The sign at the door welcomes visitors to Narnia — as well as to Hobbiton, Wonderland and beyond.

All those worlds and more are contained within the walls of Once Upon a Fairytale Books. It’s the kind of magic only a bookshop can create.

Located at 330 E. Lakeside Ave., Suite B003 — just downstairs from Woops! Bakeshop — the cozy children’s book and toy store opened in October.

It’s owner Malinda Balo’s first business venture, but one she’s been preparing for most of her life.

“Ever since I could hold a crayon, I was writing and drawing,” said Balo. “It’s been my dream my whole life to own a bookstore.”

A single mom of two, Balo moved to Coeur d’Alene from the Seattle area this spring. It was an admittedly daring time to make such a move, she said.

She was already in the midst of other major life changes. With family in Spokane and friends in Idaho, it felt like the right time to make the leap.

“I’d rather do it now than wonder what would’ve happened if I hadn’t done it,” she said.

Balo said she saw an opportunity to create a kid-friendly space in downtown Coeur d’Alene, a kind of refuge for families to spend quality time together. She wants Once Upon a Fairytale to be a place where bookish types can gather for a cup of coffee, board games, socializing — and, naturally, reading.

“It’s a safe place for everyone,” she said.

To that end, Balo hosts free story time on Wednesdays at 11 a.m., 2 p.m. and 4 p.m. She’s planning more events for the holiday season, including live music and crafting for kids.

True to its name, Once Upon a Fairytale carries mostly fantasy books. Balo said she’s passionate about the genre. She’s written, illustrated and published two children’s books so far, with a third installment in her “Lavender Fairies” series in the works.

“I know how important books are to children’s development, psychologically and emotionally,” she said. “It becomes part of their identity.”

Balo noted that the “Harry Potter” series was formative for her, and its influence shows in the shop’s decor. Once Upon a Fairytale is meant to be a place where children can discover stories that resonate with them, whatever those stories may be.

As for her own children, 9-year-old Amy and 7-year-old Joshua, Balo said they’re enjoying this new chapter in their lives — and looking forward to their first North Idaho winter.

“My kids are really proud of me and enjoy helping out,” she said with a smile.

Though not without its challenges, the change from working a traditional job in Seattle to owning a small business in Coeur d’Alene has been a positive one.

“It’s great as a single mom trying to figure this out for myself,” Balo said.

After a year filled with risks and uncertainties, Balo said she looks forward to seeing whatever comes next.

“I’m living the fantasy,” she said.

Once Upon a Fairytale Books is open Wednesday through Sunday from 10 a.m. to 5 p.m.

Info: www.facebook.com/OnceUponAFairytaleBooks