Why a Bookstore Started Dealing in Antiques
Settaya district in Nagaoka City, a town of brewing. Six breweries that have continued since the Edo period, producing sake, miso, and soy sauce, still exist today. When you walk nearby, you can smell the pleasant aroma of koji; it is truly a town of brewing—Settaya.
In July 2022, Eguchi Dango Settaya opened on the grounds where the residence of the soy sauce maker Kono Murasaki once stood. At the same time, LIS Settaya was newly launched by renovating a two-story storehouse with a basement that had been built in 1930 and existed on the same premises (relocating from SHS Nagaoka/Miyauchi). Three years have passed in the blink of an eye, and we are now entering our fourth year.
I was entrusted with the entire operation of the second floor, so I thought about the product lineup, how to attract new customers, what we should offer in Settaya, which also has an aspect as a tourist destination, and what would be appreciated. While it is not as grand as a 'business strategy,' it was clear that relying solely on selling new books—a 'one-legged approach'—would be difficult, so securing and diversifying revenue sources other than books was an urgent task.
I was turning over greedy (or rather, particular) ideas in my mind: something rooted in the local community in this historic town, something that inherits Nagaoka's culture, something that would please both locals and visitors from outside, something rare that isn't from Tokyo or an existing manufacturer (and that could contribute to sales), and something that could also make use of the owner's personal tastes.
As I get older, my perspective on things changes. Year by year, my interest has shifted toward old things; I've come to love being drawn to charming buildings and visiting shops that deal in antiques. Helping with exhibitions and getting to know Hachimitsu-san and Hanamomo-san was also one of the triggers that made me think, 'Maybe I should try it myself.' I got up the nerve to obtain an antique dealer's license and started by going to markets to source items (now I even buy items occasionally).
Three years have passed since I started, and I have the impression that it is gradually becoming known, with more repeat customers and people coming to hunt for treasures every time.
The difficult things I learned after starting are perhaps the washing and tidying up—the 'labor' of removing dirt, maintaining items, and getting them ready for sale, and the fact that if you neglect the tidying, the site immediately turns into a hoarder's house (and I don't want to throw things away if I can help it). However, it is interesting to find things you cannot encounter in current products, and looking at tools and folk implements gives you a glimpse into the roots of Japanese life, teaching you that even things from 100 years ago can still be used if you take care of them.
Thinking about the shop as a whole, it is a store that mixes books, antiques, and artist exhibitions, with a target and concept that may or may not exist, but that is what raises the overall appeal. It has become an original store that stands in contrast to national chains with the same signs and the same product lineups (even if unintentionally).
If this were a bookstore 20 years ago (before the internet became widespread), bookstore revenue would have been supported by sales of comics and magazines. I think many people would go to the bookstore when new comics were released or on the release dates of manga and fashion magazines. Now that we can no longer count on that, it is only natural that the role of the store, how it is managed, and how it earns money have changed.
A shop where you can read and choose books in peace is also an aspiration, but...
So, I go sourcing about once a month and line up the items. Please stop by Settaya when you are in the area.
■ LIS Settaya
1F: Brewing Liqueur and Local Food Shop
2F: Books and Living Exhibition
■ 4-8-28 Settaya, Nagaoka City
(On the grounds of Eguchi Dango Settaya)
■ Business Hours: 10:00 - 17:00, Closed Tuesdays
■ Parking available / 10-minute walk from JR Miyauchi Station