I AM Books is housed in a four story red brick building in a quaint area of Boston’s North End, the epicenter of Italian culture in Boston. Inside, the store is small, taking up the basement and ground floor of the building, with the basement level devoted to offices and overstock, and the ground floor as the actual sales floor. The bookcase greeting customers at the entrance contains books written in English that take place in Italy, and as one walks deeper there is an English section, a bilingual section, a grouping of works by Italian authors translated into English, and Italian authors in Italian—many of the most prolific authors get an entire shelf to themselves, including Italo Calvino, Elena Ferrante, Andrea Camillieri, and Dante Alighieri. The children’s section has books in both languages, including English classics such as Harry Potter and Dr. Seuss in Italian, as well as Italian classics.
Nicola Orichuia is the young, charming co-founder of the store, so enthusiastic that he apologized for talking too much during our conversation. A journalist originally, Nicola moved to the United States from Italy in 2008 and from Chicago to Boston in 2010. Sitting with me on a small couch tucked between bookcases in the store, he told me that before opening I AM Books, he had never worked in retail or the book industry. During his first years in the United States, he was a founder and journalist of an Italian American online and print magazine, but when a friend was leaving a storefront in the North End, Nicola felt called to put a business there. At first, he admits that he didn’t even know what he wanted to do with the space, but eventually his passion for books gave him the idea for the bookstore, and four months later, the store opened. Nicola firmly believes that every community needs and deserves its own bookstore, and since the North end was without a bookstore at the time, he saw this storefront opening up as the perfect way to fill that void. He had never dreamed of opening a bookstore; the opportunity simply fell into his lap, and he took it.
Having had no experience in the book industry or even in retail, he faced a steep learning curve to get a bookstore on its feet, but with his passion for books and community building, it came together. This passion was evident throughout our conversation in his bright eyes and long answers to my queries. He apologized more than once for talking too much, but to me it was simply clear how much he cares about what he’s doing.
Central to Nicola’s passion for the store is his commitment to its mission. I AM Books wants to be more than “just” a bookstore. Nicola views it as both a bookstore a cultural hub. Critical functions of the store, he feels, are providing opportunities for others, including first time and self-published authors; opening doors and opportunities for everyone; giving people a physical space to come together and meet. Nicola is firm in his conviction that bookstores are vital to a community because they offer a physical space that brings people together. He also stressed the store’s importance as an Italian-American space—blending both cultures together. Italian-American culture is a unique culture with its own identity separate from Italian culture itself, and the store tries to maintain a balance between the two. There is an Italian bookstore in San Francisco that sells purely Italian books, but I AM Books is not that—and it doesn’t want to be. Nicola told me that he believes bookstores allow people to get a deeper understanding of who they are, where they come from, and where they’re going.The Italian angle of his store thus impacts people’s perceptions of themselves in a unique way. He loves getting to know customers, new and regulars, and he loves the way the community has welcomed the store. The growth of the store and the expansion of its community, the regulars who stop by to say hi, the Italian literature festival he will be organizing for the second time this year—all of it makes Nicola feel like he is succeeding at his job.
When asked what a bookstore needs to be successful today, Nicola told me that nothing is more important than having a strong soul and identity. That’s the key, and without it, customers will know there’s something off. He told me that ultimately, if you build it, they will come, as long as you understand and honor your mission. There are always challenges, and no one goes into the bookselling industry to “get rich,” but if customers leave satisfied and you’re carrying out your mission, you are succeeding. And I AM Books certainly is.