Dial Lane Books: The brilliant indie bookshop sticking 'two fingers up to Amazon'

Andrew Marsh was just eight years old when he decided he wanted to run a bookshop. Unlike other lads who dreamt of becoming footballers or firefighters, young Andrew's imagination was captured by the world of books and the people who sold them.

Decades later, that childhood dream materialised as Dial Lane Books, Ipswich's only independent bookshop, which has defied convention and weathered extraordinary challenges since opening its doors.

A dream realised during adversity

On 3 March 2020, Andrew's lifelong ambition became reality when Dial Lane Books officially opened. "You've got to stop saying one day in the future, one day in the future, because eventually the future will run out," Andrew reflects on his decision to finally take the plunge.

His excitement was short-lived, however, as just 20 days later, the UK plunged into its first government-mandated lockdown.

He never thought it would be easy. He anticipated that running a new business would be a challenge, but, he couldn’t have expected the series of unprecedented events that unfolded in his first few years as a small business owner.

About a quarter of all new businesses fail in their first year, making it remarkable that five years on, Dial Lane Books continues to thrive despite launching during one of the most tumultuous periods in modern history.

Breaking the bookseller stereotype

Forget fusty rooms with toppling book stacks and cardigan-clad shopkeepers sneering at your literary choices. Andrew shatters these conventions with his gregarious personality and judgement-free approach to bookselling.

Though you may still encounter the odd, perilously leaning tower of books when he is unpacking an order, his shop celebrates reading without pretension or snobbery. Thoughtful recommendations are available to those who want them and every purchase is met with a smile and service that chain stores struggle to replicate.

The road to bookselling

Andrew's path to becoming a business owner wasn't straightforward. After leaving school without clear direction, he followed a friend into hotel and catering studies.

Working long but rewarding hours in London's bars, hotels and restaurants, the hospitality industry taught him resilience and exceptional customer service that he's carried with him throughout his career.

Later, an accidental application for a security firm led to an eight-year career culminating as Operations Manager, often working gruelling 80-hour weeks.

"Insanely full on" is how Andrew describes that period, including eight consecutive Christmases on duty. Perhaps this explains his extraordinary work ethic today, rising at 4am most mornings to throw himself into the bookshop seems almost relaxing by comparison.

In 2015, while working at Sainsbury's in London, Andrew met Tony, his future husband. Already feeling "Londoned out," Andrew didn't need much convincing to relocate to Tony's hometown of Ipswich.

"The rest is history," he says simply. He's never looked back.

Creating a safe space

What has surprised Andrew most isn't the day-to-day reality of running his dream bookshop, but rather what Dial Lane has come to mean for the wider community.

Many customers describe the shop as a "safe space," a notion that initially worried Andrew, who felt the pressure of such responsibility. Over time, however, he's embraced this unexpected role.

"It's a truly lovely thing," he says of customers feeling welcome to "come in and chill and talk" without obligation to purchase.

Fan art and friendship

The community's affection for Dial Lane is perhaps best illustrated by the abundance of fan art adorning the shop's walls. Countless people have devoted hours to drawing, painting and sketching their favourite local haunt, then gifting these works to Andrew.

The line between customer and friend is remarkably "thin" at Dial Lane. Despite attending only four weddings in his lifetime, two were for customers. He's even attended a customer's ordination ceremony – testament to the genuine connections he forms.

Community champion

Beyond running regular book groups for adults and children, Andrew dedicates himself to community work – supporting local schools, donating prizes to community groups, and fundraising for local charities.

When this interview took place, we had to pause for Andrew to take a donation from a customer. They had seen one of his Instagram posts about someone who had bought books from the shop, then promptly lost them in town. This is just one of many similar stories, and a prime example of the compassionate community that has formed around this special bookshop.

Passion without pretension

Charismatic, opinionated, and gloriously honest, Andrew is never one to shy away from telling the truth. It's one of the attributes that makes him so endearing. When asked about his reading habits, he explained his love for Japanese fiction – where nothing really happens – and children's books.

He passionately challenges the "unnecessary amount of snobbery" around certain genres or types of literature. Instead believing it is more important that people are reading something they love, regardless of format or perceived value.

A prolific reader since childhood, he admits to going through peaks and troughs with his consumption. On a good week he can get through eight or nine books. He adores the sheer escapism of kids' books, in contrast to the "death and misery" of much adult fiction. He also reads them in order to make informed recommendations to customers, because that is just the kind of dedicated bookseller he is.

Fiercely independent

A quirky interior, attention to detail, ever-changing stock, and eclectic curation defines Dial Lane Books. Add Andrew's vibrant personality, broad musical selections enhancing the atmosphere, and unparalleled customer service, and you have qualities that only truly independent shops can embody.

Chain bookstores, by contrast, often feel "soulless" with displays dictated by distant corporate offices.

The bottom line

By choosing Dial Lane Books, you're not just buying a book – you're investing in a childhood dream come true and becoming part of Ipswich's high street regeneration. We need businesses like this to create the vibrant town centre our community deserves.

So next time you're in town, pop in, say hello to Andrew, and enjoy the satisfaction of sticking "two fingers up to Amazon" while discovering your next great read – and contributing to our town's revival story.