In 1966, when the Jacksonville Bookstore “Uptown on the Square” first opened its doors, books were sold from the heart of Jacksonville to the students of our beloved town. Much has changed in the span of 50 years, including our new location on Mountain Street, but not the mission behind our story. Locally owned and operated, we strive to provide our customers with an expanse of JSU and gameday merchandise, as well as the highest quality of service. As we head into the future, changing with the times, we are and will be here to serve YOU! Stop by to catch up, keep up, and get to know us now as the Jacksonville Bookstore “on Mountain”.


What is MAD?

 As the evolution of the Jacksonville Bookstore “on Mountain” has continued in the past months, a completely new addition was born. Out of the gate, MAD started along the lines of fashion-oriented gameday tees. With such love and support, it has spread to so much more… a full back-shelf boutique. Yet, this may still have you asking… what is MAD?

The MAD Collection is a collection of cutting-edge fashion pieces, each hand-picked, to be interchangeable for gameday and everyday wardrobe. MAD is inspired by the idea that popular trends can be taken one step further to let your light shine in whatever crowd you may choose to stand. With this, MAD works diligently to keep fresh and hard-to-find pieces in store. The MAD Collection features a full-range wardrobe from clothing items to accessories, holiday collections with stocking stuffers, and even semi dresses for the party season! If you haven’t already… go MAD, you don’t want to miss this, babes!

                                    xoxo, MAD