Turning the Page: How a Beloved Bookseller is Rebuilding After the Fires
Tucked away in Pasadena, Book Alley has been a haven for readers, collectors, and dreamers for over 30 years. For Tom Rogers, its owner of two decades, the store is more than a business it’s a labor of love. But this January, Tom’s world was forever changed when wildfires tore through his Altadena neighborhood, leaving his home of nearly three decades in ashes.
Tom’s connection to Book Alley began long before he owned it. "I used to shop at the store when it was in a smaller location down the street," he shared, his voice filled with nostalgia. A lifelong book lover, Tom had spent years in the book business, including a stint at Borders.
When Borders began to struggle, Tom made a pivotal decision. "I didn’t want to leave the book world, so I bought Book Alley. I wanted to keep doing what I loved."
Over the years, he poured his heart into the store, transforming it into a treasure trove of used books, rare finds, and vinyl records. "Books are important, and bookstores are important," Tom said simply. For him, Book Alley is more than a store it’s a space where stories, connections, and memories come to life.
Tom’s home in Altadena was a place filled with memories. He and his wife bought the house in 1998 and raised their two sons there. But on a quiet evening in January, everything changed.
"My son happened to look out the window and saw flames," Tom recounted. "We didn’t get an alert or anything. Within 20 minutes, everyone on the street was gone."
There was no time to think, no time to save the irreplaceable. "I grabbed my briefcase and a camera bag. We packed a few things in a suitcase, and that was it."
The fire claimed nearly everything, including Tom’s darkroom, where he developed and printed his own photographs. "All the prints I made are gone now," he said quietly. Yet, amidst the loss, there were small mercies. "Luckily, my negatives were stored in the basement of the store."
In the weeks that followed, the reality of what happened began to sink in. "I think the hardest part is knowing the house is gone but not being able to see it," Tom said. "They’ve had the area cordoned off, so we can’t even get back up there."
Despite the heartbreak, Tom focuses on the things that matter most: his family, his staff, and his community. "We’re lucky in some ways," he admitted. "We have insurance, so we’re not sheltering in a convention center like so many others. And I have the store to keep me busy—it helps take my mind off things."
Amid the ashes of loss, there have been moments of light. Tom’s staff started a GoFundMe to support him and his family, and customers have come into the store in droves, sharing their own stories of loss and offering words of encouragement.
One moment, in particular, has stayed with him. "A young guy came into the store for the first time a couple of months ago," Tom began, his voice softening. "He was probably about 20, and he asked if we had any Bob Dylan records."
As a lifelong Dylan fan, Tom struck up a conversation with him. "I told him I saw Dylan perform live 50 years ago and shared a bit about what his music has meant to me."
Last week, the young man returned. "He came in and said, ‘I heard your house burned down.’ I told him, ‘Yes, it did.’ And then he handed me a Bob Dylan record. He said, ‘I want you to have this.’"
Tom paused, emotion in his voice. "That’ll be the first record I play when I get my audio system back together. People can be so wonderful."
For Tom, Altadena was more than a place to live it was a community like no other. "It’s a funky place with all kinds of people living side by side," he explained. "No subdivisions, no big corporate presence. Just artists, musicians, and families."
He worries about what might happen next. "I hope most of us can rebuild and that Altadena doesn’t get lost to developers. It was a special place unique and full of character."
Through it all, Tom remains steadfast in his mission. "I make waves by keeping this bookstore alive," he said. "It hasn’t been easy. I work seven days a week, often without taking any pay, but I believe in what I do. I believe in the power of books and bookstores."
In a time of unimaginable loss, Tom’s story is a testament to resilience, kindness, and the strength of community. It’s a reminder that even in the darkest moments, there’s light to be found in the pages of a book, in the kindness of a stranger, and in the unwavering determination to carry on.
For Tom, the story isn’t over. It’s just beginning, and with the support of his community, he’ll continue turning the pages, one day at a time.
Ways You Can Help
Contribute to Tom’s GoFundMe
The quickest way to support Tom and his family during this challenging time is by contributing to the GoFundMe campaign set up by his staff. Every donation, no matter the size, helps Tom rebuild his life and continue his mission of keeping Book Alley alive.Visit Book Alley
Show your support by visiting Book Alley in Pasadena. Browsing its aisles, picking up a rare find, or adding a vinyl record to your collection directly supports Tom’s efforts and ensures that this beloved community treasure continues to thrive. Plus, your purchase goes a long way in keeping the spirit of independent bookstores alive.Spread the Word
Share Tom’s story with your friends, family, and social media networks. Use your voice to amplify his message, whether it’s by highlighting his resilience or encouraging others to visit the store. Every share not only boosts awareness but strengthens the community around him.Gift a Book or Record
If you can’t visit Book Alley in person, consider purchasing a gift card or gifting a book or record from the store to someone you love. Supporting local businesses like Tom’s during times of need helps ensure they stay open for future generations.Donate Books or Vinyl Records
If you have books or records you’re ready to part with, consider donating them to Book Alley. Adding to the store’s collection is another way to lend a hand while contributing to its vibrant inventory.Offer Words of Encouragement
A simple act of kindness, like sending a note or leaving a message of support, can go a long way. Knowing that the community stands with him will uplift Tom during this time of recovery.Advocate for Altadena’s Rebuilding Efforts
Support local initiatives aimed at helping Altadena residents rebuild and preserve the unique character of the area. Whether it’s through donations or volunteering, these efforts will help Tom and his neighbors reclaim the community they hold dear.
Together, we can help Tom turn the page on this chapter and move toward brighter days ahead. 👋
This post has been created by The Making Waves Project to spotlight stories of resilience in the aftermath of the wildfires. Together, we honor the strength of those impacted and amplify voices that inspire recovery and hope.
If you or someone you know has a story to tell, we’d love to hear from you. And if you’re a brand interested in partnering with us to make a greater impact, please email us at hello@makingwavesproject.com
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Photography by Robiee Ziegler
Produced by Katie Caro
