Book club buddies turned business partners Lily Schuette and Jessica Nicholson saw a gap in the Manitowoc market — there was nowhere to socialize that didn’t center around alcohol.
In 2024, Nicholson had been abstaining from alcohol the past year and longed for a hangout away from the bar scene. “So I just messaged Lily one day and I was like, ‘Hey, do you want to open a mocktail lounge and bookstore called The Nook?’ And she was like, ‘Yeah, let’s do it.’”
The Nook, located in a historic building at 9th and York Streets, is part coffee shop, part bookstore and part mocktail lounge. The combination was born from the complementary interests of its two owners.
While the concept may have come easily, Schuette and Nicholson both say that bringing it to life was a bit harder. Their business loans didn’t come through until just 10 days before opening. Schuette and her husband and Nicholson and her stepdad spent those 10 days laying flooring, painting and literally building a bar themselves. (“This wall right here is in the shade ‘Avocado,’” Schuette says with a laugh as she motions to the green wall behind her.)
While many establishments have begun offering non-alcoholic options, alcohol is still present — which can create challenges for those trying to avoid it.
“It’s just something [where] people can come out of the house and socialize with their friends without the peer pressure of drinking,” Nicholson says.
“Most restaurants are going to have alcohol and for people who struggle, they have to go there with their friends and it might be hard for them to say no,” Schuette adds.
The Nook offers mocktails using non‑alcoholic spirits like gin, tequila and whiskey that taste similar to the real thing, alongside coffee drinks, customizable elixirs, dirty sodas, breakfast and lunch items and a carefully curated selection of books.
Nicholson, a former bartender, took the lead on developing the mocktail menu, using inspiration from Pinterest and drinks she had made in the past.
“There are a lot of people, especially men, whose wives drag them in and they’re not sure about it,” Schuette says. “I always recommend the old fashioned or the whiskey pineapple smash and they are so surprised by it.”
The Nook recently took third place at the NEW Launch Alliance Pitch Event, held Dec. 3 at TitletownTech in Green Bay. They had pitched the year previously, but this year they returned with a year of financials showing they’d exceeded projections.
The duo plans to use the prize winnings to purchase an espresso machine to expand beverage offerings. Schuette and Nicholson will give an update during the New North Summit June 9 at Lambeau Field.
The Nook, which marked its one-year anniversary in December, hosts a variety of popular community events, including “Nook Club” book clubs, trivia, bingo, open-mic events, craft nights and book signings. They are planning an ambitious off-site author and vendor market this spring to support other local businesses.
Schuette says a major factor to the business’ success has been the relationship with customers, many of whom have become regulars and even friends. They appreciate the authenticity of Schuette and Nicholson, who aren’t afraid to get their hands dirty — whether it’s building a bar themselves or darkening the room with impromptu beach towel curtains during trivia night.
“We’re two unconventional business owners and it works for us,” Schuette says. “People love the chaos.”
