Serena Dupuis - Once Upon A Bookstore
Creating a safe haven for all ages and demographics
When you talk to Serena Dupuis of Once Upon a Bookstore, her love of books and community shines through every word. After working as an early childhood educator for twenty years, Serena found herself drawn to a new chapter—one where her passion for literacy could take center stage.
From Educator to Bookseller
Leaving teaching wasn’t easy, but Serena transitioned into a full-time role at the Fall River Public Library. It was there she realized something was missing: Fall River didn’t have a bookstore. For Serena, bookstores are more than places to shop; they’re cozy, comforting spaces where people connect. Recognizing this gap, she set out to create a new kind of space for her city.
She currently runs a pop-up shop inside SOCO Art Labs, an art collective where she already had ties. She had previously taught the daughter of the lab’s founder. With the support of friends and local creatives; people who pitched in with shelving, logo design, and community outreach, her dream started to take shape.
Discovering the Bookshop World
For Serena, one of the most heartwarming parts of bookselling has been the kindness of others in the book world. “Even without notice, booksellers are willing to sit and talk. They want to help.” That sense of welcome is something she now wants to offer to others starting out.
Serena describes her entry into the book industry as both humbling and exciting. “It’s been amazing,” she says of visiting indie bookstores and chatting with fellow owners. The indie bookselling community has proven to be incredibly generous, offering advice, encouragement, and connection. “It felt like the blind leading the blind at times.”
The Story Behind the Name
Serena’s love of books started early. As a child, she carried around a beloved copy of The Little Kitten (about a cat named “Pickles”) by Judy Dunn along with a well-worn stuffed kitten. “He always had to be ‘in a pickle,’” she recalls fondly. That early bond with stories has stayed with her, now stretching across genres.
While she adores children’s literature, Serena is also a self-professed horror buff, and has organized an upcoming Horror Panel on November 1st. “I had had so many more horror authors reach out that we booked a second horror panel on November 19th!”
Like many new booksellers, Serena brainstormed a long list of possible names before settling on one. With her background in early childhood education, she wanted something with a touch of whimsy and a nod to simpler times. This inspiration ties directly into her plans for children’s programming and author events, where books and creativity meet.
Community Impact
For Serena, one of the most heartwarming parts of bookselling has been the kindness of others in the book world. “Even without notice, booksellers are willing to sit and talk. They want to help.” That sense of welcome is something she now wants to offer to others starting out.
Because her shop is still in its pop-up stage, Serena is paying close attention to what Fall River readers want. Her mission is clear: to highlight local talent and collaborate with nearby small businesses. For example, she has paired a local historical fiction author with a bakery serving French macarons—an event that brought together food, stories, and community. “It’s about lifting each other up,” she says.
Advice & Looking Ahead
When asked what she’d share with anyone considering opening their own shop, Serena’s answer is simple: talk to people. Research matters, but conversations are invaluable. “Get out of your own head,” she advises. “People will be your best source of help.”
At its core, Serena’s vision is for her bookstore to be a safe haven for all ages and demographics, a place where everyone feels welcome. She’s building something that doesn’t just sell books—it strengthens community, fosters creativity, and offers comfort.
We’re thrilled to feature Serena Dupuis and inspiring story. Stay tuned for more updates as her bookstore continues to grow and evolve in Fall River
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