Growing older is optional in one nook of Western New York. The "Never-Never Land" atmosphere of Queen City Bookstore is generated by the light-hearted appeal of its owner Emil Novak.
"I still do everything I did when I was a kid - just a little faster," said the 45-year-old Novak. "Age is just a perception of how you feel. If you think you're old then you're old. Though the body may feel old at times as long as you keep your brain fresh you can stay young as long as you want."
An energetic child, Novak has grown - or not grown according to his philosophy - into an energetic man, who stands in the corner of his shop, located at 3184 Main St., dressed in relaxed khakis and a sweater. Novak's hair, hanging loosely at his shoulders, suggests that no regular desk job would be fitting for him.
A laid-back and easy-going Novak spoke of the path that brought him into the comic book sales business.
"I started working in the comic bookstore when I was 10 years old, and it's all I've ever done," he said.
Interested in art since childhood, Novak taught himself everything he knows about comics, art and retailing. With his innate knowledge of visuals and his natural youthfulness, Novak has kept the 34-year-old business, which once belonged to his father, running successfully.
Novak and his employees have the perfect personalities to attract customers and to keep patrons coming back. Even during a busy workday that would have most people laughing and joking less than usual, the Queen City crew maintains a jovial demeanor.
"We try to be cool with the customers, we're very amicable, it's a cool shop. I'd be one of the customers until they throw me out," he said with a laugh.
Patrons of Queen City Bookstore agree that its friendly, relaxed atmosphere makes stopping in to purchase comics an enjoyable experience.
"Novak is a great owner, he always makes us feel welcome." said Kristian Mercado, a sophomore undecided about his major. "Part of buying comics becomes conversation about comics in the store, he's a cheerful guy always joking around. He also has great taste in music so whenever I go into the store there's always cool music to listen to."
Novak said he is especially eager to work with young comic book writers and offer his insight to local artists, whose work is sometimes featured in the store.
"We love to not only sell the product, but also to help create the product," Novak said.
When in the middle of the real world, even the boys of Never-Never Land have to cater to things that are low on the fun scale. As might be expected from someone as young-at-heart as Novak, the biggest challenge of ownership comes from the technical aspects of running the business.
"The most challenging part is dealing with the stress of running your own business, the retirement plans, the taxes and things like that," he said. "New York State is a very expensive state to operate a business in, everything is drained - it goes to 'The Big Apple,' trying to make up for all those years of Mario Cuomo."
The fact that his business is able to prosper with lurking financial pressures speaks volumes for the appeal that Queen City Bookstore has for comic book enthusiasts.
The store is a relatively big, bright, and colorful space, filled with employees who share the customers' enthusiasm for comics. Decorated with pictures of classic comic book characters and having "no shortage of big breasted super heroines," according to Novak, the store appeals to comics' core purchasers - males in their late teens and early 20s.
Relating to comic book lovers is Novak's specialty, and in his place of business there is always someone with whom to share comic book talk.
"People come in and they get so excited about the comics, they'll start having debates about things like 'can Hulk beat up Superman?' and I definitely join in," he said. "You laugh, but it's very serious to us."
It can be easy for something one enjoyed as a child to be tarnished with the concerns and pressures of the financial world, but Novak said he is able to escape that.
"This business of comics is always a struggle, it's such a specialty type of thing; you're not selling milk and bread," he said. "It's fickle and seasonal you have to work at it, you have to like what you're doing."
Novak continues his father's business with a philosophy of life that keeps his days laid-back and enjoyable.
"We're all still kids - kids just have different ages."
Photo: Meredith Forrest Kulwicki
