Words and Pictures with Clemo Books

Indie bookshop owner Jaimie shares why she set up a shop, how she chooses which books to stock and how authors and illustrators can help with promotion and sales

This week we are incredibly excited to be joined by indie bookshop owner Jaimie Poyner.

We asked her why she decided to set up a bookshop, how she chooses which books to stock, what authors/illustrators can do to help promote their work and the role astrology played in launching Clemo Books.

Last year James celebrated the launch of his latest book Small Steps, Big Change at Clemo Books. Small Steps, Big Change was inspired by the UN sustainable goals and came out in paperback yesterday.

Clemo Books is an independent bookshop in Newquay, Cornwall. Found on the corner of Newquay’s Bank Street and just a 2 minute walk from Towan Beach, the bookshop stocks the latest fiction, non-fiction, Cornish inspired titles and YA and children’s literature.

Started as a pop-up bookshop Clemo Books crowdfunded and with the support of their community opened a permanent bookshop in November 2023. Since then, they’ve hosted author events, storytelling sessions, book launches and Clemo Club – their subscription book club.

Why are words and pictures important to you?

Words and pictures allow you to imagine, learn, explore, and so much more. A combination of letters and colours, printed on paper, can communicate so many important meanings and feelings helping readers of all ages connect with themselves - and the authors and illustrators who created the stories of course. It’s a special art form that I think generation after generation will forever appreciate.

Can you tell us about your background and why you began running a pop up bookshop?

When leaving school, I was torn between studying art and English literature at university level. After completing an Art Foundation at Falmouth University I stumbled upon a Publishing Media course at Oxford Brookes which solved my dilemma and wove art, media, literature, history (and a little bit of marketing) into one degree.

After graduating though I became homesick for Cornwall and wound up back home working in PR for 6 years all the while dreaming of opening a bookshop. In 2021, I began doing pop-up bookshops across Newquay and Cornwall at the weekends. This allowed me to explore bookselling and see if there was demand for a bookshop in Newquay – luckily there was!

Why did you decide to open an indie bookshop called Clemo Books in Newquay in 2023?

The pop-ups were fun but after two years of working in this way I wanted bookshelves. A spot on the high street came up and luckily the landlords believed in my idea. We got the keys on 1^st November 2023 – exactly 2 years to the day after my first pop up at Newquay Farmers Market.

I called it Clemo Books after my grandmother’s Cornish name as we carry a big selection of Cornish books however there’s also a famous Cornish poet called Jack Clemo whose work is inspired by St Austell’s Clay Country which is a nice link.

What role did astrology play in opening your shop?

I’m a big believer in astrology and that perhaps as humans we are a part of nature, the planets and the stars. I timed certain steps such as launching the Crowdfunder campaign, sending important emails and manifesting my progress with the stars and their alignment.

Lots of people believe astrology to be a farce, and I understand this point of view, however whole ancient civilisations used astrology to determine their actions, and it seems to have worked for this bookshop owner! I love Olga Tokarczuk’s Drive Your Plow Over the Bones of The Dead and the astrological aspects she features in the novel.

Sometimes I feel bad for sceptics, I wish they could be more playful and whimsical with their beliefs with what’s possible in our world as it inspires so much of literature and art. Can you imagine a bookshop without gothic ghosts, alien sci-fi, or fae and fantasy folklore?

Why do you think indie bookshops are important?

I think, along with libraries, they are a cultural hub on the high street that is accessible to all. Indie bookshops bring literary culture to communities in the form of books, author events and storytelling sessions that all ages and demographics can engage with.

There aren’t many places where all generations of a family will find something to interest them, but a bookshop can often be this space.

When bookshops take part in charitable causes like World Book Day or host local authors it helps children and young people realise that books are for them and unlocking reading for pleasure will benefit them for the rest of their lives.

What is the best bit about having your own bookshop?

At the beginning I was most excited about the proofs! However now I think the best bit of owning my bookshop is those moments of realisation that I did it, we opened a bookshop in a town that hadn’t had one in a long while and we’re benefiting the community in lovely ways.

Whilst the journey to opening a bookshop isn’t easy, nor always financially easy even now, I get to do this every day and I get those moments of awe, often when locking up or cycling home, that I achieved it and it’s going well.

And what is most challenging about it?

Of course, finances are the most challenging part, I'm a freelance copywriter and do this in quiet moments in the bookshop to pay the bills at home. I never expected to pay myself a full wage during this early stage of the business and I’m very lucky to have the opportunity to do freelance work.

For now, it’s working, and local customers are continuing to discover Clemo Books and what personable in-store experience we can offer. Let’s see what the future holds, hopefully our government will start taxing certain online retailers properly too!

Another challenging aspect is self-published authors who want their book stocked in independent bookshops. Sometimes the illustration style, printing quality or copy editing is not what we’d necessarily look for or expect from a traditionally published book. I know people pour their hearts, time and money into self-publishing and so it can feel horrible to say no sometimes.

Whilst some people are very successfully self-publishing, and we stock some gorgeous self-published books, I’m also not able to proofread all self-published books pitched to us and so if they haven’t been through an editorial process or sensitivity checker I sometimes feel wary of offering it to Clemo customers.

This is a part of being a bookshop owner I wasn’t aware of and I find it a bit challenging as I can be a bit of a people pleaser!

You previously studied publishing, is there anything that has surprised you about how the industry works since running a bookshop?

I think I was surprised by how supportive publishers are of indie bookshops and how closely they work with us. Either via events, through rep visits or even just dedicated enews letters. I think it’s fab that they value these little pockets on high streets across the UK which can benefit them and their authors.

How do you choose which books to stock in Clemo Books?

I stock a lot of books inspired by or set in Cornwall as well as books written by Cornish authors and these are always very popular with local bookworms and visitors to Newquay.

We stock a few classics, non-fiction favourites and contemporary fiction as well as a table dedicated to shiny, new hardbacks.

Choosing children’s literature to stock is my favourite part of the job and we stock lots of different books, and I try to make this section as inclusive as possible. One day I’d like a bigger bookshop just so that we can expand the children’s section!

What children's books are you excited to see published this year?

Obviously, Naomi and James' The Great Christmas Tree Race – I love Christmas, it’s my birthday the week before and so ever since I was a child I feel like the whole year is leading up to it and I was always gifted wonderful Christmas books which made the season even more magical.

I’m also excited for Leave the Trees Please by Benjamin Zephaniah and illustrated by Melissa Castrillon. Described as a hymn to the beauty and power of nature I think it’ll definitely be one of the more emotional children’s reads of this year.

As a bookshop owner, what advice can you give you authors and illustrators about how to promote their books and work with indie booksellers?

Reach out to us! We’re busy and have a lot going on day to day so a nice email to let us know you’re free for a storytelling session in our store or happy to work with us to facilitate talks in schools is super helpful. We’re excited to host lots of storytelling sessions in 2025 and give youngsters the opportunity to meet authors, ask questions and listen to their stories.

You can find out more about Clemo Books on their website and instagram.

Submission opportunity

The Jericho Prize is now open to picture book manuscripts from Black British writers. The deadline is 30th April.

Special April offer for feedback on picture book texts

This month Naomi is running a special offer for feedback on picture book manuscripts. If you have a picture book text (up to 1000 words) that you’d like some guidance on then she can help.

As well as being a published author, Naomi worked in publishing for eight years and has been a freelance editor and mentor for over six.

For just £50 she’ll provide notes on your manuscript as well as written feedback on key points in an email. Do get in touch if you’d like to know more.

Why subscribe to Words and Pictures?

• We’ll share everything we know about making books and how the industry works in a new post each Monday.

• Every month we’ll hold a live session for community members to ask us anything and everything they want to know about writing, illustrating and getting published. The next live session is Sunday 27th April 8pm GMT.

• There will also be free interviews every Friday with authors, illustrators and publishing professionals as they spill the ink about life behind the scenes making books.

• Every month we’ll also highlight submission opportunities and exciting new releases in the world of children’s books.

“Kid lit writers, do not sleep on Naomi & James's monthly subscriber zoom calls. In our half hour chat, I gained a wealth of helpful insight into my own manuscript and the publishing world. This type of access to creatives with their credentials is pretty astounding.”

Naomi (and James) x