Moctezuma Seth Gonzalez’s introduction to selling books began at the start of the pandemic, a time notably pessimistic for the physical bookstore.
During that period, Gonzalez and the other booksellers he knew were selling their finds solely online and felt apprehensive that this would be the future of their business. In the fall of 2022, Gonzalez already began to challenge this narrative, holding sales of thousands of books in his backyard.
Those sales grew in popularity, attracting hundreds of visitors. Now just a few years later, Gonzalez went against the warnings and opened his own independent used bookstore, Livra Books. Situated in Hyde Park in a small office space right next to NeWorlDeli, the shop celebrated its opening on Saturday, September 28.
“It seemed impossible to try and work with the kind of margins that you have to work with once you have a retail space,” Gonzalez explains. “But I learned that the issue isn’t so much a bookstore, but what’s inside the bookstore.”
Some books are better suited to be sold online, and some are better to sell in person. Thanks to Gonzalez’s experience, he’s been able to pick up on this distinction, noting that the more specialized the book, the better it is to sell online. For example, Gonzalez holds a rare copy of an academic book on the German cockroach. The odds a German cockroach scholar happens to walk into the shop needing this particular edition is slim, making it a better bet for an online sale. But the eccentric, obscure, and cheaper books tend to strike people’s fancy in person. It’s a thrill to happen upon weird treasures, and one is more likely to be moved and see their value when suddenly face to face with them.
“The thing that’s cool about used bookstores, is that you don’t really know what you’re gonna find,” shares Gonzalez. “There’s a sense of randomness and serendipity that really pushes the sell. I’ve noticed that strange titles sell better in a physical space.”
Originally from Dallas, Gonzalez came to Austin to study philosophy, anthropology, and history at UT. His collection reflects his curiosity and erudite leanings, with 12 main categories that he’s focused on. Find literary fiction, natural science, history, theory, poetry, philosophy, film, art, architecture, Spanish/Latin America, children’s books, food & drink, and rare/vintage on the shelves, with ephemera accompanying every category. You’re less likely to find horror, sports, romance, business, or young adult books, genres less aligned with Gonzalez’s tastes.
Differing from other bookstores, Gonzalez is more focused on the material, sharing some works in “near fine” condition rather than only vending items in pristine condition. This distinction is also apparent in the different price points, with notably cheaper options at Livra Books than your average independent bookstore. Rare and vintage finds will be sold at higher prices, as their scarcity informs their value.
His vast collection, which grows just as fast as it sells, is the result of “scouring the world.” Gonzalez travels to different places, from Mexico City to Buenos Aires to New York City, acquiring interesting finds in addition to ordering them online.
The ambiance of the shop similarly denotes a preference for the precious and peculiar, with book displays on antique wooden dressers, wooden tables, and metal shelves accompanied by plants, candles, and vintage artwork. The ephemera featured includes items like a Surreal Film Festival pamphlet from the 1940s and framed insects from Indonesia.
“The store is definitely a reflection of my own interests,” says Gonzalez. “I feel like that was the best way to operate rather than try to kind of fit it to everybody’s likes. I think if I focus on what I like, then the people who are also interested in that kind of stuff will gravitate towards it.
Livra Books
4101 Guadalupe #200
This article appears in September 27 • 2024.