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.