Boise bookstore owner left tax accounting to sell romance novels

Samantha Haroian is hosting a book club in downtown Boise on Wednesday, November 11. The event, titled Certified Freaks Book Club, will feature the novel Meet Cute Magic by Morgan Elizabeth. Haroian, who owns the shop, will be present to share details about the story.

Haroian runs Hearts on Fire, a bookstore located in the heart of Boise. The shop sells only romance novels. Haroian worked as a tax accountant for nearly ten years before opening the business. She left that career after experiencing burnout. She decided to turn her interest in reading into a commercial venture.

The concept for the store formed about eight years ago. Haroian visited Ripped Bodice, a bookstore in Culver City, California. She was surprised by the number of people inside that shop. She said, “I was shocked at how many people were in there. I was like ‘Oh my God, this could really work if I wanted to open a bookstore.’”

Before that trip, Haroian did not think a store focused solely on romance was a viable investment. She noted that the genre carries a stigma. She said, “Not a lot of people talk about reading romance, which is a big reason why I wanted to open too. Because there’s a stigma around the genre.”

The interior of Hearts on Fire features deep red walls and candles. The shop aims to offer a comfortable environment for customers. Haroian believes romance readers seek a specific type of comfort. Unlike other genres, romance stories usually end with a happy conclusion. She said, “People find comfort in that. That they’re going to get a happy ending at the end of the book, which isn’t what always happens in our lives.”

Haroian wants the store to serve as a community hub. She hopes visitors will feel a sense of belonging when they enter. The shop hosts various events throughout the year to support this goal. The next scheduled gathering is the Certified Freaks Book Club on Wednesday, November 11, at 6:15 p.m.