Established in 1966 by local mother and artist Jane Humphrey, Once Upon A Time holds the prestigious distinction of being America's Oldest Children's Bookstore (officially recognized by Publishers Weekly in 2008). Located in the pedestrian-friendly shopping park of Montrose, the shop has dedicated itself exclusively to younger readers for nearly six decades, earning early press recognition in the 1970s as one of the few strictly specialized children's literary hubs in Southern California. The store’s legacy was nearly cut short when founder Jane Humphrey prepared to sell or close the business. The news prompted a nine-year-old local girl named Jessica Palacios to write a passionate letter to the Los Angeles Times pleading for someone to step in and save her favorite bookshop. When the Times contacted the family regarding the letter, Jessica's mother, Maureen Palacios—who was working a decades-long career in human resources—decided to put in a bid. Despite having no retail experience, Maureen purchased the store, with Humphrey staying on briefly to train her in the bookselling trade.Today, the Palacios family continues to operate the beloved Montrose institution. Adapting to the modern era, the store has expanded its footprint to emphasize bilingual children's literature, graphic novels, and inclusive Young Adult sections, while hosting weekly pajama story times, school book fairs, and author workshops. Thriving well into the 2020s, it remains a heavily decorated, multi-generational community anchor for Los Angeles families.