CHARLES BOON (1877–1943) — Sponsored by Mills & Boon

Location: Corner of Shelton Street and Mercer Street (12 Little White Lion Street);

Dates: 1877–1901

The DNB states that publisher Charles Boon was born at No.47 Castle Street (now Shelton Street), above Combe’s brewery; his father was a brewery worker. It also states however that his father died when he was 12, but census records reveal he was alive in 1901, when Charles was still living in the family home in Little White Lion Street (now Mercer Street). By then Charles had joined Methuen & Co. first as an office boy, then rising to become sales manager and general manager. There he met Gerald Rusgrove Mills and together they set up Mills & Boon in 1908. Boon oversaw the fiction list and marketing and had a gift for finding new female talent. He also signed up Jack London, then at the height of his worldwide success, in 1911. In the 1920s the publishers realised the potential in a vast, untapped market: the female reader and, after Mills’ death in 1928, Boon concentrated on romantic fiction. In the 1930s the modern Mills & Boon publication emerged as a romantic novel with a distinctive look. Boon encouraged his authors, who were all women, to be as prolific as possible and to have the ‘personal touch’, promoting their books at circulating libraries and Women’s Institutes. Boon shaped a genre and a marketing style which still exists. Readers learned to ask for ‘Another Mills & Boon, please’, rather than a specific author, a triumph of branding.

Sources: DNB; J McAleer, Passion's fortune: the story of Mills & Boon (1999); Harlequin–Mills & Boon Ltd archives; census records

Honouring Their History at Seven Dials

Mills & Boon is proud to sponsor a People’s Plaque in Seven Dials to honour their co-founder, Charles Boon, who alongside Gerald Mills, launched a brand that would go on to create a global community of romance fans.

The plaque not only celebrates this important connection to Seven Dials but also pays tribute to Charles Boon’s passion for storytelling and his legacy of spreading love and joy through literature.

A Timeless Romance

Founded in 1908, Mills & Boon has been a trailblazer in the world of romantic fiction, delighting readers with captivating stories of love, passion, and adventure for over a century. With more than 100 million books sold annually worldwide, Mills & Boon has become synonymous with romance, offering a diverse range of novels that resonate with readers across generations.

Mills & Boon’s influence extends beyond the page, as its beloved stories continue to inspire popular culture. The recent Netflix adaptations of bestselling titles such as Virgin River, Sweet Magnolias, and Ransom Canyon have introduced their captivating narratives to a broader audience, showcasing the timeless appeal of love stories that resonate with viewers and readers alike.

With a focus on inclusivity and representation, Mills & Boon ensures that every reader can find their perfect love story within the pages of their books. Whether it’s through heartwarming contemporary romances or sweeping historical stories, Mills & Boon promises a happy-ever-after every time.