You might say that Vroman’s Bookstore got a new lease on life this month, even as its longtime owner took a big step toward securing the beloved store’s next chapter.
The bookstore announced earlier this month that owner Joel Sheldon sold the property to Beverly Hills-based GD Realty for $15.6 million on Oct. 10. He then signed a long-term lease that officials say will keep it there as he continues to look for a buyer that would preserve the bookstore, which is a local institution.
It’s a new lease on life, because after months of searching, Sheldon said he has found a buyer committed to preserving the beloved Colorado Boulevard site. That’s even as the bookstore itself remains up for sale.
GD Realty founder Arash Danialifar is an “engaged member of the community who cares about books,” according to a Vroman’s press release on the sale.
Danialifar already has a presence in Pasadena’s Playhouse Village, the city district where Vroman’s is located. He owns several buildings, including the site next door to Vroman’s that contains the Landmark Theatre. Sheldon and Danialifar served together on the Pasadena Playhouse Village Association board.
Sheldon sold the building at 695 E Colorado Blvd., its atrium at 708 E Colorado Blvd., and its parking lot space.
“I always found (Danialifar) well-versed, intelligent and patient. He loves books and is a loyal customer of Vroman’s,” Sheldon said. “He’s an exemplary buyer for our bookstore building.”
Sheldon, the longtime steward of the Vroman’s properties — which includes Book Soup in West Hollywood, as of 2009 — announced in January 2024 that he intended to retire and find a buyer that’s right for the business. That year, the Vroman’s Hasting Ranch location closed.
The hope remains that whoever ends up buying Vroman’s will keep the beloved bookstore in good hands — that is, not national retail chain.
For now, operations will “continue unchanged,” officials said.
“This sale will help ensure Vroman’s Bookstore can continue to be a pillar in the community,” Danialifar said. “We’re honored to be able to continue that.”
When the sale of the bookstore itself does come, it will end the three-generation-long run of family ownership.
The Vroman’s flagship location has been a staple for many locals, with a dedicated, loyal community of Pasadena and Southern California readers. The store regularly hosts hundreds of events, including book signing, local author talks and celebrity book launches.
The bookstore was even able to meet record sales numbers during the pandemic after community members rallied to ensure Vroman’s didn’t close like many other businesses lost to the pandemic’s economic hardships.
“We are so grateful to our customers for embracing Vroman’s as a treasured place of connection and community,” said Vroman’s Bookstore CEO Julia Cowlishaw. “Many have been shopping at Vroman’s since childhood and are now bringing their own children and grandchildren. We look forward to continuing that legacy well into the future.”
Mary Stevens, a regular from Duarte, was among those feeling hopeful.
She grew up going to the Colorado Boulevard book hub, attending author events with English teachers.
“Vroman’s is a huge part of my core memories,” Stevens said. “My son is also an avid reader, so we frequent Vroman’s often.”
“It’s like a safe space for us,” she added.
Stevens’ love for reading and happy memories attending events with some of her favorite teachers was part of what inspired her to become an educator. She taught English language arts for 18 years.
“Vroman’s has played such a huge part in my life and now it can do the same for my son’s life,” Stevens said.
She is hopeful that the vision and soul of Vroman’s strong community ties will continue on under a new buyer, once one is found.
“I can’t imagine a world without Vroman’s in it,” Stevens said. “For a lot of people, Vroman’s is much more than a bookstore. It’s a community hub.”