Jenny Tuton is the Founder of Bookworms.
Recognising the need for accessible literature in schools, Tuton and her team of Bookworms sell new books at affordable prices through school book fairs. Every book, priced at £2.50, aims to make quality reading material available to all children. Bookworms also collaborates with schools to ensure that every child has access to books, even if they can’t afford the £2.50.
Tell us a little bit about your business…
Bookworms was born out of my frustration with the high cost of satisfying my son’s voracious reading habit. His love for books ignited my passion to make literature more accessible to children everywhere. Originally, this started with Baby Book Swop – a platform where parents could exchange books without the burden of hefty shipping fees. But the vision didn’t stop there. Recognising the need for accessible literature in schools, I expanded into selling new books at affordable prices through schoolbook fairs under the Bookworms banner. Every book, priced at £2.50, aimed to make quality reading material available to all children. The company also collaborates with schools to ensure that every child has access to books, even if they can’t afford the £2.50.
How did you get into the industry?
Entrepreneurship is in my DNA, passed down from my parents who were also entrepreneurs. I started my journey by selling sweets at school and managing an Avon business in my teenage years, gaining valuable insights into what it takes to thrive in commerce. With Bookworms, my goal was clear: to create a business that provides parents with an affordable way to foster their children’s love of reading.
What are the biggest opportunities and challenges in your industry?
My industry has an opportunity to provide a level of financial accessibility to reading that isn’t currently there in the way it needs to be. In the past, libraries were fantastic, and we would always support them where we could, but they’re becoming increasingly scarce, and buying new books can really drain people’s budgets. There’s an opportunity for better ways to be found!
How would you describe your leadership style?
I try to lead by example – I don’t ask anyone to do anything that I’m not prepared to do for myself (except dealing with spiders in the warehouse!) I try to be as compassionate and flexible as possible. We make a list of jobs that need to be done each day and then work together to ensure everything gets done. I regularly check in with staff and ask the questions “How are you getting on?” and “What can I do to help?” ensuring that they aren’t overloaded and feel able to ask for help or offload some of their tasks when it’s needed.
How do you get the most out of the people who work for you?
Many of my representatives are parents themselves, seeking flexible work opportunities that complement their family responsibilities. We’re all about flexibility – each representative does what they need when they need.
What are the most crucial elements to your business running smoothly and being successful?
As a busy mother juggling multiple responsibilities and frequent travel for book events across the UK, flexibility is key.
Since 2019, Air Landline has been integral to the operation of Bookworms, offering the flexibility I need to manage my business on the go.
How has the past 12 months been for you?
We’ve seen a lot of growth over the last 12 months with a big commitment to Baby and Toddler Shows throughout England and Scotland and lots more schools joining us for online sales too.
What will the next 12 months look like for your business?
We hope to continue our organic growth as more schools recommend us to other schools, and more parents search for an additional income to fit around their families needs.
What are the highlights of your career so far?
With the support of over 100 schools and a network of 150 Bookworms representatives nationwide, my business has flourished, and it has been so rewarding to see. But with Bookworms, it’s not just about profits—it’s about instilling a lifelong love for reading in the hearts of children and making literature a gateway to endless possibilities.
What’s the biggest business mistake that you’ve learnt from?
After being let down by a previous supplier, who became a competitor, I spent a lot of time worrying about what they were doing and it became very draining. Eventually (but far too late) I realised I just needed to move on and just do what we do best and focus on our business and our customers and not worry about what else is happening with other retailers.
What’s the best piece of business advice you’ve been given?
Having a dedicated landline number has proven essential for establishing credibility with schools and customers. Despite the prevalence of mobile phones, many institutions prefer to contact a landline, especially when dealing with educational resources – they like to know there’s a real person on the end of a phone.
