How a love story became a bookshop
Hi, I’m Matthew, founder of The Velvet Chapter. This is how a love story became a bookshop, first for my wife, and now for every reader.
Gabi and I married young. Somewhere in the chaos of jobs, kids, and life, she picked up a book. Then another. Then dragons, fae courts, enemies to lovers, and the kind of 2 AM “just one more chapter” that ruins your next morning in the best way.
She wasn’t alone. Millions of readers were finding their way back to books through fantasy and romantasy, all at once.
But every time she finished one, she hit the same wall every reader hits: she had no one to talk to about it.
So one day, half joking, I said, “I could do that.”
I had no idea what I was getting into.
In August 2025, we opened The Velvet Chapter in an old brick mill in Petaluma, California. Four hundred square feet. A floor-to-ceiling library wall with a rolling ladder, velvet, candlelight, and shelves built for the books readers actually love.
It was built for one reader. It didn’t stay that way for long.
You know the look. You’re mid-sentence explaining why a dragon bond made you sob on a Tuesday, and your coworker is staring at you like you’ve grown a second head. You’ve tried to explain your favorite series at dinner and watched eyes glaze over by chapter two.
Every reader deserves a place where nobody looks at them like that.
A place where you can show up in costume and get compliments instead of questions. Where “I need to talk about that ending” gets you ten people pulling up chairs. Where the teen on her first series and the grandma on her hundredth are arguing about the same book boyfriend.
That’s what The Velvet Chapter became. Not a store. A fellowship. And every person who supports this campaign is joining it.
Romantasy needs more space. Fantasy needs more space. Monster smut definitely needs more space.
Readers built the biggest wave publishing has seen in a generation, and they’re still treated like a shelf in the back. We think they deserve a flagship.
We’ve secured a space nearly three times our size, in the same building, with the same people and the same magic, finally with room to breathe. Here’s what we’re building:
- A 15-foot floor-to-ceiling library wall with a ladder that rolls its whole length
- Deep chairs and couches to sink into for a whole chapter or two
- Shelves that roll aside so an author can sit where everyone can see them
- A corner for young readers to find their first favorite
- And somewhere in those walls, a bookcase that isn’t just a bookcase. We won’t say more. You’ll have to find it.
This is where it starts. The bigger shop is the home base for everything we’re building for readers everywhere: the events, the community, and the experiences that reach far beyond our walls.
Don’t take our word for it
The Velvet Chapter isn’t a dream we’re asking you to bet on. It’s a real fantasy and romantasy bookstore, opened last year, with a real growing community. Here’s what the authors who’ve visited have to say (tap a name to find them on Instagram):
“The Velvet Chapter is more than just a bookstore. It's a place of community, adventure, and magic!”
“The Velvet Chapter is the bookstore of my dreams. Committed to celebrating diversity, romance, and the fantastical in literature and they somehow do it all with the most welcoming and aesthetic atmosphere! I wish everyone could have a chance to experience the Velvet Chapter.”
“I walked through the door of The Velvet Chapter not knowing what to expect, and it was like falling through a portal. Less a bookshop and more the magical secret hideout every reader dreams of, they transformed a small space into a treasure. I cannot wait to see what fresh gold The Velvet Chapter will spin from straw in a new and larger space.”
“The Velvet Chapter Bookshop and its staff are absolute GEMS! With a genuine passion for all things bookish and a strong commitment to community, this charming bookstore is more than just a place to find your next read. It’s a place where every reader can feel at home, connect with fellow book lovers, and maybe even experience a bit of magic, too.”
“The Velvet Chapter is a truly special place. I had such a wonderful time visiting, and I could feel the enthusiasm and love for everything they’re creating for the romance and fantasy community.”
“The Velvet Chapter has been so supportive to both readers and to authors! As a local indie author, I’m so grateful for all the ways they’ve connected me to new readers here in Petaluma, and have also created so many well thought out book events that bring readers together.”
“The Velvet Chapter feels like stepping out of time the moment you walk through the door. The team is passionate and an absolute dream to work with. If you’re ever in the Bay Area, don’t walk. Run.”
“The Velvet Chapter has not only been a gift to the reader community, but to the indie author community as well. They’ve created a beautiful space where stories are celebrated, and where a community has been built. Their kindness and support has meant so much to me personally and I’m so grateful for everything they do to uplift all authors, but especially indie authors.”
Don’t just take the authors’ word for it, our readers have left over 75 five-star reviews on Google and Yelp. Go see what they’re saying about the shop, the events, and the magic we’ve built together.
You’re not funding an idea. You’re funding the next chapter of something that already works.
Every dollar has a job
Here’s exactly where $75,000 goes. Most of it builds the shop itself: the library wall and rolling ladder, the reading nooks, the lighting, the tables and fixtures. The rest covers what it really takes to move a bookshop, plus making and shipping your rewards.
We’ve already put our own savings in, the same way we built the first shop, alongside the founding members who believed early. Every dollar you put in goes into the shelves, the chairs, the light, and the magic.
You’re not just backing a bookstore
You’re backing a community that keeps growing. These aren’t price tags or promises. They’re the chapters we’re working toward, in order, and your support is what moves us from one to the next.
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The new shop
Nearly three times the space: the rolling-ladder library wall, deep chairs, room for authors, a young readers’ corner, and one bookcase that isn’t just a bookcase.
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The subscription box
The Velvet Chapter, delivered to readers everywhere: custom boxes, deluxe editions chosen by us, and the bookish finds that make a night at the shop feel like stepping into a story.
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Bigger authors, bigger nights
Our Threshing release party drew hundreds of readers and we ran out of room. Next come bigger names for signings, and release nights that spill outside instead of out the door.
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The masquerade ball
A full-production romantasy masquerade for hundreds. Gowns, masks, and a night pulled straight out of the books.
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A Northern California fantasy faire
The dream: a ren faire scale celebration built for the fellowship, with authors, vendors, costumes, music, and a full weekend of the world we read about, brought to life.
Can’t make it to the shop? We’ll send the shop to you.
For this campaign only, we’re building the Supporter Edition box: a surprise deluxe edition, plus the candles, treats, and bookish finds that make a night at The Velvet Chapter feel like stepping into a story. It’s our first box ever, and supporters who claim one get first access to the subscription box that follows.
No AI art, anywhere
Everything on this page and every reward you’ll hold was made by a person. The stickers, pin, tote, nameplates, and key are designed by Matthew and The Velvet Chapter team.
From keys to grand opening
- Dec 1Keys to the new space
- Mid Dec to JanBuild-out
- Jan 31Crowdfund closes
- FebFirst Look and soft opening
- Early 2027Grand opening
- Mar 2027Stickers, pins, totes, blind dates, and boxes ship
A fellowship past our front door
Our fellowship already reaches far past our front door: an online community, bookish retreats, and a subscription box on its way to readers everywhere. Come find us:
And in the news:
- San Francisco ChronicleHow ‘romantasy’ became the hottest book trend in the Bay Area
- The Press DemocratBrowsing Petaluma’s newest bookstore, The Velvet Chapter
- Petaluma Argus-Courier‘We believe stories are sacred’: Downtown Petaluma has a new bookstore
And to our founding members, the Velvet Circle members who backed us when we opened and again at our one-year, before there was anything to back: your names are already on the Founders Wall, and each of you gets one free ticket to our First Look, a peek behind the curtains before the doors open. We’ll reach out with the details. Thank you.
The honest part
Like any build, this one comes with real challenges: renovation delays as we bring the new space to life, supply and inventory timing as we stock more books and products, a budget we’ll stretch to make every dollar count, and growth in a small town that takes patience.
The difference is that we’re not starting from scratch. We’re already an open, operating bookshop with a year of community behind us. The new space is secured, and we know exactly what we’re building. Some timelines are out of our hands, so we’re promising early 2027 for the opening rather than a date we can’t control, and we’ll stay open in our current shop the entire time.
We’ll adapt, problem-solve, and do the work. Whatever comes up, the goal stays the same: a bookshop our community is proud to call theirs and every inch full of magic.
Good questions
How does this work?
You’re supporting The Velvet Chapter’s new shop, and every reward is our thank-you. Pick any reward (or several), check out like a normal order, and every dollar goes into the build.
Is this a donation?
Not quite. Each reward is a purchase, charged at checkout, and the reward is your bonus for supporting us. If you just want to give, choose “Thank You” and pick any amount. We’re a small business, so none of this is tax-deductible.
Can I choose more than one reward?
Yes! You don’t have to pick just one. Add as many rewards as you like to your cart.
How do I follow the build?
Tap the little envelope in the corner and drop your email. Every week of the campaign we’ll send a letter from behind the scenes: build-out photos, livestream links, wins, setbacks, and probably Matthew hitting his thumb with a hammer.
Can I give a reward as a gift?
Please do. Every reward makes a great holiday gift: you support the shop, and someone you love gets something special. Nameplates can be dedicated to anyone, a partner, a best friend, a book club, or someone you miss.
What can go on a nameplate or above the door?
Your name, a loved one’s name, a short dedication (“For Mom, who handed me my first fantasy book”), or a favorite book quote. We have final say on every nameplate, dedication and name above the door, and not everything will be approved. We’ll confirm the exact wording and length with you before anything is engraved. Not sure if yours will fit? DM us on Instagram and we’ll help you get it just right.
What do the Key’s after-hours nights include?
Two private nights in the new shop after we close, with the space and what’s already in it: our tables, chairs, couches and shelves. Food, drinks, decor and entertainment are not included, so plan to bring your own. We’ll schedule your dates together, based on availability, once the new shop is open.
How does Curator for Life work?
Each month you pick one book, priced under $40, and we feature it on our staff recommendations shelf and send you a copy (US shipping, or pick it up at the shop). One book per month; skipped months don’t roll over. It runs for up to 20 years, as long as The Velvet Chapter is open, and it can’t be transferred to someone else.
Can I give a different amount?
Yes. The “Thank You” reward lets you give any amount, from $1 to whatever your heart (and wallet) says.
What happens when a limited reward runs out?
When it’s gone, it’s gone. The counts on each limited reward update as people claim them, and once they hit zero they can’t be bought.
What if you don’t hit $75,000?
The new shop still happens, and your reward is yours either way. The more support we get, the further we can take the build.
When will I get my reward?
Each reward lists an estimated delivery date. Physical rewards ship in March 2027, and the First Look happens in February 2027. If anything slips, we’ll email you, and you can choose a refund instead of waiting.
Can I pick up instead of paying for shipping?
Yes. Locals, choose “Pick up” at checkout and we’ll email you when your reward is ready at the shop.
Do you ship outside the US?
Not for this campaign. Shipped rewards go to US addresses only.
Who do I talk to with questions?
Reach us anytime through our Contact page, on Instagram, or come say hi at the shop.
