Nos Books is an independent bookstore in Des Moines, Iowa that strives to share underrepresented voices and build community. Owned by Luis Lujan, the store is built on a love of literature. What began during the pandemic as a pop-up bookstore traveling to festivals, street fairs, and local businesses soon evolved into something more. Along the way, Luis built relationships with fellow bookstore owners, small businesses, and the community.
In the spring of 2024, a former customer of Nos Books recommended the bookstore to a close friend who was looking for a tenant for their building. After visiting the building, Luis fell in love with the space and knew it would be a good fit for Nos Books. Less than a year later, on March 8, 2025, the Nos Books storefront officially opened.
While opening the storefront, Luis had to place a lot of trust in the process and the long-term timeline. He took a leap of faith and believed that the Des Moines reading community would support Nos Books and his love of literature.
One of Luis’ biggest triumphs is when customers come in and realize the store’s mission on their own – that Nos Books is “dedicated to helping people connect with a diverse collection of stories that help us see one another and ourselves.”
When reflecting on what makes Nos Books successful, Luis emphasized how every independent bookstore has its own distinct personality, which shapes the atmosphere of the space. At Nos Books, its carefully chosen selection and thoughtful recommendations create a welcoming environment that keeps customers wanting to come back.
Luis’ advice to aspiring entrepreneurs is to take a leap of faith and push through fear and self-doubt. He encourages them to seek out the resources they need and be intentional about finding the right place and time to launch their business. Finally, he emphasizes the importance of patience and believing in yourself.
Reflecting on his experience with the Mid Iowa SBDC, Luis expressed deep gratitude for the support he received from Regional Director Jenica Johnson. Through personalized business counseling, Jenica helped him identify blind spots, create financial projections, and develop a realistic, actionable business plan. What stood out most to Luis was how Jenica consistently acknowledged when he was on the right track. In the often-challenging journey of business ownership, those affirmations played a key role in building his confidence and overcoming self-doubt.