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Business & Tech

Old Books Get New Home in Dormont

After 14 years in the South Side, Frank Oreto is bringing his used book riches to West Liberty Avenue.

In April, Eljay's Used Books began a new chapter in Dormont, a neighborhood that owner Frank Oreto has called home for seven years.

Oreto owned the building that housed the original store, so rising rents were not a concern. But moving the store to Dormont offered two obvious benefits: It would be close to home, and it would allow him to rent the South Side property to another tenant.

"I moved to Dormont when I had a kid," said Oreto. "Moving the store here puts me within walking distance of home, which is nice. But truth is that someone else can pay me a lot more for the space than I can pay myself."

Loyal customers visiting the new location at 3233 West Liberty Avenue are sure to notice the differences. Compared to the size and lighting of the original, the new space is almost jarring in the size and amount of natural light streaming through the large windows.

"I have a pathological good mood," said Oreto. "So when somebody told me that that the sunlight would improve my mood, I thought, 'Oh great, I'm going to have to go on downers just to stay even.'"

Not everything has changed. The artwork, furniture, shelves, and sign all made the trip to Dormont. The layout of the store is basically the same, plus the additional room. The extra space will allow more books to be displayed, an ever-growing stock that Oreto insists is in no danger of drying up.

"People asked me if I was worried that I would get less people selling in this location, but I could open an Eljay's on a mountain of broken glass and people would still show up to sell books," said Oreto.

The reception has been favorable. While general foot traffic is less in comparison with East Carson Street, the store is attracting a more focused customer base.

"In the South Side, you get a lot of people in and out because they're checking out all the stores," said Oreto. "When people come in here, they're in for a reason."

From 6 p.m. to 8 p.m. today, Oreto is hosting a grand re-opening party, featuring musical performances by Phat Man Dee and Tommy Amoeba, belly dancing by Christine Andrews of Zafira Dance Company, and the unique talents of Andrew the Impaled, whose specialities include walking on glass, driving nails into his head, and fire-breathing.

Event-hosting is another benefit of the new location, as the extra space will afford the store more opportunities as a hosting place for author signings, readings, and writers' groups.

"I'll miss my friends from East Carson. I'll miss a lot of people I worked around," said Oreto. "I'll miss the homeless people who would come in and sleep in my store. But there are crazies and drunks everywhere. There's so much here to be excited about."

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