Behind the Shelves: Black Swan Bookshop, Tasmania, Australia
A conversation with Alexander Okenyo, owner of Black Swan Bookshop
In the picturesque Tasmanian village of Norfolk, Black Swan Bookshop stands as a work of art, shaped by the vision of its owner and artistic soul, Alexander. Discover how Alexander transformed his love for literature into a meaningful business rooted in community.
A Life in Books
For over two decades, Alexander has lived in the world of books. What began as a serendipitous job in a local Tasmanian bookshop quickly evolved into a lifelong passion. “It gave me this wonderful insight into how retail can actually be a cornerstone of culture and community”, Alexander shared. Working for a couple who had been in the business for 35 years, he learned that bookselling wasn’t just about profit, but about shaping the literary culture of Tasmania.
After 17 years as an employee, Alexander made the bold decision to open his own bookshop. “I turned my parents’ shed into a shop”, he chuckled. Fast forward nearly six years, and Black Swan has grown into a “humming little shop”, carefully curated by Alexander himself. But as he noted, his journey into bookselling wasn’t driven solely by financial goals: “While I have a definite interest in making money, it’s very much not why I’m in it”.
“If something is worth doing, do it well”
What sets Black Swan apart is not only the books it carries but also the intentionality behind every selection. As Alexander explained, the character of a bookshop is defined by his taste. “You cannot buy this book unless I would literally want to take it home”, Alexander remarked, emphasising that his selections are personal, reflecting his own literary preferences. While this approach may mean missing out on some bestsellers, it ensures that his shop is a reflection of his authentic love for books. He takes custom orders, but all the books on his shelves are personally approved.
Alexander's passion for beauty extends beyond books. A painter and gardener, he sees his bookshop as an extension of his artistic vision. “Everything worth doing is worth doing well”, he said, noting how he meticulously designed and built the interior of the shop himself. The balance, light, and even his Instagram feed reflect a love for meaningful beauty. “It’s not about superficial value, but about things that are meaningfully valuable”, he explained.
A Place to Meet
One of the most remarkable aspects of our conversation was hearing Alexander talk about the integral role Black Swan plays in the Norfolk community. Through his bookshop, Alexander co-founded Derwent Valley Arts, an organisation that connects schools and adults through artistic projects.
There’s no way I could have met everyone without opening a shop. It’s more than just selling books; it’s about creating a sense of connection. Customers get married, have babies, and even grieve, all while coming into the shop. It feels like unparalleled access to a community.
Advice for People with Dreams
As our conversation drew to a close, we ventured into broader topics of life and purpose. I asked Alexander what advice he would give to someone thinking about starting a bookshop or a similar business. His advice was simple: “Just do it and don’t wait for the right time”.
He emphasised the importance of learning through experience. “When you do it, you’ll learn what works and what doesn’t”, he said, adding that you can’t truly know what will succeed until you take the plunge. “Starting allows you the immediate opportunity to tweak and tweak and tweak”. While acknowledging the value of theoretical planning, he stressed that there’s no substitute for real-world learning.
Black Swan Bookshop is more than a retail space; it’s a reflection of Alexander's values, his love for books, and his dedication to the community. For anyone considering following in his footsteps, Alexander's story offers inspiration: do it with heart, stay true to your vision, and let your passion guide you. Whether it’s through books or another passion, the message is clear: start, and the rest will follow.
As Alexander beautifully puts it,
Bookshops are more than the sum of their parts. They are a valiant cause for the health of not just the shop, but the community at large.
Black Swan Bookshop continues to be a place of culture, connection, and beauty in Tasmania.
Stay tuned for more inspiring stories from independent bookshops across the globe in our Behind the Shelves series, and don’t forget to support your local bookshops!
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