COMMUNITY OUTLOOK by A. Lisa Hosfield
Imagine a world of knowledge condensed into 1,800 square feet. That is the concept behind Alphabet Soup, a bookstore for kids and their parents. Located in the Lawrence Shopping Center at Route 1 and Texas Avenue, it is owned by an attractive, vivacious Lawrence resident named Susan Sternberg, who greets her regulars by name.
What prompted her to open a small bookstore that caters to children in today’s economy?
“I liked having a 9-to-5 job where I had sick days, vacation benefits and could be done with it at 5:01,” says Ms. Sternberg. “I found that eventually I didn’t want to work for other people due to my changing lifestyle.”
The lifestyle change Ms. Sternberg refers to literally changed her life, if you’ll pardon the pun. In 1994, she adopted her daughter, Anna Rose. Since then, she has spent most of her free time working with families who have adopted children from China.
“I am a trained librarian who looks to books for knowledge and expanding my world. I wanted those books to reflect my new family,” explains Ms. Sternberg. She notes that there were few books that dealt with multicultural subject material, let alone sensitive topics like adoption, AIDS, and Down syndrome.
“These issues and how you present them to children are too important to leave to chance,” Ms. Sternberg passionately states.
She does not see herself competing with larger chains like Barnes & Noble or Kmart. Nor does she want to try to compete with shopping on the Internet. “I am banking on the fact that people will want to see the book and buy it after looking at it,” says Ms. Sternberg.
Ms. Sternberg is an astute businessperson who knows her target audience.
“I’m trying to attract mothers and fathers with young children. If you have a stroller in the mega malls, it’s difficult to maneuver. Here, nobody gets lost or in trouble, so it’s much more manageable physically. My instincts were right. It’s a good spot,” says Ms. Sternberg
Ms. Sternberg’s daughter is now 6 years old and attends the Eldridge Park School. As the single parent of a first-grader, she is aware of the need for an eclectic selection of books and music on an international level.
“Teachers love this store. They do a lot in the elementary grades about different countries and continents. Alphabet Soup is one-stop shopping for them,” says Ms. Sternberg.
The store carries books in 13 languages, as well as a unique selection of CDs and tapes that are enjoyable for both parents and kids. There is also a very large special-needs section. Ms. Sternberg points to a whole shelf devoted to self-esteem books for African-American children. There are also books that address learning disabilities and explaining death to children. Recently, a male customer told her she carried the largest collection of Native American folk tales he had ever seen in one place
Ms. Sternberg does not forget parents and grandparents, either. The store has books on infertility, adoption, parenting skills and aging. Ms. Sternberg relates a story about a group of women who recently came to her seeking advice. They were putting together a “New Grandmother Gift Basket” for a friend and wanted to include not only classical favorites, but also some of the newer genre, like the Harry Potter books.
“We work with grandparents to help them make choices. And we try to be as flexible as possible with our return policy,” says Ms. Sternberg.
Alphabet Soup participates in a gift certificate program called “Book Sense” sponsored by the American Booksellers Association, based in Tarrytown, N.Y.
“I can sell a gift certificate and the child can redeem it at any participating independent bookstore. This is great for families who are spread out across the country,” says Ms. Sternberg. “And unfortunately, we don’t all live around the corner from each other anymore.”
Ms. Sternberg keeps a 46-page annotated bibliography listing. So, if you don’t see what you’re looking for, just ask. As a customer courtesy, she also does special orders, including adult books. Book clubs ordering through her always receive a discount. Seniors who don’t drive are elated by the fact that she will obtain any book for them. She even delivers or mails books, charging only the actual postage fee.
Book fairs comprise a portion of her business, as well. Schools looking for fund-raising events will find that she exhibits quality books that are not duplicated elsewhere.
“I can tailor the books to the school’s curriculum and the reading level of the children,” Ms. Sternberg explains.
But Ms. Sternberg’s greatest asset is surely the store itself. Local artist Tahirih Smith lovingly hand-painted the colorful mural behind the counter. The multicultural theme is further enhanced in the back rooms where tapestries from all over the world line the walls. This store is definitely kid-friendly and customers are encouraged to look, touch and ask questions. The bathroom has a changing station; a plastic runner leading to the toilet for “accidents” and a hand-painted fish step stool to help kids reach the sink.
“I know a lot of the kids by name. I get huge smiles and hugs,” muses Ms. Sternberg.
She drives the point home by telling me of the birthday party she gave for brothers Hunter, Logan and Carter Main. Book theme birthday parties are all the rage at Alphabet Soup. The Mains chose the trendy “Knights in Shining Armor” by Gail Gibbons as their theme. For a nominal cost of $20 per child, Ms. Sternberg will provide cake, ice cream, juice, all paper goods, decorations and a paperback copy of the book for each child to take home. But the highlight of the party is the craft workshop. For the Mains’ party, they made armor and shields. Other popular themes have been “Sleeping Beauty” and pirates. The back room is available to schools and nonprofit organizations and can accommodate about a dozen children.
Another reason to visit Alphabet Soup is for the fantastic array of original and artistic greeting cards. And, of course, they sell bookmarkers. This writer must confess to being totally smitten with Alphabet Soup. And on the way out, this adult writer bought four books for herself!
Ms. Sternberg sums it up best when she says, “People in Lawrence Township are marvelous. I’ve been made to feel an important part of the business community. I feel good here. Everything I need is here. My store, my home, my kids.”
A. Lisa Hosfield is a member of the Lawrence Township Growth and Redevelopment Committee and is chairwoman of the Community Forum. She is also a member of the Zoning Board of Adjustment.