Customer Spotlight: Vroman’s Bookstore, a Vintage Pasadena Gem

Nestled in the heart of Pasadena, Vroman’s Bookstore is a beloved literary sanctuary, a gathering place for book lovers, and a testament to the enduring magic of the written word. Since opening in 1894, Vroman’s has weathered the changing tides of time with resilience and passion, fostering a community where stories thrive, and curiosity is always welcome.  

As independent bookstores continue to carve out space in an ever-evolving world, Vroman’s stands as a beacon of hope and proof that the love of books and vintage paper gifts unite generations and keep the joy of discovery alive.  

We sat down with Sherri Gallentine, Vroman’s Head Book Buyer, to discover how they’ve built and maintained a community centered on a love of the literary. 

Vroman’s has been a Pasadena institution since 1894. What do you think has been the key to its longevity, especially given the many challenges independent bookstores have faced over the years? 

We evolved over the years, making every effort to meet our customers’ needs.  Vroman’s offers an excellent selection of books and gifts, and a delightful children’s department for customers to explore. We host weekly in-store events that appeal to a multitude of readers. At Vroman's, we pride ourselves on our customer service, assisting customers in finding the perfect book or gift.  

Independent bookstores often serve as gathering places. How does Vroman’s foster that sense of literary community, and what role do you see it playing in Pasadena’s cultural landscape today? 

We offer a robust author event series, hosting hundreds of in-store events each year. Our events cover a wide range of subjects and genres, appealing to all types of readers. Customers can expect to attend events where they can engage with an author and possibly interact with other customers. Our selection of books is vast and appealing to all readers. We also host a story time for kids twice a week – planting the reading seed in future generations! Our role is to provide an inviting space for all readers to explore.

How long have you worked at Vroman’s? What is your favorite part of your job? What part of your job gives you the most satisfaction? 

I’ve worked for Vroman’s for over 25 years, and my favorite part of my job is meeting with sales reps to discuss forthcoming titles. I get tremendous satisfaction when I buy a single copy of a book on an obscure or niche subject, and then it gets purchased. I love it! 

During your many years of working at Vroman's, what changes have you seen both in the bookstore itself and in the customers? How have customers and their buying habits changed? 

Reading tastes and habits continually evolved, even before my time at Vroman’s. We have adapted to reader interest, adding more titles as subjects become more popular and minimizing topics that are no longer of interest. With social media, customers receive instant recommendations daily and want to pick those titles up quickly and effortlessly. 

Most notably, the store expanded to create a more complete shopping experience, including the addition of The 1894 wine bar. People want an experience, not just a shopping destination. The wine bar and in-store events are prime examples of providing a place where book lovers can meet friends while shopping. 

If you had to describe the experience of visiting Vroman’s to someone who has never been, what would you say makes it a truly special place? 

Our wonderful team members are what make Vroman’s special. They are here to help you find the perfect book or gift. We have beautifully merchandised displays and thoughtful book selections to browse. If you’re looking for a fine pen, wedding gift, children’s book, or adult book, we have it.

Whether you're an L.A. local or just passing through, Vroman’s is a must-visit destination for book lovers, history buffs, and anyone who appreciates a good browse in a warm, welcoming space. And if you’re not in the neighborhood, you can still support their community-building work. Follow them on Instagram or Facebook, shop online, or spread the word, because places like Vroman’s remind us why bookstores matter and are worth celebrating.