Reid Moon turns dusty relics into thrilling tales, one rare find, one jaw-dropping story, one wide-eyed visitor at a time.
Imagine stepping into a bookstore that feels a lot more like a museum curated by the most charismatic history nerd you’ve ever met. That is Moon’s Rare Books, tucked into The Shops at Riverwoods in Provo, Utah. Owned by the delightful and ever-curious Reid Moon, this place is a living, breathing time capsule, and it’s anything but ordinary.
Meet Reid Moon: Collector, Storyteller, Treasure Hunter
Reid Moon grew up in Texas and Oklahoma, where his family ran a small bookstore. After college, he spent some time in the insurance world, but he couldn’t resist the pull of literary treasure hunting. Soon, he’d started tracking down used and rare books, one search at a time. Over decades, what began as hobby turned passion became a full-on rare-book empire.
After moving to Utah around 2015, Reid found himself smack in the middle of a community that, it turns out, really loves collecting history. Plus, he had an edge: decades of sourcing rare books and priceless artifacts gave him unparalleled connections. But Reid’s real magic really lies in his storytelling. He’s not just a seller; he’s a narrator of history, weaving tales that draw people into the past.
A Bookstore Disguised as a Museum
Picture this: you walk in and the brick floor beneath your feet is over 200 years old, came all the way from France, and is from, yes, the era of Marie Antoinette and Napoleon.
The store is divided into themed rooms, kind of like stepping into a quaint European village. There’s a Bible room, a Mormon-history section, a movie-prop corner, and every nook feels curated to surprise and inspire. Reid invites guests to play “Where’s Waldo–style” by spotting treasures tucked in each space.
First Editions and Literary Relics
When you step into Reid Moon’s store, you’ll find first editions from Dickens, Austen, and even more. At one point, the store was even home to Dickens’ writing desk, where he sat and wrote A Tale of Two Cities way back when. You can even find things like the first printing of Edgar Allen Poe’s The Raven!
It is also home to a handwritten Quran and a Bible written on vellum (animal skin). And, for big American history nerds, an Alexander Hamilton law ledger from 1795-1804.
History of the Silver Screen
It’s not just books, though. Moon also has movie props, from Harry Potter wands and robes, Wolverine’s claws, Thor’s hammer, and even the reaping bowl from The Hunger Games!
Historical Relics and Religious Texts
Moon has also managed to find a pamphlet signed by none other than JFK, the pipe smoked by Arthur Conan Doyle, and, wait for it, Houdini’s handcuffs! There are all sorts of historical relics in the store, even down to a chunk of the Berlin Wall.
There are also several copies of the first editions of the Book of Mormon, including copies that even belonged to Hyrum and Samuel Smith… Impressive, right?
Taking His Story Online
Despite the age and gravitas of his artifacts, Reid is a 21st-century storyteller at heart. He embraced TikTok and Instagram about two years ago, and now he’s got millions of followers, with around 2.2 million on TikTok and over a million on Instagram. He creates bite-sized, enthralling videos of his rarest items. Every play, every prop, every parchment comes with a story.
That way, even if you can’t pile into Provo, you can still be captivated. But trust me, people do pile in, often traveling afar just so they can stand there, wide-eyed, in front of Dickens’ desk or the Tolkien-signed Bible.
The Business and Moon’s Legacy
Moon’s Rare Books isn’t just a store—it’s a high-end rare-book empire. The business makes around $5 million a year, mostly from ultra-high-net-worth clients snapping up items in six- to seven-figure transactions (insane, right?). Some people spend as much as $2 million in a couple of weeks (if we had that kind of book money…). One of Moon’s clients owns a 1611 King James Bible and a 1685 Shakespeare First Folio, both sourced by Reid.
But Reid isn’t in it for the profit. He pays himself modestly, reinvests the rest, and gives much of it away. He’s also mentoring successors to ensure his collection and way of storytelling will continue long after he’s gone.
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Millie Ramm
Millie has been writing since she was a child, and has spent more time with her nose in books than anywhere else. She has been ghostwriting novels and editing for the past few years, and when not working she is curled up with her cats, looking for her next read.
