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s the charm of Pasar Santa — once a hip, revitalized traditional market in Kebayoran Baru, South Jakarta, where young people hang out — is fading away, many shops have closed down as a result of the significant decline in the number of visitors.

However, the Post Santa bookstore, one of the surviving stores in the market, has grown bigger, from two kiosks, barely enough to display 50 books from two independent publishers, to 1,500 books from around 30 independent publishers, both domestic and international, displayed in its six rented kiosks.

The bookstore, located on the top floor of the three-story Pasar Santa, was established by Teddy W. Kusuma, 37, and his wife Maesy Ang, 33, in July 2014.

Pasar Santa, which was established in 1971 as a traditional market, was transformed into a hip market and gained popularity among young Jakartans in 2014 when young entrepreneurs started to open vinyl stores, coffee shops, vintage goods shops and bookstores like Post Santa.

As the couple and the shop’s clerk work during the weekdays, the bookstore is open only on Saturday and Sunday from 3 p.m. to 8 p.m. However, Teddy said they planned to hire another clerk next year so that the bookstore could open from Wednesday to Sunday.

He said they did not have the desire to move from the traditional market as they considered it a humble, inclusive location to welcome customers from all backgrounds.

“We wanted all customers to feel equal here, whether they bought books or not. It was not about the transactions but the interactions,” he told The Jakarta Post recently, adding that he liked the market’s current condition.

Maesy said that she and her husband selected reading material based on their preferences, selling books on social sciences and feminism as well as literature and narratives.

“These books were our favorites and were usually published by independent publishers whose tastes were similar to ours,” Maesy said.

As the couple has read almost all the books displayed in the shop, they are able to give recommendations to customers.

Yuki Anggia Putri, 30, a resident of Joglo, West Jakarta, for example, turns to Teddy and Maesy for recommendations before buying a book.

“I usually come without planning to buy a particular book, but eventually I will bring home at least one book that was recommended by Teddy and Maesy,” Yuki said.

Yuki said that their recommendations were honest and credible. For example, she said, they would compare one book to another to help Yuki make her decision.

“That was one of the reasons why I always came here at least once a month. At the same time, I also have a personal memory in this shop,” she said, explaining that she visited the store on her first date with her husband, Mahwari Sadewa Jalutama.

After selling books for two years, Teddy and Maesy started a publishing company called Post Press last year with their two friends, Arman Dhani and Syarafina Vidyadhana.

Maesy said that the idea to start the company came after writer-cum-singer Reda Gaudiamo asked for her opinion on one of her literary works, which was the first book published by Post Press.

“I almost deleted the manuscript because I thought no publisher would be willing to print it,” Reda said, referring to the book entitled Aku, Meps dan Beps, a collaborative work between her and her daughter, Soca Sobhita.

Reda, 55, told the Post that she had a great experience in publishing the book because the Post Press team paid attention to details like spacing, font size and word placement.

“It made me feel like they loved my book, and it made me feel honored,” she said.

Reda said that she hoped the bookstore would continue to sell carefully selected independent books and that its owners and clerks would continue to provide customers with recommendations.

“They knew about every book they sold — a rare thing to find in major bookstores,” she said. (ecn)