ABOUT
What began as a bit of festive fun inspired by the Icelandic tradition of Jólabókaflóðið, soon grew into something much more.
The Secret Story began Christmas 2023, inspired by Jólabókaflóðið, the Icelandic tradition of giving books & eating chocolate on Christmas Eve, and has quickly blossomed into a full-time small business. Today you can find our surprise books most weekends at markets and events across Norfolk as well as stocked at a couple of local stores.
OUR MISSION IS SIMPLE: TO CREATE A MAGICAL, THOUGHTFUL,
& PERSONAL EXPERIENCE FOR OUR CUSTOMERS.
With a background in branding and print design, we personally craft every detail, including the bookmarks, clue cards, and art prints, ensuring every book parcel is perfect.
The Secret Story is very much a family effort. My husband, Ash, and mum, Lorraine, are an incredible help, from wrapping books to attending events, and together we’ve fallen in love with Norfolk’s vibrant market community and all the friendships we’ve made along the way. But most of all, it’s our customers who make it so special. Every time someone unwraps a book they connect with, or gifts one to someone they love, it reminds us why we started - for the books, and for the people who cherish them.
After living for many years with an autoimmune joint disease, The Secret Story has enabled me to create something that allowed space for balance and creativity in my everyday life. Alongside running the business, I’m also a Fine Art student at Norwich University of the Arts, and both paths give me the freedom to express myself in ways that feel deeply fulfilling.
At its heart, The Secret Story is about more than discovering new books. It’s about slowing down and getting cosy. We hope each parcel offers a quiet pause in a busy world, a chance to slow down and sink into a good story.
Lea xo
JÓLABÓKAFLÓÐIÐ (PRONOUNCED YO-LA-BOK-A-FLOTHE, TRANSLATED AS ‘YULE BOOK FLOOD’) IS AN ICELANDIC TRADITION THAT INVOLVES EXCHANGING BOOKS TO BE READ TOGETHER AT CHRISTMAS & DATES BACK TO POST-WORLD WAR II WHEN RATIONS ON IMPORTED GOODS MADE IT HARD TO BUY GIFTS AT CHRISTMAS. THE ONE IMPORTED PRODUCT THAT WAS READILY AVAILABLE WAS PAPER & AS A RESULT BOOKS BECAME THE NATION’S DEFAULT GIFT PURCHASE WHICH THEY STILL ARE MORE THAN HALF A CENTURY LATER. WHILE THIS TRADITION MAY VARY SLIGHTLY FROM HOME TO HOME, MOST ICELANDERS UNWRAP & READ THEIR BOOK ON CHRISTMAS EVE, COSIED UP ALONG WITH A SWEET TREAT!