The Unlikely Success of a Strange Alabama Bookstore

The New Yorker

by Casey Cep

February 20, 2026

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Jake Reiss runs the Alabama Booksmith, a bookstore that defies convention by selling only hardcover first editions, all signed and priced at retail value. Despite seeming counterintuitive, this approach has worked remarkably well for Reiss, a 90-year-old bookseller who still operates the store seven days a week. The store’s quirky charm lies in its blend of old-world ambiance and modern eccentricity—think wood paneling, a functioning fireplace, and an oversized hourglass—paired with a collection that is as unique as it is impressive. Reiss’s journey to bookstoreselling was anything but typical. Born into a family with a legacy of entrepreneurship, he initially pursued tailoring, even outfitting professional athletes like Jack Kemp and Tommie Agee. However, his true calling came later in life when he discovered the joy of selling books. Unlike most booksellers, Reiss isn’t a avid reader; instead, his success lies in his exceptional salesmanship and ability to connect with customers. His store reflects this philosophy, offering books not just as objects for sale but as valuable pieces of literary history. The Alabama Booksmith stands out not only for its inventory but also for its owner’s unyielding dedication to his craft. Reiss, a third-generation Jacob Reiss, draws inspiration from his maternal grandfather, Isadore Prince, who immigrated to America and built a life of resilience and determination. This legacy has shaped Reiss’s approach to business, emphasizing the importance of integrity, passion, and a relentless work ethic. His story is a testament to the power of reinvention and the enduring appeal of the written word in an increasingly digital age. For readers interested in cultural oddities and unique business models, the Alabama Booksmith offers a fascinating glimpse into a bygone era of retail. Reiss’s store is more than just a bookstore—it’s a shrine to the love of books and a reminder of the irreplaceable value of c

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Originally published on The New Yorker on 2/20/2026