Midway’s Folklore Bookstore weaves community through shared stories

MIDWAY, Utah – When Alison Russell and her co-owners, Audrey Lind and Lindsay Leavitt Brown, first envisioned opening a bookstore, they weren’t just thinking about selling books. They saw an opportunity to build something deeper—a community hub where storytelling and connection take center stage.

Midway, known for its picturesque charm, had long been without a general-interest bookstore. Russell, who has a background in retail, and Leavitt, a longtime author, often discussed the need for a dedicated book space in the community. The idea took shape over time, and when Leavitt Brown introduced librarian and literary specialist Lind into the mix, the trio found the perfect balance of skills to bring their vision to life.

“We just felt it was really important for the community,” Russell said. “People didn’t know they were missing a bookstore, but now that it’s here, they’re really excited.”

Folklore officially opened its doors in October 2023 on Midway’s town square, near the seasonal ice rink and other local businesses. Russell explained that the name reflects the power of stories to connect people through shared traditions.

“We always liked the element of ‘folk’—people and community,” she said. “Folklore is about tying a community together through storytelling.”

While many independent bookstores focus solely on books, Folklore also embraces a curated selection of retail products geared toward the “reader lifestyle.” Russell oversees that side of the business, ensuring the store’s offerings remain unique while complementing its literary mission.

Beyond book sales, Folklore has quickly become a gathering space. Despite industry advice cautioning new bookstores against launching events too soon, the owners felt strongly about engaging with the community. Just weeks after opening, Folklore hosted its first author event. Since then, its programming has expanded to include book launches, book clubs, and themed gatherings.

“We’ve had people come alone, not knowing anyone, and leave with new friends,” Russell said. “This really cool sense of community happens at these events.”

One of Folklore’s biggest upcoming events is the release of Finlay Donovan Digs Her Own Grave, the fifth book in Elle Cosimano’s bestselling Finlay Donovan mystery series. On March 5, Folklore will welcome Cosimano for a special event in conversation with #1 New York Times bestselling author Ally Condie. The evening will feature book signings, trivia, and prizes, giving readers an opportunity to engage with both authors. Tickets include a signed copy of Cosimano’s new release and entry into the event space.

Folklore also fosters storytelling through its book clubs, including a newly launched fantasy book club and a “bring your own book” discussion group. The owners hope to expand into writing workshops, particularly for young writers and have already sponsored a scholarship for local students to attend StoryCon, a conference for aspiring authors.

Curation plays a key role in Folklore’s success. Leavitt Brown and Lind oversee the book selection, combining industry analytics with instinctive selections based on community interests. Staff recommendations also influence inventory, as employees are encouraged to share their personal reading favorites with customers.

“We really try to make our booksellers a part of the selection process,” Russell said. “If they’re passionate about a book, they can recommend it in a way that resonates.”

Sustainability is a consideration in the bookstore’s long-term vision. Folklore embraces a flexible approach to cultivating young readers, supporting everything from graphic novels to traditional chapter books.

“There’s sometimes a stigma that certain formats aren’t ‘real books,’” Russell said. “But we believe meeting kids where they are fosters a lifelong love of reading.”

The owners plan to remain deeply rooted in the Midway community while exploring new ways to grow. Folklore will serve as a host site for Utah Humanities, Annual Humanities Book Festival, further cementing its role as a literary cornerstone in the Wasatch Back.

“We want people to feel welcomed and at home when they visit,” Russell said. “Whether they’re looking for a specific book or a place to gather, we want them to leave feeling like they’ve found something meaningful.”