Books Mandala at the 4th Sharjah International Booksellers Conference 2025: A Journey of Inspiration, Connection, and Growth

Earlier this month, Books Mandala had the honor of participating in the 4th Sharjah International Booksellers Conference, held from April 7–8, 2025, in the vibrant cultural hub of Sharjah, UAE.

We were represented by our co-founder, Pratima Sharma, who joined over 750 booksellers, publishers, and literary leaders from 92 countries — coming together to celebrate the enduring power of books, storytelling, and global community.

This moment held special meaning for us because it was a journey that began during our participation at the Frankfurt Buchmesse 2024.

While visiting the Sharjah Book Authority’s impressive stand, we had the opportunity to share Books Mandala’s story — our mission to connect readers in Nepal to the world's finest literature and to build a vibrant reading community.

Encouraged by the Sharjah team to apply for the conference, we did so with great hope so when we were selected among hundreds of applicants worldwide, it was a proud and humbling moment for our team — and for Nepal.

Alongside us, approximately five other Nepali booksellers participated in the conference, marking an important milestone for Nepal's growing presence in the international literary landscape.

A Welcome Beyond Words

From the moment of arrival at Dubai International Airport, the hospitality extended by the Sharjah Book Authority was exceptional.

It is rare today to see such dedication: a country and an organization investing wholeheartedly in the future of global bookselling. Every detail, from transportation to after-conference activities, was thoughtfully curated, allowing all attendees to focus purely on learning, connecting, and dreaming bigger.

The two-day event was filled with powerful keynote addresses by visionary leaders in the publishing and bookselling world:

Keynotes That Inspired and Challenged:

• Sheikha Bodour Al Qasimi, Chairperson of the Sharjah Book Authority, opened the conference with a passionate reflection on the evolving role of booksellers as cultural custodians and innovators.
• Renato Salvetti, CEO of Messaggerie Libri, Italy’s largest distributor, offered insights into managing the complexities of modern book distribution and innovation.
• Michael Busch, Managing Partner of Thalia Buchhandlungen, shared Thalia’s remarkable success story — thriving in an Amazon-dominated world by transforming into a dynamic platform serving the broader book trade.
• Șerban Radu and Nicoleta Iordan, co-founders of Cărturești, illuminated how bookstores can become more than retail spaces — evolving into cultural and artistic epicenters that connect communities.
• Nadia Wassef, co-founder of Diwan Bookstores, spoke about resilience, independence, and the enduring relevance of physical bookstores, even during turbulent times.

Each keynote reinforced a crucial truth: that the future of bookselling belongs to those who innovate fearlessly while nurturing the timeless human connection that books inspire.

Throughout the conference, we also participated in transformative workshops led by experienced industry leaders, covering a wide range of critical topics:

1. AI for Booksellers: Enhancing Discovery, Sales & Operations

Led by: Ajay Mago (OM Books, India)

How bookstores can leverage AI for better discovery, sales optimization, and personalized customer journeys.

2. Diversifying Your Bookshop’s Offerings

Led by: Kristīne Pīkenena (Jānis Roze, Latvia)

Strategies for expanding bookstore offerings beyond traditional book retail.

3. Working with Instagram and Book Bloggers

Led by: Steve Jones (Kinokuniya, UAE)

Practical advice on digital engagement and influencer collaborations.

4. The Art of Handselling: Turning Browsers into Buyers

Led by: Adebola Eyinade (Rovingheights, Nigeria)

Techniques for personalized selling and deeper customer relationships.

5. Building an E-Commerce Business: How to Add Value and Stay Sustainable

Led by: Fernando Pascal (Mexico)

6. How Bookstores Can Encourage Reading Among Children and Teens

Led by: Maddalena Fossombroni (Todo Modo, Italy)

7. Developing and Managing Book Clubs

Led by: Rodrigo Larrubia (Librería Luces, Spain)

8. The Literary Festival Effect: Catalyzing Culture and Community

Led by: Elena Martínez Blanco (Librería Serendipias, Spain)

9. Curating Booksellers’ Choices: Methods to Showcase Our Passions

Led by: Maria Manning (Shakespeare & Company, France)

10. Curating Community Events to Deepen Engagement

Led by: Philippe Hunziker (Sophos, Guatemala)

11. Reimagining the 21st Century Bookstore

Led by: Jeremy Cammy (Rock the Bus Productions, Canada)

12. Mastering BookTok: Trends and Strategies for Booksellers

Led by: Sara Almouaz (TikTok)

13. What Are 'Coffee Table' Books and How They Build New Communities

Led by: Rome Quezada (Rizzoli Publications, USA)

14. Creating a Visual Identity in Publishing (Arabic Session)

Led by: Khaled Mohammed Al-Otaibi (Dar Tashkeel, Saudi Arabia)

15. Impact of Social Media Channels on Book Distribution (Arabic Session)

Led by: Basma Karim (Jalys Media, Tunisia)

16. Sales Data Analysis with AI for Distributors (Arabic Session)

Led by: Ayman Howera (Kotopia Publishing House, Australia)

17. Keeping Your Book Distribution Policy Relevant (Arabic Session)

Led by: Yousef Basim (Old Book House, Iraq)

18. The Art of Relationship Building: Turning Bookshops into Long-Term Partners (Arabic Session)

Led by: Judge Ehab Abu Zeid (State Lawsuits Authority, Egypt)

19. Sustainability Workshop: Integrating Sustainable Practices

Led by: El Saeed Shahda (Egypt)

20. The Effective Bookstore Manager

Led by: Harriet Vocking (Supadu, UK)

Each session was meticulously designed to equip booksellers not only to navigate today’s complexities but to lead in shaping a dynamic future for the industry.

Cultural Evenings That Inspired

True to Sharjah’s well-earned reputation as a UNESCO World Book Capital, every evening celebrated the rich tapestry of culture and creativity:

• Bait Elowal Visit: An exclusive showcase of handcraft artistry and global culture set in a breathtaking environment.
• House of Wisdom Visit: Visiting this architectural masterpiece — a library for the future — was a highlight, blending innovation, tradition, and accessibility in a single inspiring space.
• Dinner Gala at Corniche Al Buhaira Hotel: Under Sharjah’s glittering skyline, the rooftop gala brought together hundreds of new friends, with music, food, and celebration in the air.

Beyond Learning: A Celebration of Friendship and Shared Purpose

While the sessions and speakers left a profound impact, it was the human connections that truly defined our experience.

Booksellers from every continent came together — diverse in language, culture, and context, yet united by a common belief: that books have the power to change lives.

We left Sharjah not only with notebooks full of strategies and dreams, but also with hearts full of gratitude, new friendships, and a renewed commitment to our mission.

Participating in the Sharjah International Booksellers Conference 2025 was a transformative experience.

It reaffirmed for us that bookstores are more than places of commerce — they are places of imagination, belonging, and hope.

We are profoundly grateful to the Sharjah Book Authority for their extraordinary vision, generosity, and unwavering commitment to nurturing a global bookselling ecosystem.

At Books Mandala, we return energized, inspired, and more determined than ever to connect readers with the books that can transform lives — one story at a time.

Because in every book lies a bridge — between people, between cultures, and between generations.

Note: This article is a personal reflection and summarization of Books Mandala’s experience at the 4th Sharjah International Booksellers Conference. It is not intended to serve as a comprehensive account of the entire event.