Enamoured Books: Auckland’s First-Ever Romance Bookstore is Turning Up the Heat on Reading

The love affair with bookstores is back, and this time, it’s hotter than ever. Post-Covid, the romance genre has surged in popularity, with readers across the world indulging in love stories that range from sweet to sizzling with a range of relationship types, main characters and tropes. In fact, romance book sales have soared, turning the page to a new chapter in bookstore culture.

Enter Enamoured Books, Auckland’s first-ever romance-dedicated bookstore nestled in the heart of Remuera, founded by passionate book lover Ruby Wallace. Designed as a haven for romance readers, Enamoured invites you to immerse yourself in a world where you are the main character. It’s more than just a bookshop—it’s an experience, a self-care ritual, and a space where romance is celebrated in all its forms.

“Reading has always been my escape, my passion—something I inherited from my mum. I’ve adored reading romance and smut since high school, and now, I get to share that love with others. Enamoured Books is my dream come true,” says Ruby Wallace, founder of Enamoured Books.

‘’Growing up I’m sure a lot of women, and men felt a sense of shame in reading romance novels, books that may have been hidden in bedside draws are now proudly displayed by readers, they are reading romance with no shame, and I love that! And it’s not just for the younger generation or exclusively women, everyone can benefit from a romance novel or two – we are proudly breaking down that stigma!’’.

A report from the Publishers Association of New Zealand (PANZ) has revealed Kiwis still vastly prefer print books, with sales of physical books growing while demand for ebooks has shrunk* A report indicated that approximately 80% of Kiwis read only hard copy books, with just 5% reading digital e-books and 14% reading a combination of both.**

Data indicates a notable shift in the romance genre from digital to print formats. In 2020, approximately 18 million print romance novels were sold in the U.S.; by 2023, this figure had more than doubled to over 39 million. This surge suggests that nearly two-thirds of romance books are now purchased in print formats***

At Enamoured you are encouraged to romanticise your life – Step into a beautifully curated space where the magic of reading meets a touch of indulgence. Treat yourself – to some Enamoured delights - gourmet reading snacks and cold beverages as you catch up for book clubs or sit down to read a new novel. Whether you’re browsing solo or catching up with friends, the store is a welcoming retreat for self-care.

Discover your next obsession – From heart-fluttering love stories to jaw-dropping spicy reads, Enamoured stocks a diverse range of books, ensuring there’s something for everyone.

The store is thoughtfully divided into sections: Sweet Section – Gentle, closed-door romances for those who love softer love stories. Spicy Section – A full spectrum of steaminess, catering to every level of spice preference. As well as everything in between such as Romantasy, Out of this World Romance, Contemporary Romance, Historic Romance, LGBTQ+ Romance and more.

“I hope everyone who walks through our doors finds at least one book they adore—if not a whole stack! And if you can’t find one, we are more than happy to work to get one in for you that’s just right and caters to your identity, relationship type and or kink” adds Ruby.

‘’Beyond books, Enamoured Books is about community, we are inclusive and have a range of books for everyone’s tastes. We invite romance lovers to come together, chat about their latest book boyfriend, girlfriend, dissect wild plot twists, and embrace the empowering world of romance novels. Whether you’re taking a moment for yourself or meeting up with fellow readers, Enamoured is here to make you feel seen, celebrated, and inspired.’’ Adds Ruby.

Join Us for the Grand Opening!

Mark your calendars for April 12th, from 9am as Enamoured Books launches its first bookstore at 346 Remuera Road, Remuera, Auckland.

Come and enjoy a full day of romance, entertainment, and indulgence, with complimentary drinks by The Better Drinks Co, Kensal flowers, music and a range of exciting giveaways throughout the day!

Enamoured Bookshop Launch – Open Day

Date: Saturday, 12th April

Address: 346 Remuera Road, Remuera, 9am - 5pm