Geraldine Books and Post: magazines, books, services… and mating sheep!

How many booksellers do you know whose other business is a Perendale Stud? Geraldine Books and Post owners Jo Dolan and Phil Oldfield took over the store earlier this year, as well as continuing with Oldendale which breeds the hardy sheep with characteristic white wool fleece.
They bought the business off Graham and Anne Duggan back in May, and Jo Dolan has been on a steep learning curve ever since.

First challenges were learning the running of Geraldine Books’ NZ Post, Kiwi Bank and Lotto agencies. Jo points out that these services make a great backbone for a book, stationery and magazine store. “The minute customers walk in the store to post or do banking, we’ve got a captive audience for magazines, children’s books and stationery.”

Jo, a former nurse, recently worked as a business manager for PGG Wrightson and then in a vet clinic. Being made redundant at the vet clinic spurred her on to take the bookshop business when it became available. it is clear she is enjoying the challenges and opportunities of learning a new field. “It is definitely different from buying chemicals for the agricultural sector!”

Phil, a former blade shearer, and Jo started the stud business when they moved to Geraldine 19 years ago. The married couple have two sons, Thomas and Allan at university in Christchurch. They are continuing to run the Perendale stud while tackling the new business.
 

Phil’s new expertise is in magazines. He works in the store each day from 9 am – 2 pm. Magazines are a big area, and the selection at Geraldine Books is so wide customers come from Ashburton and Timaru, and another customer always stops on trips from Christchurch to Queenstown specifically to stock up on magazines. Geraldine is also the mid-trip break for tourist buses on the Christchurch to  Queenstown route. Jo finds there is a ready sale for cheaper paperback fiction to tourists, usually backlist or remainders.

 Jo has increased stock of children’s art and craft materials. The store already did well with children’s books, and she is aiming to extend the range through junior and teen fiction and other titles. Personally, Jo places a strong emphasis on education so that area is likely to be well covered.
“Kid’s books are currently our largest market,’ Jo says “We always have Nanas coming in to get the latest picture books for their grandchildren.” And it seems Wonky Donkey man Craig Smith hits the market in Geraldine as well as the rest of the country. “Willbee the Bumblebee came in on Friday and three days later we only have 5 copies left!”
With general fiction and non-fiction books, she is feeling her way and trying to assess what her clientele want to find in store. Right now, she doesn’t carry new releases.

Jo and Phil inherited a great staff team from the previous owners and Jeanette Bain, Karen Hansford, Elizabeth South and Barbara Vincent are currently urging Jo to commit to Christmas book buying. “Starting in recessionary times has been hard, but when we have been quiet, the other businesses in the town have also been very quiet,” says Jo. “Meeting budgets has been difficult, and I’m still getting suppliers sorted.”

Jo Dolan is pleased to report Geraldine Books is now busier these days. She is in the store at 6.45 each day to sort mail – and back home for breakfast, fortunately only two kilometers away – before returning. She’s grateful that nursing taught her good time management skills. “All my days are busy days, but enjoyable days.”