Four former colleagues from the now-closed Brilliant Books have launched Artemis Books and Goods in Traverse City, evolving their business model to include diverse merchandise, community clubs, and programs. Sam Duby, Caitlin Marsh, Rachel Sang, and Carissa Yonan, who previously worked together at Brilliant Books, opened the new store at Warehouse MRKT after a period of uncertainty following their former employer's closure. Their goal was to continue bookselling in the area and create a vibrant community space, rather than seeking book-related work elsewhere.
In the wake of Brilliant Books’ closure, the four colleagues initially organized pop-up book sales and school book fairs to keep selling books. They harbored hopes of eventually opening their own permanent store when the right location and resources became available. The opportunity arose when they visited the gathering space at Warehouse MRKT for a planned one-off pop-up event in the atrium. It was during this visit that the adjacent art gallery caught their attention, with Rachel Sang noting its potential to become a bookstore. Just a couple of days later, the building's owner contacted them, offering the gallery space for a permanent move instead of just the pop-up. Sang described their collective response as an immediate and unanimous acceptance, leading to the rapid establishment of their new bookstore.
Artemis Books and Goods opened with a unique emotional foundation. The closure of Brilliant Books had been a profound loss for the four, who had deeply enjoyed their work there. They had spent years building relationships with readers, teachers, writers, and families across Traverse City, and the end of their previous employment represented more than just a job loss. Sam Duby expressed the depth of their feelings, describing a deep grief not just for lost income but for everything they had built. However, this emotional weight also included a wealth of established community relationships. Their first pop-up event in the new space, intended to simply get operations started, saw a strong outpouring of community support, with people coming in, sharing hugs, crying, and expressing excitement for the new venture.
The team recognized that simply recreating Brilliant Books would not be sustainable. While their expertise in curation and bookselling remained, they understood that their business model needed to adapt. Duby highlighted the challenge of operating solely on book sales, explaining that “The margins on books are razor thin.” This pragmatic realization led to the expansion of their offerings beyond just books. Artemis became Artemis Books and Goods, incorporating a variety of merchandise with better profit margins. These goods include stationery, kites, bandanas, sand toys, and snacks, among others. They also began selling used books, which not only keeps more books circulating within the community but also helps fill a void left by the earlier closing of The Bookie Joint. Caitlin Marsh commented on the pragmatic realities of running a bookstore, contrasting it with a romanticized perception of the profession and the notions that online platforms might suggest.
Despite the necessary business adjustments, the core motivation for the four booksellers remains unchanged: they are passionate about helping people discover books. This commitment translates into assisting diverse readers, whether it’s finding a graphic novel for a child who struggles with traditional chapter books, selecting a board book for an English-language learner, or sourcing a specific title about axolotls for a child’s temporary obsession. Artemis actively collaborates with area schools to organize book fairs that are specifically tailored to meet the actual needs and interests of their students. Sang articulated this dedication, emphasizing that books should be accessible and that they work hard to ensure there is something for everyone.
Beyond sales, Artemis Books and Goods has positioned itself as a community hub. The store has partnered with the National Writers Series, hosted culinary authors during Traverse City Food & Wine events, and facilitated various readings and signings. The physical space itself is designed to encourage lingering and connection, featuring velvet sofas, small tables, a fairy-treehouse play area for children, and offerings of coffee and crafts. Sang refers to this concept as creating a “third space.” Co-owner Carissa Yonan personally understands the importance of such a space, having moved to the area four years prior and experiencing difficulty finding community until she started working at Brilliant Books. Through events there, she connected with people and discovered local organizations and businesses. Artemis now actively strives to foster that same kind of connective tissue for its patrons. Marsh summarized this broader purpose by noting that while any store can simply stack books on a shelf, Artemis strives to be a place where those books and the people who engage with them truly matter.
