About

We’re genuine partners in fostering a better Philadelphia community with our small bookstore. Please come in and say hi, we love to meet our neighbors!

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Alexander Schneider and Christina Rosso-Schneider are newlyweds and independent bookstore owners who live in East Passyunk, Philadelphia, with their two rescue pups, Atticus Finch and Kaylee Frye. When they aren’t at the store, Alexander works as a freelance graphic designer, while Christina teaches several English courses at local universities and writes short fiction and nonfiction.

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Capturing Lightning | “…if you’re doing something you genuinely love…no matter what failures you experience, or hardships or bumps there are along the way, it’s all worth it.”

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Philly Mag | 6 New Bookstores to Check Out Around Philly | There’s a big focus on local talent at this months-old gem — local authors, local publishers, local artists and the locals who love them. But you’ll also find self-help books, new-release fiction, and a tidy selection for kids. All of this in a snug space with an events schedule that could lure you in almost nightly.

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Broad Street Review | A new bookstore, A Novel Idea on Passyunk, just opened in South Philly, leaving people excited but also curious. “Do people even buy books anymore?” and “How do you plan to make this work?” are questions neighbors have been popping in to ask, but owners Christina Rosso-Schneider and Alex Schneider just smile.

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Philly Mag | It’s a Passyunk love story for the books.Until a few months ago, now-newlyweds Christina Rosso-Schneider and Alexander Schneider could hardly find time to fit one another in their schedules. Even though both were working multiple jobs (Christina as a professor/writer and Alexander as a graphic designer), they decided to add one more (major) responsibility to their list: opening a bookstore.

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The Smart Set | Philadelphia’s Passyunk Avenue appears from nowhere, cutting diagonally from Queen’s Village through South Philadelphia. Following it, you get a cross-section of old and new Philadelphia. Historical row houses bump shoulders with condos. Family businesses coexist with hot new restaurants, boutiques, and local markets. Regardless of changes to the community is the neighborhood feel of Passyunk Square. One thing, however, was missing: a bookstore.

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South Philly Review | Scrolling through Tinder a few years ago, South Philly resident Alexander Schneider swiped right on particularly quirky candidate. The prospect, Christina Rosso-Schneider, caught the graphic designer’s eye with a peculiar quip about desiring a pet alligator after recently returning from New Orleans. Alexander, though, would soon discover Christina’s witty prose surpassed her dating app bio, as the professional writer dreamt of owning her own bookstore where she’d spotlight not only her own words but the words of others.

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Rhythm & Bones Press | The idea for A Novel Idea started as a joke. Christina always dreamed of owning and working in a bookstore, but never thought it would become reality. One night Alexander said let’s open a bookstore in jest, and the more we thought about it, the more we realized it could be a great opportunity to do something together and give our neighborhood a type of retail it’s been missing.