Jennifer Morrow of Bards Alley Bookshop Purchases Historic Property in Vienna

Jennifer Morrow of Bards Alley Bookshop Purchases Historic Property in Vienna

Vienna, VA — Jennifer Morrow, owner of the independent bookstore Bards Alley, has purchased property in downtown Vienna from John and Deborah Kurcina, aiming to maintain its historic character and eventually relocate her business there.

Built c. 1900, the building at 103 Church St. NE most recently housed John Edwards Hair Design, a salon operated by Mr. Kurcina for an astounding 55 years until his retirement in January. It was occupied by the central telephone exchange from 1935 until 1954, when dial service replaced the manual office. Ms. Morrow took ownership of the property on February 5, 2026.

Reflecting on his decades in business, John Kurcina simply wanted to say, “A big thank you, Vienna.”

Morrow moved to Vienna in 2007 and opened Bards Alley in 2017. After experiencing the joy of watching her child learn to read, she wanted to build a place for readers of all ages to connect through books. The store has become a fixture of the local community over the past nine years, hosting author talks, book clubs and children’s events, while working closely with schools and community organizations throughout Northern Virginia.

“It’s remarkable to see the success that an independent bookstore like Bards Alley Bookshop has achieved,” said Nicole Toulouse, Director of Economic Development for the Town of Vienna. “Jen has created more than a bookstore; she’s built a community hub, bringing people together through stories, author events and genuine connection. We’re excited for the next chapter at this iconic new location in the heart of Vienna.”

In 2024 and 2025, Bards Alley was named Best of NoVA by Northern Virginia Magazine, winning the independent bookstore category of their annual readers’ choice survey. Its inventory includes new books spanning all genres for adults and children as well as assorted gift items, plush toys, and stationery.

With the store’s current lease set to expire, Morrow decided the time had come to invest in its future by finding a permanent home.

“When I opened Bards Alley, my goal was to create a village of kindred spirits,” she said. “Educating people through words and discussion is extremely powerful, not only for individual success, but also for social good. Now that we’ve built the foundation, I want to continue to be a champion for literacy. John and Deborah sought to preserve the history of the building, and we shared a vision of what it could be for the bookstore. I’m excited to start this new chapter.”

For now, the process remains in its outline stage. Morrow is tentatively eyeing fall or winter for the move, depending on how renovations go. Updates will be posted on Bards Alley’s website and social media