831 Tales co-founders Claire Mazur and Erica Cerulo constructed their romance leisure firm across the query: “what does it seem like to be a contemporary fan?”
The e-book writer and romance way of life model launched its first title, Massive Fan, in September 2024, and has plans to launch six extra inside its first 12 months in enterprise. To date, 5 titles are out. The corporate releases books in partnership with Artists Fairness with distribution by Simon & Schuster, and is represented by UTA.
To serve the trendy romance novel fan, 831 seeks to present readers the expertise of storytelling past the web page—impressed by the way in which Bravo caters to actuality TV followers, Marvel to comedian e-book lovers, and A24 to cinephiles.
“Our hope is that this does lots of work of introducing individuals to the world of 831,” Mazur informed ADWEEK.
Mazur and Cerulo beforehand based the e-commerce model Of a Form, which they bought to Mattress, Bathtub & Past in 2015. In addition they co-host a podcast and write a e-newsletter, A Factor Or Two, about their entrepreneurial journey.
Earlier than it had commissioned any books, 831 led with the concept of romance studying as a way of life by releasing a line of hats with common romance tropes spelled out in cursive, together with “movie star / regular individual,” “faux relationship,” and “second-chance romance.” Celebrities from Chloe Kim to Kristen Bell have been photographed in 831’s signature hats.
The hats served to extend model consciousness and to sign to romance readers that the model is right here to serve them. However their reputation additionally signifies what sort of novels its viewers is most eager about.
For instance, the “enemies to lovers” hat was constantly a pacesetter in gross sales, however 831 didn’t have a e-book that adopted this style trope in its line up but. Its first one, Sq. Waves, got here out final month in response, stated Cerulo.
