On Thursday 5th February, we had the delightful opportunity to interview Aimee Cummings, co-owner of Love Stories, a new bookshop in Cardiff’s Castle Arcade dedicated purely to romantic books. From her inspirations to open up a bookshop to what her favourite book is, come learn some more about this fantastic new addition to Cardiff’s book scene. The bookshop opened on the 13th of December 2025 last year and has since received plenty of attention instore and on social media.
Opening hours:
Wednesday-Saturday 10am-5pm
Sunday 11am-4pm
Could you tell us a bit about yourself and your journey to this point (opening a bookshop)?
So, my background’s not in book selling at all. I used to work at Cardiff University; I was doing my PhD there. I was at the end of my contract and applying for jobs. I wasn’t loving the prospect of doing academia the rest of my life. I made an offhand comment to my husband. I said, ‘maybe I should open a bookshop’. And my husband was like ‘yeah, actually, I think that’s a really good idea. We should’. And I just spiralled from there. And [I was] looking more into the romance specific bookshops, which are a bigger thing in America but that are coming over here. There’s four now open in the UK. And just talking to other booksellers and learning about the business.
Can you tell us a bit about your inspirations for opening a romantic bookshop?
So, in the Autumn of 2024, we went on holiday to New York. There’s one of the first romance bookshops there called the Ripped Bodice in Brooklyn; I went there for a visit. And I was just like, ‘this is amazing’. Being in a bookshop surrounded by romance books sounds fantastic. It just stuck with me from there, so that was the start of it.
And why did you choose Cardiff to open your bookshop?
I’m a Cardiff girl. This is where I’m from. But also, as a book lover, I will often travel to Bristol or Bath to go book shopping because they have a lot more indie bookshops there. So we saw a niche where there was maybe a need for more indie bookshops in Cardiff.
We first came across this bookshop on TikTok. How influential do you think social media has been for your opening?
It’s been amazing for us. I’m not a social media savvy. I mean, we’re on TikTok and Instagram; I try my best. But a few people who came to our opening days, in the first few days, put some stuff online. They went nuts and went viral. The views kept racking up and everyone would come through the door and say, ‘I saw you on TikTok’. I’m like, ‘it’s nothing to do with me. I didn’t do any of that’. So, it’s been massive for us, absolutely massive.
What’s your favourite romantic book and why?
Emily Henry is always a favourite of mine. Her Book Lovers book is one of my favourites. B.K Borison’s First Time Caller, I love that so much. And then like romantasy wise, Sarah J. Maas is just, you know, she’s a quintessential part of it.
Did you watch the new People We Meet on Vacation film?
Yes, absolutely. It’s like part of my job now. I have to!
And then, what is your favourite non-book item that you sell here?
We have some reading journals, which I love so much. And then just the stickers. I have a great time picking what stickers we get. All our non-book stuff comes from small, women-owned businesses. I have a great time going through their catalogues and picking stuff to sell in the shop.
What book or books would you say are the most popular in store?
Since Heated Rivalry has been out it has been flying off the shelves. It’s become a massive top seller. And then, because we opened at Christmas time, we sold a lot of B.K Borison’s Good Spirits. So those two would be our top sellers. And Quicksilver, Callie Hart, a lot of that as well.
And then, if we get more specific, which romantic sub-genre is your favourite?
I’m really into paranormal at the minute. I’m reading a lot of paranormal kind of stuff. Then sport, obviously from Heated Rivalry. I’m reading a lot of sports romance but I will take anything. I’m trying to read as broadly as possible so I can then recommend other books to people. So, I’m trying to get out of reading my same comfort authors a lot and try new stuff.
So, for the future, what events are you most excited to host here?
So, we’ve got our first author event with an author called Rebecca J. Caffery in March. So that’s going to be the first one I have in the shop and I can’t wait for that. And then I’ve got another one which is confirmed today, which I can’t say yet. It is with an author who I love and will be an external one, so slightly bigger. So I’m really excited about that. And then hopefully start a book club soon! I want to get book clubs going in the shop. The customers have been asking for it and I can’t wait to get it set up and going!
And finally, why do you think people should come and visit Love Stories?
I think it’s because people love romance books, right? There’s something so nice about being surrounded by titles and authors you love and then being celebrated in a way maybe you don’t find in other bookshops. One of my favourite things is when someone will come ask me for a recommendation and then another customer will be like, ‘how about this one?’ And it’s just that, creating that community space, that’s what I love so much about it.
Interview by Lauren Hazeldine & Lucy Moore in conversation with Aimee Cummings.
Featured image taken by Lucy Moore
