Today we’d like to introduce you to Casey Wells
Casey, we appreciate you taking the time to share your story with us today. Where does your story begin?
From High Tech to Trading Cards: Our Journey to Trademark Sports Cards & Memorabilia
Hi, I’m Casey, one of the co-founders of Trademark Sports Cards & Memorabilia. What started as a dream—something my best friend Jeff and I used to joke about—has turned into the most rewarding journey of my life. Let me take you behind the scenes of how two high tech workers turned their passion for sports cards into a thriving business.
Jeff and I met back in 2012 while working at Intel Corporation in Oregon. What started as casual chats between coworkers quickly grew into a genuine friendship. We bonded over late-night online gaming sessions and our shared love for sports cards. Between the two of us, we collected everything from vintage baseball cards to signed memorabilia.
For years, we’d laugh about what it might be like to quit our corporate jobs and open a card shop. “Imagine doing what we love for a living,” we’d say, never imagining it could actually happen. But by 2023, Intel had changed. Management decisions, shifting priorities, and a workplace culture that no longer felt right left both of us feeling disillusioned. That’s when the half-joke became a real plan.
It was a scary decision. Jeff had spent 20 years at Intel, and I had dedicated 13 years of my life to the company. But the idea of chasing a dream—our dream—felt worth the risk. We decided to leave Oregon and start fresh in Texas, where Jeff’s retired parents lived. They offered us not just a place to stay while we got on our feet, but endless encouragement and support.
We found the perfect location for our store in Killeen. The space was a blank slate, and Jeff and I threw ourselves into transforming it into the shop we’d always envisioned. We handled most of the labor ourselves—painting walls, designing the layout, setting up security, and building a welcoming atmosphere. It was exhausting but fulfilling work.
Along the way, we discovered something amazing about our new community: Killeen was filled with trading card game (TCG) enthusiasts. Fans of Pokémon, Magic: The Gathering, and other games were passionate and eager for a local hub. So, we adjusted our plans and expanded our inventory to include TCGs. We wanted everyone to feel welcome in our store, no matter their hobby.
Opening day, June 15, 2024, was both exciting and humbling. We didn’t see the massive crowd we’d hoped for, but we didn’t let that discourage us. Slowly but surely, word began to spread. Customers told us how much they appreciated having a sports and collectibles shop nearby. Comments like, “This place feels so friendly—I’ll definitely tell my friends,” reassured us that we were on the right track.
Of course, the journey hasn’t been without its challenges. Getting inventory was tough in the beginning. Major distributors required at least six months of operation before even considering us for allocations. We had to rely on smaller distributors at higher prices and even sacrificed items from our personal collections to fill the shelves. It wasn’t easy, but we made it work.
As the store grew busier, it became clear that Jeff and I couldn’t do it all on our own. That’s when we hired Gabriel, and let me tell you—he’s been a godsend. Gabriel’s passion for collectibles, his incredible work ethic, and the way he connects with customers is nothing short of inspiring. Within just three months, we promoted him to store manager, and he’s been instrumental in helping us grow and improve. Hiring Gabriel was hands down the best decision we’ve made for the business.
Now, months later, Trademark Sports Cards & Memorabilia is thriving. Every day, we welcome new faces alongside our regular customers, both in-store and online. Our little shop has become a cornerstone for the local community, and seeing the joy our customers feel when they find the perfect card or collectible makes it all worthwhile.
Running a retail store is nothing like working at Intel, but I wouldn’t trade it for anything. Every day feels like I’m hanging out in the ultimate man cave—a space Jeff and I built together, filled with sports history and shared passions.
What started as a joke between two friends has become a reality that I’m proud of every single day. To our customers, thank you for being part of this journey. And to anyone with a dream, take it from me: it’s worth chasing.
We’d love to see you at Trademark Sports Cards & Memorabilia. Who knows? You might leave with more than a collectible—you might leave with a story.
– TMSC
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Neither Jeff nor I had prior experience in retail, so navigating the process of obtaining permits for electrical work, creating plans, and building approvals was challenging. The order of operations needed to be precise, but the information we received on completing applications and scheduling inspections varied depending on whom we asked.
Getting distributors on board proved to be equally difficult. They often required extensive proof of our brick-and-mortar store, pictures, along with a full suite of tax and business licenses. Even after providing all the necessary documentation, there was typically a waiting period before we could place orders, and we were subject to minimal orders until we had established a solid relationship with them.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
With both Jeff and I having a deep passion for sports and collecting in our personal collections, we’ve accumulated extensive knowledge about the hottest upcoming rookies, star players, and legendary figures across a wide range of sports. This gives us a significant advantage in helping new and experienced collectors identify valuable products, high-end cards, and specific requests.
One of our core principles is providing very competitive pricing on all products. We’re not in this business to overcharge or inflate prices but to offer prices that make the hobby accessible and enjoyable for everyone.
Our backgrounds in high-tech industries, combined with degrees in business management, electronics, computer repair, and small electronics diagnostics, enabled us to set up our internal security, point-of-sale system, and computer stations with ease—an advantage that streamlined our operations.
Jeff has an exceptional talent for software development and created a highly efficient inventory system, a critical component in this industry. He also has a unique ability to engage in detailed business discussions, asking insightful questions I wouldn’t have thought to ask. Meanwhile, I’ve been told that I’m approachable and easy to talk to, with a knack for making people feel comfortable and fostering meaningful conversations that build lasting relationships.
Together, our individual strengths complement each other, allowing us to effectively manage both the front and back ends of the store while ensuring the hobby remains accessible and enjoyable for our customers.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
The role of luck is something I often reflect on when considering how life unfolds. Do events happen for a reason? I’m not sure I can define experiences strictly as good or bad luck because, as both Jeff and I have learned, what seems like bad luck can often lead to positive outcomes, just as good luck can sometimes result in unforeseen challenges.
What I do know is that we wouldn’t be where we are today without the sequence of events—both the fortunate and the difficult—that brought us here. Luck, in all its forms, is intertwined with effort, perspective, and timing, shaping the journey that leads us forward.
Contact Info:
- Website: https://trademarksportscards.com
- Instagram: https://www.instagram.com/trademarksportscards?igsh=djRqbW85bTV5OWt4
- Facebook: https://www.facebook.com/share/1QEbiiUrce/
