The Frog's Story

Four-Eyed Frog Books is a community-owned, independent bookstore located in the quaint Mendocino County coastal town of Gualala, in northern California. The Frog, as it's often referred to, was originally opened in 2003 by Joel Crockett, who ran the bookstore for 13 years, with the help of his brother Jeremy. In the spring of 2016 Four-Eyed Frog Books was put up for sale, when Joel decided to start a new chapter in his life and relocate to Southern California. There was much enthusiasm within the community to keep the Frog’s doors open, so a group of Frog supporters came together to purchase the store, investing anywhere from $250 to $15,000.

 Today about two dozen friends of the Frog are community shareholders in the new Four-Eyed Frog Books. They own Gualala’s bookstore, truly a community-owned bookstore with passionate new owners, a strong Leadership Team assisting the General Manager, Rachel Turner, and an active board of directors. Joel Crockett is also a shareholder and continues to be involved as a consultant sharing his expertise, wisdom, and vast ‘book knowledge’.

The first thing you’ll notice when you walk through the Frog’s doors, aside from the amazing array of books, is the fascinating collection of frogs, all of which have been gifts from friends of the bookstore. They are literally everywhere, and somehow people seem to feel happier among all these frogs. Amidst the frogs, you’ll find all the current bestsellers, fiction, non-fiction, and sections for mystery, biography, history, children, young adults, cooking, local authors, spiritual, health, nature, and more. Also popular in our shop are greeting cards, puzzles, coloring books for children and adults, and games.

The Frog is so much more than just a bookstore, offering free Wi-Fi, free coffee, comfortable chairs to relax and read or visit with a friend, and a table for folks to share in putting a puzzle together. Hosting author events and being open seven days a week, the Frog is truly a social gathering place. You can also order any title in print on our web page, and pick your book up at the store or have it shipped free to your home. 

 At the heart of the Frog are the most amazing staff and volunteers always ready to greet you, share a story, and help you find exactly what you're looking for. The shareholders of the community-owned Four-Eyed Frog Books are committed to maintaining the Frog as a thriving community resource and keeping the legacy, created by Joel, alive and hopping, while supporting the staff and volunteers who are the Face of the Frog.