Founded in 1966, this bookstore has been a magical place for thousands of children and adults alike throughout the years. In April 2003, the Palacios family, by way of our then 9-year old daughter Jessica’s letter-to–the-editor, bought the business from founder Jane Humphrey.
Jane Humphrey, Founder of Once Upon A TIme Bookstore
The Palacios family in 2017 (Maureen, Jorge, Amelia, and Jessica)
In 2008, Publisher's Weekly announced that Once Upon a Time was the nation's oldest children's bookstore. In 2015, Once Upon a Time was awarded the prestigious Women's National Book Association Pannell Award, given annually to a bookstore whose community contributions stimulate, promote, and encourage children’s and young people’s interest in books. In 2016, California State Senator Carol Liu (District 25), named Once Upon a Time as the California Small Business of the Year in her district, representing about 930,000 people in the 25th Senate District, which includes Burbank, Bradbury, Glendale, Pasadena, La Cañada Flintridge, La Crescenta, Montrose, Altadena, San Marino, Shadow Hills, Atwater Village, South Pasadena, Sierra Madre, Sunland-Tujunga, Monrovia, Duarte, San Dimas, La Verne, Claremont, Glendora, and Upland. In September 2017, we were voted as CV Weekly's The Finest Family Bookstore for the 5th year in a row! In 2018, Once Upon A Time was honored by the Montrose Chamber of Commerce with the Community Endearment Award.
We are proud to be independent booksellers, with a unique combination of superb customer service and fast special order fulfillment. One of our strengths, besides our store's obvious charming ambiance, is our book selection: we continue to carry only QUALITY children’s books and an intelligently curated choice of books for the entire family. With an open heart, we have built a community-based neighborhood store that spurs imagination, whimsy, and a passion for reading.
There's more to a bookstore than the books on the shelves. When you buy a book or other merchandise from Once Upon a Time, part of the price you pay goes to:
Support our friendly, hardworking, knowledgeable staff
Support local schools, teachers & librarians
Support dozens of local, national & international charities and service organizations
No part of the price you pay goes to:
Remote corporate headquarters where decisions are based solely on maximizing profits
Absentee owners who don't work in the store or live in the community
At Once Upon a Time we are dedicated to doing business as a responsible member of our community. When you shop at Once Upon a Time, you join with us in building community.
Our store’s location, 2207 Honolulu, is nestled next to mouth-watering Zeke’s BBQ at the east end of Honolulu Avenue in the beautiful, tree-shaded 3-block long Montrose Shopping Park. Be sure to experience all our store’s delights and while you are here – visit our neighbors for a bite! Click on this link to see Once Upon a Time and Montrose featured in a national (CBS Evening News with Scott Pelley) clip on Small Business Saturday as well as this segment on KTLA Weekend Morning Show.
Once Upon a Time Bookstore – an independent community bookstore for the entire family
The librarian of Auschwitz was set in the Jewish confinement camps during WWII. THe new setting gave our hero Dita courage and spirit to spread knowledge amog the children by using the most outlawed item in camp, books. Iturbe tells us a beautiful story full of hardships and pain and made me realize that the Jews of WWII were some of the strongest people that I have ever known. - Kaitlyn, customer age 12