There have been many, many things that I’ve been proud of since starting my bookseller journey: things that I’ve done; people that I’ve met; opportunities I’ve had. But none gives me greater pleasure or make me as happy as the part I’ve played in bringing Evie to Ipswich.
Evie – for those not in the know – is The Miseducation of Evie Epworth, the debut fiction title by Matson Taylor, which was published in July 2020 during lockdown.
It was probably one of the first times I’d received an email from a publisher, asking if an author could call into the shop to sign some copies of their book. And, for the purpose of authenticity, I’ve just gone back through my emails and found the email, dated 29th July 2020, from Simon & Schuster about Matson visiting the shop on 10th August 2020.
Naturally I said yes, and I ordered 6 copies of the book.
I fell in love with Matson the first time he walked into my shop. It really was as simple as that. We hit it off immediately. Of course it helped that he was full of the highest praise for the shop. I remember him saying that he was surprised I would even be stocking the book, as from first glances he assumed he was in a swanky arty bookshop.
We chatted for ages and he signed the books I had in. Before he left I gave him a tiny plant pot as a gift and I still have the photo I took of him holding it.
The books sold well. And they sold off their own back, because, whilst I already adored Matson, and knew what the book was about, it wasn’t one that I had read. I ordered more books and Matson sent loads of signed bookplates, and this was a pattern that was repeated many, many many times.
When the paperback came out, and Matson was due to visit again, I decided to read the book, which will always affectionately be known simply as ‘Evie’. I immediately fell in love with it, with everything about it. The writing was wonderful, and the story was funny and heartwarming and uplifting. It was a genuine joy and pleasure to read. Evie was a character you couldn’t help but love instantly, and one whose story you wanted to follow and were invested in. And that scenario with the cow … still a talking point today.
When asked for recommendations in the shop, it is very easy to make suggestions of books that you haven’t read but are aware of and know the premise/story. But, when recommending a book that you have not only read but also love and truly believe in, as a bookseller your eyes light up and you become animated. You are recommending it from the heart, because you want everyone else to experience and enjoy what you have experienced and enjoyed. The money in the till from the sale is a bonus. And that is the absolute truth.
Evie became a huge seller in the shop and I was constantly putting in new orders for books, which were then constantly flying out of the shop. My friends and loved ones read it, and fell in love with it. At times it felt as if I had unwittingly set up the Ipswich branch of the Evie Epworth/Matson Taylor Appreciation Society.
Then came the follow up - All About Evie (Scribner: 2021) – and Matson’s visits increased in number. He met so many of his Ipswich fans (also amazingly and lovingly referred to by Matson as his Dial Lane Books family) and we simply could not get enough of him.
When I first opened the shop and set up the Instagram and Facebook accounts, I knew I wasn’t going to be the sort of person that would post about a book/author once and then simply move on. And, four years down the line, I am constantly posting about these two wonderful books, and their even more wonderful author. And the continued love and support for both books and author is truly a beautiful thing to see.
Matson very quickly earned the nickname of ‘Dial Lane Books royalty’, and he has been into the shop so many times. Barely a day goes by without me or Jonesy recommending and subsequently selling a copy of one or both of his books. Every time we do, we do a little dance, and for the last year I’ve been taking photos of everyone that buys a copy and posting them onto my social media accounts. Simply because I can. And also because Matson is so unassuming, I can’t help but continue to show him just what he has created.
We’ve been out for drinks with Matson, and when he’s in Ipswich he stays at my house in what very quickly became known as The Matson Suite. I even have friends now that, when they want to come and stay, ask if they can book The Matson Suite.
Matson even comes to Ipswich and the shop when there is not a new hardback or a new paperback. He loves being here as much as we love having him. In fact, on one of his visits, when he came into the shop I tossed him an orange beanie and gave him the quickest training ever. He spent the day behind the counter serving customers and dealing with deliveries and orders. And not only did he have an absolute blast, but so did everyone that came into the shop that day.
He did say that day, that he was rubbish at selling his own books. But he doesn’t need to worry about that with me and Jonesy around. The shop now has a Wall of Matson which not only has large cardboard POS materials, but also photographs, a Hornsea Pottery mug, bookmarks and postcards. He’s even signed the wall!
I don’t know how much Matson is loved and adored across the country and in other bookshops. And whilst I care (of course I do, ’cos I care about Matson) I also don’t care. Because I know how much he is loved and adored in Ipswich and in Dial Lane Books. And, that I have been a small part in creating Matson’s Dial Lane Books family is genuinely one of the best feelings in the world.
I chose Matson’s first book for my inaugural home book group title. And it was also Matson that kicked off proceedings with the shop book group.
And the most random thing surely has to be, when I was invited to a wedding of two of my most loyal and wonderful customers, on the day Matson was due to visit not only Dial Lane Books, but also my pop-up shop in Manningtree. I wasn’t sure if the plus one meant me and Foxy, or me Jonesy. So I asked the question, and was told ‘both’. So I asked another question. And there’s something quite special (and a tad embarrassing) about turning up to a wedding late, with a Foxy, a Jonesy, and a Matson, just as the groom was giving his speech, and being beckoned in and directed to our table, to much laughter from the room.
THAT … book lovers, is The Power of Evie. And The Power of Matson.
Matson will be back in the shop on Saturday 12th October, when he’ll be behind the counter, signing books, chatting to his adoring fans and simply being otherwise amazing. So do come and meet this most amazing of humans.
Andrew Marsh
The Dial Lane booksellers provide books for our audiences at SBL events.
More about the Ipswich shop here: https://www.diallanebooks.co.uk/
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