As Seattle’s original romance bookstore, we are dedicated to the genre of love. Our mission is to offer a carefully curated selection of swoony, inclusive, and spicy titles in a whimsical shopping atmosphere where every customer feels like the main character

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​Beguiled began as pop-up events in Dec '24 before launching our mobile booktique trailer over Valentine's weekend '25. In November '25 we opened our first permanent location in Seattle's historic Pioneer Square neighborhood.

 

Founded by Ashley Adair (Foster School of Business alum, MBA ’21), Beguiled is shaped by a lifelong love of romance. Raised on a steady diet of dukes, vampires, and cowboys (with a few of her grandmother’s Harlequins snuck in when no one was looking) Ashley brings a deep reader’s intuition to every book we stock.