The neon sign is pink. The disco balls are real.
The books are serious. That combination is exactly why this Indiana bookstore is so hard to forget.
Leah Johnson, a bestselling Hoosier author, opened the shop in 2023 with a mission to put Black, queer, and other frequently overlooked voices front and center. The shelves are colorful.
The atmosphere is lively. The reading material can be much more challenging than the decor suggests, including books that have been contested or banned in other places.
A kids’ corner softens the mood for younger readers, while the staff are happy to get into actual book conversations instead of simply pointing toward a section. It is a literary haven with surprisingly good lighting.
The Author Behind the Counter
Few bookstores can say the person ringing up a purchase might also have written one of the books on the shelf. At Loudmouth Books, that happens.
Owner Leah Johnson is a bestselling Indianapolis author, and her debut novel, You Should See Me in a Crown, earned a Stonewall Honor, landed as a Reese’s Book Club YA pick, and was named by TIME as one of the 100 Best Young Adult Books of All Time.
Opening a shop was not part of her 2023 plan. Then book challenges started piling up across the country, many of them aimed at stories by queer writers and writers of color.
As a Black, queer author, Johnson felt that pressure personally, so she decided her hometown needed a place that would put those stories front and center.
The doors opened in September 2023, timed on purpose to line up with Banned Books Week. That choice said a lot about the mission from day one.
Visitors sometimes pick up a novel without realizing the owner wrote it, then get a signed copy on the spot, which makes for a great souvenir.
Worth knowing before a visit, Johnson writes for young adults and kids, so families and teen readers will find her titles fun. Ask about her books at the counter.
A quick chat with a working author is not something most shopping trips offer, and it adds a personal spark to the stop.
Disco Balls, Glitter, and a Pink Neon Dare
Quiet, beige bookstores have their charm, but this is not one of them. Loudmouth Books leans hard into a style best described as eclectic maximalism, and the result is joyful from the first glance.
Disco balls dangle from the ceiling and sit on shelves, tossing little flecks of light across the book covers.
Behind the counter, a bright pink neon sign spells out READ DANGEROUSLY. It works as decor, a mission statement, and a pretty solid photo backdrop all at once.
Pride flags hang proudly around the room, so nobody has to guess whether they are welcome.
The color does not stop at the decorations. Stacks of books with bold, bright covers fill nearly every surface, and the spotlight falls on Black authors, LGBTQ+ authors, and authors of color.
Somehow all that sparkle still feels cozy instead of chaotic, like a friend’s living room after a really good birthday party.
Small details reward a slow browse. Some visitors mention a comforting scent drifting through the room, and the shelves stay neat and organized, so finding a favorite genre never turns into a treasure hunt.
The space is on the snug side, which means a little patience in the aisles goes a long way on busy afternoons.
Bring a phone with a charged battery. Between the neon, the glitter, and the rainbow shelves, it is hard to leave without snapping a few pictures.
Where Banned Books Get the Spotlight
More than half of the books challenged across the country deal with race, queerness, gender, or sexuality. Those are exactly the subjects Loudmouth Books was built to protect.
Shelves here proudly feature banned and challenged titles, turning a simple shopping trip into a quiet stand for the freedom to read.
Classic titles that have landed on banned lists show up alongside newer stories by queer writers and writers of color. Readers hunting for something specific, like a copy of To Kill a Mockingbird, can ask at the counter and get pointed in the right direction fast.
The staff clearly enjoys that kind of request.
The stock is made up of new books, and every one was picked on purpose. Some of these stories have been called obscene or indecent in other places, yet here they sit face out, covers shining, waiting for someone curious.
There is also a strong section on activism and social justice for readers who want to understand the bigger conversation.
Here is a tip. Plan a visit during Banned Books Week in the fall, since the shop opened during that exact week in 2023 and the cause sits at the heart of everything it does.
Any time of year works, though.
Picking up a challenged book is a small act, but it adds up. Every purchase helps keep these stories on shelves and in the hands of readers who need them most.
Camp Loudmouth Is Calling Young Readers
Kids tend to spot it first. Tucked inside the store is a bright, colorful nook called Camp Loudmouth, and it is made just for young readers who want to flip through picture books at their own pace.
No tents, no bug spray, just stories.
The children’s and young adult sections are a big reason families keep coming back. Shelves hold books where kids of many backgrounds, family types, and identities can find characters who look and live like them.
That kind of mirror matters, especially for readers who rarely see themselves on a cover.
Story hours add even more fun. These free events let little ones sit, listen, and giggle through a book with other kids, which can turn a shy reader into an eager one.
Check the shop’s website for upcoming dates, since the calendar stays busy.
Parents and caregivers get something out of it too. Teens can wander into the YA section, which is stacked with fresh picks, while adults browse nearby.
Educators should ask about teacher discounts at the register.
A small tip for families is to go on a weekday morning, right after the 11 AM opening, when the aisles are often calmer. Little legs have more room to explore, and grown-ups can actually hear the kids read aloud.
Everyone wins.
Leaving with a new favorite book is almost guaranteed. Leaving without one might cause a small protest.
Free Events That Turn Strangers Into Book Buddies
Books are fun alone, but they get even better with company. Loudmouth Books leans into that idea with author talks, book clubs, and story hours, and every event is free and open to the public.
That open door is a big part of the mission.
Author events give readers a chance to hear writers talk about how their stories came to life. Local writers have even celebrated debut novels here, which gives these nights a hometown, cheering-section kind of energy.
Bring questions, and bring a book to get signed.
Monthly book clubs are another highlight. The picks cover a wide range of styles and voices, so there is usually a group that fits almost any taste.
Showing up alone is totally fine, since talking about a shared book is one of the easiest ways to break the ice.
Behind all of this is a clear goal. The shop puts its energy into community programs that help more Hoosiers get their hands on diverse books, whether they live down the block or across the state.
It is a bookstore acting like a neighbor.
Planning tip time. Follow the store online or check the event page on its website before a trip to Indiana, because a well-timed visit could line up with an author signing or a lively club night.
Popular events can draw a crowd, so arriving a little early helps snag a good spot.
Booksellers Who Could Talk Books All Day
Ask for a recommendation here and get ready for a real conversation. The booksellers at Loudmouth Books are known for being friendly, easy to talk to, and genuinely excited about what sits on the shelves.
Expect questions about favorite authors and recent reads before a small stack of suggestions appears.
Romance fans, take note. The shop carries love stories that many readers have never come across elsewhere, often by marginalized authors or lesser-known voices.
It is a great spot to break out of the usual bestseller loop.
The mix goes well beyond romance. Adult fiction, nonfiction, kids’ books, and young adult titles all share the space, with new releases sitting beside older backlist gems.
Genres are grouped clearly, so it is easy to zero in on a favorite corner.
Then there is the fun extra stuff. The sticker collection is seriously impressive, and the shelves also hold book-related merch and non-book goodies, including a stamp-making kit that has caught plenty of eyes.
These make easy gifts for the bookworm who already owns everything.
Little moments make the store memorable. Swapping notes about shared favorite authors with whoever is working can turn a quick stop into a full hour.
When owner Leah Johnson is in the shop, her upbeat energy fills the room.
Tip for first-timers. Share one book loved recently, then let the staff take it from there.
Wallets, consider yourselves warned.
A Hidden Gem on 16th Street in Herron-Morton
Just north of downtown, in the historic Herron-Morton neighborhood, a colorful little shop sits waiting at 212 E 16th St, Indianapolis, IN 46202. It is easy to miss while driving by.
That is part of the charm, because finding it feels like uncovering a secret.
For years, Indianapolis did not have much of an independent bookstore scene for a city its size. That has changed fast.
New shops have popped up all over town, and Loudmouth Books is a big part of this literary comeback.
Book lovers can make a full day of it in Indiana. The shop is a regular stop on the Indy Indie Book Crawl, an event that sends readers hopping between independent bookstores across the city.
Pairing it with a stroll through the neighborhood’s older homes makes for a relaxed afternoon.
Getting there is simple. Parking is usually available on nearby side streets, so there is no need to stress about a big garage.
Hours run from 11 AM to 6 PM Monday through Saturday and 11 AM to 5 PM on Sunday, which makes it easy to fit into almost any schedule.
The space is cozy and fills up quickly on busy days, so a weekday visit can feel more relaxed.
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