[1][2][3] They established Silver Moon Bookshop to share intersectional feminist rhetoric with a larger community of readers and encourage open discussion of women’s issues.
[10] In addition to the GLC grant, Silver Moon Bookshop primarily obtained funding through family and friend donations, as well as bank loans.
In total, Silver Moon Bookshop was able to raise €47,214 prior to opening, in order to fund store renovations and stock purchasing costs.
[10] The GLC assisted in procuring the address 68 Charing Cross Road, a prime location on the well-established booktrading street in Central London.
[12] Authors whose work was featured included Barbara Wilson, Ellen Hart, Claire McNab, Katherine V. Forrest, and Val McDermid.
[9] Teachers and librarians utilized Silver Moon Bookshop as a book supplier and feminist resource, which increased public accessibility of diverse literature.
[4] However, Silver Moon Bookshop's short-lived use of job rotation as a feminist collective practice led to inefficient decision-making and miscommunication with customers.
[14] Eventually, Silver Moon Bookshop established a "dual structure" model, which was a modified hierarchy system that still guaranteed all employees a voice in everyday shop functions.
[10] Promoting respect in the workplace without sacrificing business performance allowed Silver Moon Bookshop to operate longer than other feminist bookstores.
[4] Silver Moon Bookshop frequently hosted visits from female authors, including Toni Morrison, Margaret Atwood,[10] Alice Walker, Paule Marshall, Barbara Wilson,[5] Jeanette Winterson, and Sandi Toksvig.
[16] Women's political organizations and writing collectives promoted their groups on the store noticeboard and distributed handouts advertising upcoming events.
[17] Employees provided support to female clientele experiencing abuse by directing them to nearby women's centres[8] and suggesting books written to help sexual violence victims.
[18] Due to Silver Moon Bookshop's commitment to uplifting women in the community, Cholmeley explained that "sometimes [she] felt more like a social worker than a bookseller".
[5] Butterworth and Cholmeley found that advertisement from the Silver Moon Quarterly played a significant role elevating business and heightening global visibility of feminist literature.
[21] Honoring Silver Moon Bookshop's promotion of LGBTQ+ women's voices, the publication's 15 short stories included themes of feminism and lesbianism.
[25] In addition to arson threats, the shop fell victim to hate-mail,[8] people pulling out weapons, and male tourists flashing female customers.