The Children’s Hour Bookstore

Address: 898 900 East

Telephone: 801-359-4150

Website: childrenshourbookstore.com

District: 9th and 9th

 

“It was my mom that inspired me to go ahead with this idea. I will be forever grateful.” When you walk into The Children’s Hour, you step into a world carefully curated by the heart and soul of Diane Etherington, a woman whose warmth and passion for children’s books has touched the lives of countless individuals for over four decades. My first encounter with Diane was nothing short of enchanting. I arrived to find her engaged in a delightful conversation with a gentleman, who, upon seeing me, graciously remarked, “I could stay all day speaking to this lovely lady. I will go and let her chat with you.” Moments later, as Diane and I began our conversation, a woman passed by holding a dress and joyfully exclaimed, “You were right, Diane, it fits perfectly. I love it. Thank you.” This was my introduction to a woman who has become a beloved icon in her neighborhood — and having owned a children’s bookstore, myself, I find it only fitting that this should be my first blog post.

Diane’s journey began in Michigan, but her story truly unfolded when she moved to New Jersey as a teenager. It was there that her passion for books took root, a passion that would follow her throughout her life. “I was almost never without a book,” she recalls. After high school, Diane attended Utah State where a blind date led to a lifelong partnership with her husband. When he completed his master's program, they moved to San Francisco for several years. After their first daughter was born, they found their way back to Utah - to Salt Lake City - where Diane’s enthusiasm for children’s books blossomed into a thriving business.

Diane’s path to becoming a small business owner was as serendipitous as it was determined. Her interest in children’s literature was well-known within her circle; she was the go-to person for book recommendations and story readings in her church. When she learned of a woman hosting “book parties” instead of Tupperware parties, Diane knew she had found her calling. A chance encounter on the street led her to a book wholesaler, and soon she was selling books out of her home. “This concept grew quickly and before I knew it, I had outgrown my space and realized that I needed a separate place to sell the books,” and, thus, The Children’s Hour was born.

Initially, the store was only open for two hours each morning as Diane wanted to be home with her five children. “I hired friends to work with me, but we became so big so fast that I realized I needed more items to sell, so I went to the gift show in New York and decided to extend the merchandise to more than books alone.” This concept also took off quickly, and the shop had to move to a larger space yet again, but it was the fourth spot that was the charm. The Children’s Hours landed where it is now in the early 2000s.

Diane’s connection to her customers is at the heart of her success. She fondly recalls how the 9th and 9th neighborhood rallied around her during the COVID-19 pandemic. “We never suffered for one day,” she says, her gratitude palpable. “We pivoted quickly, packing up books for curbside pickup and shipping them all over the country. I never realized how many were devoted to us.” This sense of belonging, which Diane delights in, has been a constant source of strength for her and her business.

The Children’s Hour is more than just a store; it is a place where visitors feel at home, where they trust that Diane personally selected every book on the shelves. “Shoppers spend hours browsing,” she says, and it is easy to see why. The shop reflects Diane’s own passion for literature and life, with every detail thoughtfully considered—from the playlist of music related to children’s books, curated by her youngest daughter, to the ever-changing yet classic selection of merchandise.

For Diane, the best part of owning The Children’s Hour has been the relationships she has formed over the years. “I cherish when customers come by during the holiday season,” she says, “It is like old home week.” Customers who have been shopping here for forty years now bring their grandchildren, continuing the tradition that Diane started so many years ago.

As for the future, Diane is quick to reassure her loyal patrons that The Children’s Hour is here to stay. “Regulars are constantly saying to me, ‘You’re not going to quit, retire, or sell the shop, are you?’ I want to reassure everyone and beyond that this will never happen.” With her daughters ready to take over when the time comes, Diane’s legacy is secure, as is the enduring magic of a good book.