“When someone steps into Travellers’ Tales, the pace changes,” says Jayne Alexander, founder of Wimpole Street’s new pint-sized travel bookstore. “They’re not scrolling or rushing decisions; they’re browsing, imagining, allowing their mind to wander. That shift promotes a kind of active relaxation."
The cosy store, which opened last month, holds a collection of photography books, cookery collectables, rare editions, and novels. Each item has been “handpicked” and “every book has a true sense of place”. Even better, Alexander and her team can help you plan your next bespoke trip.
Alexander is no stranger to luxury expeditions, with more than 25 years working in travel marketing and PR. She combined this with a passion for books and art to build the vision for the petite yet luxurious space, where the walls and shelves are painted a deep red and a hot-air balloon motif evokes the golden age of Victorian travel.
Alexander didn’t want to replicate traditional travel bookstores. “It’s more about adding a new chapter to London’s travel culture,” she says. “It’s designed as a bridge between inspiration and action. You might discover a novel that transports you somewhere emotionally, and in the same space have a conversation about turning that feeling into a real journey.”
Her team use books to inspire unique experiences and help people travel in a more considered, reflective way. “In a work culture that rewards constant productivity, carving out time to read and dream about future journeys restores balance. It reminds us that wellbeing isn’t just about escape; it’s about nurturing curiosity and creativity,” she says. Possible trips include expeditions to the Arctic, food adventures around cities famed for their cuisine, or itineraries where historians and war veterans act as personal guides.
If a bespoke trip isn’t of interest, there are still ways to achieve a sense of adventure beyond buying books. Alongside stocking artisan stationary from around the globe, the store offers a service that allows customers to send postcards to themselves in the future, via a post box set into one of the walls. “The idea came from the feeling that travel is as much about reflection as it is about movement,” explains Alexander. “The postcard is a small invitation to pause and capture that moment.” Behind the scenes, her team catalogues each envelope by date, treating them “like little time capsules” until the moment to send arrives.
Looking ahead, Alexander plans to use the space as a cultural hub for intimate salons, readings and conversations with authors, photographers, historians, artists and musicians. Alexander’s primary vision for the space is one where travel and storytelling stay in close alignment. “Travel isn’t just about destinations – it’s about the way experiences shape you over time,” she says. “Stories continue long after you return home.”
Travellers’ Tales
87 Wimpole Street, W1G 9RL
0203 931 5500
Hours
Mon to Sat 10am–6pm
