Class Project Inspires SNHU Grad to Open a Romance Bookstore

For Heather Wejroch '23, earning a degree wasn't just about career advancement — but about opening doors to new possibilities. What started as a final project in an entrepreneurship class at Southern New Hampshire University (SNHU) soon evolved into a full-fledged business idea.

In late 2024, Pages and Grapes opened in West Michigan — a one-of-a-kind, romance-only bookstore that blends Wejroch's passion for the genre with the indulgence of wine and chocolates.

From SNHU to Starting a Business

Working full time as a volunteer services coordinator, Wejroch had already earned an associate degree but realized she wanted to further her education and career.

"I had goals of, you know, being in management, being a director someday," she said. "So I started looking online, comparing programs, and SNHU stood out. It offered a lot of degrees, and it was affordable."

While pursuing her bachelor's in business administration, Wejroch enrolled in an entrepreneurship course that ultimately changed her career path. Initially, the idea of writing a business plan for her final project was intimidating.

She found herself struggling on the assignment, so she contacted her entrepreneurship instructor, Amy K. Schultz, MBA.

"I sent a message pretty much saying, 'I'm not an entrepreneur. I'm an assistant. I don't know how to do this,'" she said.

But Schultz, who has founded and run nonprofit and for-profit businesses, encouraged her to think about something she had always dreamed of — something she loved. That's when Wejroch landed on the idea of a romance bookstore.

The concept took shape as she worked through market research, marketing strategies, and business logistics. What started as a final project soon became a real and viable plan.

"I was super happy with what I had, and I couldn't let it go," she said. "That's what I went to school for — opening new doors."

Pages and Grapes: Combining Chapters, Chocolates and Wine

While many bookstores feature coffee shops, Wejroch wanted to stand out.

"I started thinking, what goes in line with romance where you've got your chocolate, you've got bath and body stuff," she said. "And then I was like, then you have wine. Wine has been associated with romance since, you know, Roman times, so why not?"

This led to Pages and Grapes, a romance-exclusive book store where customers can indulge in wines and chocolates while browsing the shelves.

The business name itself came from a discussion with her fiancé James Jones '23, who earned his bachelor's in general studies the same time as Wejroch. According to Wejroch, she and Jones spent hours brainstorming names and creating ideas until they found the perfect one. "Somehow, I don't even know how, we got to Pages and Grapes, but I liked it because it was the ingredients of love," she said.

Within the bookstore, Wejroch said she wanted to create an environment where customers can browse romance novels comfortably and have a welcoming space where every love story is celebrated — whether you're looking for a swoon-worthy classic or a contemporary love story.

From Business Plan to a Business

As Wejroch worked her full-time job, she navigated the complexities of turning her business plan into a reality.

"Being a new entrepreneur and going to ask the bank for help, dealing with the SBA (Small Business Association), realtors, landlords — they are (all) skittish of new entrepreneurs," she said. "You learn the hard way. You learn by asking the wrong questions or doing the wrong thing."

Each hurdle forced her to adapt, rethink and refine her approach. While some setbacks felt like dead ends, often they led to valuable insights that reshaped her strategy.

"I'm very proud that she not only developed a well-designed business plan but, more importantly, she applied the plan to create a successful business that serves her community," said Schultz. "This is what higher education should be about — the application of what students learn."

A Storybook Ending — And a New Beginning

Wejroch's initial goal when enrolling at SNHU was to move up in her career. She never imagined she'd become a business owner.

"I still can't get over how this progressed into what it is today," she said.

If you're an aspiring entrepreneur, Wejroch had one key piece of advice: don't give up.

"I don't know how many times I threw in the towel. How many times I screamed, cried or got frustrated," she said. "You just have to keep pushing through. 'Suck it up, buttercup' — that's what I kept telling myself. If you have the dream and the goal, try it. I've put everything on the line to do this. I'm either going to succeed or fail, but I'm doing what I wanted."

Wejroch acknowledged that her education at SNHU helped prepare her for this journey.

"Had I not taken all of those classes and conquered my fears with each one, I wouldn't be sitting here today," she said. "I credit my success to all the courses and the options I was given."

Nicholas Patterson ’22 is a writer and alumnus of Southern New Hampshire University (SNHU), where he earned his bachelor’s degree in English and creative writing. He is currently honing his craft further as he pursues an MFA in Creative Writing from SNHU. Connect with him on LinkedIn.