Jacksonville's Book End Bookstore, open since 1979, looking to revamp. But they could use your help

Nestled at the corner of N Marine Boulevard and Queens Road in Jacksonville is a little burgundy used bookstore that opened more than four decades ago.

Book End Bookstore is located at 119 N Marine Boulevard and owner Myron Cross opened its doors in 1979. The store's only employee James Kent has been with the store all 44 years and knows every book he has like the back of his hand.

But like all small local businesses over the last few years, Book End has not been immune to economic struggles, and is no longer profitable. But Jacksonville resident Courtney Morrison is determined to change that.

"I’ve been coming here since I was a little girl, since I was maybe 10 or 11," said Morrison, who recently moved within walking distance of the store. "I love this place. It's amazing. You come in here and you feel something special."

Kent feels the same about his place of work. He said he has many customers that have been coming in for so long, he knows what books they’ve read, and which to recommend. The store is special to him, and he said he has everything from books written by North Carolina authors to current fiction and even older books from the 1800s.

One of Morrison's plans is to post some of these older books online so they reach a demographic that would be interested in purchasing them. She added older books are such a niche commodity.

But that's not Morrison's only idea in how to revitalize her childhood bookstore.

"The first thing that we have started is the GoFundMe," Morrison said. "The first thing we’re trying to do is raise enough money that we can get some sort of digital currency system in here. Book End is currently Cash Only which is obviously a huge hinderance."

Once they get a digital currency system established, Morrison said she wants to hold a big sale to help clear out some of the inventory, make it easier to breathe inside.

Her goal is to have the sale this summer. So far, they’ve raised about $300 through the GoFundMe, which Morrison said is nearly enough to get a credit card machine.

"You still want to have the essence," Morrison said. "You don't want to destroy what this store is. But we also want to make it a little more hospitable and make some money. That's the point of a business."

Morrison has already created a new Facebook page for the store and is also working with local educators and artists about possible collaborations.

She said she has so many ideas.

"It's great in here, this place is my childhood bookstore," Morrison said. "I’m a lifelong reader, that was the first thing I ever learned how to do was read and that was it for me, the rest of my life. My mom used to bring me here and buy me Nora Roberts books when I was a little kid."

Some of Morrison's fondest memories involve Kent, who helped her find some of her most prized books.

Once, as a young child during the summer, Morrison came into Book End looking for a copy of Gone with the Wind. Kent whipped out his only copy, an old, battered edition, seemingly out of thin air.

She also got her copy of Catcher in the Rye from Book End, which Morrison said even had an old newspaper clipping from the 1950s inside.

"I love coming here, I love supporting local businesses," Morrison said. "I would love to come here more often than going to Barnes and Noble, but I don't always have cash to come here. When I come here, I would probably spend $60 or $70, which is what I do when I go to Barnes and Noble, but I can't. That is the ceiling that you’re hitting right there. If you can make it where people come in and impulse buy two or three extra books, you’re increasing your profit margin exponentially."

For those interested in supporting the revitalization of historical local icon, Book End Bookstore, consider donating to the GoFundMe or stopping by and picking up a couple of books.

"I’m a very enthusiastic young woman, that's all I can say," Morrison said. "I’m here to help. Look at this place, it's magical."

For more information or to learn more about Book End Bookstore, give the store a call at 910-347-7778 or message their new Facebook page.

Reporter Morgan Starling can be reached at [email protected].