When Sarina found Stephanie Pao on social media, she knew she had to interview her. Stephanie has the job we all want—she owns a bookstore on wheels. La Fleuria is L.A.’s first mobile romance bookstore, and we are here for it.

Tune in to hear our interview with Stephanie. We’re discussing how she got this idea, where she turned for advice, and how she figures out what to stock and where to park La Fleuria!

Show links include:

#YouAndYourBookstore episode with Mary Laura Philpott

La Fleuria book truck

Stephanie on Instagram

Stephanie’s Linktree

La Fleuria’s popup schedule

Thrown for a Loop, Sarina’s upcoming release (pub date 11/4/25)

TropeTruck, a book truck whose owner generously contributed knowledge

Ingram, the wholesale bookseller we discuss in some detail (because Jess needed to understand how this bookseller access to indie authors works!)

Books Stephanie recommends and loves to sell at La Fleuria:

Yes No Maybe by Jessica Sherry (La Fleuria’s #2 bestseller!)

Atmosphere by Taylor Jenkins Reid

All Rhodes Lead Here by Mariana Zapata

Hey, Jess here to talk to you about a new series I have created just for supporters of the #AmWriting Podcast.

I met an aspiring author and speaker who has an idea for a book that just knocked me over. I said, please, please write that book. This is someone who had an idea that has a place in the market. It's timely. She's the perfect person to write it, and I asked her, I begged her, if I could please mentor her through this process publicly on the podcast.

So while we're not giving her full name and we're not giving the actual title of the book, because we don't want to hand those things away, I am coaching her through the entire process, from preparing her book proposal to querying an agent. I'm going through the whole thing with her. She knows nothing about the publishing industry, she knows very little about how one goes about writing a book—so essentially, this is as I mentioned before, from soup to nuts, From Authority to Author, and hopefully we'll get her there.

But really, whether or not this book ends up selling, whether after this book she ends up having a speaking career, this is about the process of preparing to do that. I hope you’ll join us.

This series is for supporters only, so if you are a free subscriber right now, consider upgrading. Remember, if you upgrade, you'll also get the ability to submit for our First Pages Booklab, and lots of other fun stuff that we put out just for supporters—So come join us. It's a lot of fun.

Transcript below!

EPISODE 457 - TRANSCRIPT

Jess Lahey

Hey, Jess here to talk to you about a new series I have created just for supporters of the Hashtag AmWriting podcast. I met an aspiring author and speaker who has an idea for a book that just knocked me over. I said, please, please write that book. This is someone who had an idea that it has a place in the market. It's timely. She's the perfect person to write it, and I asked her—I begged her—if I could please mentor her through this process publicly on the podcast. So, while we're not giving her full name and we're not giving the actual title of the book, because we don't want to hand those things away, I am coaching her through the entire process—from preparing her book proposal to querying an agent. I'm going through the whole thing with her. She knows nothing about the publishing industry. She knows very little about how, you know, one goes about writing a book. And so she essentially—this is, as I mentioned before from soup to nuts, From Authority to Author, and hopefully we'll get her there. But really, whether or not this book ends up selling, whether this book—she ends up having a speaking career—this is about the process of preparing to do that. How do you write a book? How do you prepare to become a speaker on the back of that book? So I hope you join us. This is a series for supporters only. So if you are a free supporter, or if you're a free subscriber right now, consider upgrading. Remember, if you upgrade, you'll also get access to the ability to submit for our First Pages Book Lab and lots of other fun stuff that we put out just for supporters. So come join us. It's a lot of fun.

Multiple Speakers:

Is it recording? Now it's recording, yay. Go ahead. This is the part where I stare blankly at the microphone. I don't remember what I'm supposed to be doing. All right, let's start over. Awkward pause. I'm going to rustle some papers. Okay, now one, two, three.

Jess Lahey

Welcome to the Hashtag AmWriting podcast. This is the podcast about, oh, writing all the things—the short things, the long things, the nonfiction, the fiction, the poetry, the book proposals, the agent queries—all the things. In reality, though, this podcast is about two things. It is about getting the work done, and flattening the learning curve for other writers. I'm Jess Lahey. I am co-hosting today. I am the author of The Gift of Failure and The Addiction Inoculation, and you can find my journalism at The New York Times, The Washington Post, and The Atlantic.

Sarina Bowen

And I'm Sarina Bowen. I am the author of many romance novels. My next one is called Thrown for a Loop and it's coming from Forever in November, and I could not be more excited. And it is in the vein of romance, publishing, and readership that I have invited a guest to talk to us today because she has done something so outrageously cool that I needed to hear more in person. So please welcome Stephanie Pao, who has started Los Angeles' first romance book truck. She’s become a bookseller, and I am here to hear all about it. Welcome, Stephanie.

Stephanie Pao

Hi, thank you so much for having me.

Sarina Bowen

My pleasure. If you wouldn't mind, I would love to hear—how did this happen? Like, how did you decide that the world needed a book truck? Because that is just a cool idea and I never thought of it. And like, so how did you decide to actually make it a thing? And what did you do?

Stephanie Pao

Yes, okay. The idea actually came to me—I lived by the beach, so I was walking by the beach and I saw a vintage Volkswagen truck for sale, and I just couldn't get it out of my mind. It isn't the truck that I have now, but I kept thinking, what could I do with it? And I've always loved books—romance in particular—and I've been looking for something that I could do that kind of took my previous experience, which is marketing, but melded it with something I really enjoyed. And I just thought maybe I could start a book truck. And I started to do research and I saw that there are many book trucks across the country. At the time, I think maybe there was just one or two romance ones and I was lucky enough to be able to speak with someone who had a romance book bus called Trope. She has a bookshop now and she really gave me a lot of confidence that I could probably do this too. I ended up taking a course on bookselling and started looking for a truck. The truck I ended up finding was actually the first truck I found on Facebook Marketplace. The man who was selling it had completely restored it. And he was so excited that I wanted to do this book shop in a truck idea, that he actually helped me and designed all the shelves, and he built it, and he didn't charge me for it.

Sarina Bowen

Oh my goodness!Stephanie Pao

Yeah. So it felt very serendipitous and almost meant to be. And now it's been like two months and I'm having so much fun.

Sarina Bowen

Wow. Wow. Oh my goodness. I feel like you should be teaching a class on how to live, right? You're like, "I'm good at this th...