Meet the owners


Alex & Lona

Alexander Mortimer

 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. 


 Lona grew up quietly in a small  (very small)  town in Nebraska, her hometown was lovely and full of friendly people & town spirit. 


After visiting Southern California twice during her teens she fell in love with the area, the bustle & the ocean.  When she was 16 she was enjoying a summer at the beach & found out, to her absolute amazement, that it never snows in southern California... the course of her life would be set by that discovery.


 After graduation she moved to California & pronounced it home.  In her early twenties Lona began a family and traveled to Northern California where she happily spent the next 18 years raising her children Trevor & Brittany.  She moved back to the San Fernando Valley in 2009.


 With a degree in Office Occupations I & II and 35 years of Office Management, legal work & customer service related jobs behind her, in addition to a childhood laden with sports, Lona has found her niche at Valley Sports Cards with her husband Alex.  Alex & Lona have worked together for years to make the store a success and were happily married in 2011. 

Come visit your card shop of 'Yesteryear'
and spend it with someone who has enjoyed it also, all of these years.  We invite you to visit, we hope you enjoy our friendly family store.  We hope to see you soon!