Noëlle Santos, a Bronx native, book enthusiast, and entrepreneur, is on a remarkable mission to revive the literary scene in her beloved borough. As the owner of The Lit. Bar, an independent bookstore and wine bar, she embodies a deep connection to her community. Growing up in the Bronx as a child of Puerto Rican immigrants, Noëlle had the privilege of access to books, education, and social circles that provided her with unique opportunities. However, she recognized that her experience differed greatly from those living just next door.
In 2016, Noëlle’s dedication and vision earned her second place in the New York Public Library’s New York StartUP! Business Competition, accompanied by a prize of $7,500. The support for her dream continued as renowned filmmaker Michael Moore contributed $5,000 to her campaign, helping her achieve her goal of establishing her own business. On April 27, 2019, The Lit. Bar proudly opened its doors, coinciding with National Indie Bookstore Day, becoming the sole bookstore catering to the 1.5 million residents of the Boogie Down Bronx. Their venue fosters an environment that encourages inquisitive readers and embraces literary and community gatherings. The addition of a wine bar creates a space where the joys of social sipping and solitary reading can harmoniously coexist. It offers a meticulously curated selection of books, gift items, and diverse programming that cater to all ages and celebrate local interests.
Noëlle’s courage and determination serve as an inspiration, not only to her fellow Bronx residents but to people everywhere. Her story exemplifies the power of self-belief, as the world followed suit when she believed in herself. It reminds us that faith and effort can manifest our dreams. Let her journey ignite hope within your own entrepreneurial pursuits, and remember that perseverance is key, regardless of how long it takes.
“I want to empower my community,” Santos said. “The wine, and the chandelier and graffiti mixed theme that I’m gonna have in the store is symbolism of sophistication. I want [people in my community] to know that they’re worth this. I think its important for our businesses to reflect progression. This goes a lot further than just bringing books to the hood.”
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