by Natasha Khairullah
Staff Writer
The eclectic makeup of Riverside may have found its match in Inertia Records.
“Five Points and Riverside is made up of a fairly diverse crowd,” said Joe Flowers, a full-time instructor at the University of North Florida in the English Department who lives in Riverside and is part-owner of the record store. “I thought that a cafe-slash-record store-slash-bookstore that had an alternative, progressive and liberal slant would be nice since it’s hard to find such things in this town.”
Flowers said since 1990, Five Points has always had a record/CD store like Stripmine Records and the Theory Shop, both of which closed in recent years.
“I think we felt like someone needed to buck up and continue the tradition regardless of the dismal track record,” said Flowers.
However, Flowers, and Inertia co-owner Josh Jubinsky — a children’s librarian at the Main Library Downtown by day and a drummer by night — say their store is very unlike the shops of the past. Flowers said Inertia wants to garner a crowd that espouses a more “do it yourself” ethic.
They cater to those who want to take small craft classes, eat organic foods and read books that “are about something that matters—not just distractions,” said Flowers.
Located on Lomax Street, Inertia Records and Books shares a space with Heartworks, the previously defunct vegetarian cafe that reopened a few months ago.
Flowers said they sell a lot of the usual items you’d expect from an Indie book store and record shop, but Inertia’s approach is a bit unique in comparison to proprietors of similar businesses in Five Points. He said the business is more of a hobby for him and he’s not that worried about profit.
“I generally mark my new books up just enough to help cover shipping and expenses,” he said.
Although they offer the typical record store and book shop products like CDs and rare vinyl, Inertia separates itself from the rest by organizing film screenings, discussion groups, guest speakers and “free schools” where people from the community come in and teach things like do-it-yourself home plumbing, ceramics and silk screening.
Another “unique” business approach is their lack of paid staff members and the large number of volunteers.
“We have volunteers because that’s the only way we could really stay in business,” said Jubinsky. “Luckily there are great people who believe in trying to foster an independent community space enough to donate their time.”
Another twist to Inertia’s staying power, said Flowers, is its co-habitation with Heartworks. The popular vegetarian cafe used to be just a gallery for seven years, according to Flowers, then it became a gallery and vegan/vegetarian cafe for the next 12 years until its owner, Elaine Wheeler, had to temporarily shut it down for personal reasons. Jubinsky, Flowers and Wheeler, longtime friends, decided to reopen it as a joint venture.
“I think we get a lot of crossover business,” said Jubinsky.
Flowers said the feasibility of a record shop in a “digital age” has often been questioned by people who wander by the store. Jubinsky and Flowers agree that competing with corporate music that can be easily pirated off the Internet is nearly impossible today.
“So instead (of competing) we want to offer music that you can’t find on the computer— music, books and (maga) zines that weren’t created and owned and sold for way too much by corporations,” said Flowers.
“I think a fair analogy would be to say that we wanted to be the media equivalent of an organic produce market. Our products often aren’t as pretty as the mainstream stuff, but they have more substance, are tastier and better for you. And, unlike organic produce, generally less expensive.”
They have no plans on quitting despite rising rents and rising condos in the area.
“We’ll keep moving if we have to,” said Flowers. “Our reinforcements are evidently pinned down in Murray Hill and Springfield, so we can always make a break for it.”
As for future plans for Inertia, Jubinsky and Flowers are just trying to keep their heads above water.
“It’s been hard for two guys who work full-time to set aside money for the store — especially since we’ve been burglarized twice in these first few months,” said Flowers. “But as long as our vehicles don’t break down and we can stay healthy, we’re hoping to slowly improve.”