The sound of trading cards being shuffled echoes across the room as players lean over tables locked into intense rounds of Magic: The Gathering and Pokémon battles. Nearby, customers flip carefully through binders packed with holographic cards while others scan glass display cases filled with high-end Pokémon cards, rare Magic: The Gathering pulls and valuable sports cards. The faint smell of fresh card sleeves, packaged merchandise and old comics lingers in the air, blending with the constant chatter of collectors debating prices, recent pulls and childhood favorites.
At Hobby Hits! Cards and Collectibles, what first appears to be a simple card shop quickly reveals itself as something larger: a growing community space where collectors, gamers and curious newcomers can all find a place to belong.
Located at 201 Commerce St. in West Monroe, Hobby Hits has quickly established itself as one of the area’s more unique entertainment spaces since opening roughly five months ago. The store offers a wide range of products including Pokémon cards, sports cards, comics, Magic: The Gathering products and vintage collectibles that appeal to both longtime hobbyists and curious newcomers.
For owner Jamie Underwood, however, opening the store was never part of her original plan.
The idea initially came from her husband, who runs a YouTube channel centered around collectibles and has years of experience in the hobby world. While Underwood originally planned to support the business from behind the scenes, she quickly found herself becoming deeply involved in its day-to-day operations.
Now, she handles nearly everything herself, opening the store each morning, cleaning, organizing inventory, preparing merchandise and often staying late after closing to ensure everything is ready for the next day.
Her unexpected transition into business ownership came after spending years as a stay-at-home mother. What began as supporting her husband’s vision eventually became something she fully embraced on her own.
“I ended up falling in love with it,” Underwood said. “And told him one day, ‘I’m here and you’re not, and this is mine.’”
That passion has helped shape the store’s identity.
While Hobby Hits thrives on collectibles, Underwood said the store’s biggest priority is creating a welcoming environment where anyone feels comfortable spending time there whether they purchase something or not.
She intentionally keeps the store clean and inviting, hoping it feels less like a traditional retail business and more like a place people genuinely want to spend time in. Customers are encouraged to browse, sit down, talk with others and simply enjoy the atmosphere.
That mission has resonated with customers across multiple generations.
Underwood said Hobby Hits regularly sees children, parents, longtime collectors and college students walk through its doors. Some customers stop in to purchase cards while others simply come to socialize or participate in weekly events.
The store hosts Pokémon nights every Wednesday from 5 to 7 p.m., giving players an opportunity to battle, trade cards and meet others who share similar interests.
For students attending the University of Louisiana Monroe campus, businesses like Hobby Hits provide something many students often say the area lacks: alternative entertainment options outside of restaurants, bars and movie theaters.
As someone who regularly speaks with students for arts and entertainment coverage, one of the most common questions I hear is simple: What is there to actually do in Monroe?
For students who grew up collecting Pokémon cards, playing tabletop games or reading comics, Hobby Hits offers a chance to reconnect with hobbies many may have left behind.
That nostalgia has become increasingly common as trading cards experience another surge in popularity.
Underwood said the modern collectibles market can be unpredictable, with prices changing rapidly based on demand, online marketplaces and social media trends. Certain cards can dramatically increase or decrease in value overnight, forcing store owners to constantly adjust pricing and inventory.
She compared individual display cases to miniature stock markets because of how quickly values fluctuate.
Despite that volatility, she enjoys the fast-paced nature of the business and said it keeps every day different.
The store’s relationship with similar local businesses also reflects its community-first mindset. Rather than viewing stores like A&H Games or Infinity Comics as direct competitors, Underwood sees them as businesses serving overlapping but valuable roles in the local hobby scene.
Employees frequently direct customers to those stores if Hobby Hits does not carry a certain product and players often move between locations depending on gaming events.
That collaborative approach has helped strengthen the local collector community rather than divide it.
Some of Underwood’s most meaningful moments have come from hearing customers describe Hobby Hits as their favorite place to visit.
“I want to build something that everybody can come into,” Underwood said. “I don’t care what you look like. I don’t care how much money you do or don’t have.”
That philosophy may explain why the store has built such a loyal following in a relatively short amount of time.
In an era where collecting increasingly happens through online marketplaces and social media groups, Hobby Hits provides something digital spaces cannot replicate: face-to-face interaction.
It gives people a place to trade cards, play games, discover new hobbies and connect with others who share similar passions.
For college students searching for something different to do off the Monroe campus, Hobby Hits has become more than a store.
It has become a place where people can simply show up, be themselves and feel like they belong.
