I’m reading a quaint little memoir called “Sunwise Turn: A Human Comedy of Bookselling”. Two women, with no bookselling experience decide to open a bookstore in New York in 1916. The book was written in 1925. It’s a fascinating story of how they got started and how they survived. The book downplays the fame of the store, but online you can easily find a history of the store which was also a salon for up and coming writers as well as an exhibition and performance space.
Early on in the book, the author describes how they came to name their shop:
The name was one of the crises through which we had somehow to get. There is sin and virtue in a name. We wanted a name that would mean something. Everything was to be significant. All kinds of titles of the thumb-mail variety were offered. My partner telephoned me one day that Amy Murray had drawn up in the net of her Gallic wisdom the name ‘The Sunwise Turn”.
They do everything daesal (sunwise) here” – Father Allen had told her of the people of Eriskay – “for they believe that to follow the course of the sun is propitious. The sunwise turn is the lucky one.”
The key goes sunwise; the screw goes sunwise; the clock goes sunwise. Cards are dealt with the sun. The Gael handed the loving cup around the banqueting table sunwise; he handed the wedding ring and loaned money sunwise An old sea captain who once came into the shop told me that wind and weather go sunwise, and once when I called in our Swedish contractor, Behrens, to confer with him about the furnace, eh said: “It out to be in the other corner of the house, maam. I always put my furnaces in the north end. Heat goes with the sun.”
I’m pretty sure naming your bookstore “Sunwise Turn” breaks every rule you can find about picking a name for your business. It doesn’t say anything about what the shop sells and it’s unbelievable obscure, but I really fell in love with the name and the thought and meaning behind it. Makes me want to open up a shop of some kind, just to use the name again.
Let’s say you are opening a shop of your own next week. What would you sell? And what would you name it?








