We are so grateful for the amazing support of the Herne Hill community and all of our regular customers, thank you!
We support many charitable causes. We are currently working with Doorstep Library. If you would like to donate, please click the logo. 

Meet Our Team

Our History


Tamara has always had a passion for child literacy and opened Tales on Moon Lane while she was still teaching full-time. She has judged the COSTA Children's book award, the UKLA book award and the Branford Boase book award and has appeared at Bath, Oxford, Just Imagine, Hay and Southwark Libraries festivals as an author and bookseller. Tamara is the author of the Amazing Esme series (visit the Amazing Esme website) and the co author of the Dylan's Amazing Dinosaurs series.



Our lovely education manager has been at Tales on Moon Lane for over ten years, after a  long teaching career. Leah is an amazing storyteller and the creative mind behind our stunning window displays. Her favourite books are love stories and she can give great recommendations for guided reading. Leah loves sharing books with her two granddaughters and watching the Great British Bake Off.

Education Manager


Kath has been a children's specialist bookseller for over ten years and has an expansive knowledge of children's books from around the world. She loves all things literary and enriches her knowledge of the book world by attending various festivals and author events. Kath is your go-to bookseller for contemporary fiction and stories with a dark sense of humour.



Julia has been a specialist children's bookseller at Tales on Moon Lane for many years, with a focus on fantasy and historical fiction. She loves stories that open the door onto a different time or place and transport the reader into an unfamiliar world. For younger readers, Julia likes recommending simple, funny picture books like her all time favourite, I Want My Hat Back by Jon Klassen.



Lucy has worked for Tales since 2018. She has previously worked in other bookshops and at Seven Stories: The National Centre for Children’s Books. She currently splits her time between the shop and working for an indie publisher - New Frontier Publishing. Lucy loves all books, especially if they involve mysteries, but if she was forced to pick a favourite, it would be I Capture the Castle by Dodie Smith.


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2021 - Moon Lane wins Children’s Bookseller of the Year and Book Retailer of the Year at the BA awards.


2020 - Tales on Moon Lane wins Children’s Bookseller of the Year again at the BA awards. Moon Lane TV launched on YouTube. Tales on Moon Lane China opens in Nanjing.

2019 - Our third shop in the UK, Moon Lane Books & Toys in Ramsgate opens.

2018 -  Our second shop in the UK, Moon Lane Books home of Moon Lane Education opens.

2017 - Moon Lane Ink CIC launched in 2017, a community interest company dedicated to raising equality in children's books with equality of access, representation and roles in the publishing industry.


2016 - Can't Put It Down is launched to help get self-published authors off the ground. Tales on Moon Lane bookseller Jennifer Bell publishes her debut novel, The Crooked Sixpence with Penguin Random House.

2015 - With the help of a James Patterson Grant, Tamara launches the Teens on Moon Lane initiative, alongside a teen-orientated website with content from the UK’s top bloggers. A pop-up Tales on Moon Lane shop is set up in Harris Girls Academy.

2014 - The shop is awarded Julia Donaldson’s bookshop of the month for September.

2013 - Hodder publish Amazing Esme and the Pirate Circus. The shop is devastated by a local flood which destroys most of the stock. It closes for three months.

2012 - Tales on Moon Lane is nominated for the Eleanor Farjeon Award – for distinguished service to the world of British Children’s Books. The second book in the Amazing Esme series, Amazing Esme and the Sweetshop circus is published.

2011 - Bookshop manager, George Hanratty wins Young Bookseller of the Year and Tales on Moon Lane wins Children’s Bookseller of the Year for the second time at the BA awards. Tamara’s book Amazing Esme is published.

2010 - In conjunction with Dulwich Picture Gallery, Tales on Moon Lane hosts the first annual Children’s Literacy Festival, aiming to inspire a life-long love of reading.

2009 - Tamara writes a book for 6 – 8 year olds called Amazing Esme and gets a publishing deal with Hodder. The shop launches the WeRead award in conjunction with UCS.

2008 - Tamara and her team win Children’s Bookseller of the Year at the Bookseller’s Association Awards.

2007 - The shop is highly commended for the Walker Books Children’s Bookshop of the Year. Time Out names Tales on Moon Lane as one of the Top Five bookshops in London.

2006 - Tales on Moon Lane, as it is now called, is featured in Time Out’s Top Thirty Independent Bookshops in London. The shop launches regular half-term literary festivals, free to all.

2005 - The range of older fiction is expanded and the back-room goes through a refit. Tamara gives birth to her second child, Xander, who becomes the bookshop baby for the first year of his life.

2004 - The shop celebrates its one year anniversary!

2003 - Whilst still teaching at a local school, owner Tamara Macfarlane opens a bookshop, originally called ‘Tell Tales’ on Half Moon Lane in Herne Hill.

What others are saying about us

The gorgeous Tales on Moon Lane is a dedicated children’s bookshop with staff who just love kids books. The store runs regular events, including immersive story time and phonics sessions, which are interactive and multi-sensory – so little readers will soak them up! Sitting in the heart of Herne Hill, the shop is bright, fun and instantly welcoming - they even have a storytelling cabin, the perfect place to get lost in any new finds.

Read more here

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