about

Not to get all gushy, but here at rather, we have love feelings for one-of-a-kind, worth going out of your way to visit, independently owned businesses. Though it’s a uniquely American sentiment to think bigger is better, we believe smaller is special.

The rather books focus on cities both big and obvious (NYC and Paris) and small and not-so-obvious (Austin and Portland). You could say we’re an equal opportunity publisher.

Because we believe that a guide needs to come along with you–and not languish on your coffee table looking all pretty and pristine–a rather book fits perfectly into a handbag, a glove compartment box or your empty hand. And instead of having it indiscriminately feature everything but your kitchen sink, we put our rather colored glasses on and carefully choose 80 or so unique, authentic, scrumdilicious local businesses that range from eye popping and brand spankin’ new to deeply patinaed and way off the beaten path, funky and unexpected to chic and shiny.

rather is the evolution of the eat.shop guides. This brand transition took place mid-October 2011 with 8 of the 22 eat.shop cities debuting. The remaining eat.shop cities are schedule to make their rather debut in 2012.

The first eat.shop guide was published in Portland, Oregon in late 2003. Kaie Wellman, the creator of the series, was at the time an art director / graphic designer with a bad attitude. To abolish the attitude, she thought about what career change might make her happy, so she took a solo road trip to San Francisco to visit the gift fair for inspiration. After spending 30 minutes at the fair, she was not inspired. So with two days left in town, and looking for a new career path, she hit the streets—not to take up the oldest profession, but to explore the city neighborhood by neighborhood.

While peering in, poking around, sniffing the air and devouring the delicious—it occurred to her that the bad attitude and the mantle of grumpiness had disappeared and in its place was some serious happiness, all because of a little local eating and shopping therapy. A series was born.

By late 2004 there were guides for three cities: Portland, Seattle and Los Angeles all researched, written and photographed by delusional multi-tasker Kaie. By 2005 reality set in and Kaie realized that helping hands were needed, and the eat.shop gang was born. Anna H. Blessing fresh out of Medill School of Journalism with a “can do” attitude that is quite often found in the under 30 sect, signed on to author the Chicago book. Jon Hart, a closet cello player and owner of the world famous, Jon’s Awesome Business (nobody knows what he does really), insisted that he author the Paris book and Jan Faust Dane, wordsmith and unknown to her before she began authoring these guides, spectacular photographer of food, authored the first state guide: Rhode Island because it really is the size of a large city. Caroline Loncq, actress by trade, came on board to author the London book where she lives and explores daily on her bike, long tresses flying.

These editors, along with Kaie, formed the nucleus of the eat.shop guides’ creative team. Beginning with the debut of rather in Fall 2012, new editors are joining the tribe. Each editor researches, writes and photographs their edition.