He's in the business of escapism and pure joy for those who collect comic books.
Aru Singh's fascination with comics started after reading Archie and Judge Dredd while growing up in Moerewa and now his own collection - born of 25 years of obsession and dedication - is for sale.
The Fijian-born 41-year-old opened his own store at 1 Wood Rd in Whangarei on Saturday.
"I moved to Moerewa in 1980, across the road from Regan Bell, another kid who, like me, loved comics."
The pair fed each other's obsession with characters that, page after page, came to life.
While living in Auckland in 1989, a teenage Aru worked in a factory making biscuits.
"I spent most of my pay cheque on comics."
He said the books still played a huge part in his life.
"I couldn't read as a kid - and so I learned through my love of the stories in the books. It made me want to learn."
The tales also provided escapism.
"I was a difficult one growing up. They fed my imagination and taught me a moral code."
So, what gems lies inside Aru's counter?
"My favourite is Spider Jerusalem, a futuristic journalist. The artwork is amazing and I met the US artist Darrick Robertson in Auckland last week." He grins as he holds up a signed and sketched copy of The Boys.
Aru's favourite character was The Punisher, an anti-hero who featured in the Marvel Comics line-up.
These days, trending comics include The Walking Dead, Gotham, The Flash, Arrow and Agents of Shield - all made popular by current TV series.
Comic Trade is only open from 3pm to 7pm from Tuesday to Friday, and noon to 5pm on Saturday. It also houses a room for board gamers.