Henrico Small Business Spotlight: Pirate Dog Cards and Collectibles

Pirate Dog Cards and Collectibles has taken off faster than Pikachu’s thunderbolt.

And Jason Wells is loving every minute.

Wells is the proud 45-year-old owner of the Henrico-based company that hosts multiple card and collectibles shows a year. At its shows across Central Virginia, you can shop and trade for things like sports cards and cards for tabletop games like Pokemon and Magic: The Gathering, among other collectibles.

After getting his business license and LLC on Aug. 1, 2024, Wells held his first show in Glen Allen Sept. 7. Now, the former chef of 24 years is committing to Pirate Dog Cards and Collectibles full-time.

“It was just going to be, you know, one or two shows and see how it goes,” Wells said. “But it's been so much fun and so rewarding within the community that it's grown from there.”

Wells is a collector himself, so he’s always open to inquiries from the public about selling and trading their prized possessions. His main interest? Vintage and rare antique collectibles – specifically pre-1911 tobacco cards and memorabilia.

“At some shows, I do have a table,” Wells explained. “It just depends on how busy the show is. . . Sometimes I have to just focus on the promotion and the running of the show.”

There are at least 25 to 30 different vendors at every event. Some shows are tailored towards sports cards or game cards exclusively, while others are “mixed genre” events. A vast majority of Pirate Dog shows have no entry fee.

“It's very, very rare that I have an entry charge to a show. . . It's only like if it's a grand spectacle where we've hired a DJ,” Wells explained, adding that his last show with an entry fee cost just $1.

Canine inspiration

Wells spends his shows making sure everyone’s having a lovely time – everyone including his 15-year-old “lovable mutt” Rosie when it’s a pet-friendly venue. The story behind the company’s namesake “pirate dog” started when Wells and his girlfriend got Rosie from Richmond SPCA in 2017.

“When she was found on the streets, she had a bandana on and she was blind in one eye, so they were kind of calling her the pirate dog,” Wells explained. “That's how they were promoting her for adoption so they had her still dressed in the bandana and everything, and we thought it was really cool. So, she's always been our little pirate dog pup.”

When Wells started looking for a charitable organization to partner with, the obvious choice was Richmond SPCA – a no-kill humane organization on Hermitage Road in Richmond. Now, there’s adoption, donation and volunteer information for the Richmond SPCA at every Pirate Dog show. Wells donated nearly $1,000 to the non-profit in 2024 but has since upped his pledge to $3,000 for 2025.

“Ten percent of my proceeds, plus whatever on site donations come through from the community, goes towards the pledge,” Wells said.

But Wells’ community involvement doesn’t end there. He’s also partnered with more than 30 local Henrico and Richmond card shops, businesses and organizations for cross-promotion.

“I try to spread it to the community,” Wells explained. “When I do shows in Glen Allen, I'm touching all the Glen Allen businesses, the Glen Allen library, all of that kind of stuff. And when I do shows in Richmond, I do the same for the area there.” 

Certain local businesses even sponsor Wells’ twice-hourly door prizes – some of which are aimed at making sure the kids in attendance are having fun. Kids 12 and under can attend every show for free.

“My shows are definitely kid friendly,” Wells said. “We try to take care of the next generation.”

Overall, Wells said, Pirate Dog shows are about bringing people together – something Henrico-resident Thomas Bevan can attest to, first-hand. 

“For me, one of the coolest things about being at the shows is I just get to interact with other people that enjoy the same hobby that I do,” Bevan said. “And I think Jason puts on a show that creates such a comfortable environment.” 

Bevan hasn’t missed a single Pirate Dog show, he says. And the 27-year-old avid Pokemon card collector has even gone from attendee to vendor.

“I couldn't be more happy with the show director that I chose to vend with,” Bevan said. “[Wells is] just a good guy. . . He's got a positive attitude always, he's always looking out for the community. And I think that's just the best thing about him.”

Speaking to both avid collectors and newbies, Bevan can’t say enough about “the cool community that's getting built around the Pirate Dog shows.”

“If you're new to collecting, starting in a card show is probably one of the best places to start,” Bevan said. “Ninety-nine percent of the people in this hobby are uplifting people who are happy to help you and answer any questions you have. So, really, all you gotta do is start.”

Expansion plans on the horizon

Encouraged by “unexpectedly fast support,” Wells has big goals for 2025. He’s planning on hosting more than 30 shows across Central Virginia this year.

“It's kind of ambitious of me, but I think that the area can support it, and, I mean, definitely the community’s behind it,” Wells said. “It really feels good that putting in the work with the community turned around so fast.

“I mean, it's gone so well in the Glen Allen, Richmond and Ashland area that I'm looking to expand out even further.”

Wells also is hoping to open a storefront before the end of the year.

“I have a commercial real estate agent that's helping me try to find the square footage and the monthly rent that I'm looking for. . . It's going to happen.”

So, stayed tuned in to the Pirate Dog Cards and Collectibles website, as well as the company’s Facebook and Instagram accounts, for the latest updates. Wells also wants readers to know he’s always happy to answer any questions about shows, vending, or potential trades and sales. You can get in touch via the email or phone number listed at the bottom of his website.

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