For Kenna Paige, the 28-year-old Rochester native behind The Crimson Quill, opening a bookstore has never been a mere passing interest — rather, it is a dream she has carried for years, one that she is finally preparing to turn into reality in Rochester’s South Wedge neighborhood. Set to open shortly before Christmas 2026, The Crimson Quill will become Rochester’s first horror and dark literature themed bookstore.
Although Paige initially imagined owning a bookstore as a “retirement dream,” personal circumstances in 2024 prompted her to reconsider waiting. At the time, she was pursuing a career in mortuary science, but health diagnoses would make that path particularly difficult to navigate. However, rather than letting those challenges put her ambitions on hold, Paige decided to take a chance on the business that she had been envisioning for years.
“I knew that opening a bookstore wasn’t necessarily going to be ‘easy’ with my physical limitations … but there was no way I was going to give up on my lifelong dream of owning one,” Paige explained. Paige began developing her business plan in September 2024, setting in motion the process that would eventually bring The Crimson Quill to life.
Interestingly, Paige’s relationship with books was not always quite so clear. Despite now preparing to open her own bookstore, she admits that she “actually wasn’t much of a reader until high school,” which was when she discovered her love for fantasy and romance novels.
Her interests grew after she took a job at the Barnes & Noble in Greece, New York approximately a year after graduating, which she said “[shaped] the direction of her life.” Beyond literature, Paige has long been passionate about art and animals, having previously owned a commission-based pet portrait business and worked in the veterinary industry. She summarized the interests that are key to her identity simply yet passionately: “books, art, animals, and nature have played a huge role in shaping who I am today!”
However, the decision to finally pursue her dream did not come without its challenges. Paige described the moment when she realized that she wanted to open the shop as very closely related to the setbacks that she had experienced in her personal life.
“I think the moment I was told that my physical limitations and disabilities might prevent me from pursuing my dreams really pushed me to prove otherwise,” she said. “Maybe I’m just stubborn, but I’ve always believed in following your dreams regardless of the setbacks you might face.” Paige underscored the importance of the people who supported her throughout the process, particularly her best friend and parents. “Having people who believe in you really makes all the difference,” she said.
The Crimson Quill will be Rochester’s very first horror and dark literature-themed bookstore. From splatterpunk and gothic horror to dark romance and dark fantasy, the shop aims to provide a significantly wider range of darker literary genres than readers might typically encounter. “I feel like there simply aren’t enough bookstores that offer a genuinely wide variety of horror books,” Paige explained. “I’m so excited to bring that kind of selection to Rochester!”
In addition to books, The Crimson Quill will offer a variety of tchotchkes, including candles, quills and ink, tarot cards, stickers, bookmarks, bones and oddities, art prints, and other curiosities. Paige also believes in ethically-sourced products, supporting small and local businesses, and collaborating with independent artists.
She also makes a point of ensuring that everything sold in the shop is AI-free, reflecting her commitment to preserving the humanistic individuality and creativity behind the products that she carries.
Location was another factor to consider when Paige began searching for a permanent storefront. Starting her search in February 2026, she said she wanted somewhere with “plenty of foot traffic, a safe environment, and a thriving artsy community.” After months of searching, she finally found her current space in October, in Rochester’s South Wedge neighborhood. She described the building’s “beautiful brick walls, historic charm, and character” as making it an ideal fit for the atmosphere that she has imagined over the years, allowing the space to feel like “stepping through a time portal from 2026 straight into Dracula’s lair.”
Furthermore, the Crimson Quill’s prime location in the heart of Rochester’s South Wedge means it’s in walking distance to some of the area’s favorites, such as Happy Earth Tea, Equal Grounds Community Cafe, Kovella Coffee, Hippocampo Books, and Siren & the Sea.
For Paige, the opportunity to become a part of the South Wedge’s existing network of independent businesses was an especially appealing aspect of the location. “I genuinely couldn’t have asked for a better location,” she said, adding that she is ecstatic to be bringing “another artsy, bookish space to the South Wedge community!”
Beyond its expansive literary offerings, Paige hopes that The Crimson Quill will become a gathering place for Rochester’s readers and creative community. As a woman-owned and queer-owned business, inclusivity is critical to the environment that she wants to establish.
“My number one priority is making sure that everyone feels welcome, first and foremost,” she emphasized. “I want people to know that it’s an inclusive space for EVERYBODY.” Additionally, Paige envisions a space that is “gothic, vampiric, spooky, and atmospheric,” while simultaneously remaining cozy and inviting. More than anything, she wants visitors to feel comfortable spending time there.
Running a small business takes a lot of work, and Paige is candid about the difficulties faced. Even after spending more than two years researching and developing her business plan, she says that opening a small business is “not only incredibly time-consuming, but far more expensive than you might expect.” Over the past several months, she has navigated meetings with realtors, attorneys, accountants, financial advisors, landlords, and numerous other professionals. Nevertheless, despite the challenges, she said she “genuinely wouldn’t trade any of it for the world.” For the first time in a long time, Paige feels that she has truly found her purpose in life.
“Seeing something I’ve dreamed about for so long finally become a reality has made every difficult moment worth it,” she reminisced. “I would go through every single challenge, past and future, a million times over.”
There is still plenty of work ahead before The Crimson Quill can officially open its doors. Although the storefront already possesses much of the immersive atmosphere that Paige was drawn to, she plans to transform the interior through painting, assembling bookshelves and fixtures, decorating, and incorporating the many details necessary to bring her gothic vision to life. Her current goal is to open approximately one or two weeks before Christmas, although she expects to announce a more definite date closer to the time.
Furthermore, the shop’s opening is only the very beginning of what Paige hopes to offer. Among the events currently in development are a horror book club, author events, tarot readings, and witchy workshops. Having already experimented with pop-up events at local bars and community gatherings, Paige said she has been “absolutely blown away by the amount of love and support [she’s] received from complete strangers.” That experience has done nothing but amplify her excitement about establishing a permanent space where like-minded individuals can connect over their shared interests. “More than anything, I just can’t wait to meet fellow horror lovers, bookworms, and like-minded people and create a space where we can all come together and share our love for all things spooky,” she said.
Ultimately, The Crimson Quill represents more than just the opening of another independent bookstore. It is a long-held aspiration finding its place in the real world, shaped by years of personal growth and unwavering determination. While its selection of horror and dark literature may be what initially draws readers inside, Paige hopes that its atmosphere and sense of community will give them a reason to stay.
