Books by and for independent women

For Books’ Sake Talks To: Embrace Books

Embrace Books is the brand new romance and erotica imprint of Salt Publishing. With a focus on digital editions, series include Saffron, a series of lesbian fiction, alongside so-hot-right-now paranormal titles and classic romance themes such as the Embrace Historical series.

We spoke to executive editor Jane Holland to find out all about it:

FBS: Tell us about the origins of Embrace Books?

JH: Salt came to me largely because I have a background in commercial fiction, both as a writer myself and as daughter of the late great Charlotte Lamb, who published over 150 best-selling romantic and historical novels, many of them with Mills & Boon.

We felt romance was our best first choice in fiction, since even in this global economic slump, romance has remained a steady seller. And it seems the hotter the better, so we decided on two main series; Red Velvet for sexy romance, and After Dark for hotter and erotic romance. We also offer two historical lines.

We also decided early on that most titles would be issued in digital editions only, as this is clearly the way the book market – and romance in particular – is moving.

FBS: Salt has a reputation for publishing edgy and experimental authors. Can you explain how that brand works for a romance and erotica imprint, which could be seen as more of a traditional genre?

JH: In general, larger romance and erotica publishers need to maintain particular parameters in their lists, both to conform with booksellers’ preferences and expectations, and those of their traditional readership.

Virgin Books is no longer publishing its two erotic fiction lines, Black Lace and Nexus, largely due to a downturn in shelf space availability at bookstores.

Harlequin Mills & Boon’s more conservative approach to romance, however, continues to be popular with global booksellers, and they are currently leading the way in digital terms, offering free ebooks and serial downloads on their website, as well as providing books in a range of digital formats.

With an independent publisher like Embrace, which is publishing romance almost exclusively in digital form, the requirement to conform to bricks-and-mortar booksellers’ needs disappears, and with it the need to make conservative, category-based decisions when commissioning and editing books.

So we are more likely than larger publishers to take a risk on a promising new writer and work with them closely and individually over a number of titles.

We are also keen to publish books which cover unusual ground within its genre, such as BL Bonita’s forthright Western Savage Sun, dealing with violence and interracial romance, or Michelle Styles and Kate Allan’s Regency romance, The Lady Soldier, set almost entirely in a warzone, with the heroine serving in disguise as a British soldier.

In general terms, we’re interested in edgy, experimental authors who prefer not to write romance which apes the other titles around it – and who also understand the genre, and love it.

FBS: After our recent feature about the Black Lace books, several readers commented about how romantic and erotic fiction had helped shape their sexuality, and acted as a safe space for them to experiment with different desires. What do you think to that? Is that part of the aim with Embrace, or is the focus more commercial?

JH: I would say the focus with all fiction is to help readers explore other aspects of themselves, to lose their own ‘realities’ for a space within the pages of a book.

If our titles help curious readers to test their horizons, emotionally or sexually, or to explore their desire in a safe environment, then that’s a bonus. But we’re not just about sexuality.

Romance can have a powerful cathartic effect on a reader, allowing them to experience the extreme highs and lows of a new love affair without having to be unfaithful to a current partner.

This has a similar effect to watching a tear-jerker love film or a powerful theatre play, where you are left feeling ‘cleaned out’ emotionally afterwards. People need to feel like that occasionally. And not in a simplistic way.

Two of our new Red Velvet titles, Judy Jarvie’s Nanny Behaving Badly and Rachel Lyndhurst’s Storm’s Heart, both consider how childhood scars can impact on how people fall in love, exploring issues of trust and deep emotional need.

FBS: Why do you think historical and paranormal genres are so popular when it comes to erotica and romance? Is it the escapist element or are there other factors?

The escapist element is certainly a deciding factor in their popularity. With Regencies, for instance, the idea of returning to a more elegant time, with ladies in ballgowns and handsome noblemen paying court to them or duelling for their honour, is a tempting one for women whose daily work may be tedious and far from glamorous, or high-powered and stressful.

The same applies to the paranormal, where magical powers and dangerous supernatural heroes can be imagined, taking us far beyond our normal routines for a few hours of blissful – and exciting! – escapism.

FBS: What romance authors would you recommend to our readers?

JH: I’m still a sucker for Georgette Heyer’s light, sophisticated Regency romances. The Grand Sophy is a lengthy read, but still a wonderful starting place for those new to Heyer, as are the shorter Sylvester and Venetia.

FBS: And any advice to would-be writers wanting to try their hand at the genre?

JH: Be open-minded about what kind of writer you are. Sometimes you discover you’re writing in the wrong genre or voice, and that can change your luck dramatically.

But once you’re sure, decide what kind of story you want to write, and read as many other books in that vein as you can. Plan your work in advance, but in a flexible way.

Don’t just launch into your first few chapters on impulse, or you may end up endlessly rewriting to solve structural problems that a solid plan would have highlighted.

If you love writing and truly believe it will happen for you, don’t give up, however many rejection letters you’ve garnered. There is always another agent or publisher. You just haven’t found the right one yet.

Interview by Jane Bradley