DreamChaser Amanda Raymond
Name: Amanda Raymond
Pronouns: she/her
Age: 32
Job Title/Company: Owner/operator of Read & Found Books
Education Background: Bachelor’s degree in Journalism from UNC-Chapel Hill
In-depth Questions (6-7 min read)
Can you share a bit about your background and what has shaped you into who you are today?
I’ve always been a huge reader. Reading and escaping into different worlds was my favorite thing to do as a child, and it still is today. Now, as an adult, I’m consistently reading 2-3 books at any given time. The authors I read continue to not just entertain me, but also inspire me and open my eyes to new perspectives and ways of living, making my own life that much richer.
2. What inspired you to start your business(es), and how did you know it was the right time to take the leap?
Starting my own bookstore has always been in the back of my mind as something I wanted to do. Like I said, I’ve always been a reader, but unfortunately, I don’t always see people who look like me in the stories I read. That motivated me to seek out Black authors and other authors of color to diversify my own bookshelf. I found it somewhat difficult to find the authors I was looking for at bookstores I visited, not through any fault of the bookstores themselves, but just because I’m sure there’s so much out there that there’s no way to highlight everyone. That’s what really pushed me to want to create a space where authors of color were always front and center so people could not only find the authors they were looking for but get introduced to authors they may not have discovered otherwise.
In my mind, this bookstore idea was a far off dream – maybe something I would do in retirement or something. And then I turned 30 and started reevaluating my life (as one does, lol) and I asked myself why I was waiting to do something I felt really passionate about. In the end, I decided to start small with an online bookstore of mostly used books and start the process of building it up now instead of waiting.
3. Who has influenced your journey the most—whether personally, professionally, or creatively—and how?
The Rowan-Cabarrus County Small Business Center’s Retail Lab program was definitely a big influence on my journey professionally. I was a part of the Fall 2024 cohort. I was able to learn so much not just from the program’s instructors, but also from my fellow classmates, about the realities of the business world. I feel like I left every class with fresh ideas on how to make my business succeed, whether it was a class about branding and marketing or commercial real estate. Plus, at the end of the program, we were invited to pitch our businesses in front of a panel of judges for the chance to win a grant, and I was fortunate enough to be one of the grant winners, which was an amazing financial boost for my business.
All of the resources I’ve been able to tap into through the business center have been incredibly helpful.
4. What goals did you set for yourself at the start of your journey, and how have they changed as you’ve grown?
At the start of this journey, I thought I had to go big all at once. I thought I had to have a storefront, a wide variety of new books, and all the other bells and whistles that come with a bookstore. As I’ve learned more about business ownership and the realities of my own capacity, I realized that it doesn’t have to be all or nothing. That’s why I chose to start small – build an online presence through a website and social media and attend pop-up markets to promote the business in the local community.
“I really fall back on the passion I have for this business and let that motivate me to keep pushing. I truly believe that the value of promoting stories by Black authors and other authors of color is immeasurable.”
5. What drives you to keep going on the hard days?
I think the toughest thing so far has just been being patient. I’ve had some wins, but on those days where the website page views are low and sales are slow, you start to question yourself. On those days, I really fall back on the passion I have for this business and let that motivate me to keep pushing. I truly believe that the value of promoting stories by Black authors and other authors of color is immeasurable. I also remind myself that I’m just getting started. There’s so much more that I want to do with this business, including getting a storefront one day.
“It’s so important for everyone to be able to see themselves in the media they consume, whether it’s their race, gender, culture, body type, family structure, or what have you.”
6. What role does your identity (e.g., gender, race, culture) play in your work and vision?
My identity plays a huge role in my work and vision. From the required readings I read in school to the books often touted as must-reads in popular lists and such, it wasn’t often that I saw myself in the characters in the books that I read. That’s a big part of why I started this bookstore: it’s so important for everyone to be able to see themselves in the media they consume, whether it’s their race, gender, culture, body type, family structure, or what have you. As a Black woman, a story means so much more when someone who looks like me and shares some of my own experiences is at the center. I want others to feel that same sense of belonging and understanding when they pick up a book.
“We don’t have to wait for the “perfect” conditions to go after what we really want. It’s OK to start small and build from there.”
7. If your journey could inspire one change or belief in others, what would you hope it to be?
If my journey could inspire a change in others, I would hope that change would be for them to stop waiting. We don’t have to wait for the “perfect” conditions to go after what we really want. It’s OK to start small and build from there. I would also encourage others to seek out and take advantage of their community. I’m so thankful for the resources I found at my community’s small business center, and I’m also grateful for the advice and encouragement I’ve received from my family and friends.
8. Anything we missed that you would like to share?
Just a bit more background about the store: I feature a collection of about 40 books, most of them used. I have one new book on my shelves: To Everything, Seeing the Sacred in Ordinary Seasons and Common Days by Kayleon Dortch-Elliott, a local author. It would be great to give her a shout-out! Please encourage readers to follow the store on social media and keep a lookout for my pop-up market announcements if they’re in the Kannapolis, NC area!
Facebook | Website | Threads |Instagram
TL;DR
Amanda Raymond, owner of Read & Found Books, is a lifelong book lover who turned her passion into a business that highlights Black authors and other authors of color. With a background in journalism from UNC-Chapel Hill, she launched her online bookstore to create a space where diverse stories are always front and center. Inspired by her own struggle to find representation in literature, Amanda started small—selling mostly used books and attending pop-up markets—while working toward her dream of a storefront. A graduate of the Rowan-Cabarrus County Small Business Center’s Retail Lab, she credits community resources and her unwavering passion for pushing her forward, even on tough days. Her message? Don’t wait for perfect conditions—start small and build from there.