La Casa Azul Bookstore is a cultural sancocho

I came to La Casa Azul Bookstore with one question, ‘who am I?’  

Now at the age of 66 I should know the answer to that.

I was looking for a mirror, a Rosetta Stone to the person I am.

So it was not outlandish for me to visit a bookstore specializing in Latino literature for this purpose. There may be other Latinos out there who have had the experience of being the child of a mentally ill parent.  

 

La Casa Azul Bookstore reflects the vision of an unassuming young woman Ms. Aurora Anaya-Cerda. When you step in, you are taken, because you are in the presence of family, people who breathe a love of Latino culture. Ms. Anaya-Cerda shares with you her love of books, paintings and music.

I told Ms. Aurora of my purpose and she listened respectfully letting me roam the bookstore and she made some recommendations. Luckily I followed her advice, and I came home and began reading Kissing the Mango Tree: Puerto Rican Women Rewriting American Literature. 

I found my mother in this book, the stories led me to understand her, but La Casa Azul Bookstore has led me to understand that I have been living the life of a cramped self.

   

The example of Ms. Aurora herself, and the authors on those shelves are testimony to who we are as a people. They normalize our being, capable of big things, of not being outsiders. In some manner, by creating this bookstore, Ms. Aurora Anaya-Cerda responds to our yearning , creating this space, using all the technologies at hand.

La Casa Azul Bookstore is a cultural sancocho -  as this is what Latinos are, a people of many people, lovers of things that bring joy, yet are not afraid to feel deeply, nor share their sorrows. A bookstore that is a cultural space though devoted to Latino culture is not limited to the traditional, but embraces everything that touches our lives. So come and part take of this multifaceted space, it is as expansive as the culture it represents.

This bookstore also has a tremendous impact as a healing space. The amphitheater of celebrating our souls, using all the modalities/arts for this purpose. Coming to this space is very meaningful to me, unconsciously I have been looking for this space since my childhood.   

La Casa Azul Bookstore means to me a healing space for our soul; people will speak of this bookstore in the future as a salon of Latino culture. 

Efrain

August 3, 2013

Meet our neighbors at La Marqueta!

La Casa Azul Bookstore opened a Summer Pop Up Shop in La Marqueta on July 6, 2013. 

  

La Casa Azul Bookstore - summer pop up shop!

Located just 12 blocks north from our shop at 103rd Street, our Summer Pop Up Shop is the perfect place for you to pick up books, gifts and toys for the children in your life.

And while you are at La Marqueta, you can also enjoy coffee, pastries and many delicious treats from the shops in the historic market place!

Shop local and support independent businesses that make El Barrio and 

La Marqueta unique!

Hot Bread Kitchen

Hot Bread Kitchen,Founded by Jessamyn Rodriguez

Interviews with: Mercedes (Shop Manager) and Molly (Communications/Public Relations)

How long has Hot Bread Kitchen been in La Marqueta?

The Bakery/Incubator Kitchen has been at La Marqueta since December, 2010. The stall opened in July, 2012 to sell Hot Bread Kitchen products to the community.

What products/services do you sell/provide to the community?

Hot Bread Kitchen is a non-profit organization, which has a bakery training program for immigrant women to learn the skills of professional bread making within a legal space. We provide international breads, produced by the bakery training program. Proceeds from bread sales fund the program for immigrant women. The products sold at the stall located in La Marqueta are produced by the incubator kitchens, and buying these products helps support small businesses.

What’s a highlight of working at La Marqueta?

Socializing with the people of the community and spreading the word of what we do as a non-profit. Mercedes adds: “This space reminds me of being home in the Dominican Republic, but the quiet parts.”

Mama Grace's Afro Caribbean Food

Mama Grace’s Afro-Caribbean Food

Interview with: Mama Grace (Vendor/Owner)

How long have you been at La Marqueta?

I have been here since 1993.

What products/services do you sell/provide to the community?

I provide African/Caribbean food and products to the community. Many of my customers come from different parts of the East Coast, just to buy my products.

Highlight one of your products.

The most popular product is my dry salted linkfish. I also provide traditional cooking ware such as mortar and pestle, cast iron pots, and wooden utensils. I also have a variety of old medicinal products like cod liver oil, florida water, and ginseng. 

Velez Grocery

Velez Grocery

Interview with: Aurelia (Vendor)

How long have you been in La Marqueta?

It will be 21 years in October that I have been in this building of La Marqueta, but I have had a stall in La Marqueta since 1971.

What products/services do you sell/provide to the community?

I sell yuca, Caribbean food, etc.

Where are you from?

I was born and raised in El Barrio, and grew up in La Marqueta. My parents are from Ponce and San Dulce, Puerto Rico.

Highlight a product.

My bacalao and Goya brand products.

La Marqueta, 115th and Park Ave, El Barrio

Viva Produce

Interview with Jose, vendor

How long have you been at La Marqueta?

Viva Produce is a family-owned business that has been in La Marqueta for 30-40 years.

What products/services do you sell/provide to the community?

Various types of produce found in Latin America, including green plantains, cassava, chayote, and many more.

Highlight one of your products.

Ñame (a root vegetable).

W.E. Meat and FishDistributor

Interview with: William (Owner)

How long have you been at La Marqueta?

Two years.

What products/services do you sell/provide to the community?

Meats and fish, such as oxtail, turkey, chicken, beef.

Where are you from?

I’m from the Dominican Republic.

What does La Marqueta mean to you?

History and tradition. It’s a piece of El Barrio that we need to keep beating, like a heart.

Did you visit La Marqueta as a child?

Do you still visit? Share your favorite memories of La Marqueta with us! 

Interviews by Chris Lopez and Silvia Galis-Menendez

 

Call for art: Vivan Los Muertos! Day of the Dead Art Exhibit at La Casa Azul Bookstore

La Casa Azul Bookstore is pleased to announce an open call for submissions for our Fall 2013 art show - Vivan Los Muertos! Day of the Dead Art Exhibit.

"Dia de los Muertos" photo by Natalie Curtiss

Day of the Dead is a Mexican holiday that celebrates and remembers family and friends who have passed on. We are asking artists to submit work inspired by Day of the Dead that interpret the holiday in new and innovative ways.

Vivan Los Muertos! Day of the Dead Art Exhibit show will run for 6 weeks, with 3-4 artists being chosen from entries to be included in the group exhibition.

Work submitted may be of any traditional or non-traditional mediums or genre (painting, drawing, collage, photography, printmaking, sculpture, new media, site specific installation, performance etc.).

SPACE

Exhibition space is roughly: 400 Square feet

Artist may submit anywhere from one to four pieces.

Artists will be notified by late September 2013 if their proposal is accepted. Please note that art from some submission may be rejected while others accepted.  

ELIGIBILITY & TERMS

DEADLINE: Sunday September 15, 2013 at 6:00 pm

• Call for entries is open to established and emerging artists, illustrators, graphic designers, photographers, writers and art and design students. Students and professionals are equally encouraged to enter.

• All artwork submitted must be ready to hang / install.

• Artists are responsible for the delivery and pick-up of final work selected.

• Artists submitting work in new media, interactive, film, or video: you will be required to use your own equipment for the duration of the exhibition.

• Artist is responsible for assigning a retail price, from which La Casa Azul Bookstore claims 30% commission. Works do NOT need to be for sale to be considered

HOW TO APPLY

Please submit all of the following documents by attachment to: gallery.lacasaazul@gmail.com

Subject Line: 2013 ARTIST SUBMISSION / Vivan Los Muertos! Day of the Dead Art Exhibit

• Resume, artist statement (1-2 paragraphs) and bio (1-2 paragraphs) in a single PDF document

• Cover letter describing work/exhibit proposal in a single PDF document includining size and name for each piece 

• 2-8 Images/sketches of projected work (see image specifications below)

• Contact information, including link to website

IMAGE SPECIFICATIONS

• Image format: JPEG, 72dpi – 800K Maximum size.

Note: This equals 600 pixels on the longest side for horizontal images and 450 pixels on the shortest side for vertical images

• Rename each image with your first and last name (example: 01firstname_lastname.jpg)

Artist will be informed if their work has been chosen for an exhibit by September 26, 2013.

About La Casa Azul Bookstore:

La Casa Azul Bookstore is dedicated to providing cultural, and educational programs via literature and art in East Harlem. It is our vision to foster public awareness and appreciation of the arts by being a focal point where people come to find unique gifts and participate in culturally-based workshops that celebrate Latino traditions.

La Casa Azul Bookstore

Visit: www.lacasaazulbookstore.com

Follow: @LaCasaAzulBooks

Call: 212.426.2626

Feliz Cumpleaños Frida!

La Casa Azul Bookstore celebrated Frida Kahlo's birthday on Saturday July 6, 2013.
In her honor, we had a birthday bash that included a dress up contest. 

Check out the photos of our fabulous Fridas!

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

 

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

 

 

 

 

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

Frida Kahlo birthday celebration at La Casa Azul Bookstore, photo by E. Rossi

 

La Casa Blanca recognizes La Casa Azul Bookstore owner as "Champion of Change"

Dear bookstore friends and fans,    

I am thrilled to share this news with you, the White House is recognizing me as a Crowdfunding "Champion of Change"! I am forever thankful to the funders of the "40K in 40 days" campaign, who believed in the power of community, in La Casa Azul Bookstore and in me.

White House Highlights Aurora Anaya-Cerda as a Crowdfunding 

“Champion of Change”

WASHINGTON, DC – On Tuesday, June 4th, the White House honors Aurora Anaya-Cerda, owner of La Casa Azul Bookstore, as one of twelve people who are Crowdfunding “Champions of Change.” This Champions event will focus on entrepreneurs who exemplify the promise of crowdfunding to fuel the growth of startups, small businesses, and innovative projects across the Nation.  "Crowdfunding" means raising money in small increments from many individuals, typically using an Internet platform.  Donation-based crowdfunding is already empowering many entrepreneurs, while investment-based crowdfunding platforms will soon be facilitated by the bipartisan Jumpstart Our Business Startups (JOBS) Act, which the President signed last year and the SEC will implement.

“The Champions of Change that the White House is honoring today are using crowdfunding to create jobs for our Nation’s veterans, accelerate the deployment of solar energy, revitalize our cities, and expand the frontiers of citizen science,” said Thomas Kalil, Deputy Director for Technology and Innovation for the White House Office of Science and Technology Policy.  
“Crowdfunding is the 21^st century equivalent of barn-raising.  We can use it to help our neighbors and fellow citizens start a business, enrich our culture, and apply grassroots creativity and imagination to challenges big and small.”

 
The Champions of Change program was created as an opportunity for the White house to feature groups of Americans – individuals, businesses and organizations – who are doing extraordinary things to empower and inspire members of their communities. 


To watch this event live, visit www.whitehouse.gov/live at 2:30 pm ET on June 4th.  
To learn more about the White House Champions of Change program and nominate a Champion, visit www.whitehouse.gov/champions.

 

Aurora Anaya-Cerda
New York, NY
Aurora Anaya-Cerda is the founder of La Casa Azul Bookstore, East Harlem’s only independent bookstore and the only bookstore in New York that features art and writing by Latino writers. Established in 2012 and funded in-part by a crowdfunding campaign on Indiegogo, La Casa Azul Bookstore has become a cultural hub in the city, providing programs, classes and readings, from local artists to nationally recognized writers and performers.  Ms. Anaya-Cerda is also the founder of the East Harlem Children’s Book Festival—an event that connects authors, publishers, families and the community as a whole.   Ms. Anaya-Cerda has worked as a dynamic and passionate supporter of cultural events in the East Harlem community and has been awarded the Juanita Centeno Leadership Award, the UCLA Women for Change Leadership Award, and the Casa Atabex Ache Women Warrior Award.   Ms. Anaya-Cerda is a scholarship recipient of the New Start Fund, awarded to women entrepreneurs in New York City, and is a member of the Young Hispanic Leaders Program and the National Young Latino Leaders in the Arts Task Force. 


Social media users:
@LaCasaAzulBooks
@WhiteHouseOSTP
#WHChamps

Contact:
La Casa Azul Bookstore
info.lacasaazul@gmail.com
212.426.2626

Happy birthday to us!

We are just days away from our ONE year celebration - you don't want to miss it! 

Among the plans for Saturday's festivities:

• Reveal of our latest, permanent installation - a mural by LadyK Fever

• 10% off all purchases (12pm - 6pm)

• Visits by local authors and artists (12pm - 6pm):

Bonafide Rojas                                   

Brando Skyhorse               

Carmen D'Lucca

Christopher Cajigas                         

Elizabeth Balaguer           

Felipe Galindo

Isabel Lopez                                        

Jake Perez                            

Manuel Melendez

Maria Aponte                                      

Rosebud Ben Oni              

Rosemary Rivera

Sergio Troncoso                                 

Sofia Quintero                    

Vanessa Perez

More authors to be announced! 

• Live performance by the Union City Music Project (1pm)

• Meet the artists of our latest art exhibit (4pm - 6pm)  

Maria Gomez

Haydee Naula

Sonia Paucar

Grace Vega  

William Baez  

Alexander Reynoso

• Free cupcakes! (while supplies last)