Wales’ first brick-and-mortar bookshop dedicated to romance novels opened in Cardiff’s Castle Arcade late last year. Neve Blue heard from Aimee Cummings, one half of the couple behind Love Stories, about their own labour of love.
In January 2025, a casual comment about opening a bookstore from Aimee Cummings to her husband, Charlie, spiralled into the vision that would become Love Stories – a bookstore full of romance and excitement from both staff and customers alike. Speaking to Buzz a little over a year after that initial spark, Aimee talks with enthusiasm about the eventual experience of opening the shop – which the couple did, just before Christmas – store goals, community reception and more.
Love Stories is a bookstore for diehard romance fans and casual readers alike, boasting a vast collection of romance novels from a wide variety of different subgenres. As well as an array of books to browse, shoppers can find curated collections of stickers, a variety of preorder packages and a ‘Blind Date With A Book’ lucky dip trolley.
“I’ve always been a big reader, and books have brought me joy,” Aimee says. “They’re my absolute happy place to be in. That’s all I wanted this place to be – for other people to come in and be like, ‘this is a really happy, safe space’.”
This wish for community and enjoyment for customers is further underlined by the couple’s desire to champion diversion and inclusivity in the books stocked in Love Stories. Aimee’s background in research at Cardiff University comes into play when looking into each and every book found on the shelves in the shop. “I really wanted people to come in and be able to find a love story that represents them on the shelves,” she says.
Aimee also gave us further insight into the work of their labrador, Indiana Bones, who sports the official title ‘Branch Manager Head of Barketing’ and is dubbed “the brains behind the operation”. Indy gets to visit Love Stories on quieter days, taking this important job with the utmost attentiveness as he warmly greets every customer that enters the store.
When talking about the store’s origins and initial planning stages, Aimee says that she and Charlie hoped from the start – “when it was nothing but an idea” – to set up shop in ones of Cardiff’s famous arcades. In the end, they settled in a unit just off Castle Street (opposite another bookshop, as it happens – local institution Troutmark); when Aimee walked into the unit for the first time, she says, “I just knew.”
In Love Stories’ two months or so of trading, the reception from the local bookish community has been extremely positive. “The readers have shown up!” beams Aimee. “They’ve been amazing.” When the doors first opened, she and Charlie were met with a queue of readers waiting outside the store in anticipation.
Love Stories has been strengthening its relationship with various strands of the local community since its inception. In February, they collaborated with PowHerful Sisterhood Cardiff (“a female community based on making connections through female-only events”), to deliver a bookish Galentine’s Day social. Alongside this, the store are maintaining a newsletter, which you can find on their website, for sharing all things Love Stories.
Later this month, the store will be hosting its first in-person author event, welcoming Birmingham novelist Rebecca J. Caffery to both launch and discuss her Formula 1-themed romcom First To Finish. Set to focus on “all things sports romance, F1, and more,” Caffery’ll be signing copies of the book after the event.
The response to Love Stories so far, says Aimee, has been overwhelming. “Better than we ever imagined. Thank you to everyone that’s come through our door and supported us, it’s just been amazing.”
Booklaunch: Rebecca J. Caffery, Love Stories, Cardiff, Thurs 26 Mar.
Tickets: £3/£9.99 with book.
Info: lovestoriesbookshop.co.uk
words NEVE BLUE
