Embellished by Keke and Coco

Embellished by Keke and Coco Contact information, map and directions, contact form, opening hours, services, ratings, photos, videos and announcements from Embellished by Keke and Coco, Hat Store, 3719 N. 75th Street, Scottsdale, AZ.

✨ Bookish merch, cozy vibes & a little chaos
📚 For BookTok girlies, romance readers & morally grey lovers
🧢 Custom hats • Tees • Sweatshirts • Totes
📦 Made with love • Ships nationwide
💌 Shop the drop ⬇️

Okay book besties… the secret is officially out. Between the Tropes is having our SECRET SOFT OPENING this Monday, Septe...
09/04/2026

Okay book besties… the secret is officially out. Between the Tropes is having our SECRET SOFT OPENING this Monday, September 7th!

Consider this your official invitation to come be one of the very first people to shop BTT. 💋

A soft opening basically means: is every single thing 100% perfect yet? Absolutely not 😂 Are we ready enough to open the doors, let you shop, and finally see you in our space? YES. We’ll still have more furniture, inventory, finishing touches and fun things coming, but we just can’t wait any longer!

🎁 FIRST 50 SHOPPERS GET A FREE TOTE STUFFED WITH GOODIES!
Including:
• Exclusive BTT tote
• Annotation kit
• Bookish paperclip bookmark
• Stickers + more little surprises

And even if you aren’t one of the first 50, EVERYONE who shops with us Monday can enter our all-day raffle to win a BOOKISH BASKET packed with goodies. We’ll pick a winner after we close!

📍 11294 W Bell Rd, Suite 100B, Surprise, AZ 85378
Monday, September 7th
11AM–7PM

And remember… this is TOP SECRET 🤫 so naturally you should send this to every book bestie you know.

We’ve been working like absolute psychopaths to get these doors open, and we seriously cannot wait to see you inside Between the Tropes. 🥹📚💋

09/04/2026

DAY 22/30 and somehow we’re SOFT OPENING MONDAY in Surprise, Arizona 😭📚 We’ll be working ALL weekend long to make her beautiful for Monday. Is she 100% done? No. Is she cute and shoppable? ABSOLUTELY. I better see y’all there for the soft reveal 👀
📍11294 w bell rd
Suite 100b
Surprise az 85378

THE BETWEEN THE TROPES DESIGNS ARE HERE 📚✨For the readers who run on Diet Coke, fictional men, questionable decisions, a...
08/22/2026

THE BETWEEN THE TROPES DESIGNS ARE HERE 📚✨

For the readers who run on Diet Coke, fictional men, questionable decisions, and apparently aliens 👽😂

AND we’re giving away BTT shirts to FOUR winners! 🎉

To enter:
Like this post & follow our tik tok✨
Tag a friend (or 5) who needs to come visit BTT

That’s it! Go forth and tag your book besties. 😂

08/21/2026

Day 9 and WE HAVE MADE MOVES.

Walls down. Thermostats in. Floors and paint loading…

Also RIP to our epoxy dreams because apparently flooring costs a kidney and a firstborn. 😭😂

21 days to go and somehow we might actually soft open sooner than planned?!

Come watch us continue to make financially questionable decisions in the name of books. ✨

08/17/2026

Just casually bringing Daenerys’ children to life one stitch at a time 🐉

Because apparently embroidering one dragon wasn’t unhinged enough, so obviously we did all of them.🔥

Dracarys, book besties.

08/15/2026

Day 2 and we’re already changing the plans. 😂

Wall coming DOWN. Carpet coming UP. Wood floors are canceled because epoxy is apparently our entire personality now.

28 days to go. What could possibly go wrong? 📚🔨

08/14/2026

DAY ONE IS OFFICIALLY HERE. 📚🔨

We signed the lease, got the keys, and now we have less than 30 days to turn THIS into Between the Tropes. What could possibly go wrong? 😂

Embellished + The Book Haul, our local traveling bookstore, are officially moving under one roof to create a bookstore, bookish collective, event space, and basically our dream hangout for readers.

We have a budget, approximately 700 Pinterest ideas, and a wildly unjustified amount of confidence that we can pull this off.

Follow along for the renovations, questionable DIY decisions, late nights, bookstore setup, and inevitable “whose idea was this?” moments.

30 DAYS. LET THE CHAOS BEGIN. 🫡📚

SAVE A HORSE, READ A COWBOY 🤠📚Our Save a Horse, Read a Cowboy Collection is officially HERE, because apparently our curr...
08/13/2026

SAVE A HORSE, READ A COWBOY 🤠📚

Our Save a Horse, Read a Cowboy Collection is officially HERE, because apparently our current personality is cowboys, romance books, and making things we absolutely need for ourselves. 😂

We’re running a little low on time to get ALL the designs added because we’re busy behind the scenes getting ready for Romance Bookstore Day, but don’t worry, the rest of the cowboy goodness will be added to the collection throughout next week!

And because we’re way too excited to wait, we’re kicking off the Romance Bookstore Day celebrations EARLY:

🤠 FREE SHIPPING automatically applied at checkout
💘 15% OFF EVERYTHING on the site with code ROMANCEBOOKSTOREDAY
🎁 PLUS, we’ll be randomly tossing freebies into orders placed during the celebration!

So basically… this is your sign to save a horse and fill your cart. 🫡

Shop the new collection + everything else on the site now!

✨ BIG NEWS… WE’RE OPENING A STOREFRONT! ✨We’ve been keeping a little secret, and we can finally share it! 🤍This August, ...
08/06/2026

✨ BIG NEWS… WE’RE OPENING A STOREFRONT! ✨

We’ve been keeping a little secret, and we can finally share it! 🤍

This August, we’re opening the doors to Between the Tropes, a bookish collective in Surprise, Arizona.

Three women. Two businesses. One shared love of books.

Between the Tropes is more than a bookstore. It’s a place where readers can discover their next favorite book, shop beautiful bookish gifts and apparel, and most importantly, find a community that loves books just as much as they do.

This August will be our soft opening, with renovations and exciting additions continuing throughout September as we bring our vision to life.

What excites us most isn’t the store. It’s what the store represents.

This wasn’t always a dream of ours. It became one because of you.

Through author signings, pop-ups, and book events, we’ve watched complete strangers become lifelong friends. We’ve seen readers find people who truly understand them, and we knew this community deserved a permanent home.

That’s exactly what Between the Tropes will be.

Every week we’ll be hosting book clubs, themed events, author experiences, release parties, craft nights, movie nights, and other gatherings where readers can connect, make friends, and bond over the stories we all love.

And because so many of you have already asked… 👀

We’re planning a FREE Grand Opening Celebration! We’re hoping to celebrate with a cozy screening of The Love Hypothesis, plus shopping, popcorn, sweet treats, giveaways, photo opportunities, and all the bookish vibes. Pajamas are highly encouraged. 🤍 More details coming soon!

Thank you for believing in us and helping build this incredible community. We can’t wait to welcome you through our doors.

Welcome home. Welcome to Between the Tropes. 📚🤍

Address

3719 N. 75th Street
Scottsdale, AZ
85251

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