42 MONTEREY COUNTY WEEKLY DECEMBER 11-17, 2025 www.montereycountynow.com FACE TO FACE Pilgrim’s Way Community Bookstore has been a fixture in Carmel since 1959. Paul Fridlund bought the shop in 1991. Chapter three came in 1997, when Cynthia Fernandes moved to Carmel. Born in Southern California, Fernandes came north to the Bay Area for school and then remained for 25 years, serving in various capacities, including as co-owner of a computer business. But, she says, “I always gravitated to Carmel. It has a slower pace.” In a dramatic turn, Fernandes became a masseuse at a day spa in the town. One day on a break between clients, she fell into conversation with Fridlund. The two were married in The Secret Garden, which backs up to the property. Fernandes now helps run both little treasures, bookstore and garden space. Weekly: There’s one question I should ask first… Fernandes: You can judge a book by its cover. I can tell the difference between a self-published and professionally-published book. The symbolism is important. The Great Alone by Kristin Hannah is an intense story. A family moves to Alaska. They have war wounds, family wounds. The cover has a mountain range in the distance and a road winding through. It really does set the stage for the story. The reality is we are dominant visual learners. With that in mind, how do you arrange the shelves? And how do you pick which books to stock? We have to choose very carefully because we’re such a small space. Our demographic is 80-percent tourists. I don’t know where they come from, so I use observational skills. What are people asking about? People are traveling. They want something they can’t find in the airport bookstore. They want a collectible book. That’s why we have the classics by the door. When people are leaving, Grandmother will say, “I used to read that to you as a child.” They want a connection. When you’re buying a house it’s “location, location, location.” In retail it’s “merchandizing, merchandizing, merchandizing.” There is an art and a science, both. I expect that it’s a difficult business. There are a few challenges. One is Amazon. But people enjoy the experience of a bookstore. And people have started to intentionally buy local. The other is that it’s very hands-on. We like to stay in the culture of the old fashioned bookstore—that human connection. This bookstore has a few extra pluses. One, we’re in Carmel. We also draw well educated and famous people— authors, musicians, artists. The conversation is incredible. I have to pinch myself sometimes. Where else would I meet these people? What would you want to do if you didn’t have the bookstore? What I would love to do is consult with people who have bookstores. We’ve been through recession, publishers closing, Amazon. It taught us how to adapt. When I go anywhere, I go to bookstores. I’ll walk into some and think, “They need some help.” So you go to bookstores. Every trip anywhere. And I shop there. I have so many books. And you find time to read? I do. I love my morning time. I like to have my favorite new titles beside me. I’m not a cover-to-cover reader. I open a book randomly and see what jumps out. When I don’t have that time in the morning, it’s a very different day. How did the garden come about? The Secret Garden became part of the business with me. When I came, the garden was locked up. It was a separate business. But they had health problems, so they locked it up for a year-and-a-half. They said, “Why don’t you take over?” It’s a nice balance. Books and gardens are complementary. You came from Silicon Valley. They used to say technology would kill bookstores. When Covid happened, everything was locked up. Once we were let out, everybody was out. Somebody—maybe many somebodies—did a TikTok saying this was their favorite bookstore and garden. Once that came out, we became very popular. I would hear people out front: “This is it.” Nowadays most everyone has a smartphone. We’re number one on Google search for bookstores. We have a good online presence. We can order anything for people and send it quickly. Everything has a positive-negative. It’s up to us to make choices that work for our needs. I apply that across the board. Pilgrim’s Way Community Bookstore, Dolores between 5th and 6th, Carmel. (831) 624-4955, pilgrimsway.com. Pilgrim’s Progress Cynthia Fernandes went from high tech to a family bookstore, one that fosters community. By Dave Faries The shelves at Pilgrim’s Way are like a voyage of discovery. “That’s exactly what we set it up to be—make it exploratory,” says Cynthia Fernandes. “There are so many different interests.” DANIEL DREIFUSS 831.200.9232 PO Box 683 Monterey, CA 93942 www.gocatrescue.org It isn’t always about bling Nice to have, but doesn’t compare to the rush of donating to a good cause. Won’t you help an older cat like Puma, who has lost everything, get a Second Chance at life: a bright future in a new loving home? Donations can be made online at montereycountygives.com/cats through midnight Dec. 31st. You can also donate by check. Please call us at 831-200-9232 or email info@gocatrescue.org for more information. Bobby Want to meet Bobby? Please fill out our online adoption questionnaire. Things to love: approx. 10 years old - 22 lbs - male - Jack russell Terrier/Chihuahua mix Bobby is a gentle, low-maintenance companion who loves soft beds, quiet homes, and the occasional sing-along. He bonds closely with his person and enjoys short walks, car rides, and hiding his favorite chew treats. Bobby would thrive as the only dog in a calm home filled with kindness and routine. If you’d like sponsor our next ad, give us a call. 831-718-9122 | www.POMDR.org P.O. Box 51554, Pacific Grove, CA 93950 Ad sponsored by M.B.W.W.C. www.GoWhales.com
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