Nestled in the heart of Rochester, Novel: A Book and Sandwich Shop is a welcoming place where people can relax, have conversation and enjoy the perfect blend of books and flavors. Owned by husband-and-wife duo Elliott and Rachel, Novel is a genuine expression of their collective passions and creativity, driven by their deep desire to foster connections and make our community feel at home in their cozy bookstore.
Elliott’s journey to Novel began long before its doors opened. His love for food was ignited at the age of 10, washing dishes at his late Uncle Danny May’s café in Waterford. Inspired by those early experiences and a lifelong career in the restaurant industry, Elliott attended culinary school to pursue his dream of opening a local sandwich shop. After working in the corporate world at Rocket Mortgage, Elliott felt it was time to turn his culinary dream into a reality.
Rachel’s love for books is equally deep-rooted. “I’ve always loved how stories can be both an escape and educational,” she says. A self-described “mood reader,” Rachel can still recall the childhood books that shaped her imagination, like Into the Dust. For years, she dreamed of opening a bookstore, inspired by the community warmth she felt watching You’ve Got Mail. “Bookstores are such welcoming, like-minded places,” Rachel shares. “I wanted to create that kind of environment where people can feel at home.”
When the couple found the perfect downtown location, the journey to bring Novel to life became a community effort. Rachel’s father, a remodeling contractor, led the construction with love and care, while friends and family pitched in on everything from plumbing to architectural design. Even the shallow shelves along the hallway, “Sarah’s Shelves” honor Rachel’s sister, Sarah, whose ideas inspired so many of the store’s creative elements. “We had many people helping us,” Rachel says. “It meant so much to have that support before we even opened.”
Their shared vision came to life in November, when Novel officially opened its doors. Combining Elliott’s culinary expertise with Rachel’s book curation, the shop became an immediate hit, offering a loving and inviting atmosphere where guests could enjoy hand-crafted sandwiches while browsing thoughtfully selected books.
Novel is more than just a shop, it’s an experience. Rachel worked with a designer to make sure the space embodied the concept of a “third space,” a term coined by sociologist Ray Oldenburg to describe welcoming places outside of home and work where people can connect. “We have coffee shops, but they’re often rushed and filled with laptops. “Giving people human connection and creating a safe space is important to us”.
The design reflects this warmth. “We have spaces that feel like a living room, a kitchen, and dining areas,” Rachel says. The centerpiece of the shop is the Tree of Knowledge, hand crafted by Rachel and her friend Sarah. “The tree is a tribute to the way we used to consume information as it was created from old encyclopedia pages and it brings a meaningful sense of connection and familiarity to everyone who walks through our door.”
Elliott’s menu is as curated as Rachel’s bookshelves, with every sandwich carrying a story. “I wasn’t a fan of truffle, but I was inspired by Max’s Sandwiches, one of my favorite culinary books, to try it, and I loved it,” Elliott shares. “The Mortadella Truffle Sandwich is now one of our most unique offerings and features mortadella, truffle cream, and artichokes on sesame bread,” he describes.
The Vegetarian Sandwich is a personal nod to the couple’s honeymoon in Hawaii in May of 2014. “I wrote myself a note that it was the best sandwich I ever had and jotted down the ingredients from a little restaurant on the side of the road in Kauai,” Rachel says. “Now it’s on our menu, and is another piece of our story shared with the community.”
Every ingredient is carefully sourced and thoughtfully selected with the Rochester community in mind, from CRUST bread and pies in Fenton to cheeses from The Cheese Lady in Rochester. Even the honey used in their freshly made, in-house sauces, each crafted from Elliott’s handmade recipes and prepared every few days in the shop, comes from local supplier Bizzy Buzz. “Anyway I can use local resources, I will,” Elliott emphasizes. “It’s important to support other businesses in our community.”
Rachel’s approach to curating books mirrors her passion for creating connections. “When buying books, I think about the people in Rochester and the conversations I’ve had with customers,” she says. Novel’s shelves feature a mix of popular titles and hidden gems, along with personalized recommendations for every mood or interest.
As a mom of three, Rachel finds connecting with children about books is particularly meaningful. “There’s something magical about helping kids find their next favorite book,” she says. “I want to be the bookseller who gets down on their level, talks to them, and shows them there’s a book for everything.” When you stop into Novel, look for 3 vibrant children skipping around the store, they are just as loving and generous as their parents and may have a tip or two for you on an inspiring read or their favorite sauce their dad makes.
Novel is already making a mark on Rochester, hosting book clubs, story times, game nights, and more. For Elliott and Rachel, their goal is simple: to create a space where people feel welcome, connected, and part of something special. “We just love people,” Elliott says. “We love hearing their stories and being part of the Rochester community.”
At Novel, every book, sandwich, and conversation is part of a larger story, a story of family, community, and the magic of creating something meaningful together. Visit Novel at 307 South Main Street in Rochester and experience the warmth for yourself.