DIESEL bookstore to open in Del Mar Highlands

By KAREN BILLING Via Del Mar Times

“A reader lives a thousand lives before he dies...The man who never reads lives only one.” – George R.R. Martin

Readers rejoice: A book store is returning to Del Mar Highlands Town Center with DIESEL, A Bookstore.

It’s been five years since Barnes & Noble closed after 21 years when the center renovations began, a heartbreaker for both the community and the center owner. Donahue Schriber Realty Group pledged to bring back a book store when the expansion was complete and they are delivering on that promise with DIESEL, a longtime California indie book store that also has a location in Brentwood.

“A bookstore has been the number one request from our customers for a number of years. We are thrilled to have a long-established independent bookstore join the center”, said Patrick Donahue, chairman and CEO of Donahue Schriber Realty Group. “Diesel’s new Del Mar Highlands location will be a great addition to the community.”

Owners John Evans and Allison Reid bring 40 years of experience in the book business, opening their first independent book store in Emeryville in the Bay Area 30 years ago in 1989. On Oct. 28 they will be one of the first tenants to open in the new Collection at Del Mar Highlands Town Center expansion.

Inside the store there will be tall ceilings, wood floors and Evans states the obvious: “There will be a lot of books.” DIESEL will have best sellers and staff recommendations, a children’s book nook in the back of the store and a plethora of art books about design, fashion, music and film. He likes to say his titles cater to readers with a wide variety of interests, from an entertaining Judith Kranz romance to a thought-provoking Julia Kristeva book on French critical theory.

Evans said he is a sucker for community that is desperate for a bookstore, “I really think every community and neighborhood should have an independent book store,” Evans said.

In the independent book store, the shopping experience is personalized by a staff of omnivorous and voracious readers, people who truly love books and can help customers find books they might not even know they want yet.