Australian romance readers are taking over social media, and it's no longer just about swooning over handsome heroes – it's a community. In Sydney, the latest pop-up shop for bookish merchandise has drawn in crowds of excited fans, all clamoring to snag their favorite characters and tropes.
Among them is Jess, a 25-year-old teacher from Brisbane who turned her passion for romance novels into an online empire on Instagram. She now reads between 200-400 books a year and has amassed a huge following across Australia and the world. "I've got quite a few friends over in America, Germany, and other places who all enjoy the same things," she says.
Jess's story isn't unique – her cousins Aleyna and Leyla also started an online store celebrating their love of romance novels, catering to women aged 20s-40s drawn to morally grey characters. Dark romance is by far the biggest seller in books and merchandise, they say.
But what sets this community apart? For one, it's not just about reading – it's about connecting with like-minded people online and offline. Jess's Bookstagram has become a go-to platform for romance readers to share their passion and discover new authors. "We noticed that romance didn't always have a dedicated space in traditional bookstores," Aleyna and Leyla say in a joint statement, "starting online allowed us to connect directly with readers who shared our passion."
Their customers often plan their days around visits to Sydney bookstore Romancing the Novel, which has become a hub for the genre. The store's owner, Scarlett Hopper, herself a romance author, says her customers are always excited to see new releases and discover fresh voices.
For book lovers like Jess and Aleyna, it's not just about individual stories – it's about being part of a community that celebrates love, desire, and self-expression. As the fastest-growing genre in 2024, according to Nielsen Bookscan data, Australian readers are redefining what romance novels mean and who reads them.
As Jess puts it, "It's really cool to have someone to talk to about that same passion." And for fans like her, online platforms like Instagram and TikTok have become an integral part of the reading experience.
Among them is Jess, a 25-year-old teacher from Brisbane who turned her passion for romance novels into an online empire on Instagram. She now reads between 200-400 books a year and has amassed a huge following across Australia and the world. "I've got quite a few friends over in America, Germany, and other places who all enjoy the same things," she says.
Jess's story isn't unique – her cousins Aleyna and Leyla also started an online store celebrating their love of romance novels, catering to women aged 20s-40s drawn to morally grey characters. Dark romance is by far the biggest seller in books and merchandise, they say.
But what sets this community apart? For one, it's not just about reading – it's about connecting with like-minded people online and offline. Jess's Bookstagram has become a go-to platform for romance readers to share their passion and discover new authors. "We noticed that romance didn't always have a dedicated space in traditional bookstores," Aleyna and Leyla say in a joint statement, "starting online allowed us to connect directly with readers who shared our passion."
Their customers often plan their days around visits to Sydney bookstore Romancing the Novel, which has become a hub for the genre. The store's owner, Scarlett Hopper, herself a romance author, says her customers are always excited to see new releases and discover fresh voices.
For book lovers like Jess and Aleyna, it's not just about individual stories – it's about being part of a community that celebrates love, desire, and self-expression. As the fastest-growing genre in 2024, according to Nielsen Bookscan data, Australian readers are redefining what romance novels mean and who reads them.
As Jess puts it, "It's really cool to have someone to talk to about that same passion." And for fans like her, online platforms like Instagram and TikTok have become an integral part of the reading experience.
I think its so cool how romance readers are building their own community online & offline. Like Jess's Bookstagram is literally a hub for them to share fave books & authors 
. And its not just about swooning over cute heroes, but about connecting with others who feel the same way about love & relationships 
. Its like they're creating their own space where people can be themselves & express how they feel about romance novels. Dark romance is so underrated btw! 
The fact that they're supporting each other's passions & creating their own online stores is amazing. It's a great example of how social media can be used for good, not just self-promotion 
They're not just about swooning over bros no more, its a whole community now 
. Dark romance is SO on fleek right now 
but what sets this community apart is that its not just about books, its about connecting with ppl online and offline 
. They're basically creating their own little romance novel haven in Sydney 
and it's so cool to see! 
... don't get me wrong, I love a good love story as much as the next person, but it seems like some people are getting a bit carried away over here 
. It's just a genre of books, right? And while I can appreciate the enthusiasm and community that's built around it, I'm not sure I'd want to spend my days browsing through merchandise featuring morally grey characters 
... sounds like a bit too much drama for me!
! It's not just about swooning over hot heroes (although, let's be real, who doesn't love a good alpha male 
), it's about finding a tribe that shares your passion and interests. And I think that's what sets this online platform apart - the fact that it's not just about individual stories, but about being part of a community that celebrates love, desire, and self-expression 
.
but what's weird is how fast it's gone from being online only to becoming a major part of the bookstore scene too...i guess that's progress? 
also, dark romance being a big seller is kinda surprising, didn't think that'd be the vibe for this community at all 
anyway, it's great to see people passionate about books making their own spaces and finding each other online 
They're not just about swooning over cute heroes, it's a supportive squad that shares their passion for books and love stories 
. And I love that they're not just limited to traditional bookstores – now they have pop-up shops and events too 
! It's so cool to see a community come together around something they love