The Story of Brace Books & More: A Local Ponca City Mainstay
Story by Chelsea McConnell / Staff Writer
The following article appeared in the January 2024 issue of Ponca City Monthly magazine, which includes hyperlocal stories about Ponca City. This article is available this month as a free preview. Video stories and exclusive articles are available to our paid members. We offer free and paid subscription plans. Find rack locations to pick up your free print copy here, or subscribe here to get online access plus exclusive content.
There’s just something about a bookstore: the smell of the books, usually mixed with the rich aroma of coffee, the friendly staff who are equally excited about books and reading as their most avid customers are and the way it always manages to feel like home away from home. A good bookstore is a gift to the community it manages to prevail in, particularly in the days of Amazon and instant gratification. Here in Ponca City, Brace Books is all of those things, “& More.”
Brace Books & More was opened by Jean and Jerry Brace in 1983 in the Ponca Plaza. They moved to their current location in 1987, expanding into the space next door just a few years later. At the time of opening, Jean was ready for a new project and thought opening a bookstore was a good idea. Jerry had been laid off from Conoco and was looking for a new venture as well. The couple decided to give it a try. Jerry remembers thinking, “We’ll see how long we can last. I’ll just go look for a job if it doesn’t work out.” Little did they know how well it would work out.
Jean and Jerry ran the store together for over 30 years before she passed away in 2015. Jerry knew that the trajectory of the business was going to change. “After Jeannie died, it was clear to me that we needed two people to be running the store. It’s a complicated store with a lot of stuff to keep up with and it’s easier with two people. And Jeannie and I kind of divided it up.”
Over the years, Jean and Jerry had built a relationship with Jerry Bakewell and Associates through the accounting work the Bakewell’s did for the store. Jerry Bakewell did the books for many years before retiring, then his daughter Kayla Smith took over. Kayla and her daughter Tara Anson were longtime customers and loved the store. Tara grew up visiting the store often and has may core memories tied to Brace Books. She lived nearby and would walk over after school and on weekends. When it came time to have the first Ree Drummond signing after Jean’s passing, Jerry knew he needed help running the event. He reached out to Kayla and Tara to see if they would be willing to help. They both were, and this was the beginning of a new era.
Tara says this of the transition, “I officially bought the store Jan. 1, 2018. We worked the Ree Drummond signing in 2015, then I started as a regular employee in 2016. My mom and I were pretty certain we wanted to go ahead and take it over. At that point it had been almost 35 years and we just didn’t know that Ponca would survive without Brace Books. In 2017 we started the transition. Then in 2018, Jerry decided I was ready to take the reins.”
Even with Tara taking the reins, Jerry can still be found at the store most days. He continues to guide Tara and work alongside her, but no longer has to carry the weight of the less attractive tasks. He says the free coffee is just a bonus. Tara adds, “It’s been very helpful for me to have Jerry still here. And, you know, we wish Jean was still here too, but Jerry’s been pretty good at passing the torch and trying to put me on the right path.”
Jerry is quick to name the many people who helped them along the way, but also stresses that the store wouldn’t be what it is today without Jean.
As he describes her impact on the store he says, “That’s just the kind of person she was.” Warm. Inviting. Smart. Kind. “She knew a lot of people, and she volunteered in the community a lot.” Tara adds, “Way before I came along, Jean was in the community. And not just promoting the store but being a person who cared about the community and wanted the best for the community. And I think that’s what people see in the store, that we are here for them.”
When asked about their favorite parts of the business, Jerry and Tara have different things they enjoy. Jerry enjoys the mechanics of the store and interacting with customers. One example of this is choosing which books to get from a publishing company. A company like Simon and Schuster might send them a list with 1,100 books. The list has the book’s title, author and maybe a few notes from the sales rep. Jerry and Tara use this limited amount of information to decide if they want the book and how many copies to buy. They use their best judgement based on what they know about their customers and what has sold historically to make decisions.
On the other side of things, Tara enjoys the holidays and helping customers find the perfect gift for a loved one. The “& More” of Brace Books & More covers a whole range of items. Jerry explains that they began stocking small gifts and stuffed animals pretty early on. This then grew to carrying a wider range of toys. Over the years they have expanded the gift items and now carry a wide range of things including games, toys, jewelry, clothing, candles, journals, calendars and seasonal décor. They also boast a generous selection of kitchen items and cookbooks.
10 Things to know about Brace Books:
Fun promotional events happen all year, including toy sales, Bible sales at Easter, Ladies’ Nights, Crazy Days and Educator’s Week, just to name a few.
Brace Books will purchase gently used books from customers that they then re-shelve and resell. This allows even those on a budget to get good-quality books.
With a “Booker’s Dozen” card, every new book you buy is recorded. Once you’ve purchased 12 new books, the total spent is averaged and you get that amount in store credit!
If you sign up for Brace Books’ email list, they’ll email you a 20% off coupon each month that can be used on ANY item in the store.
Ree Drummond visits Brace Books for every one of her cookbook signings and has from the very beginning!
Brace Books can order almost any book you’d like and most will arrive within 2-3 days!
Brace Books always gives a discount to churches, schools, libraries and educators!
They upgraded their coffee operations and began selling fancy coffees after Twister was filmed in Ponca City and cappuccinos were all the rage with crew and cast members.
Bestselling hardback books are always 20% off.
If you need a good hand lotion (and you know you do or you live with someone who does) buy Duke Cannon’s Bloody Knuckles. Just do it. It’s the best. Trust me. Tell them I sent you. Just kidding, they won’t care. But seriously, go buy it now!
Brace Books is such a wonderful addition to our business community here in Ponca City. Whether you’re an avid reader and book lover, or you just need a quick stop to grab a gift, Brace Books is worth the visit to spend a few minutes, “& More”.
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