The Little Bubblegum Bookshop is Rhode Island’s newest and sweetest addition to the indie bookstore community, offering a cozy, all romance atmosphere for readers who love love.
Owned by University of Rhode Island alumna, Erin Masse ’09, the shop brings vibrancy, warmth and personality to anyone who may stumble across it.
“I opened an all-romance bookstore because reading became an important outlet for me,” Masse said. “Getting back into books, romance in particular, was a way to manage stress and improve my mental well-being.”
The rediscovered love of reading connected naturally to a small project she had already fallen in love with: her Little Free Library, according to Masse.
“Choosing titles I liked, restocking it and seeing people actually use it reminded me how much I enjoy this,” Masse said.
That library, named The Little Bubblegum Book Box, inspired the name of her store.
“I kept with the theme of all things cute,” Masse said. “And my store is also small and cozy!”
After walking into The Little Bubblegum Bookshop at 103 Wickenden St. in Providence, readers can embrace the playful and welcoming energy present, according to Masse.
“The shop has a warm, welcoming and colorful vibe,” Masse said. “It’s a small space with a lot of personality: bright shelves, curated romance picks… and a lot of pink!”
Her decision to focus exclusively on romance titles comes from her genuine appreciation for what the genre offers to readers. She believes that readers are drawn to romance due to its reliability to hold character growth, emotional exploration and an ending that leaves everyone satisfied, according to Masse.
“There’s far more diversity now, so more readers feel represented in the characters and relationships they’re reading about,” Masse said.
Masse said she hopes that her store can help reshape the outdated assumptions of romance fiction.
“A major misconception is that romance isn’t ‘real’ literature,” she said. “There’s real craft, strong storytelling and a wide range of voices and experiences in romance, and it deserves the same respect as any other category.”
When it comes to keeping the shelves stocked, Masse keeps the quality of books and joy for readers as her main priorities.
“I stock books that I enjoy, books that are popular with readers and books that bring diverse voices and stories to the shelves,” Masse said. “I curate categories and tropes, mixing them up often, so a visit could turn up a western, a sports romance, an LGBTQ+ story or an ‘enemies to lovers’ pick.”
Creating a romance-focused indie bookstore has brought Masse both joy and challenges.
“The most rewarding part has been creating a space where readers can connect with books and each other,” Masse said. “My store is more than just shelves – it’s an experience.”
The challenge, she admitted, lies in balancing the limits of a small space with her goal of a wide variety. She constantly restocks and curates carefully, making sure that there is something for every reader, according to Masse.
For those who want to immerse themselves in the wide category of romance, Masse recommends local author C.W. Farnsworth.
“Her books are engaging, heartfelt and perfect for someone just diving into the genre,” Masse said.
Farnsworth, a Rhode Island resident, attended the shop’s grand opening and has been a loyal supporter of indie bookstores. This makes her novels even more special on Bubblegum’s shelves, according to Masse.
With its bright environment, curated selections and community driven heart, The Little Bubblegum Bookshop is more than just a bookstore – it’s a place that celebrates storytelling and connection.
