Toomer's Corner is home to many iconic landmarks that have shaped the Auburn community immensely, and one such location is J&M Bookstore, which has been serving the Auburn area for over 70 years. Whether rain or shine, J&M is there to provide a warm welcome, quality service and a "War Eagle!"
Famous for its family-friendly atmosphere, Auburn is next to impossible to visit without feeling like part of the Auburn Family, and J&M is an example of this.
Officially opening in 1953, J&M started as a family-owned bookstore. Over its years in operation, J&M expanded and transitioned to mostly selling Auburn merchandise. Today, countless Tigers stop by J&M on game day to buy some Auburn souvenirs, as the bookstore has managed to grow its operations to manage the game-day crowds.
The most interesting part about the Auburn staple is its rich history. Although it has encountered challenges, J&M Bookstore has adapted to changing times and has continued to be an overwhelming success.
Before J&M Bookstore became what it is today, it was the Hawkins Bookstore. One of its founders, George Johnston Jr., also known as “Big George,” grew up in the Auburn area. Johnston enlisted in the military in World War II, and when he returned after his service, he studied business at the Alabama Polytechnic Institute, now Auburn University.
During that time, he worked at the Hawkins Bookstore until its owner passed away suddenly while on vacation. Johnston continued working at the store until new owner Paul Malone, who sold textbooks in Tuscaloosa, took over. After, on May 19, 1953, the Hawkins Bookstore officially became J&M Bookstore.
"[Paul Malone] bought it from the Hawkins family. The store became Malone Bookstore in the late '40s," said Trey Johnston, the son of Johnston Jr. "Daddy stayed and worked with him, as he went to school. Anyway, in 1953, Mr. Malone gave Daddy an opportunity to buy into the store, and that's when it became Johnston & Malone."
At the time of its founding, the store was relatively small, but that did not last long. Under the guidance of Johnston Jr. and Malone, the store grew exponentially. Nestled in the heart of campus, the location was the nearby spot for students to buy their textbooks.
When its neighbor Burton’s Bookstore closed in 1963, J&M absorbed it and expanded, so it could be argued that J&M’s history extends even farther back to when Burton’s was founded in 1878.
J&M also saw expansion upwards, as more was built overhead. These were some of the only real renovations to the storefront, so its original charm, design and history remained intact, even after decades of operation. J&M even opened another location, which saw a lot of initial success.
As the internet exploded in popularity and textbooks became available online, J&M phased out the selling of physical textbooks and shifted its focus primarily to game-day merchandise. However, the bookstore continued to supply materials for the architecture, design and engineering programs.
This adaptation allowed the main store location to continue to thrive; however, this shift and the COVID-19 pandemic led to the closing of the bookstore’s second location. Despite the initial popularity and later decline of the second J&M Bookstore, the downtown location continued to draw in visitors.
Trey discussed the magnetism of the downtown location for visitors of all ages.
"They want to come to J&M downtown. They want to smell victory, smell where Coach Jordan walked," Trey said.
Despite its changes, many important and special aspects of J&M have been preserved.
"We've been blessed over the years as far as history, legacy and being a traditional spot to go shopping, especially on game-days. As you can see, we've expanded, but we still have the art, architecture, graphic design and technical supplies one needs at Auburn University," Trey said.
J&M has its roots as a family business dating back to George Johnston Jr. and his wife, a former Miss Auburn who took pride in maintaining standards at the store and ensuring guests felt welcomed.
Later, their son Trey, who had worked at J&M since high school, took over the business and became CEO. Even though he is now retired, Trey can still be found at the store, personally greeting and making sure guests are cared for to this day.
Today, the store is still bustling with happy customers. It even functions as a sort of recruiting center for the university, as Auburn alumni return and bring their children to pick out some Auburn merchandise, fueling generations of Auburn students.
J&M has also seen many Auburn legends and athletes visit, as it has become a tradition for recruits to explore and get all the Auburn gear they need to represent the school they play for with pride and in style. On his way to the Iron Bowl, professional golfer Payne Stewart also made a stop at J&M, where he joined Trey in greeting guests and passing out stickers.
In addition to athletics, former Director for National Security Agency Michael Rogers visited J&M, where Secret Service cleared the store to ensure it was safe for Rogers to browse. J&M also hosted UFC President Dana White and several fighters, as they shopped for Auburn gear.
With the dedication put into the store, it is no surprise that J&M Bookstore has become a treasure of the downtown area.
"J&M is a great place," said Ben Duncan, inventory manager. "It's a family place. It's been here for a long, long time. It's a special place. It's been part of the community for years, and it's a special place to work and visit and shop at."
All employees at the store expressed a deep love for J&M, including Victoria Malinowski, sophomore in hotel and restaurant management.
"I've worked here since I was 15, and it's been so good that I've stayed here through college and whatnot," Malinowski said. "It means a lot, and it's a good, good place to work."
Malinowski also described the enthusiasm members of the J&M Bookstore family have for adding to visitor's experiences in Auburn.
"We're always willing to go an extra step to see that they get what they need and what they went, especially when it's a win or a loss, a good football season or a bad football season," Malinowski said. "We're kind of there to help celebrate and be a tradition."
This sentiment was shared by fellow employee Millie Walker.
"I think it's a very steady place in the midst of all this change, and I think the locals really appreciate things like that," Walker said.
As Auburn continues its legacy in academics, athletics, community and hospitality, it is certain that J&M Bookstore will continue to be indispensable and special part of Auburn history.
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