NOT TO JUDGE A BOOK BY ITS COVER... Chippewa Falls recently welcomed independent bookstore Midnight Ivy (128 W. River St.), a formerly online-only shop and boutique specializing in romantasy.

What started out as a hobby grew into a small business endeavor for Midnight Ivy owner, Brittany Yox. On Saturday, Oct. 4, Midnight Ivy celebrated the grand opening of its first physical location at Market on River (128 W. River St.) in Chippewa Falls. Previously, the boutique operated exclusively online.

Yox initially built a following on Instagram and Facebook, connecting with fellow readers while making appearances as a vendor at local pop-up events. These experiences inspired her to pursue the opportunity to open a physical storefront of her own.

The inspiration behind Midnight Ivy originated out of a desire to build a community and create a space where people could exchange book recommendations and discuss all things bookish with fellow romance and fantasy lovers (also known as “romantasy”).

“The romantasy genre can feel inspiring because it is such an escape from everyday life,” Yox said. “You may not be learning how to bond with a dragon or honing your magic, but you relate to them on the level of simply just trying to be good, do better, and be a positive person in your community.”

Owner Brittany Yox, pictured, during Midnight Ivy's grand opening weekend in October.

Midnight Ivy offers a curated collection focused on the bookish realm, including trinkets, accessories, candles, apparel, and of course, books aplenty.

“It’s so fun to subtly add a touch of your favorite story to your everyday life, whether that be a coffee sleeve or a candle to light when you are enjoying your favorite book after a long day,” Yox said.

Whether you’re on the hunt for your next read or the perfect piece of fandom merch, Midnight Ivy helps bring the bookish world to life in Chippewa Falls.

Midnight Ivy (128 W. River St., Chippewa Falls) is open Sunday from 9am-2pm; Tuesday and Friday from 5pm-8pm; and Saturday from 11am-5pm • Check Instagram for weekly schedule as hours may change • Follow Midnight Ivy on Instagram and Facebook • Shop their online store at midnightivyboutique.com