Golden Braid Books
“We’re embracing our roots and providing something different, something special.” Jennifer Rugg, the manager of Golden Braid Books, emphasized how she and the current owner, Pamela Brown, are fully committed to restoring the store’s original intent: a spiritual haven filled with unique products.
Golden Braid Books is more than just a bookstore; it is a sanctuary for the soul, where consciousness, community, and personal growth intersect. Since its founding in 1979 by Jackie Pratt, the store has offered a diverse range of literature on various philosophies and belief systems. Jackie’s vision, shaped by her own spiritual journey, was to create a space where different paths of wisdom and understanding could be represented—a rarity in Salt Lake City at the time.
Jackie, an accountant by profession, decided to pursue a path more meaningful to her. Influenced by Buddhism and the teachings of the Dalai Lama, she opened the original Golden Braid Books on 3rd South. Initially a slow start, the store eventually flourished, leading Jackie and her husband, Steven Paul, to relocate to its current home in 1995.
The land where Golden Braid now stands has a rich history. It once housed a refuge for women and children escaping polygamy in the late 1800s. Later, it became the site of the Ambassador Club, known for its notorious debauchery in the early 1900s, before being demolished to make way for the bookstore and Oasis Café. The new building was constructed with sustainability in mind, using reclaimed materials, such as railroad ties from the Great Salt Lake, long before eco-consciousness became mainstream. The store has preserved the history of the site; for example, the children’s section now occupies the same space where children once played in the original refuge.
Originally conceived as a small coffee shop within the bookstore, Oasis Café has since blossomed into a thriving establishment. Now owned by Jared Young and Pamela Brown, the café continues to flourish alongside Golden Braid. Jared, a chef by trade, began his journey at the café, while Pamela took on the role of buyer for the bookstore. Efrin Benitez, the head chef since the early 2000s, has played a key role in transforming the café into a destination restaurant. As Jennifer noted, “Efren and Jared kind of made the restaurant what it is today.”
Over the years, Pamela has carefully curated the store’s offerings, turning the shopping experience into an art form. She regularly meets with local artists and authors to ensure the store’s inventory reflects a commitment to quality. Their journey to ownership was gradual; both worked at the store and café for several years before purchasing the business.
Golden Braid Books offers a diverse selection of titles, ranging from Buddhism and Hinduism to indigenous wisdom and social consciousness. In addition to books, the store features locally sourced jewelry, eco-friendly candles, and products that are both sustainable and meaningful. Their commitment to fair trade, supporting women-owned and minority-owned businesses, and sourcing locally reflects the store’s broader philosophy of conscious living. As Jennifer puts it, “We try to support every walk of life, ensuring that what we offer is unique and carries a positive impact.”
Under Jennifer Rugg’s management, the store continues to thrive. Her journey began in 1991 when she moved from New Jersey to Park City, Utah. Initially struggling to adjust, Jennifer found solace in a local spiritual bookstore called The Expanding Heart, where she eventually started working and discovered her passion for metaphysical retail. After managing The Expanding Heart for several years, she briefly left Utah to attend a Buddhist university in Los Angeles. Upon returning to Park City, Jennifer continued working in retail while also running a small writing business. However, her desire to return to the bookstore environment led her to Golden Braid Books in 2021, where she connected with Pamela Brown and took on the role of manager. Jennifer’s deep love for spiritual spaces has made her an integral part of the Golden Braid family. She has been instrumental in adding a variety of programs to the shop, including writing workshops, yoga sessions, and psychic fairs, all designed to foster a sense of community.
As Golden Braid Books and Oasis Café continue to grow, they remain a testament to the power of community, consciousness, and compassion—values that have been braided together since the very beginning.
