Our Story

Former full-time nomads, Felicia and Vincent, decided to grow and nurture their roots back in Wisconsin, where they were both born and raised.

Felicia launched Measure Life In Bookmarks LLC (a small press) in 2024 as she pursued her dream as an author, publishing AWAKE: Poetry for the Healing in 2025. That same year, she began writing a new chapter outside of her books and inside a new career as a bookstore owner.

Vinny started a real estate business to invest in himself and the community. He purchased a mixed-use building on the 500 block of Main Street in Downtown Oshkosh, which is now the Author Apothecary & Bookstore (neighbors with 920 District (formerly Fremorah) and The Varsity Club, and across the street from The Roxy Supper Club).

Felicia will be the owner and operator of the bookstore while Vinny takes care of the building’s upkeep. Together, they will create a space that promotes literacy, education, creativity, and inclusivity.

Oshkosh is the place where the two lovebirds first met. Felicia graduated from UW-Oshkosh with a degree in journalism and creative writing. This combination made it an easy choice to settle back into society in Oshkosh.

A woman author with curly hair in a black and white lace dress is signing her published book at a table in a Wisconsin bookstore.
Bookstore owners and building owner stand in front of a stone wall with a castle on a hill in the background under a partly cloudy sky during their visit to Portugal.
A woman and a man standing in front of their RV, smiling and holding a green sign that says 'SOLD.' They are about to embark on a nomad adventure throughout the United States of America.

Our Shelves

THE MISSION

Author Apothecary & Bookstore’s mission is to provide a safe and inclusive space for readers and artists to heal their shelves and spirits through books, self-care items, and healing rituals curated by professional book pharmacists to provide the perfect remedy to heal an emotional wound.

We believe every book has the ability to heal, whether it’s through self-help tips and inspirational stories or through relatable characters that validate our experiences and make us feel seen. Through mood-based book remedies and a rich calendar of events, AAB is here to connect community members to what they need in a cozy, literary space.

THE CONCEPT

As a creative hub with an apothecary twist, every shelf, seat, and display invites visitors to slow down, breathe, browse, learn, or create.

We specialize in helping readers, writers, and creatives discover “book remedies” tailored to their moods and needs. Customers can explore curated shelves organized by themes like comfort, courage, escape, imagination, love, grief, healing, etc.; build their own book remedy bundles; and browse literary apothecary–themed accessories. In addition to new and gently used books, the shop will offer recipe-style remedy cards, story seed writing prompts, and other creative tools.

Author Apothecary & Bookstore will also function as a community classroom for authors and artists alike. The space will host author book launches and signings, writing groups and workshops, book clubs, bookish craft classes, and open mic events, such as Poetry on the Patio or Backyard Ballads with live music in The Storyteller’s Sound Garden in the summer. These programs are designed to make the store a gathering place for avid readers, serious writers, published authors, lifelong learners, self-healers, and anyone seeking connection or creative inspiration.

To deepen its impact, AAB hopes to partner with local organizations promoting literacy to provide a safe, welcoming environment.

Intentionally inclusive, inviting, and inspirational, our bookstore aims to become a destination in Oshkosh and the surrounding areas for people seeking, not just books, but a sense of belonging and a renewed sense of self.

A woman author with curly brown hair smiling at the camera, wearing a black and white dress, standing in front of bookshelves filled with her published books at her book launch event in Wisconsin.
A woman with dark hair in pigtails standing on a ladder in front of a large bookshelf filled with colorful old books, smiling with her arms stretched out like Belle from Disney's Beauty and the Beast. Every readers dream.
A poet and author in a gray dress reads from her poetry memoir book at a podium with a microphone in front of an audience in the Appleton Public Library in Wisconsin for a read your favorite poem event.

THE VIBE

The store will be designed to feel like a cozy and inviting literary apothecary with warm bookish vibes and mystical elements. The naming convention of the shelves will be labeled like medicine cabinets (e.g., For Heartache, For Healing, For New Beginnings, For Education, For Love, For Fear, For Inspiration, For Courage, For Cozy Nights In, For Adventures, For Solving the Case, etc.).

There will also be a “Remedy Wall” with Reader Remedy Book Bundles and accessories—such as jars of story seed writing prompts displayed on the shelves—that match the mood as much as genre of the books of interest. Every employee of AAB will be a Book Pharmacist, providing customers the opportunity to anonymously “consult” for personalized recommendations for the writing craft or a new book to read.

The shop will have soft lighting, plants, dried herbs and flowers, and handcrafted book décor to evoke an old-world apothecary feel. A comfortable, quiet nook with a couch and chairs will invite customers to test their remedies on the spot, read quietly on comfy furniture, meet for a book club, or attend a bookish craft class. 

Every element of the layout, from the apothecary-inspired signage to the book-themed details, is designed to make visitors feel at home.

Display of apothecary herbs, spices, and dried botanicals in glass jars, bottles, and bowls on a wooden table inside a store, with a shelf of small bottles in the background.
Yellow wildflowers near a large rock by a Wisconsin lake and river with an overcast sky in the background. Lake Butte des Morts landscaping.
A nomad and traveling woman standing on a boulder rock by a lake, surrounded by mountains and trees in Glacier National Park.

Write Us

We love handwritten letters! Reach out to us with any questions or thoughts, and we’ll get back to you as soon as possible.