For immediate release:
DIESEL, A Bookstore in Oakland Officially Becomes East Bay Booksellers on September 1, 2017
Oakland, CA — How often do you get to talk about a bookstore closing, and it actually is a good story? When we announced in November that the founders of DIESEL, A Bookstore wanted to sell their Oakland location to me, one of their longtime managers, I had no idea what the response would be. When I called a customer meeting at the store to explain what we had in mind and why we wanted to do it, my greatest fear was awkward silence.
Our customers, however, were neither awkward nor silent. In two months, I raised half of what I needed to buy the inventory. A couple months after that, I had enough to do so. By mid-summer, I had sufficient capital to run a business.
I've had some time now to reflect on why we met with such fundraising success. From the stories people told me, especially as we talked about their love of DIESEL and independent bookstores, it clearly wasn't because something had to change. As I repeated early and often, the changes we were pursuing were not necessary -- there was no financial doomsday behind it all. I think our customers recognized the positivity at the root of our plans. What better time is there to make a change than when it isn't being forced upon you?
On Friday, September 1, 2017, the store will open its doors with relatively minimal fanfare as East Bay Booksellers. Customers will be forgiven if they don't immediately notice the new logo on the window. Or perhaps don't at the moment remark on the new bookmarks we slide into their books. We want the store to feel familiar, with touches of difference they can't quite put a finger on -- and not just when they come in for the first time after the change, but every time thereafter. Change doesn't have to happen, but thankfully it does anyway!
Of course, as the word spreads and the dust settles, we will schedule a party so everyone can celebrate their memories of DIESEL. In the meantime, moved by the devastating need of in Texas and beyond, East Bay Booksellers is honoring its history as a progressive cultural hub by donating 20% of its opening weekend sales to Hurricane Harvey relief.
Some things will never change.
5433 College Avenue
Oakland, CA 94618
Ph: (510) 653-9965