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Crowds wrapped around the block for the grand opening of Page 78, a new independent bookstore created by the founders of Rebel and Fleur. The Redlands shop combines curated fiction, cozy reading nooks, and “book-ish” style in a space designed to feel like home.
Crowds wrapped around the block for the grand opening of Page 78, a new independent bookstore created by the founders of Rebel and Fleur. The Redlands shop combines curated fiction, cozy reading nooks, and “book-ish” style in a space designed to feel like home.
REDLANDS, Calif. — About 1,000 people showed up for the opening day of Page 78, a new bookstore on State Street. The line snaked around the block toward Redlands Boulevard, and at one point the wait time stretched to two and a half hours.
The story began five years ago with Rebel and Fleur, an online clothing company designed by Caity Feil, who co-owns Page 78 with her partner, Eddie Aguero.
With a background in marketing, Feil wanted to share her love of “book-ish” merchandise she couldn’t find anywhere else.
“It’s graphic tees based on books in a fun way—based on if you know, you know,” Feil said. Within the first 24 hours, orders started rolling in.
“It’s a way to connect with people,” she added. “You’re connecting over these fictional worlds and fictional characters.”
An online community grew, and now the couple has created a home for it in the real world.
Fans of Rebel and Fleur showed up for Page 78’s opening day, some traveling from Orange County, Los Angeles, San Diego and even Texas. Locals also welcomed the new bookstore with open arms.
Feil, an avid fiction reader, said she’s noticed an increase in reading since the pandemic. “They are out there by the droves, as we saw on opening day,” she said. “They are out there.”
Feil and Aguero moved to Redlands two years ago from Pasadena, looking for a physical space to combine their merchandise with the books that inspire them. Rebel and Fleur is already featured in 15 stores nationwide, with Page 78 serving as the flagship.
“[Redlands] is so charming, so beautiful. It has all the elements we loved about Pasadena but smaller, cozier—and ‘home’ is the word I really start with,” Feil said. “Our neighbors here are incredible. It feels like a Hallmark movie, which is crazy to say.”
“We’re here to add value,” Aguero added.
Aguero, who works in real estate, helped reconfigure the store’s interior. His father owns a construction company. “Growing up, I was always the kid that tagged along,” he said.
Custom-built bookcases run along the walls, and reading nooks fill both the main store and an adjacent lounge that also hosts events.
“Someone came from the lounge and said, ‘I finished my book while sitting here, and I don’t even know what to do with my life now,’” Feil said with a laugh.
Partnerships with fellow downtown businesses have flourished. Deaux provided coffee and donuts for the opening, and a November wine night will be co-hosted with Uncorked.
“I wanted [Page 78] to feel like home—like a piece of our house that we brought here,” Feil said. The store’s tagline, “freshly picked fiction,” echoes the playful spirit of their merchandise.
“We wanted a very curated level of fiction,” she said. “Fiction is 99.99% of what I read. There’s so much to tell within a story, so much to learn from fiction.”
New releases arrive weekly, covering historical romance, fantasy, urban fiction, thrillers, mystery, and selected classics. Limited editions are featured, and authors are chosen from diverse backgrounds and identities, with a focus on women writers. The selection is geared toward adult and young-adult readers.
Feil’s favorite book, Pride and Prejudice, and Aguero’s, The Great Gatsby, have special displays in the store, including collectible editions. “There’s a beautiful green cover with gold edges that I’ve re-ordered four times since we opened,” Feil said.
The name Page 78 is personal. “It’s our little love story,” Feil said. “Our birthdays are March 7 and 8—so together, it’s Page 78.”
The store recently hosted its first author event with San Diego writers Adalyn Grace and Kaylie Smith, author of the Wicked Games series. Rebel and Fleur released a special collection in collaboration with Smith, previewed at the event alongside book signings and cocktails.
Other California authors are on their radar. “In a dream world, we would have merchandise with Rachel Gillig, author of The Knight and the Moth, which just came out,” Feil said.
Local historical-fantasy author J.B. Lampasi, writer of War and Wisdom, has been spotted in the store, and signed copies of her book are available.
“Books for me are kind of time stamps,” Feil said. “They’re a piece of history for you specifically. So many books on the shelf pull from your life and from history. It’s so cool that you’re reading a story from someone else’s eyes and get to live their life. It adds a lot of compassion and understanding.”
Address: 409 E State St., Redlands, CA 92373.
Opening hours: Tuesday through Saturday, 11 a.m. to 6 p.m.
Website: www.page78.com
Events: www.page78.com/pages/events
Rebel and Fleur’s website: www.rebelandfleur.com
Instagram: @page78bookstore
Upcoming events include a trivia night, wine tasting with Uncorked and midnight releases. They plan on offering crafty events like book bedazzling, bracelets for book lovers and other cost-efficient or free events. Tickets for events can be booked at Page 78 website.
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