When Ashley and Carlos Mireles-Guerrero opened Judging by the Cover in its physical location in Chinatown Fresno, they set out to create more than just a place to buy books—they envisioned a vibrant community hub where diverse voices could be celebrated, and where readers of all backgrounds could find something meaningful.
A Rewarding Beginning
One of the most rewarding moments for the couple since opening their doors in November came in March when a group of middle schoolers visited the store. For one student who identifies as non-binary, discovering a keychain adorned with the non-binary pride flag was an empowering moment. Another student found a picture book about the first Black woman tattoo artist, a story she had never encountered before, fueling her dreams of becoming a tattoo artist herself. These moments reflect the impact Ashley and Carlos hope to have on their community: creating a space where everyone can feel seen and inspired.
Building Community in Chinatown and South Fresno
The response from their neighborhood has been overwhelmingly positive. Their collaboration with local businesses during their grand opening helped set the tone for a mutually supportive environment. The store has also been actively participating in events like Wednesdays on the West at Edison High and hosting field trips to encourage young people to explore the world of books. As their reputation grows, so does the excitement from the local community, especially as more people discover the bookstore.
Navigating Challenges with Persistence
Opening a bookstore was not without its challenges, especially when it came to finding the right storefront. Ashley reflects with a touch of humor, “A little bit of delusion played a big part in our success.” Despite numerous obstacles, including difficulties with landlords and proving their creditworthiness as first-time business owners, they received continuous support from the community. Ashley credits that encouragement with keeping their momentum alive. The couple is especially grateful for the Chinatown Foundation’s Pop-Up Place initiative, which provided them with the opportunity to build a strong foundation for their physical location.
Championing Diverse Voices
At the heart of Judging by the Cover is a commitment to amplifying voices often overlooked by mainstream bookstores. Ashley, with her background in book publishing and experience with the Independent Book Publishers Association’s diversity and inclusion board, brings a unique perspective to curating the store’s inventory. She emphasizes the importance of carrying books by people of color and LGBTQ+ authors, ensuring that these voices are given the space they deserve.
“We rely on trusted resources like Lee & Low’s Diversity Baseline Survey, the Cooperative Children’s Book Center’s data, and WORD Diversity to guide our decisions,” says Ashley. The store also focuses on showcasing books that might be hard to find elsewhere, such as small press titles, zines, and works in languages other than English. It’s this thoughtful curation that sets Judging by the Cover apart from larger, mainstream retailers.
Creating Access Through the Book Fund
A key initiative that has made a significant impact on the community is their “book fund.” The fund is designed to make books more accessible to those who might not otherwise be able to afford them. One heartwarming moment came during a field trip when students were able to take home books thanks to the fund. Ashley recalls a particularly moving instance on their grand opening day when a customer found a book they had been searching for but couldn’t afford. Thanks to the book fund, the store was able to gift it to them, and the customer later returned to contribute to the fund themselves, paying the kindness forward.
Indie Bookstore Landscape and Competing with Big Corporations
The rise of indie bookstores across the U.S. has been encouraging, with nearly 300 new stores opening in 2023 alone. This surge is partly driven by the growing demand for more specialized, mission-driven stores. “Readers are no longer just looking to buy books; they are looking to connect,” explains Ashley. Events such as drag story hours, author talks, and creative workshops have become a hallmark of indie bookstores, offering a level of community engagement that larger corporations and online platforms can’t replicate.
To compete with digital reading platforms and retail giants like Barnes & Noble, Judging by the Cover leverages its ability to offer curated selections, educational resources, and unique experiences. Ashley and Carlos partner with alternatives to Amazon like Libro.fm and Bookshop.org, allowing readers to shop online while supporting the store directly.
Looking Toward the Future
In the next five years, Ashley and Carlos hope to expand their reach even further. With plans to increase their events, grow their community outreach, and perhaps even own their building, they’re excited for the future. One of their long-term dreams is to establish a publishing arm, similar to San Francisco’s City Lights Books, to publish works from the community for the community. With their deep ties to the publishing industry, they’re well-equipped to turn this vision into reality.
Contributing to the Fresno Literary Scene
Ashley’s ultimate goal is to elevate Fresno’s literary scene, which she feels is often overlooked. “The Fresno literary scene is rich, vibrant, and deeply underrated,” she says. She believes that with more cross-collaboration, the literary scene in the Central Valley could become a national point of interest. By carrying local authors’ works, hosting events, and promoting diverse literature, Judging by the Cover is making a significant contribution to shifting the perception of Fresno as a literary hub.
Advice for Aspiring Entrepreneurs
For anyone considering starting a business in Fresno, Ashley offers some practical advice: “Make sure your reason for doing this goes deeper than just making money.” She encourages entrepreneurs to seek mentorship, connect with local resources like Access Plus Capital and the Small Business Development Center, and find a solid support team. “Gratitude goes a long way,” she adds. “Find your support team, keep them close, and don’t forget to say thank you.”
As Judging by the Cover continues to grow, Ashley and Carlos are excited about the future of their bookstore and the role it will play in fostering a thriving, inclusive literary community in Fresno.
