Jessie Hilker and her father, Jeffrey, knew they had built some buzz and intrigue ahead of opening their West Chester fantasy bookshop, Leaves & Lore, this past weekend.
But nothing could have prepared them for the hours-long line that wrapped around the building and left their shelves “pretty much barren.”
“We’re a little, like, what just happened,” Jessie Hilker, 29, said.
Leaves & Lore officially opened its doors Saturday at 118 N. High St., and the response was immense and instantaneous. The bookshop, which is themed around fantasy novels, had a line for six hours. It sold 600 orders on the first day. Jeffrey Hilker, 64, estimates about 1,500 people walked through.
“I’m a pretty optimistic person, and I thought we would do well,” he said. “I just didn’t think it would be like this.”
Though spotlighting fantasy and “romantasy,” the bookshop also sells genres like romance, dark romance, mystery/thriller, horror, and fiction, plus books for kids and teens.
It also carries “bookish merch” like apparel, bookmarks, themed candles, stickers, and more. Customers can purchase a “book bouquet” — a book swaddled with flowers — or book the space for events (think birthdays or girls’ nights) and photography sessions (like engagement shots or bridal portraits).
A sweet treat or freshly brewed coffee and tea are also on offer.
By Saturday night, the shelves were nearly empty, Jessie Hilker said. On Sunday, she and her father had planned to open during normal hours, from 10 to 4 p.m., but had to close early because they had run so low on stock.
“It’s definitely a passion project,” Jessie Hilker said. “I wanted to open a bookstore because I enjoy reading. So to see so many other people enjoy it, as much as I do, makes it very special.”
Jessie Hilker is a lifelong reader. If she was punished for something as a child, she would get her books taken away, she said. Her dad had a hard time giving her enough books to read. During college, she fell out of the habit for a bit, but the fantasy genre sparked the love within her again.

She is not alone. “Romantasy,” a blend of romance and fantasy, has buoyed the publishing industry in recent years, selling millions of copies and generating hundreds of millions of dollars. You’ll see those novels, like A Court of Thorns and Roses or Fourth Wing and plenty more, on Leaves & Lore’s shelves. Traditional fantasy, alongside romance and dark romance, has also seen staggering success.
Propelled in part by social media, like TikTok’s “BookTok” community, independent bookstores are also seeing a boost from the books’ popularity. Across the region, themed bookshops have done well; Philadelphia’s Cupid’s Bookshop, which is entirely dedicated to the romance genre, drew in hundreds when it opened last year.
Fantasy is not exactly Jeffrey Hilker’s genre, but he and his daughter always wanted to open a business together. When it became clear that business would be a bookstore, he was down to see her vision through. They went to Europe, traveling across Scotland and the U.K. to peruse bookshops that they wanted to emulate.
For about two years, they kept an eye on available spaces in West Chester. They knew that was where they wanted to be since they both live in the borough, and it felt like the right spot for such a shop.

Jessie Hilker wanted Leaves & Lore to feel like stepping inside a fantasy novel, with the space “Renaissance-inspired, very medieval.” She pictured bookcases that stretch floor to ceiling and a moving ladder; her father was “just trying to make it happen,” he said.
They built up a following on social media. A peephole let passersby take a peek as the Hilkers brought Jessie’s vision to life, creating some in-person interest, they said.
Still, their opening was unbelievable, Jessie Hilker said.
But they plan to keep the momentum going. They have events scheduled for some forthcoming book releases in the fall, and an interest to partner with local authors on signings.
Jessie Hilker said she was “ordering like crazy” to replenish the store’s stock, though there was enough supply left to fill the shelves to reopen Tuesday.
“I wanted to just be a place where people feel like they can come and just escape for a little bit. Whether they come to study, whether they come to pick up a book … whether that’s picking up just their coffee for the day, I hope it’s just a place that many people feel like they are accepted and welcomed,” she said.
This suburban content is produced with support from the Leslie Miller and Richard Worley Foundation and The Lenfest Institute for Journalism. Editorial content is created independently of the project donors. Gifts to support The Inquirer’s high-impact journalism can be made at inquirer.com/donate. A list of Lenfest Institute donors can be found at lenfestinstitute.org/supporters.



















