Remember when coffee shops were hives of intellectual conversation and activism instead of rooms full of people staring at their screens? Baldwin & Co. Coffee and Bookstore is recreating that interactional type of community coffee shop and gathering place.
Founded in 2021 by DJ Johnson, who grew up just a few blocks from its 1030 Elysian Fields Avenue location, Baldwin & Co. is meant to be “a comfortable and welcoming neighborhood hub.”
Johnson named his business after the great American author James Baldwin “because he is the perfect embodiment of what Baldwin & Co is all about. Not only is he my favorite author, but he is one of the most fearless, brilliant and unapologetically honest voices in American literature. James Baldwin stood at the intersection of art, activism and intellect, using words as both a weapon and a balm. His work challenges systems, speaks truth to power and deeply affirms the lived experience of Black people around the world.
“At Baldwin & Co, we honor his legacy by creating a space that promotes critical thinking, cultural dialogue and community power,” Johnson continued. “The ‘& Co.’ is an invitation for all who walk through our doors to be a part of that legacy, to read bravely, speak boldly and continue the work.”
Book selections highlight Black and BIPOC authors, as well as New Orleans and Southern themes. The staff of 15 is equally happy to brew your latte and/or help you find a literary favorite.
Along with opening Baldwin & Co., Johnson founded a nonprofit foundation whose primary focus is improving community literacy rates, in part by donating books to area residents — particularly young people — to help them start building home libraries.
The store’s Marigny location is close enough to the French Quarter that tourists drop by, but most of the clientele is a stream of neighborhood locals.
“Our customer base is truly a mix of everyone,” Johnson reported. “We bring in thought leaders, community-driven supporters, coffee lovers, educators, activists, neighborhood families, tourists and everyone in between.”
Johnson sees coffee and books as a natural combination, and even has a few volumes on hand that people can simply pick up and read as they sip their beverages. Readings, author talks and book signings are additional attractions.
While the variety and energy that embody Baldwin & Co. draw in steady business, competing with the likes of Amazon remains a major challenge. Johnson noted that “most indie bookstores, including us, have online websites where you can order books to be shipped to you. With ordering directly from a bookstore, you can guarantee quality and efficiency that you may not get with Amazon.”
Another significant challenge he faces is getting the word out about the business.
“We are currently working on new marketing and memberships,” he said, “so keep an eye out on our website for those.”
Johnson views the coffee shop and bookstore as being greater than the sum of its parts.
“This is a cultural sanctuary rooted in New Orleans, where literature, community and social justice converge,” he said. “We exist to amplify marginalized voices, celebrate Black brilliance, and create space for meaningful conversation, creativity and change. Whether you’re here for the books, the coffee or the energy, Baldwin & Co. invites you to think deeper, speak louder and belong fully.”
Baldwin & Co.
1030 Elysian Fields Ave. // New Orleans
504-354-1741 // baldwinandcobooks.com
FB:@baldwinandcompany // IG: @baldwinandcompany // X: @baldwinbooks
