The Heart of Lore and Luster
Lore and Luster began with a spark of hope—born out of a deeply personal chapter in my life. After the birth of my son, I found myself navigating the often invisible weight of postpartum depression. In that season, I turned to books and creativity as a way to reconnect with myself. That’s when I founded Shelf Indulgence—a bookish merch and rebound book shop that started in my living room with a stack of paperbacks, a little glue, and a deep need for expression.
What began as a quiet act of healing slowly grew into something vibrant and alive. Shelf Indulgence became a safe space for readers, romance lovers, and fandom communities, and now, it's evolving again—into Tacoma’s very first romance-focused bookstore.
Lore and Luster is the next chapter in that journey. It’s more than an event; it’s a love letter to the stories that saved us, the characters that shaped us, and the community that continues to hold us. Created with my husband, inspired by our toddler, and built with deep intention, Lore and Luster exists to celebrate the kind of world we want our child to grow up in: inclusive, imaginative, joyful, and filled with people who believe in the power of story.
This is our heart, our home, and our invitation—for you to be part of the story, too.
“In a moment where escapism is often dismissed, Lore and Luster offers something more: a reflection of how deeply stories shape us.”
Backed by Experience, Built with Heart
Lore and Luster isn’t just a dream—I’ve (Leana) spent over a decade building the skills to make it a reality. With more than 10 years of experience in marketing and event promotion, I bring both strategy and vision to the table. From grassroots campaigns to high-impact launches, I understand how to bring people together around a shared passion.
But more than that, I’ve been in your shoes. As a longtime vendor on the bookish and fandom market circuit, I know what it feels like to invest time, money, and trust into an event—and I know what it feels like to be burned. That’s why Lore and Luster is designed with care, transparency, and mutual respect at its core.
I’ve also:
Managed multiple sold-out online product launches and vendor collaborations through Shelf Indulgence
Built a dedicated online community of romance and romantasy readers from the ground up
Grown a small creative business into a brick-and-mortar storefront
Worked directly with licensed properties and authors to produce ethical, legally compliant merch
Advocated for inclusive spaces within the romance and fantasy communities through both digital content and in-person initiatives
Lore and Luster is the product of professional experience, personal insight, and an unwavering commitment to doing things differently—for the better.
Join the Team
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Join the Team ♡
Lore and Luster isn’t possible without the magic of community—and we’d love for you to be a part of it. Whether you’re passionate about books, events, or building inclusive spaces, our volunteer team plays a vital role in creating a weekend to remember. From helping with setup to supporting panels and programming, there’s a place for every kind of talent. If you're ready to bring stories to life and work alongside a dedicated, creative crew—we’d love to have you.