Success Story: The Untold Story Bookstore

A Voice for Underrepresented Communities: The Untold Story Bookstore

Location: Southern California | Orange County | Anaheim

Business Type: Bookstore

Small Business Center: Asociación de Emprendedor@s

Assistance Received: Business Planning, Financial Education, Business Skills, Funding Opportunities

California State Assembly District: 68

California State Senate District: 34

Visit The Untold Story Bookstore online

Born in Guadalajara, Mexico, and raised in Anaheim, Lizzette Barrios Gracian grew up with a deep love of literature and a growing awareness of its absence in her own community. “I have always been that nerd who learned to slouch because she was carrying too many books or hunched over for hours reading,” she said with a smile. When Anaheim’s bookstore closed, Lizzette was just 22 years old. Later, the only place where she could find Spanish-language books nearby, the Santa Ana bookstore, also shut down. “It broke my heart. I kept thinking, someone needs to do something. And eventually I realized that someone is me.” She dreamed of opening her own bookstore where the voices she did not get a chance to hear growing up had a loudspeaker.

But her dream had to wait. Lizzette focused on raising her children and building a meaningful career in education. Over the course of 26 years, she worked in the Anaheim Union High School District, teaching Spanish, English, and History, and developing innovative bilingual programs in journalism and social studies. She also led a teen parenting program, serving students with compassion and vision.

In 2022, after her children graduated college, Lizzette launched her business: The Untold Story, an online bookstore focused on elevating marginalized voices. But she didn’t just want to sell books online. She dreamed of a space where people could gather, learn, and feel safe. The Untold Story was still in gestation, and the online store was its womb waiting to be born, as she explained back then. “I wanted a brick-and-mortar store, but I didn’t know how to make it happen.”

That same year, someone from the City of Anaheim introduced her to the Emprendedor@s Program. “They told me, ‘Monica Robles is the person you need to talk to.’ And they were right,” says Lizzette. “Mónica is an expert at helping you open your eyes and walk step by step toward your goal.” Robles is the Founder and President of Asociación de Emprendedor@s and leader of the Emprendedor@s Program.

Through the program, Lizzette learned how to write a business plan, secure funding, and understand how U.S. businesses are structured and regulated. “It opened my eyes to reality,” she says. “I realized I needed capital, and the program taught me how to find it. I learned to deliver an elevator pitch, get creative with financing, and become a real businesswoman. I started participating in farmers markets and learned to do networking.”

She funded the business in part by loaning money to herself from her retirement savings, and with strong community support through successful crowdfunding campaigns, and in 2024, she opened her first storefront in Anaheim. The space was large, but the location made it difficult for customers to find. Still, word spread quickly. Loyal customers showed up, and a community of readers began to form. When her lease ended, those same customers helped her secure a better location, reaching out to local landlords and advocating for her business.

The Untold Story reopened in its new, more accessible space and has quickly become a cultural hub in Anaheim. The bookstore specializes in diverse and underrepresented voices: stories written by women of color, Black and Latina authors, LGBTQ+ voices, and other perspectives often left out of mainstream shelves. Most books are in English, with a carefully curated Spanish-language section.

The space is as warm and thoughtful as its owner. All furniture and décor were donated by the community, including a romantic armchair gifted by a woman whose late mother had loved bookstores. “She said, ‘My mom would have loved to know her chair is in a place like this.’ So, I placed it right next to the romance section,” said Lizzette expressing her gratitude to her loyal audience.

The bookstore is alive with events: author signings, art exhibits, and an open mic night on the last Friday of every month, where local poets, musicians, and storytellers share their art in a bohemian atmosphere. This fall, the store is launching a live podcast. The Untold Story Tellers will be collecting Anaheim’s Mexican American History through interviews with community members, including a kickoff episode with journalist Gustavo Arellano.

Lizzette’s husband, Rodolfo Loera, supports her behind the scenes, helping manage the day-to-day operations.

When it came time to relaunch the store in its new location, the Anaheim Chamber of Commerce stepped in with meaningful support. As part of the Chamber’s renewed focus on uplifting small businesses, interim president Dara Maleki personally asked how they could assist The Untold Story. Once the new space was secured, the Chamber showed up in full force for the grand opening, joined by city councilmembers, community leaders, and dozens of loyal customers. “We were overflowing with support. Monica Robles was there too. It was a very successful event. The crowd didn’t fit in the store!” said Lizzette.

Her goals are clear: to build steady revenue, maintain a loyal customer base, and eventually open a café inside the bookstore. But more than anything, she wants The Untold Story to continue being a space where people feel seen, heard, and welcomed.

“The Emprendedor@s Program gave me the push I needed,” said Lizzette, reflecting on the turning point in her journey. She still carries the words of program leader Monica Robles with her: “Start wherever you can—online, at farmers markets, person to person. Just don’t let the dream die.”

The Untold Story is not just a bookstore. It’s a space for community, culture, and connection. Visit them at 301 N Anaheim Blvd Suite D, Anaheim, CA 92805, or online at The Untold Story Bookstore.

And, if you’re a Spanish-speaking entrepreneur in Southern California looking to start or grow your business, connect with Asociación de Emprendedor@s to learn about their comprehensive eight-week business development program that provides business planning, financial education, and leadership training.

You can also view and share this story in Spanish here: The Untold Story Bookstore | Emprendedor@s

2/17/2026