Meet Sarah Ambrus

We were lucky to catch up with Sarah Ambrus recently and have shared our conversation below.

Hi Sarah , you’ve got such an interesting story, but before we jump into that, let’s first talk about a topic near and dear to us – generosity. We think success, happiness and wellbeing depends on authentic generosity and empathy and so we’d love to hear about how you become such a generous person – where do you think your generosity comes from?

My generosity comes from a belief that nothing is owed to me, but much has been given. So many people have believed in my vision and have invested in me throughout my journey. I’ve had mentors who taught me, friends who supported me, and most importantly – an incredible community that has received me enthusiastically and continues to invest in the bookstore’s success.
The idea that generosity is reciprocal has become one of my core values in running my business – if I invest in my community, my community will invest in me. As a result, we have found several intentional and meaningful ways to give back.
We have a “free book cart” that our mobile bookstore takes to events – no strings attached, just free books for the taking, open to anyone. We also donate to community events hosted by schools, neighborhood associations, or other local businesses. We sponsor a Little Free Library once per quarter, pouring more free books into the community. And we also donate books regularly to a local non-profit called Inside Books Project that sends books and reading materials to people who are incarcerated throughout Texas.
The ability to be generous is in itself a gift – one that our amazing community makes possible and I’m grateful for that.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I am the founder and owner of Lioness Books, a mobile independent bookstore based in the greater Austin area. As a former high school teacher turned entrepreneur and activist, I launched Lioness Books in 2024 with the goal of spreading literacy directly to the community. Operating out of a cozy twenty-foot trailer, Lioness Books curates diverse used titles, hosts book-centered events, and champions literacy initiatives like Little Free Libraries and donations to schools, nonprofits, and incarcerated individuals.
As a passionate believer in the freedom to read and the transformative power of books, I believe bookstores should be a hub of community experience – indie bookstores connect readers, spotlight diverse voices, and support the local economy. As we prepare to open our first brick and mortar store in the Leander area, I believe our reach and influence will only grow and protect the democratic values of our community.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

I bet on myself. There is what I can do, and what I won’t do – but there is nothing I can’t do. I have always been a risk-taker, and although there is an element of fear that comes with it, I have tried to embrace that fear rather than avoid it. One of my favorite inspirations, Ina Garten, talks about how she doesn’t do anything unless it scares her a little. She says “If it’s not scary, everyone else would do it.” Embracing that fear, taking risks, and betting on myself keeps me moving forward.
I am community-minded. I understand that a bookstore should be a safe space for all, and built by many. This space is not all about me and what I think a bookstore should be – it should reflect the needs and desires of the community. I intentionally and frequently ask for feedback – and then listen to what people have to say with authentic interest.
Lastly, I try to create experiences that are extraordinary. People can buy a book anywhere; independent bookstores thrive when they create an experience for their guests. When customers come into our store, they immediately feel a sense of comfort and nostalgia. We go out of our way to build in little memorable touches to that experience, and we interact with customers in ways that build relationships and become more than simply a transaction.

We’ve all got limited resources, time, energy, focus etc – so if you had to choose between going all in on your strengths or working on areas where you aren’t as strong, what would you choose?

I think it’s both – and I think the two are interconnected. Using and leaning into our strengths will inevitably lead to more self-development. This is how we discover our weaknesses and begin to address them. Finding balance between the confidence in our strengths and the vulnerability of our weaknesses is essential. Both deserve our attention and effort. I’ve learned a lot about this through building community partnerships. Our mobile store has strong community partners that we work with to sell from their locations. Watching how other business leaders use their strengths to address the needs of the community has taught me a lot about really leaning into what we do best, while still improving ourselves in the process. I consider myself a lifelong learner, and I want to grow as much as I can while on this entrepreneurial journey.

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