Written By Eliza Colón

A coffee shop and bookstore in New Orleans is making us excited about reading again.

We love the cozy feeling of curling up to a good book. It’s a multi-sensory experience in its own right, from the sounds of turning pages, the smell of printed ink, to transporting your mind into another realm. In an ever-changing, digital world, books are here to stay. 

Baldwin & Co. is a Black-owned independent bookstore and coffee shop located in the heart of New Orleans. What was once the famous Gene’s Po Boys is now more than just a bookstore… it is a mecca of Black excellence that we didn’t know we needed. Founder, D.J. Johnson spoke with us about the history, mission, and future of the bookstore that is making an impact in the Big Easy and beyond.

More than a bookstore, it's a celebration of a growth mindset. 

Tell us about the history of Baldwin & Co. and the mission behind its success.

“From the start, the plight has been to educate and bring face-to-face communication back to the community. The name Baldwin and Co. came from one of DJ, the owner's, favorite authors; James Baldwin. The Co. of course stands for company but not just any company. Company as in other famous African American literary artists, such as Langston Hughes, Zora Neale Hurston, Ralph Ellison just to name a few. 

The mission was and still is to create an atmosphere where people can engage in the books they are seeing and become comfortable to discuss ideas, problems, and solutions. At Baldwin & Co. the goal is to become a community liaison where people can learn the benefits of learning, which many love to do.”

What does Baldwin & Co. offer and what sets it apart from other bookstores? 

 “Baldwin & Co. offer's everything! Any book you can think of. Fresh teas and fine coffees. However, most importantly, it offers a creative space for literacy, learning, and love. 

What sets us apart, everything is literally at your fingertips when you walk in the door. Floor to ceiling shelves of books, high quality teas and coffee. A full functioning podcast studio and it's more than a bookstore, it's a celebration of a growth mindset.”

Can you talk more about the community and/or youth programs you offer or in which the store is involved? 

 “This year we introduced our non-profit; Baldwin & Co. Foundation, we have paired and partnered with several local schools to provide literacy engagement, which we also offer literacy tutoring on site. We host Storytime Saturday's every first Saturday of the month. With much more coming in the fall.”

For more information about Baldwin & Co. and their future plans, follow them on Instagram: @baldwinandcompany

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