Mahala: The bookstore that doesn’t want to sell you a book
In the heart of Sofia, two different personalities create a space where books, community, and friendship stand above profit. "Mahala" is much more than a bookstore – it is a cultural hub and a home for all who seek meaning and connection.
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The story of 'Mahala' begins with a journey to the Rhodopes, where the two owners meet in a mutual company. She is Maria, a translator of literature into Bulgarian, and he is Jordan, a serial entrepreneur and son of the writer Toncho Zhechev. In the mountains, amidst a shared love for books, the initial idea is born, which at that time sounds almost like a naive joke: 'Why not a bookstore?'.
However, this joke gradually starts to take shape. The two begin to discuss options and dream of a place that would bring their worlds together. When they come across the current space – bright, cozy, and filled with atmosphere – the decision becomes final. Thus, 'Mahala' is born from an impulse that quickly turns into reality.
Interestingly, neither of them had dreamed of a bookstore before this. It is a project that came not from long-term plans, but from the feeling that something must happen here and now. In an era where businesses often start with Excel spreadsheets and market research, 'Mahala' is living proof that sometimes the heart is the best business plan.
The name "Mahala" is not accidental. It is a reference to the feeling of community, of a neighborhood, of a place that is also yours. Jordan offers the name, inspired by the spirit of the surrounding area, and it turns out to be perfect – warm, informal, and full of meaning.
The interior and atmosphere of the bookstore enhance this feeling. Its true heart is the table – a place where people gather, talk, discuss books and ideas. For the owners, it is a symbol of a hearth, a center around which a community is born.
The books they select are another important part of the identity of "Mahala". They do not mechanically follow trends, but are guided by their own taste. The idea is simple: if they wouldn’t recommend a book to a friend, it has no place in the bookstore. Thus, the collection is both carefully curated and diverse – from fiction to architecture and photography, to culinary publications.
The financial side of an independent business like 'Mahala' is a challenge. Summer, for example, is a tough season when customers dwindle, and revenue is often uncertain. But the owners never set out with the idea of quick profit. Instead, their goal is to create a place that builds connections. 'We won't make millions, but we will make friends,' says Maria – and that is what sustains the spirit of the bookstore.
'Mahala' is not just a bookstore. It is a cultural space with initiatives like 'Mahala Talks' – a format that gives a stage to new voices and fosters the spirit of sharing. The idea is simple but powerful: everyone participates, everyone creates together.
For such a place to exist, it requires not only courage but also different characters. Yordan is the extroverted engine who easily communicates with people, while Maria is more reserved but brings depth and attention to detail. This combination turns 'Mahala' into a space where everyone can feel understood.
Ultimately, 'Mahala' is more than a business. It is an experiment in community, in humanity, and in the power of books to connect. In a city that often feels rushed and fragmented, 'Mahala' reminds us that home is not just within four walls, but in a small bookstore where every guest is a friend.