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Meet the Team

We have an amazing team of hard-working, passionate individuals!
Get to know us a little more


Alexander Mortimer

Owner, Cardboard Lord

Alex enjoyed growing up in the San Fernando Valley.
Going back to 1982, Alex and his best friend Mike bought all of their cards at Valley Baseball Cards.  They would ride their bikes here at least once or twice a week.  Alex spent many days hanging out at the store, looking through cards, sitting outside on the curb with Mike opening packs or building sets with the original owner, Max Himmelstein.  Alex was happy to be among the many customers over the years who were lucky enough to learn about cards from Max.  Back then Alex loved baseball cards but he never dreamed that someday he would get a chance to own the baseball card shop that he knew so well.

After high school Alex became a professional Artist and Picture Framer, working in the Bay Area and the San Fernando Valley for over twenty years.  Like many young artists Alex began picture framing as a means to frame his own paintings.  Little did he know he was on the path to becoming a professional Artistic Picture Framer. 

 In addition to being an artist and Picture Framer, during his years in the Bay Area Alex also attended college and got a degree in Early Childhood Education.  After college he worked for a time at a Montessori school in the Bay Area. 

With more than 25 years of experience as a professional Custom Picture Framer, Alex is one of the leading Conservation Specialists in the San Fernando Valley. Alex's resume includes managing the Framing Room of a large 'well known' store in the San Fernando Valley.  In 2006 Alex was hired as the Manager of Valley Baseball Cards and spent months learning the business & completely organizing the inventory.  In 2007 Alex was offered the chance to purchase the store, and the rest was history... and a lot of work.   Since then Alex has worked hard to make the store a success, and at the same time keep the nostalgia that Valley Baseball Cards is known for.  Each year, before Spring Training, Alex remodels and improves the store, doing much of the work himself. To him, preserving and improving Valley Sports Cards is a labor of love. 

After spending over 20 years as an artist, teacher & professional framer, Alex finally found the perfect blend of the work he loves and the hobby he always enjoyed. 

Max Himmelstein

Founder, Forever in our Hearts

Himmelstein started collecting cards when he was young, stopped for about 20 years and picked up the hobby again in 1974.  While he makes money selling cards, he said investors often overlook the fun in collecting.  "There are some guys who... look at a card and they just see dollar signs," he said. 

Himmelstein started the business with a friend in 1981.  Within a month of opening, he quit as western regional manager of Standard Packaging Corp., a paper products maker.  Three months later he bought his partner out.  Since then he has watched the relatively small sports card and memorabilia business develop into burgeoning industry.  

We regret to say that Max passed away on October 28, 2009.  He is remembered fondly by the thousands who met him.  He will be remembered for his kind heart, magnetic personality and zest for life.   For generations Max Himmelstein was the Valley's sports card figurehead and will further remain a beacon in the hobby industry. 

We welcome all contributions!  
If you have a photo, comment or story about Max that you would like to share please contact us at and put MAX in the title. Thank you! 

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