In the Mood for Love

As Valentine’s Day approaches, who isn’t in need of a little more softness these days? In a world shaped by relentless news cycles, endless doomscrolling, and the exhaustion of modern life, many readers are turning to a genre that promises comfort, fun, and connection: romance. Just outside of Mueller, a new neighborhood gem is embracing that need wholeheartedly.

Finney’s Books, a romance-focused independent bookstore, opened its doors at 3823 Airport Blvd., Suite D, with a grand opening celebration that kicked off in mid-December 2025. Though newly opened, the shop already has a big following as they drew in quite the crowds.

The Appeal of Love

Romance novels are not a fleeting trend; they are experiencing a full-fledged renaissance these days. By 2025, romance sales had doubled since 2021, according to consumer research firm Circana. From BookTok favorites to bestseller lists dominated by romantasy (romance and fantasy combined), love-forward storytelling has become impossible to ignore. Titles like “Fourth Wing,” “Iron Flame,” “Red, White & Royal Blue,” and “A Court of Thorns and Roses” continue to pull new readers into the genre every day. Yet even as romance thrives, it is still met with skepticism, dismissed as indulgent or unserious despite the devotion of its readers.

Finney’s Books exists to push back against that dismissal and to celebrate romance readers without apology. How can a bookstore be filled with nothing but romance novels? There are sub-genres. Contemporary romance centers on modern love, often reflecting real-life relationships, careers, and emotional growth. For those craving a touch of escapism, romantasy blends love stories with fantasy worlds filled with magic, mythical creatures, and epic stakes, where romance is just as powerful as the sword or spell.

Paranormal and monster romances include characters with vampires, shifters, or fantastical beings, while readers drawn to humor and comfort often gravitate toward romantic comedies, which balance emotional depth with witty dialogue and lighthearted charm. On the cozier end of the spectrum, small-town romances focus on close-knit communities, familiar faces, and the warmth of finding love where everyone knows your name. Romantic suspense weaves love stories into mysteries and danger with gripping plots. And there’s also second-chance romance that highlights the genre’s emotional core: love as affirmation and growth.

A Place for All

The store is intentionally designed as a welcoming, safe space for romance readers of all identities. Shelves feature everything from tender contemporary love stories such as “Beach Read” by Emily Henry and “The Kiss Quotient” by Helen Hoang to higher-heat, drama-rich novels like “Icebreaker” by Hannah Grace or “Twisted Love” by Ana Huang.

Rather than hiding familiar romance tropes, Finney’s leans into them. Enemies-to-lovers, friends-to-lovers, forced proximity, and fake dating are treated as joyful signposts, not guilty pleasures. The result is a browsing experience where readers can relax, trust their instincts, and choose exactly the story they need, whether it’s emotional comfort or escapist fun. Finney’s offers something rare: a space that feels both intimate and expansive, personal yet deeply inclusive. It’s the kind of place you can wander into on a quiet afternoon, pick up a book, a gift or a journal that offers a lift.

The bookstore, owned by Cameron Lagrone, is named after her dog, Finney, who she claims is an enthusiastic audiobook listener by proximity and patience. Over the past few years, Lagrone discovered how deeply romance novels could resonate. What she once assumed were outdated or narrow stories became a source of joy and affirmation, especially through the growing availability of queer romance. Books like “Boyfriend Material,” “Delilah Green Doesn’t Care,” and “Written in the Stars” reflect a literary landscape where love is expansive, affirming, and unapologetically inclusive.

As Valentine’s Day nears, Finney’s Books feels like a love letter to the neighborhood and to Austin with an invitation to slow down and fall into a story. Whether you’re celebrating with a partner or simply craving an escape with a guaranteed happily-ever-after, this romance bookstore offers exactly what the season calls for.

Sometimes the most radical thing you can do is believe in love and keep turning the page.