Vienna Bookseller Legend Anna Jeller on Her Career and Reading Choices

Anna Jeller, a celebrated figure in Vienna's literary scene, is highlighted in a column discussing her life as a bookseller. Known as a "bookseller legend" in the Margareten district, Jeller reflects on her career and the recognition she has received.

When asked about the moment she realized her legendary status, Jeller mused that it likely occurred around twenty years ago. This was the period when her bookstore and her presence began to be featured in the works of various local authors. While she appreciates the literary attention, Jeller admits she doesn't hold all these authors in high regard.

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You don't notice it yourself, but well, maybe twenty years ago?

Jeller maintains a firm stance on her professional principles, particularly regarding the books she chooses to sell. She stated that if she has an aversion to an author, she prefers to forgo the potential revenue and simply does not place their books on her shelves. This approach underscores her commitment to curating her selection based on personal conviction rather than solely on commercial considerations.

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When aversion is involved, she gladly forgoes the revenue and doesn't put the books on the shelf at all.