Emma and Karah, both avid readers, channeled their hobby into an online community of like minded subscribers. Though social media and the unifying power of the internet have shaped Belletrist’s success, the project kicked off 12 years ago thanks to snail mail. Best friends, Karah Preiss [living in New York] and Emma Roberts [living in LA], would always be sending each other books in the mail and writing little notes on them. It became the center of their friendship, exchanging recommendations and discussing them. They have similar tastes, but are also very different, so there was a nice blend of having so much in common yet still being able to learn from each other.