Today we’d like to introduce you to Dianna Lora.
Hi Dianna, please kick things off for us with an introduction to yourself and your story.
We started The Secret Lantern because, honestly, we were looking for it ourselves. After moving to Cedar Park, we realized there wasn’t really a space where you could just be, hang out, meet people, play games, discover books, and feel like you belonged without needing a reason to leave after 30 minutes. We wanted to build that kind of third place. Something inclusive, a little nerdy, and deeply community-driven.
Before this, I spent years in the video game industry working on large-scale projects and partnerships, so I’ve always been drawn to storytelling, shared experiences, and building things that bring people together. Opening a bookstore wasn’t a straight line. It was more like asking what happens if we take everything we love about books, games, and community and put it all under one roof.
The space itself kind of mirrors that journey. We’re in a former bank building, complete with a vault, which we’ve been slowly transforming into something warm, creative, and welcoming. It hasn’t been easy. We’ve been bootstrapping, learning as we go, and running into plenty of roadblocks. Every step forward has been fueled by the community that’s shown up for us.
At the end of the day, The Secret Lantern exists because we wanted to create a place where people could find their next favorite story, their next favorite game, or their next group of friends, and maybe stick around a little longer than they planned.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Haha. Not at all. It’s been incredibly rewarding, but definitely not smooth.
One of the biggest challenges has been transforming the space itself. We took over a former bank building, which sounds great on paper, but came with its own set of surprises. We’ve dealt with everything from construction hurdles and permit navigation to very real issues like a leaky roof. It’s the kind of thing where you think you’re solving one problem, and then the building politely hands you another.
We’ve also been bootstrapping this entire project, which adds another layer of pressure. We’re raising money for foundational things like signage, awnings, and other basics that help a business feel visible and complete. Every dollar has to be intentional, and every improvement happens step by step.
On top of that, bookselling itself is a complex business. Margins are tight, inventory is a balancing act, and we’ve made a very intentional choice to be more than just a bookstore. Creating a space for events, games, and community means more moving parts, more logistics, and more to manage day to day.
There have definitely been moments where it felt overwhelming. But the community has shown up for us in ways we didn’t expect, and that’s what’s made all the difference. It’s turned what could have been just a tough process into something that feels genuinely worth building.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At its core, what we do is create space for people to connect. Yes, we sell books and games, but what we really specialize in is building community through shared experiences.
This really comes from both of our backgrounds. I spent years in the video game industry working on large-scale projects and partnerships, which gave me a deep appreciation for how powerful shared experiences can be.
Dan comes from a background in operations, construction, and problem-solving, which has been critical in actually bringing this space to life. Where I tend to focus on the experience and the “why,” Dan is the one making sure the building stands, the systems work, and the ideas actually become real.
What we’re known for, and what I’m most proud of, is the environment we’ve created together. We’ve built something that feels welcoming, inclusive, and genuinely lived-in. It’s not just a retail space, it’s a third place where people feel comfortable showing up as themselves. Seeing people come in as strangers and leave as friends, or watching a room full of people connect over a game or a story, that’s the part that means the most.
What sets us apart is how intentional we are about that experience. From our curated selection of books and games to the way we design our events, everything is meant to foster connection. We’re not trying to be everything to everyone. We’re trying to be the right place for people who are looking for community, creativity, and a little bit of magic in their everyday lives.
How do you think about happiness?
What makes me happiest is seeing the space actually work the way we imagined it would.
It’s those moments where someone walks in alone and ends up staying for hours because they found a group to play with, or when a book club is deep in conversation and no one wants to leave, or when people come back week after week and start recognizing each other. Watching that shift from strangers to community is everything.
Sometimes I’ll leave the store or just pause and look around, and it hits me. We did this. I get emotional when I see people enjoying themselves or when someone tells us they’re happy we’re here. Those moments mean more than anything.
There’s also something really special about seeing people light up when they discover something. A book they didn’t know they needed, a game they can’t stop talking about, an event that pulls them out of their routine. Those moments feel small on the surface, but they add up to something meaningful.
At the end of the day, we built the kind of place we were looking for when we first moved here, and seeing other people find comfort, connection, and joy in it makes all of the hard parts worth it.
Contact Info:
- Website: https://www.thesecretlantern.com/
- Instagram: https://instagram.com/thesecretlanternsocial
- Facebook: https://facebook.com/TheSecretLantern
- Youtube: https://youtube.com/@TheSecretLantern
- Other: https://solo.to/thesecretlantern
