We recently connected with Hopeful Heartbreakers and have shared our conversation below.

Hopeful Heartbreakers, looking forward to hearing all of your stories today. So, naming is such a challenge. How did you come up with the name of your brand?

We get this question alot! The name Hopeful Heartbreakers is actually a way of paying homage to an incredible author and friend, Johnni Sherri. The Hopeful Heartbreakers (HHB) founders, Qiana Groves, Rahel Feerow, and Jasmine Gaines, bonded while discussing Sherri’s series, Heartbreak U. Initially, Hopeful Heartbreakers Book Club was going to be solely dedicated to Sherri, but she graciously suggested that the book club showcase all African American authors, not just her. So, the founders felt that the least they could do was name the brand after her series. (Shameless plug – if you haven’t read that series, read it now!)

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Qiana Groves, Rahel Feerow, and Jasmine Gaines met in an online book club in 2017. They bonded over the love of books and felt there was a need to create a space where readers like themselves could celebrate the love of books as well. In 2019, they created Hopeful Heartbreakers Book Club, a Facebook book club that is centered around African American literature, mainly Urban Fiction. The purpose of this book club is to celebrate an art that is hardly ever celebrated; they wanted to honor African American authors who are independent (not signed to major publishing houses) and the readers who appreciate them. Spaces like this are important because according to the New York Times, only 5% of fiction published by major publishing houses is by people of color (NYTimes, 2020). African American stories deserve to be told, so Hopeful Heartbreakers (HHB) took on the challenge of reading, discussing, and blogging about African American work. Currently, Hopeful Heartbreakers Book Club has 3,928 members and hopes to continue to grow. As an extension of the book club, HHB has a blog and an app, where members can access free books and relevant topics of discussion, all relating to African American lived experiences.

Since so much effort had been placed on adult literacy, the creators of HHB felt like it was important to bring awareness and advocate for the youth as well. In 2022, HHB created Hopeful Heartbreakers Literary Donations & Charities, a non-profit whose mission is to engage in literary advocacy by highlighting and promoting African American independent authors to readers, providing literary services to African American authors, and donating literature to low income populations and charitable causes. HHB Literary Donations & Charities hosts monthly events centered around donating books where they may not be as accessible to the youth. To date, the non-profit has donated over 1,700 books and continues to find other avenues to spread the love of reading. For example, HHB Literary Donations & Charities participates in the Adopt-a-Spot program in Arlington, Texas and is preparing to place a Little Library in the adopted spot, so that the youth will have access to free books as they play in the park.

Although there are hundreds, probably thousands, of book clubs out there, what sets HHB apart is that this book club is not centered around one author, and it is located on Facebook, so members are from all over the country. Additionally, HHB has added literary services and a non-profit to their brand.

HHB is most proud of the 3,928 book club members from all over the country and being able to donate over 1,700 books to children in the Dallas-Ft. Worth metroplex.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

We maintain seamless communication with our clients through our online platform, Hopeful Heartbreakers Book Club, where we regularly engage with members by sharing content and fostering meaningful interactions. We encourage others to create similar spaces that facilitate direct and open dialogue with their clients.

Regarding brand loyalty, we are committed to fairness and transparency. At HHB, our mission is deeply rooted in social justice and literary advocacy, which drives our focus on equitable pricing, offering free resources to the community, and consistently delivering on our promises in a timely manner.

What’s worked well for you in terms of a source for new clients?

Honestly, for us, in every capacity, word of mouth has consistently been the most effective source of new clients, whether we’re talking about welcoming new book club members into our group, authors seeking manuscript editing or proofreading, or agencies in need of book donations. The reputation you cultivate for your brand plays a pivotal role in its growth, as satisfied clients are likely to share their experiences—both positive and negative. By delivering exceptional customer service and consistently fulfilling your commitments, you will build trust and loyalty. Stay patient and focused, as your reputation will ultimately attract new clients!

Contact Info:

• Website: https://www.hopefulheartbreakers.com/
• Instagram: @hopefulheartbreakersbookblog
• Facebook: https://www.facebook.com/groups/432629230995931
• Other: Instagram: @hhbdonations
  Facebook: facebook.com/hhbdonations