7:00 a.m. – This was the time the first customer got in line for the 10 a.m. grand opening of the Blush Book Lounge in Shelton, CT, on Oct. 25, 2025. And I thought I was early when I arrived at 8:45 a.m., hoping to be one of the first 20 people in line for a Blush Book Lounge opening day swag bag. But alas, I was approximately the 30th person in line. By the time 10:00 a.m. came around, the line had grown and wrapped around the block. Owner Jenna Zakhour was in awe of the sight she saw on opening day.

“I had no idea there would even be a line,” Zakhour said. “It was everything that I could have ever asked for, and it gave me a lot of hope for humanity that this many people are into reading books.”

You’re probably wondering what was in that swag bag…I was happy to run into someone who was one of those 20 lucky people, and she was happy to share what she got!

Amanda Nesbitt of Ansonia shared that she received a bookmark, a pen, a book titled “Hug Me Tight” by Kitty Berry, a chip clip, a lip balm, stickers, and a small candle.

A little over an hour after I arrived, it was time to go in. Walking in felt like a dream – apparel and seasonal books on either side of the first room and three additional rooms down the hallway, all catering to specific genres.

The first room in the hallway is called Sweethearts Salon, catering to everything cowboy romance. It’s home to a whole shelf of Lyla Sage, an entire shelf of Elsie Silver, and another shelf designated to other cowboy romance authors.

The second room in the hallway is called Honeymoon Avenue, holding so many different romance books that it may take a person two hours just to go through every book. 

The third and final room in the hallway is called The Enchanted Realm, filled with all things romantasy, a small section of thriller books, and a whole shelf of local authors’ work.

Jennifer Dean of Naugatuck, CT, thought the inside was lovely. “It’s so bright and fresh and fun, and the way the genres are all set up – I thought it was really neat.”

This isn’t Zakhour’s first rodeo when it comes to owning small businesses. Prior to opening Blush Book Lounge, she ran Blush Beauty Lounge, a salon just a nine-minute drive from her second business. This is how some customers came to learn about the newly opened bookstore.

Madison Shea of Bristol, CT, is one of Zakhour’s clients. “I actually go to Jenna’s salon and she posted it on Instagram, so I grabbed the account and then I was just following the updates, and we came.”

The first room customers walk into is filled with apparel, accessories, seasonal finds, and more. The Blush Book Lounge is partnering with other small businesses to attract more customers in hopes of gaining more notoriety.

Small businesses partnering with other small businesses is extremely important because it conveys a sense of community and can serve as a support system to one another.

“I just love supporting local people,” Zakhour said. “I know how it feels to start out a small business and to go through that whole thing, so I would love to just show the support.”

The Blush Book Lounge isn’t your typical bookstore. There are many reasons this store is unique and different from others. When asked about it, here’s what customers had to say:

“It is filled with everything that any girl could imagine,” Shea said. “The artwork, the rooms, the seating areas, the books that are from a wide range of authors and genres – it’s perfect for Connecticut.”

“I think it’s just nice to have a business open on this main strip in Shelton that’s not a restaurant,” Laura Schirollo of Derby, CT, said. “It’s more of an experience, and owned by a woman, too.”

“It was different than any other bookstore because there were different rooms that you could go in, and I loved how they were all themed,” Stephanie Palooechik of Monroe, CT shared. “I feel like it was just my happy place, you know?”

When looking toward the future, Zakhour hopes to host different authors for book signings – aiming to host some big names, put together craft nights for her customers, and work toward growing the business down the line, maybe opening a second location in a few years.

The Blush Book Lounge is open from 10:00 a.m. to 7:00 p.m. Tuesday through Saturday, and 11:00 a.m. to 5:00 p.m. on Sunday. To stay up to date with everything Blush Book Lounge, follow them on Instagram at @blushbookloungect. 

Have more questions? Feel free to reach out to me on Instagram at @itsashleypotvin.