Choices tries to help anyone looking to improve his or her life while also offering different paths to recovery for its varied clientele. Jay DePaolo discovered Choices Books & Gifts shortly after it was sold by the original owners, a doctor and a nurse, who opened the store in 1989 to help the 12-step community. Jay came in while shopping with a friend, who said, “Wouldn’t it be great to own something this cute and adorable?” Unfortunately, or fortunately for Jay, the new management was having trouble keeping the business afloat and wanted to sell. Jay’s friend set up a meeting. Jay did not have the finances to purchase Choices, but he had a clear vision for the store and was a savvy businessman, having owned Italian restaurants in the past. Miraculously, he met a potential investor, and after knowing Jay for only a day, the man loaned him the money to take over Choices in 2002. Within two years, Jay was pleased to tell me that he managed to bring the store back from the brink of failure.
When I asked Jay what some of the immediate changes that he made were, he said it was as simple as moving some of the merchandise around, allowing the space to feel more airy and welcoming, rather than cluttered and claustrophobic. He also added an online side to the business. Arguably the biggest change was that Choices became less focused on the 12-step and therapy world, and more broadly applicable to “anyone who’s on a quest.” Jay added, “We’re all in search of something.”
I recognized Jay's commitment to his bookshop immediately and the extreme fulfillment he gets from the business. He told me that people continually stop by to share their appreciation and offer comments like “I want to thank you, you saved my little brother’s/cousin’s/sister’s life.” Choices is not just a retail store: the staff chats with any customer who needs advice or a willing ear and attempts to help them on the road to recovery. In 2016, some fourteen years after Jay took over the shop, he is now able to speak at length about different methods and tools that people can use to better themselves. He was quick to point out, however, that he was not always so knowledgeable. He said that he had entered the business essentially blind and had to learn about it from within. Most of his education came from his suppliers who willingly told him about the purpose of each product. And he continues to learn from customers by talking to them about books they have purchased in the past and what paths have worked for them. “I owe everything to others,” he admitted.
“Most of the stuff in here has a meaning,” Jay went on to say, rattling off the names of jewelry and candles, which he now knows by heart. The shelves are chock full of books for both people in addiction programs and “civilians” - the word for people not directly affected by addiction. He has everything from general daily readers filled with affirmations to crystals and tarot cards used by a more select group. Some of his staff offer different sorts of readings to customers who request them as another aid in their personal therapy.
“It really is a little treasure,” Jay said after walking me through the store. He spoke to me about what a pleasure it is to come to Choices everyday, saying, “I skip to work!” As I was leaving, Jay shared one of his favorite ideas to live by: “Serenity isn’t peace from the storm, but amid the storm.” It was an apt expression for a calm little store in a bustling city.