We’re excited to introduce you to the always interesting and insightful Shannon Konyndyk. We hope you’ll enjoy our conversation with Shannon below.
Hi Shannon, thanks for joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
Starting Sojourn Bookstore was one of the biggest risks I’ve ever taken. On the financial side, my husband and I couldn’t secure outside funding for the startup, which forced us to take a home equity loan. This put our house on the line, adding an immense layer of pressure to the already daunting process of starting a business. Every decision I make has the potential to affect not only the bookstore but the security of our home.
Beyond the financial risk, this journey has also been a personal one. I transitioned from being a stay-at-home mom to a full-time working parent. I knew this would shift the dynamic in our household, but the reality of balancing the demands of the bookstore with my responsibilities at home has been harder than expected. The time and energy I used to devote to my family has been split, and there are moments when I feel like I’m not giving enough to either. It’s been a constant balancing act, one I’m still learning to navigate.
Despite these challenges, I am working diligently to overcome them. I’ve learned to manage my time better, relying on both my support system and setting boundaries to ensure that I can be present both at home and in the shop. The risks I took haven’t been easy, but I’ve grown through them and continue to find ways to make this dream sustainable. And despite the financial and personal strain, I wouldn’t change my decision. The passion I have for Sojourn Bookstore and the community it serves makes every hardship worth it. If given the chance, I would take this leap all over again.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’ve been a book lover since as far back as I can remember! My path has taken me through a variety of different roles, from working on C-130 engines in the Alaska Air National Guard to serving as a paraprofessional in an elementary school library. The idea of opening my own bookstore had always been a dream, but it was during my time working in the library that I realized I wanted more autonomy—over the inventory, the events, and the overall atmosphere. That’s when I decided to take the leap and open Sojourn Bookstore, crafting a business that reflects my vision of a welcoming, community-centered space.
At Sojourn, I have a four-pronged approach to our offerings: books, coffee, local artists and authors, and events. We provide carefully curated books, paired with reasonably priced and delicious coffee, all while showcasing a diverse range of local talent. Our events cater to various niche groups, from LGBTQ+ safe spaces to metaphysical merchandise and gatherings, to local interests and crafting events. I strive to create a space where both long-time mountain residents and newcomers can find something that resonates with them.
What sets Sojourn apart is our focus on inclusivity and community. I’m most proud of our ability to reach the underserved people in our area, offering engaging events and learning opportunities that bring people together. The diversity we see in our rural town is beautiful, and I aim to make everyone who walks through our doors feel at home.
Where do you think you get most of your clients from?
At Sojourn Bookstore, word of mouth has consistently been the most reliable and impactful source of new clients. There’s something powerful about a personal recommendation—it builds trust and encourages people to visit the shop based on a friend’s experience. While I’ve partnered with various media outlets to get my story out there, which has brought some visibility, no other method has matched the organic reach of people sharing their love for the store with their networks.
I’ve also explored print media advertising, hoping to reach a broader audience, but unfortunately, it hasn’t yielded the results I anticipated. The return on investment for these ads has been minimal, which has shifted my focus to other marketing channels.
Our social media presence is another key part of reaching new customers. Sojourn has active accounts on Facebook, Instagram, and TikTok, as well as a presence on Nextdoor. Of these platforms, Facebook and Nextdoor have proven to be the most effective in keeping the community informed about upcoming events and special promotions. On Facebook, we can engage directly with our followers, responding to comments, sharing photos, and creating a space for book lovers to connect. Nextdoor has been especially useful for tapping into local interest—people from the surrounding neighborhoods often hear about our events through this platform, which creates a sense of community engagement. Instagram and TikTok, while fun, tend to be more visual and less about driving foot traffic to the store.
In addition to digital marketing, our storefront plays a huge role in attracting new customers. Located in a bustling part of town, Sojourn’s signage, while still minimal, often draws in people driving by. The warm, inviting atmosphere inside keeps them coming back—not just for the books but for the experience. Our coffee, reasonably priced and delicious, is another aspect that brings in customers who might otherwise pass by without stopping.
Maintaining strong relationships with like-minded local businesses has also been essential in bringing in new clients. Our plaza is home to several shops that align with Sojourn’s values, and we support one another by referring customers and collaborating. These partnerships help build a sense of community, and it’s common for someone to visit a neighboring store and then decide to stop by Sojourn to see what we’re all about.
Have you ever had to pivot?
One of the most significant pivots in my life happened during the height of COVID. At the time, I was a stay-at-home mom and working part-time at the elementary school library while managing remote schooling for my two sons. My youngest, who has social and emotional challenges along with a reading disability, struggled immensely with the shift to online learning. Remote school was a constant battle—trying to keep him engaged felt like an impossible task, and the frustration left both of us drained. I felt like a failure, unable to meet the needs of my son, while also trying to manage the expectations of his teachers and my own.
This intense pressure eventually led to a nervous breakdown, where I began experiencing prolonged and debilitating panic attacks. It was during those dark moments, after many hours of therapy and with the encouragement of my spouse, that I realized something had to change. I couldn’t keep living in a state of constant stress and anxiety. I needed to do something for myself—something that gave me purpose beyond my role as a mom.
That’s when the idea of opening a bookstore, a long-held dream of mine, transformed into a tangible reality. Sojourn Bookstore was born out of this pivotal moment, becoming a project where I could invest in myself and my passion for books, while creating a space that also serves the community.
Contact Info:
- Website: https://www.sojournbookstore.com
- Instagram: @sojournbookstore
- Facebook: https://www.facebook.com/sojournbooks
- Yelp: https://www.yelp.com/biz/sojourn-book-store-conifer?osq=used+books
- Other: TikTok: @sojournbooks
Image Credits
Shannon Konyndyk
Nicole Smith