Step Through the Purple Door

Violet Volumes offers a much-needed home for the literary community of Teton Valley after over a decade without an independent bookstore in the area. Husband and wife team Whitney and Skye celebrated the one year anniversary of opening the bookstore on June 15, and they’re finding their passion for bookselling and the community to be stronger than ever as they set their sights on new goals for the coming year. 

Creating a community space where patrons could feel “welcome, safe, and valued” became a central part of Whitney’s mission when first conceptualizing the story well over a year ago. Following a car accident that left her with a traumatic brain injury, she found herself looking for a space to connect with others beyond the typical third spaces like coffee shops or breweries. Given her and Skye’s longtime love of books, opening a bookstore felt like a natural step. Whitney, who grew up in Northern Utah, often visited Jackson on summer trips to Yellowstone and has fond memories of the old Gaslight Alley location of famed Jackson bookstore Valley Books. “I liked the creaky old floors, and they were always so kind in there. That was definitely the highlight of coming to the area for me,” she recalled of her formative bookstore experience that helped shape Violet Volumes. Skye, who grew up wandering the endless shelves of The Strand in New York City, similarly had the importance of bookstores instilled in him from a young age. 

The cozy bookstore has a clear theme that becomes immediately evident when you walk through the purple door. Whitney had always loved the word volumes as a synonym for books, and during a bout of insomnia early in the process decided to search up adjectives that started with the letter “v.” From the start, she knew that she wanted an alliterative name for the shop, another theme you’ll notice carries through the store. When she landed on “violet,” everything clicked. Whitney loves the color purple and immediately got the vision of the purple door that would come to define the shop. 

After landing on Violet Volumes, they proceeded to take the naming formula into the titling of their five monthly book clubs. Check their website for the latest titles being discussed in the Rich Romantasy, Historical Heroines, Noteworthy Nonfiction or SciFi Squad book clubs. Or if reading isn’t exactly your thing, stop by for the recurring Friday craft session, Friday Fibers, or the monthly Cookbook Club that turns into a mouthwatering potluck alongside a discussion of a new cookbook. 

What is most evident speaking to Whitney is her immense passion for making Violet Volumes a welcoming and inclusive place for both locals and tourists alike to make lasting memories like her own from summers stopping at Valley Books. This is especially important to her given the recent uptick in book banning both in Idaho and nationwide. “I wanted to be a place where people in the valley can still get a book like the Handmaid’s Tale and not feel judged for it,” she said, reiterating her commitment to selling books that are currently being challenged. Additionally, with Whitney having previously worked in education, the couple shares a passion for offering a space for kids to have the bookstore they deserve to form early literary memories.

With a year already under their belt, Whitney and Skye look forward to welcoming the swell of summer visitors to their shop, encouraging people to come in, browse and ask questions. If you’re looking for historical fiction and mystery, Whitney will know just where to point you while Skye is deep into fantasy and sci-fi. Also, keep your eye on their events calendar as one of the couple’s major goals for year two of the store is bringing in multiple authors a month to offer signings and talks. You might just catch your favorite author coming through their purple door in the coming months.