It started, as many good love stories do, with a secret longing.

McKenna Martin was living and working in L.A., juggling TV production and a photography business, when the pandemic put everything on hold. With shows paused and no way of taking on photography clients, she looked for a new creative outlet. She bought a Cricut cutting machine, started drawing and making stickers, and launched Palm Creative in 2020 with a focus on book-themed designs that brought a little joy to a bleak time.

Eventually, Martin made the decision to leave the industry and move back to Washington. After relocating in 2023, she began selling her work at local Seattle markets. “My business started thriving and growing in new ways I didn’t expect,” she says. “I started really focusing on my niche and found my love for both creating and connecting with customers over my bookish designs.”

She applied to Seattle Restored in January 2025 with a proposal for a romance-focused pop-up bookstore. The city-backed initiative pairs small businesses and artists with rent-free retail space in underused storefronts. Launched in 2021, the program has helped more than 180 participants — 90% of whom are BIPOC- or woman-owned — grow their businesses, connect with the community, and, in some cases, transition into permanent locations.

Romance-only bookstores have been popping up across the country in recent years, fueled by a surge in readership. The number of dedicated romance bookstores in the U.S. grew from just two to more than 20 between 2022 and 2024. The genre has come a long way from the Fabio covers and Danielle Steel paperbacks of the past. Today’s romance is more inclusive and emotionally rich. With dozens of subgenres and tropes, like “forbidden love” and “fake dating,” romance offers a fun escape. It’s no surprise the category has boomed in the wake of the pandemic, civil unrest, global warming, and a collective craving for hope.

“Romance has been a genre that’s oftentimes looked at as less than,” Martin says. “And the resurgence and growth of it the past 10 years has been so exciting. I was shocked to realize Seattle didn’t have one, so I decided why not be the first!”

She was paired with a vacant storefront on Lake City Way and got to work. With just two weeks before launch, she and her husband transformed the space themselves. “Everything was a DIY project,” she says. “I wanted it to feel welcoming and fun.” The result: a cozy, pink-filled retreat packed with books, stickers, and gifts — a space that feels as joyful as the genre it celebrates.

McKenna Martin (right) with her husband at Lovestruck in Seattle.

Photo courtesy of Lovestruck in Seattle

When the doors opened on July 13, the response was immediate. “Honestly the line was a huge surprise,” she says. “I knew it would be busy and assumed maybe the first part of the day would be a line, but having social media actually work for me was a shock. Everything has been so positive and the customers have been amazing. I feel so grateful to have such an amazing community base already that continue to show up.”

The line wrapped down several blocks and didn’t let up until 15 minutes before closing. Martin later posted on Instagram, “It was literally the best day of my life and that was because of each and every one of you showing up for your love of books and supporting a new small business.”

From the beginning, Martin wanted Lovestruck in Seattle to feel like a hub for readers to meet. “I really wanted to make it a space that was colorful, whimsical, and welcoming to both new and experienced romance readers,” she says. “It’s a space you can come to explore new books and find community.”

Lovestruck in Seattle also reflects the subgenres Martin gravitates toward. “I’m a big romantasy genre fan,” she says. “And anything with enemies-to-lovers is a chef’s kiss for me.”

The pop-up runs through Oct. 26, but the long-term vision is already underway. Martin plans to launch a Kickstarter soon to fund a permanent space — larger and built to host events, readings, and vendor markets. “We are actively looking for our permanent location that will hopefully be open right after the pop-up,” she says. “Hopefully a coffee bar too.”

Lovestruck in Seattle is located in Lake City at 12315 Lake City Way NE and is open Tuesdays, Fridays, Saturdays, and Sundays.