The North Center bookstore, Partners in Crime, opened in North Center, Chicago, on Valentine's Day with a line of customers waiting outside the door throughout the day. The couple's combined book tastes have led to the opening of the new bookstore, which opened after Amanda Morse was laid off from her job and faced an unfriendly market in 2024, a trend that mirrors increasing trends in bookstores, with a 37% share in the global book market in 2025, according to Fortune Business Insights. The store is currently the only employee at the store, Jeff Morse, who still works full-time as a copywriter. Since opening, the 1,500-square-foot space has been a destination for families and focuses on children's books.