Photos courtesy of Stephanie Pao
When Stephanie Pao, a lifelong book lover and marketing professional, found herself yearning for more meaningful work, she didn’t just dream of a bookstore—she reimagined what a bookstore could be. The result is The Fleuria, Los Angeles’s first romance book truck, a rolling celebration of love stories, community, and the power that transforms reading.
“I’ve been a lifelong reader,” Stephanie explains. “In the last two years, reading has become my main hobby. I’ve been reading voraciously, specifically romance. I’ve been wanting to do something that aligns more closely with what I enjoy.”
Opening a traditional bookstore in LA, with its sky-high rents, felt out of reach. But inspiration struck during a walk along the beach, where Stephanie spotted a vintage truck for sale. “I just kept thinking about the truck. And then I thought about maybe I could have a mobile bookstore. And when I thought about it more, I did some research, and I saw that across the country, some people have trucks that sell books. So I decided, why not give it a try?”
After months of planning and a stroke of luck, the previous owner of her truck restored it and built custom shelves specifically for her. Finally, The Fleuria hit the road.
For Stephanie, The Fleuria is about much more than selling books. “My mission is to connect people who love romance books, and my goal is to build a thriving community.” Even before the truck’s launch, she was hosting bookish gatherings such as holiday parties and Galentine’s Day celebrations, bringing together readers who craved connection as much as a good love story.
She also talks about her commitment to inclusivity and representation. “I always want to make sure my truck has a wide variety of books,” she says, highlighting works from BIPOC, LGBTQ+, and self-published authors. “Just being a place where people can find a wide variety of books.”
Stephanie’s approach to stocking The Fleuria is both personal and intentional. “Maybe 50% of my truck is books I’ve read and love, and then I would say the other half are books that I want to read or books that I’ve gotten recommendations on from my friends.” She actively seeks out trending titles and community recommendations and ensures her selection reflects the diversity of romance today.
The truck features everything from contemporary and small-town sports romance to romantasy (romance fantasies), dark romance, and historical romance. For special occasions, such as AAPI Heritage Month, Stephanie highlights authors from those communities and uses rainbow heart stickers to denote LGBTQ+ titles.
Operating The Fleuria is no small feat. “I don’t have, like, a typical day,” Stephanie admits. “Usually, because it’s a stick shift car and it’s an older car, I had to learn to drive a stick shift to drive this car, so I’m still getting used to it. I do give myself a lot of time to drive to the venues…setting up the truck and stuff.” Each event, even if just a few hours long, fills her day with organizing, driving, setting up, and engaging with readers.
She often brings a friend to help during busy events, but most days, it’s a solo operation—a testament to her dedication and passion.
Community events are at the heart of The Fleuria. Stephanie hosts monthly book swaps and social gatherings like high tea and lunches, and is soon launching a book club where attendees choose from several book options and simply connect over their shared love of reading. “I want it to be low pressure,” she says. “If you want to read these books, you know you’ll have something in common with people there, but also, it’s just like a fun time to chit-chat.”
The Fleuria’s debut was met with enthusiasm. Her first event, in partnership with the Hermosa Beach Library, drew over 100 attendees. “There are so many people who are excited about this. I’ve been posting on social media about the idea, and I’ve gotten some posts to go viral, and so many authors are excited about this book truck, too, which is crazy to me.”
Pop-up after pop-up, the crowds have grown. “The reception has been beyond my wildest dreams, and I’m so grateful.”
Stephanie quickly learned the unique challenges of running a mobile bookstore, including security risks like theft due to limited visibility around the truck. She experienced firsthand a customer taking a book without paying. She also recognized the value of social media for building business partnerships, noting it as a powerful tool for connecting with other businesses.
Her advice for aspiring entrepreneurs is simple: “Just try it and give it a go. Because if it’s something you’re really passionate about, I feel like the book community is so supportive… I would join the ABA, which is the American Booksellers Association… They have lots of training and resources to help people who want to start bookstores or bookselling.”
Stephanie’s book truck also features her favorite authors, including Ali Hazelwood, Emily Henry, Carly Fortune, and Julie Tieu, whose The Girl Most Likely To she recently enjoyed. She also champions indie authors like Jessica Sherry, whose Yes No Maybe was a top seller in The Fleuria’s first month.
While The Fleuria currently serves the Los Angeles area, Stephanie is considering creative ways to reach farther communities, such as Orange County. She’s exploring the idea of using a portable book cart—similar to a foldable kiosk—to bring a curated selection of romance books to destinations beyond what her vintage truck can manage.
Talking with Stephanie, her vision is clear: she hopes to see more stories from marginalized communities and greater diversity in the narratives shared. Her call reflects a pressing need in publishing to amplify underrepresented voices and broaden the range of stories that truly reflect diverse experiences.
In a sprawling and diverse city like Los Angeles, The Fleuria is not just a book truck; it serves as a beacon for romance readers, a community on wheels, and a love letter to the stories that unite us.
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For The Fleuria’s event calendars, pop-up locations, and private bookings:
Instagram: @thefleuria
Website: https://thefleuria.com/
This was written by our contributing writer, Sarah Hernaez.
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