157 WEST CALIFORNIA STREET

Readers will find that the shelves in Rebel Heart Books, the newest retail establishment in Jacksonville (located in the old blacksmith shop building at 157 West California), don’t display category labels. Thus, they may not immediately divine where the poetry volumes await, or whether there’s a sports book section (there is). The absence, however, is not an oversight, but an intriguing favor to the customer.

“Before we opened, I visited a small bookstore in New York,” explains Eileen Bobek, co-owner, along with Natalya Miller, of Rebel Heart. “I noticed immediately that there were no category designations—so I couldn’t just head straight for essays, the section I usually go to when I enter a bookstore. It made me have to look at the inventory—which led to my finding books that I realized I wanted to read, but would have missed otherwise. The owner told me, ‘If you’re small, you can do this. In a bigger store, it would be chaos.’”

Eileen, a retired emergency room physician, loved the implicit message. “No labels,” she says, smiling. “That really goes with the ethos of Rebel Heart Books. Some people are going to love it—and some it’ll drive crazy.”

Which isn’t to say there’s no rhyme or reason to how books are displayed. If you’re looking for a category, all you have to do is ask Eileen, or perhaps Marcella Bell, the store’s primary sales associate. Either can point you in the right direction. “Kid books are here,” says Marcella, gesturing at a bookcase. “And from here down”—her hand drops—“is where we keep middle grade books. Up here are the young adult titles. And here are collections of women’s literature—”

She and Eileen alternately speak while Marcella points: “Fiction.” “Fantasy and sci-fi.” “Consignment books—the rare and collectible older books, mostly Southern Oregon specific.” “Non-fiction.” “We have westerns, great sports books—and a lovely essay section.” “Art. And music. Music is a big thing for Jacksonville because of the Britt Festival.”

Step in and see for yourself; you’ll find nearly every category seen at a chain bookstore. Plus, there’s a hidden bonus: the cozy browsing experience will stay with you long after you’ve gone home. Notes Eileen, “Our books are the kind that readers keep and fondly remember, ‘Oh, I bought this in Jacksonville.’” Of course, any title not in the store can be ordered, and generally will arrive within two business days.

As the shopkeepers like to say, Rebel Heart is “eclectic, intentional, and lovingly curated”—clearly more than a motto. “We’re all about the hidden gems,” Eileen says. “We want every book in the store to be something you’ll love, because it’s a really good book.”