OK, technically the name is Diesel, A Book Store, perhaps to distinguish if from Diesel, the dog, for whom the original Oakland store was named almost 20 years ago. But to ardent readers and devoted fans who love books and appreciate the store's smart, funny and community-minded owners, John Evans and Alison Reid, it's just plain Diesel.

At the grand opening in the Brentwood Country Mart on Sunday book sellers poured champagne and stocked the buffet, helped browsers and buyers, and explained (repeatedly) that the chocolate-dipped crystallized ginger (omg) comes from Trader Joes. The space is lovely, like a period library with crown molding, crisp white shelves and a walnut floor. And the books, oh, the books, an eclectic, surprising and deeply satisfying selection that seems impossible for the size of the store.

So who are these people who open an indie book store in such challenging times? Here's a good profile from the LA Weekly, a more recent story from the LA Times, and a nuts-and-bolts piece from Book Web. I'm a fan of this story from the SF Chronicle.

Put your money where your heart is -- buy a book from an independent book store today.