She’s Behind Nashville’s First Romance-Only Bookstore
Tonya Pineda is the creative force behind Slow Burn Bookshop, Nashville's only all-romance bookstore. The moody, gothic space invites readers to connect, gather, and explore unique reads. Image: Slow Burn Bookshop
As soon as you step inside Slow Burn Bookshop, it’s clear this isn’t your typical bookstore — let alone one devoted to only romance novels. Perched at the top of a narrow staircase on Nashville’s Gallatin Avenue, the shop’s black walls and gothic touches clearly reflect owner Tonya Pineda’s dark, playful aesthetic. What began as a mobile pop-up has quickly grown into a permanent brick-and-mortar, where romance readers can discover both their next great read and a welcoming book community.
Romance was not always Tonya’s first love, but when she stumbled across the genre as a teenager, it didn’t take long for her to fall head over heels. “I’m a lifelong reader, but I found the romance genre around 17 and have never stopped,” she says.
That passion shapes Slow Burn’s carefully curated selection of reads — one that goes far beyond the typical bookstore shelves. Organized by subgenre and filled with everything from contemporary love stories to darker, more fantasy-focused plotlines, the shop invites readers to explore and find exactly what speaks to them.
“I, of course, have favorite authors and subgenres that make it on Slow Burn’s shelves,” Tonya explains. “I also am very knowledgeable about new releases and up-and-coming authors. Indie titles have a huge space in my shop, so I’m always looking for more author recommendations.”
Speaking of rising voices, one of Tonya’s top recommendations is Sheila Masterson, author of The Poison Daughter: “This was our book club pick for March. Sheila self-published The Poison Daughter, but … just announced a traditional publishing deal. [She’s] definitely one to watch!”
For readers just discovering the romance genre, Tonya also shares her top three go-to recommendations. “Abby Jimenez …. her books will pull you in and make you fall in love with the genre,” she reveals. “Sable Sorensen is great for new readers wanting to get into romantasy, and Cynthia Rodriguez … is an indie author who writes amazing contemporary novels that represent Latin characters.”
Beyond the store’s shelves, Slow Burn fosters a strong sense of community through book clubs and themed events that bring readers together over shared favorite tropes. Shoppers can join discussions, enjoy book-themed trivia, or purchase curated “book boxes” with signed editions and other goodies.
As you peruse the store, you’ll notice Tonya’s personal style woven into nearly every corner — from the moody walls to the abundance of roses and vines, creating an atmosphere that feels equal parts cozy library and gothic daydream.
“My store definitely is an extension of myself. I have always loved the dark academia, gothic aesthetic,” explains Tonya. “If you ever meet me in person, you will see that my personal style is very much carried into the store. I created Slow Burn with the intention of creating a safe space for people who have never felt comfortable in a traditional bookstore. I hope my fellow weirdo readers feel that when they step into my store.”
That mission also extends to representation, with a strong emphasis on amplifying diverse voices and stories that readers may not always see reflected in traditional spaces. Tonya takes particular pride in spotlighting both BIPOC and indie authors.
Before opening Slow Burn, Tonya spent more than a decade running a boudoir photography business — another creative outlet that continues to influence her work today. “I have always been a creative person. I owned a boudoir photography business for over 10 years before I opened Slow Burn. I pull inspiration from photography, art, music, and books.”
That creative instinct is paired with a clear sense of direction when it comes to business. “About six years ago, I hit a point in my last business where it wasn’t growing as quickly as I wanted it to. My mentor told me this, and it has stuck with me since then: ‘If your field is saturated, choose a niche and go all in.’ I have applied this to Slow Burn Bookshop, and I think our unique offerings and aesthetic have been the main force of our success.”
When Tonya’s not curating shelves or hosting fellow readers, she keeps things relatively simple. You may find her curled up with her latest favorite read, Blood Over Bright Haven by ML Wang, while enjoying her favorite sips, “water and Simply Pop.” Or you may find her out and about at Soy Cubano or Full Moon Cineplex, two of her favorite Nashville spots.
As for her favorite gifts to give? “Books!” she says — no surprise there. And the three things she can’t live without? “Books, chapstick, and tostones!” It’s that same mix of personality, passion, and authenticity that has made Slow Burn more than a bookstore. It’s a reflection of Tonya herself and the community she’s built around romance.
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Brianna Goebel
Brianna is StyleBlueprint’s Associate Editor and Sponsored Content Manager. She is an avid fan of iced coffee and spends her free time reading romance novels.