By Carolina de la Cajiga
Who opens a bookstore when so many are closing? And not just one, but two! In a country where, sadly, so few read? Horacio Maldonado Moreno is the daring one.
Moreno claims that madness is not what drives him, but his love of books. Come to think of it, love and madness have gone hand in hand for time immemorial. “Don Quixote,” “Anna Karennina,” and “The Arabian Nights” are incontrovertible examples. Moreno is eager to share his love of reading and learning with anyone.
Thanks to books, Moreno has traveled all over the country. Thanks to books, he visited San Miguel de Allende 15 years ago, fell in love, and stayed like so many others. Thanks to books, he has supported himself and his family. “I owe so much to books,” he says with a smile.
Perhaps you have passed in front of Vórtice, his bookstore on Insurgentes, almost at Hidalgo and said to yourself: “What a wonderful surprise, a bookstore in San Miguel!” The narrow store, with an even narrower entrance, overflows with books methodically sorted by language and subject. “How can so much fit in so little space?” asks Moreno rhetorically. Then he answers to himself, Todo cabe en un jarrito sabiéndolo acomodar (Everything fits in a little jar if you know how to accommodate it—a traditional Mexican aphorism.) And he is absolutely right.
Thanks to books, Moreno has learned different trades. He proudly recounts he designed his logo after carefully choosing the name, Vórtice Librería. He designed and built the shelves. Before offering any book for sale, he skims through to suggest it to customers. As he sells books in Spanish, English, German, French, Italian, and Japanese he makes brief translations to arouse readers’ interest. He is also in charge of publicity; he designs the ads to promote new books on his social networks. And that’s not all—he also dusts books, sweeps, and mops. It seems he never stops!
Some people come to the bookstore looking for something about the Egyptians, clocks, a novel they can’t remember the title of, or whatever. That’s when Moreno has to search his mind until he finds the book or books that address the requested topics. “The bookstore keeps my mind as sharp and fresh as that of a ten-year-old!” says Moreno half-jokingly.
“Since books have to be paid for in advance, deciding what to buy is a complex endeavor since publishers don’t accept returns and my space is so small,” he comments. He has to keep up with the latest trends and know his customers’ preferences. He’s also a kind of fortune-teller predicting which books will sell como pan caliente (like hot buns). The survival of his business depends on it.
As if that were not enough, a year ago he and his wife Claudia opened Vórtice Niños, a bookstore dedicated exclusively to children’s literature. There you can find illustrated books, fairy tales, adventures and activities, didactic books, and much more. “There is nothing better than seeing children enraptured by a book. It fills me with immense happiness to introduce them to the magical world of reading,” Moreno says with great satisfaction.
Every morning, when he arrives at Vórtice, he changes some of the books at the entrance. “It’s important to vary the presentation to attract customers,” he explains. He then goes through his to-do list which usually involves finding the books that have been requested. “Thanks to contacts I have made over the years, I have access to antique books, out-of-catalog editions, and numbered or signed books. This is essential for certain clients who ask for specific books. This is stimulating and keeps me on my toes.”
Moreno also does cambalaches (barters). Some customers bring in books they’ve already read and get credit for a new one. It’s a win-win, he says with delight. “It’s my big differentiator. My best advertising is word of mouth. Customers come back and recommend me,” he says with twinkling eyes.
“Unfortunately, there are people who throw books in the trash. I ask them to donate them to me so I can put them back into circulation,” he says. If the books are damaged, he glues them, cleans them, and re-binds them to make other readers fall in love with them. “I sell some of these books at very low prices or give them away on special dates, such as Book Day, April 23. I also donate some to schools for their libraries. The important thing is to give them a new life.”
Moreno studied foreign trade but did not pursue that career. “At the age of 20, I started working in my brother Carlos’ bookstore, in Guanajuato’s capital. I learned a lot from him. With his help I became independent, although for many years we continued working together at book fairs. I opened my first bookstore in Mexico City. Later, in San Miguel, I organized several book fairs in the Plaza Cívica. Seven years ago, I opened Vórtice, where I have put into practice everything I have learned.”
His sons, Mateo and César, are the center of his life. After having lunch together, he makes sure they do their homework. Then he takes them to their afternoon classes. “When possible, we take little getaways. That’s the advantage of having your own business. With the long hours at the bookstore, it’s essential to stick together,” Moreno says proudly.
As soon as he has free time, he would like to learn music, painting, and art history. “For now, I spend nine to ten hours a day, almost 365 days a year, spreading the joy of reading. It’s a privilege I wouldn’t trade for anything. I love what I do.”
Vórtice Librería’s hours are Monday through Saturday from 10am to 7pm, and Sundays from noon to 4pm. It is located at Insurgentes 90, Centro, 415 121 4274. You can find Vórtice Niños, just around the corner at Hidalgo 37-3, Centro, 415 111 7490, (same hours). The social networks are: Vórtice Librería and Vórtice Niños on Facebook. Vórtice Librería on Instagram, and @vorticelibreria, on Twitter.
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