Romance readers in Auckland now have a dedicated space to celebrate their love for the genre, with the opening of Enamoured Books, a bookstore exclusively catering to romance novels. Set to open on April 12 in the heart of Remuera, the store is the first of its kind in the city.
Enamoured Books is the brainchild of Ruby Wallace, a lifelong book enthusiast whose passion for romance novels began in high school. “Reading has always been my escape, my passion. It’s something I inherited from my mum,” Wallace explains. “Now, I get to share that love with others. Enamoured Books is my dream come true.”
The store aims to provide a welcoming retreat for readers of all ages and backgrounds who enjoy romance in all its forms. Wallace says that the genre has experienced a resurgence in popularity since the COVID-19 pandemic, attracting a broader and more diverse audience. “Readers across the world indulge in love stories that range from sweet to sizzling with a range of relationship types, main characters, and tropes,” she says. “Romance is no longer just for the younger generation or exclusively women; everyone can benefit from a romance novel or two.”
Enamoured Books is designed not only as a bookstore but also as an experience—a space for readers to immerse themselves in the world of romance, where they can relax and indulge in their favorite genre. “It’s more than just a bookshop. It’s an experience, a self-care ritual,” Wallace notes. “We want readers to feel celebrated and empowered, whether they’re browsing solo or connecting with others.”
According to a recent report by the Publishers Association of New Zealand (PANZ), print books remain vastly popular among Kiwis, with 80% of New Zealanders preferring physical copies over digital books. Wallace believes the romance genre is also shifting back to print, citing a significant rise in romance book sales in the U.S. between 2020 and 2023. “In 2020, approximately 18 million print romance novels were sold in the U.S. By 2023, that figure had more than doubled to over 39 million,” Wallace says. “This surge suggests that nearly two-thirds of romance books are now purchased in print formats.”
Enamoured Books will feature a carefully curated selection of titles, ranging from sweet love stories to steamy reads. The store will be divided into two sections: a “Sweet Section” for softer, more tender tales, and a “Spicy Section” for those seeking more passionate, explicit stories. Wallace says she hopes every visitor will find at least one book they adore, and if not, the store will be happy to order books that cater to specific tastes.
In addition to books, Enamoured Books will offer reading snacks and cold beverages, enhancing the overall experience for visitors. “We want people to feel like they’re stepping into a special space, a place to treat themselves and relax,” Wallace says.
Beyond its books, Enamoured Books aims to foster a sense of community. Wallace envisions the store as a gathering place for romance lovers to come together, discuss their favorite stories, and share their love for the genre. “We are inclusive, and we want to create a space where everyone feels seen, celebrated, and inspired,” she says.
Enamoured Books will officially open on April 12, located at 346 Remuera Road, Remuera, Auckland.
