I remember the excitement of being a young girl when Longs’ Card and Bookstore first opened in 1969. I loved to read, secretly hoping to write the stories that would wrap around a reader and transport them into my stories and Longs’ held my dreams. Now, decades later walking into Longs’ is like walking through a living memory. I still run my fingers across the covers of the books with reverence and quiet joy.
If no one is looking, I inevitably lift the book to my face. The scent of a new book is a delicate mix of freshness and possibility. Open the cover, and the first breath carries a faint sweetness from lignin—the organic compound in paper that releases a subtle, almost vanilla-like note. Beneath that, there’s a crisp, woody undertone from the pressed paper fibers, reminiscent of a newly sharpened pencil or a faint whiff of sawdust. They’re voices, companions, keepers of the past and messengers of the future.
Though the shop has moved a few times since it first opened, it has now found its perfect home in the historic Cornwall Opera House at 115 Main Street, in the charming village of Penn Yan, perched at the north end of scenic Keuka Lake. Main Street simply wouldn’t be the same without Longs—their presence is woven into the heart of the community. The shop is far more than just four walls lined with shelves. It’s a gathering place, where the scent of paper and ink invites you in, and where books are more than decorations—they are meant to be held, leafed through, and savored. Each volume carries a story not just on its pages, but in the hands that have shared it, the conversations it sparks, and the quiet moments it inspires. Within its walls they have provided a showcase for local artistry, and the spirit of the village comes alive.
I had the distinct pleasure of chatting with Gloria Long and look forward to meeting her husband, Jim, in the near future. As second-generation owners of Long’s Cards and Bookstore they are the custodians of stories, both old and new, not only bound in books, but woven into their lives and they take that task to heart.
Jim and Gloria grew up watching their parents rise with the sun, hands already busy with the work of the day. Their fathers and mothers weren’t just hard-working—they carried within them a quiet pride in serving others, whether it was lending a hand to a neighbor, volunteering at church, or pitching in on town projects. For Jim and Gloria, these moments weren’t lessons written in books but living examples of how to build a meaningful life: through steady work, open hearts, and a sense of responsibility to the people around them.
Building on the legacy they inherited from their parents, it has become the cornerstone of their lives. Gloria told me, “Jim and I both believe Longs’ is a place that serves and is served by each customer who walks through the door. Without the support of our customers, we could not continue to be who we are.” There is humble gratitude spoken in those words.
Though their product line has grown over the years to include a thriving office supply department, it is the front of the shop that defines Jim and Gloria. Their devotion to books is almost tangible. They believe in the power of the written word to preserve memory, spark imagination, and shape identity. Each shelf is tended to with care, every recommendation given with genuine excitement. To them, a book isn’t a product—it’s a treasure, a seed of knowledge, a piece of someone’s soul. But that isn’t surprising, they both come from a heritage where reading was woven into daily life, a gentle gift from one generation to the next.
Along with Hallmark greeting cards, you will find beautiful hand-crafted cards from local artisans. They are preserving the art of handwritten notes and letters by offering distinctive stationery and note cards. A nod of honor to Jim’s mother, who had a love of fine stationery.
The gift shop is more than a place to browse—it’s a little gallery of the community’s heart and handiwork. Every shelf holds carefully crafted pieces made by local artisans, each one carrying a story of patience, creativity, and pride. Alongside the artwork, you’ll find charming touches of home décor, items chosen to bring warmth and character to any space. And for visitors hoping to carry a piece of their experience home, the shop offers a thoughtful line of souvenirs, each one selected with care so it feels like more than a keepsake—it feels like a memory you can hold in your hands.
Their love of community shines through in the way they run the shop. Regulars are greeted by name, with the ease of old friends, while newcomers are welcomed as though they’ve been part of the circle all along. Jim and Gloria’s passion goes beyond serving customers—they have a heart for guiding the next generation. Wanting to help local youth find their footing in the workforce, they open their doors to high school and college students, giving them not just a job but a place to grow. Under Jim and Gloria’s steady guidance, these young people receive more than training; they inherit time-worn wisdom, the kind of knowledge that can only be passed down through a life rooted in hard work, community, and care.
As my conversation with Gloria came to an end and I looked down at all the notes I had scratched across three pages in my notebook, I knew this blog would end with a semi-colon; for Longs’ Card and Bookstore is a living story and far from over — it’s where conversations begin, friendships grow, and local voices are uplifted.
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