This is what their website says:
Persephone prints mainly neglected fiction and non-fiction by women, for women and about women. The titles are chosen to appeal to busy women who rarely have time to spend in ever-larger bookshops and who would like to have access to a list of books designed to be neither too literary nor too commercial. The books are guaranteed to be readable, thought-provoking and impossible to forget.
Our titles include novels, short stories, diaries and cookery books. They are all carefully designed with a clear typeface, a dove-grey jacket, a 'fabric' endpaper and bookmark, and a preface by writers such as Jilly Cooper, Adam Gopnik, and Jacqueline Wilson.
The books are gorgeous, and just look at the shop! I haven't yet had a chance to visit, but can so imagine a little bubble of tranquility in north London. Even though the books may be a tad more expensive, I'd far rather buy them from somewhere like here than one of the giant chainstores. What about you?