I had the opportunity to spend a little time with an entrepreneur who has established herself as a light in the community. Zelmon Johnson, commonly known as Zee, is the owner of Olive Tree Books-n-Voices located at 97 Hancock Street in Springfield, MA. For the past eighteen years, Zee has opened her doors to a world of books and articles that have supported the education and acquisition of knowledge for customers throughout western Massachusetts.
Although I’ve known Zee for many years, I have no recollection of how we met. Over the years, our encounters have been friendly exchanges that included “how ya doing?” kind of chatter. We often show up at the same places to participate in whatever event is happening in the community. I believe we’ve both benefited from our meet ups. Surprisingly, interacting with Zee recently has been an eye-opener for me. They say you don’t really know a person until you know their story. Believe you, me, Zee has an incredible story of triumph which she readily shares with inquisitive people she meets. And now, she has shared a part of her story with me.
I learned that Zee is a native of Richmond, VA where her early years were spent. Following a K-12 education, she attended Morgan State University in Baltimore, MD (my Alma Mater), pursuing and acquiring a BS degree and an MS degree in Business Education. She credits these educational experiences to her longevity of 18 years as a business owner in the same location.
In a recent podcast interview, Zee revealed how her love for books began at an early age. She spoke about how limited TV access was back in the day (as those of us of a particular age remember), so her favorite pastime became going to the library across the street from her house. She spent time reading books about African Americans and other historical figures. Reading began opening up a world of possibilities for her as a young child. She talked about books providing a chance to develop some introspection. They allowed her to think about who she was and what she could do in life.
Fast forward to 2004. While residing in Springfield, Zee’s vision for being a business owner became clearer. When she happened upon an abandoned building on Hancock Street, she was immediately drawn to it. Having been a former crack den, it was dilapidated and a true eyesore in the community, but Zee’s intuitiveness allowed her to envision new possibilities for this space in the Mason Square area. She became a curious observer of the building and neighbors started approaching her and began asking her questions about her intentions for the building. Some are credited with encouraging her to move forward with her dream. When she finally decided to take a leap-of-faith and purchase the building, she was welcomed into the neighborhood and offered overwhelming support from its residents. Zee gratefully acknowledges the blessing that her initial stock was acquired from a bookstore that closed in Northampton. The entire inventory was given to her and Olive Tree Books-n-Voices was born.
Today, Olive Tree Books-n-Voices is a respected establishment in the community. Zee has stayed the course through many peaks and valleys. As with other business owners, Covid 19 presented its own set of challenges. It forced Zee to make some necessary changes—to pivot in the way she had previously operated. Updates and modernization, influenced by younger generations, helped advance what currently exists in her business. The store has evolved into a family-like environment. It has served many purposes for many people. It has become a meeting place for people seeking reading materials, a quiet place of solace and refuge, and a comforting get-away for a short time. Her diverse clientele enjoys the variety of available books that speak to their ancestry and their place in the world.
My interview with Zee Johnson (below) provided additional information about this quiet, unassuming contributor to the beloved community.

1. Where did the idea originate to own a bookstore right in the middle of the community?
   The thought of owning a bookstore actually occurred in college. I attended Morgan State University where I took a course called “African American Authors.” It was there I learned about accomplished authors and African American history. In this class, I actually wrote a story about a young girl from the inner city who rises to become a congresswoman. It won rave reviews from my professor. That’s where I recognized that I like the “work of words.”
2. My vision was to have a community bookstore, where families could walk to the bookstore within their neighborhood. I did not want a commercial setting of a bookstore in a mall or plaza. I wanted to build community and sustainability—where children could see a “live person who may look like them” and who chose to own a business in Mason Square.
3. How did Olive Tree Books get its name?
   Olive Tree Books-n-Voices is derived from the term “Olive Branch,” which means peacefulness. I wanted the bookstore to be a place where folks felt safe and peaceful, without anyone following them or being suspicious of their buying power. It is also the name of my daughter, Olivia. The –n-Voices represents other forms of creativity such as artwork, etc.
4. Did your love for books and reading begin at an early age? Who influenced this passion in you?
   Yes, my love of reading began at age 5. I remember it vividly. I lived across the street from a library and the library was my entertainment. I would come home with tons of books, as if they were my possession. My parents actually used the library as a means of control. If I misbehaved, I could not go to the library, and this was the worst thing for me—not being able to go to the library. With books, I could be whatever I wanted to be, while learning about African American role models.
5. What 3 things are you most proud of?
   (1.) After age 60, I returned to graduate school for a Master of Science degree in Social Work after having worked in human resources positions for over 25 years. (2.) I was able to live out my dream of having a bookstore even though I am not a millionaire or close to wealthy. (3.) I have a loving, supportive network of family and friends.
6. Is there a specific group of people who support you and your business more than others?
   The average profile of my customer is age 40+. Most of this generation still reads hardcover books and represents parents, grandparents and great-grandparents. My support comes from Springfield, but also local towns outside of Springfield, including some customers from Connecticut.
7. What are the key ingredients to your longevity?
   People, price and product. I enjoy the atmosphere and curiosity of people in the bookstore. Although I would love to sell millions of books, I love even more that customers see the bookstore as their own, providing unsolicited suggestions and recommendations. Once you are in the bookstore, we encourage acknowledgement among our customers to each other. This includes networking with each other. Our prices are always 20% off all books—some are even discounted more and many of our products, especially our specialty afro-centric items, are unique.
8. What advice would you give to new entrepreneurs?
   Have more than an idea. Have a vision and plan. Surround yourself with like-minded people and those who want you to succeed. Take a risk—You can recover. Don’t wait until you are in the last part of your life and have regrets about a dream you could have achieved.
9. Have you ever considered expanding into other communities?
   Yes, we have. If we choose to expand, it would be in the central part of Massachusetts (possibly Worcester).
10. How do you compete with the larger companies, i.e. Barnes & Noble, Amazon?
    We don’t compete with Barnes & Noble or Amazon. We can’t compete with their prices, but we do excel with personalized service by knowing most customers by name, and with our knowledge and resources of the African American experience.
11. Complete the following: Olive Tree Books-n-Voices is a safe, homey place where you can explore a wide selection of books and accessories and will always be “customer centered over profits.”
    And, finally, what else should the readers of POV know to encourage them to visit Olive Tree Books-n-Voices? “Although we are only open in our physical location on Saturdays from 10 am to 5 pm and on Sundays from 1 pm to 5 pm, we are available by email, Facebook and text. We do accommodate our customers outside of the store’s regular hours by making special arrangements for ordering and pickups. We also have an online presence at: www.olivetreebook
    sonline.com,” concluded Zee.
    Zee remains committed to her community. Her current work experience is as a Licensed Clinical Social Worker at Baystate Health within the Geriatrics and Palliative Care Department. Some of her volunteer interests are serving as Chairperson of the Springfield Dementia Friendly Coalition, the National Association of Black Social Workers (Metro West Chapter), Multicultural Community Services, Alpha Kappa Alpha Sorority, Inc. and H.M. Hutchings, Inc.
    Zee shares that two of her greatest joys in life are conversing with customers who come to the bookstore and learning and growing from her experiences as a social worker.
    We salute you Zelmon Johnson and wish for you continued success on your life’s journey. ■