hold events for educators. 

"I was a performing arts lecturer for 17 years and the nature of education is changing and I was coming across young people with a lack of resiliences and mindfulness. We had always dreamed of opening a bookshop and thought this is a way of reaching young people much earlier," said Leanne. The shop, which will sell coffee and cake, will also offer sessions for teenagers as well as workshops on mindfulness.

Dan and Leanne Fridd

The process of opening the business has been a group effort, with the couple's five children helping to decorate and mentors including Andy Rossiter from Rossiter Books, Rachel Rogan and Nic Bottomley of Mr B's also offering support. "People have been so supportive and have really helped us, it really is a shop built by friends," said Leanne. 

Bookbugs and Dragon Tales also offers an online shop. 

Booksellers Association m.d. Meryl Halls said: “Another new bookshop is always a cause for celebration! We are really thrilled for Dan and Leanne Fridd that their new bookshop is up and running and flying the flag for bookshops in Norwich, alongside the really strong existing bookselling community in the city. They’re a great addition to the team. Dan must know more about bookshops in the UK and Ireland than almost anyone else, and we wish him, Leanne and the shop well as they embark on putting into practise all those years of wisdom and experience."