In a significant shift from his eight-and-a-half-year banking career, Abdullahi Bulle has found his calling at Nuria Books, a thriving bookstore located in Nairobi’s Central Business District. Instead of facilitating financial transactions, Bulle now dedicates his time to guiding aspiring authors and book buyers, many of whom are purchasing books online for the first time.
At Nuria Books, Bulle assists customers with their orders, offering advice on preferred delivery options and mobile payment platforms. The store has become a hub for both walk-in clients and authors eager to promote their work. With an increasing number of authors visiting to market their books, social media has become a vital tool for sharing their literary achievements.
Bulle founded Nuria Stores in 2015 as an online bookstore, initially starting with a Facebook page. It has since evolved into a prominent platform known as the “Home of African Books.” Recognizing that many Kenyan authors were overlooked by traditional bookstores, which often favor well-known figures, Bulle seized the opportunity to create a supportive environment for emerging writers.
Today, Nuria Books boasts a roster of 1,800 self-published authors, with nearly 80% hailing from East Africa. Bulle’s mission extends beyond selling books; he aims to empower African authors by providing them with the tools and platform needed to take control of their work. By developing a decentralized system for publishing and marketing, Nuria Store enables writers to bypass traditional publishing routes.
Empress Ciku Kimani Mwaniki, a four-time self-published author, noted the growth of self-publishing since she began her journey in 2014. “When I started, I only knew one other person who had self-published. Now there are so many; you can’t even count them,” she said while promoting her latest book at the store.
A report by the British Council highlights the expanding market for non-traditional publishing methods across several African countries. Self-publishing is becoming increasingly accessible due to widespread internet access and the emergence of publishing consultants who support aspiring authors.
In addition to Nuria Books, other organizations like ZAAZ Press in East Africa and Ngano Hub Consultants in Zimbabwe are helping authors navigate the self-publishing landscape. These entities provide essential services that empower writers to achieve their publishing goals.
Book lovers in Nairobi have noted the positive changes brought about by self-published African authors. Lulu Mandi expressed excitement over discovering more Kenyan-authored books since Nuria opened its doors. “The market was previously dominated by European titles; this is a breath of fresh air,” she said.
Jane Wambui, who is focused on financial literacy for her children, is thrilled about the availability of local literature that shares practical knowledge. “I want my son to learn about money early on,” she stated.
Self-publishing allows authors to receive payments more frequently than traditional publishing models, which typically involve long waits for royalty payments. This new approach has led to a diverse range of books being published, including political works, autobiographies, cultural narratives, and more.
Nuria Stores operates on a pay-as-you-sell model, enabling authors to access their earnings quickly after sales. Bulle proudly claims that they are “the fastest paymaster in Kenya” for suppliers.
The rise of self-publishing has also prompted changes in the printing industry. Many printers are now offering print-on-demand services to accommodate authors who prefer not to commit to large print runs.
