Emerald & Amethyst Books

Emerald & Amethyst Books: A Literary Escape with a Community Heart

From dream to reality, a couple blends books, games, and coffee into a vibrant community hub.

College sweethearts Andy and Jamie first bonded over a shared love of literature while studying English at Illinois State University. That passion for storytelling and imagination never faded — and in 2024, they turned their lifelong dream of owning a bookstore or game store into a living, breathing space for community and creativity. Combining Andy’s background in game design with Jamie’s 16-year corporate leadership career, the duo took a leap of faith and launched Emerald & Amethyst Books—a cozy bookstore-café designed to spark curiosity and connection.

Like many first-time small business owners, Andy and Jamie had the vision and the planning down to a science — from their marketing strategy to product mix to customer base. But one area felt overwhelming: financial projections. Navigating balance sheets, cash flow statements, and forecasting was a major roadblock. That’s when they turned to the Illinois Small Business Development Center (SBDC) for guidance. The SBDC connected them with a financial advisor who played a pivotal role in helping them finalize the numbers and bring clarity to the financial foundation of their business.

With expert support from the SBDC, the couple gained the confidence and tools needed to move forward. Their bookstore café, located in central Illinois, is much more than a retail space. Emerald & Amethyst Books offers an inviting environment where patrons can sip coffee, explore new reads, and discover games and gifts. They partner with local baker Common Grounds for fresh treats, host themed events like Tolkien Reading Night and craft nights, and even support local authors with book signings. Their family-friendly approach includes kid’s books, drinks, and a summer reading program to inspire young readers.

Emerald & Amethyst Books has quickly become a cherished gathering place for book lovers and creatives alike. The business not only provides a curated selection of books and games but also fosters connection through community-focused events and a welcoming atmosphere. Their strong online presence through Facebook, Instagram, and a dedicated website, combined with partnerships through Bookshop.org and Libro.fm, has helped expand their reach beyond their physical location. Advertising through local station WGLT has also helped raise brand awareness in the region.

“Make it exist first — then make it awesome. This can be hard for perfectionists, but if you wait until everything's perfect, you'll never start. Just jump in, learn, ask for feedback from your customers, and let them be part of shaping the final product.”

Emerald & Amethyst Books is more than just a business — it’s a love letter to literature, community, and collaboration. With a mission to encourage curiosity and connection, Andy and Jamie have created a space that welcomes all. As they look to the future, they’re eager to grow and build stronger partnerships with fellow small businesses. Their journey is a testament to the power of following your passion — and to the impact of the right support at the right time.