November 2025 Business of the Month: Folklore Bookshop
Nestled in the heart of Midway, Utah, Folklore Bookshop has quickly become a beloved gathering place for readers, families, and book lovers throughout the Heber Valley. Opened in October 2024, this charming bookstore recently celebrated its one-year anniversary — and what a year it’s been. With its warm, inviting atmosphere, thoughtfully curated book selection, and an impressive lineup of community events, Folklore Bookshop has become a local hub for creativity, connection, and shared stories.
A Story That Started with Friendship Folklore Bookshop is co-owned by Alison Russell, Lindsey Leavitt Brown, and Audrey Lind — three local residents whose friendship and shared passion for books brought this community gem to life. Alison first met Lindsey as a neighbor in their residential Midway community, and their daughters participated together in Midway’s cherished Swiss Miss program. Lindsey later introduced Alison to Audrey, whose daughters also played sports with theirs. What started as neighborly connections soon blossomed into a shared dream: to create a space where stories could thrive and readers could gather right here in the valley.
The trio wanted to contribute something meaningful to the community — an independent bookstore where residents and visitors alike could discover great reads, attend engaging events, and connect with others who share a love of literature.
A Bookshop for Everyone Folklore Bookshop proudly identifies as an independent general interest bookstore, offering a wide variety of titles and genres to appeal to all ages and interests. Whether you’re an avid reader or just beginning your reading journey, you’ll find something special on their shelves.
Their children’s section is a hit with local families, featuring picture books, early readers, and middle-grade favorites. The non-fiction section is particularly robust — a reflection of Alison’s personal reading tastes — while the store also stocks a diverse mix of fiction, fantasy, romance, thrillers, cookbooks, memoirs, and so much more.
“We want to carry something for everyone,” Alison says. Fortunately, Folklore has access to all major publishers, and their robust online store makes it easy to order nearly any book imaginable. With fast shipping, convenient pickup, and a full calendar of upcoming events, the website has become an invaluable 24-hour resource for the community.
A Community Gathering Place One of the things that truly sets Folklore apart is its commitment to community engagement. The bookshop is home to an ever-growing list of book clubs, with more launching in the new year. There’s a weekly kid’s storytime — a family favorite — along with seasonal themed storytimes that bring stories to life for young readers.
Folklore also regularly hosts author events, welcoming writers from across the country to share their work, sign books, and connect with local readers. Their holiday-focused events, game nights, and themed gatherings add a touch of magic to the calendar, offering something fun and enriching for everyone.
For Alison and her team, creating a welcoming, inclusive space has been a top priority. “Bookshops and reading are so important for the community,” Alison explains. “We wanted to create a physical space where people can come in, browse, read, and just enjoy being here.”
A Personal Passion Turned Purpose For Alison, the love of bookshops runs deep. Originally from Salt Lake City, she’s lived in the Wasatch Back for over 20 years. Her fondest childhood memories include visiting her favorite local bookstore — an experience she’s now recreating for others through Folklore Bookshop.
“I’ve always loved the smell of a bookshop, the feeling of being inside one, and that sense of discovery that happens when you’re surrounded by books,” she shares. “It’s something very special.”
Her staff shares that same enthusiasm, each with their own favorite genres and recommendations. While Alison gravitates toward non-fiction, her team leans more toward fiction — a balance that keeps the selection well-rounded and the conversations lively.
Giving Back to the Heber Valley Beyond books and events, Folklore Bookshop is deeply committed to supporting the local community. They participate in seasonal coat drives as a primary collection location, donate a portion of sales to the local Heber Food Bank, and proudly support Operation Hope, a program that helps families in need throughout the Wasatch Back.
These efforts reflect the store’s belief that a strong community depends on compassion, generosity, and shared connection — values that Folklore embodies every day.
Appreciation for the Chamber As active members of the Heber Valley Chamber of Commerce, the Folklore team has found tremendous value in the networking and support opportunities the Chamber provides. “Being a Chamber member has helped us connect with other business owners and stay informed about what’s happening in our community,” Alison says. “It keeps us enthusiastic about doing business here.”
As Folklore Bookshop celebrates its first anniversary, it’s clear that the shop has already made a lasting impact on Midway and the greater Heber Valley area. With its thoughtful book selections, dynamic events, and heartfelt community involvement, Folklore isn’t just a place to buy books — it’s a place to belong.
Whether you’re looking for your next great read, hoping to meet fellow book lovers, or simply want to enjoy the cozy atmosphere of a small-town bookstore, Folklore Bookshop welcomes you to stop by, say hello, and stay awhile.
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