Published On: Sun, Oct 9th, 2011

Support ‘40K in 40 days’campaign to help make La Casa Azul a reality!

Here is something from Aurora Anaya-Cerda who is in pursuit of her dream of making La Casa Azul a cultural staple in East Harlem Cafe and a beacon for cultural literacy. As the founder of a cultural entity in current day NYC, I know first hand the challenges… but I also know that the need is far greater and that only a chosen few speak for our culture.

As major chains have not addressed the needs of all communities like Latino, African American and Asian people, there is an increased need for community relevant entities to rise and fill the void.

That is why I am supporting this movement and asking you to help spread the word.

As I am,

George Torres

The Urban Jibaro

Now a word from Aurora…


976805 It is with great excitement and anticipation that I announce the ‘40K in 40 days’ campaign to open La Casa Azul Bookstore in East Harlem!  Every dollar you give to the ‘40K in 40 days’campaign will have twice the impact! That’s because until October 24, 2011 a generous donor will match, dollar for dollar, every donation we receive – up to a total of $40,000. 


About me:

Since 2001 I have worked and volunteered in 5 bookstores, taken countless business classes, attended book-selling school (twice), and travelled the country meeting with booksellers, studying the diverse business models. I have also established relationships with publishers and authors nationwide.

I have operated the La Casa Azul as an online store since 2008. Since then I have hosted over 60 events (book signings, readings, book clubs) in local cultural institutions, schools and cafés. I founded the Barrio Book Club and established the annual East Harlem Children’s Book Festival.


La proxima pagina:

The ‘40K in 40 days’ campaign will secure the funding necessary to open La Casa Azul Bookstore as a realphysicalretail space! Using the concept of placemaking, La Casa Azul Bookstore aims to create a business that is much more than your average retail store by offering book clubs, author signings, story time for children and a community meeting space. La Casa Azul Bookstore will sell new & used books, coffee, pastries, art, clothing and locally-made cards and gifts. A fresh stock of books by local and Latino writers will help solidify our niche as a purveyor of authors of local and regional interest. La Casa Azul Bookstore will  cross-promote with local businesses to highlight the importance of sustainability & buying locally. We will continue to work with area schools and nonprofits to promote literacy in the East Harlem community.

Be a part of the Founder’s Circle:

The money raised in the ‘40K in 40 days’ campaign will guarantee a MATCHING investment from a generous donor. You give a dollar – the donor gives a dollar. Just like that, the impact of your contribution is immediately doubled!  Your contribution to the ‘40K in 40 days’ campaign automatically makes you a member of the Founder’s Circle and your name is added to the donor wall. In addition, there are perks for the different contribution levels, plus the satisfaction of knowing you participated in the opening of independent bookstore in El Barrio!


The money raised will be used to purchase inventory, bookshelves, fixtures, café equipment and pay for permits. Most importantly, it will secure the deposit on a retail space and allow for La Casa Azul Bookstore to open its doors in 2012.


Sounds exciting, right? It is! But, again, I need your help to get this project off the ground.

Bookstores are a crucial part of a community’s cultural, educational and social character. Help me establish La Casa Azul Bookstore in East Harlem to continue connecting people, books, and the ideas they bring together. I can't do this work without you. 


With gratitude, 

Aurora Anaya-Cerda



40K in 40 days campaign information:

Indiegogo campaign


Twitter: @lacasaazulbooks




Thank you for your contribution to the 40K in 40 days campaign!



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Support ‘40K in 40 days’campaign to help make La Casa Azul a reality!