Brian Baynes cannot like things “a normal amount,” he says.

When something sparks his curiosity, he has to know everything about it — whether that means exploring every artist who ever inspired Nirvana’s Kurt Cobain or diving deeply into the graphic novel underground. That second obsession led Baynes to create Bubbles, his comics and manga fanzine with a worldwide following, and later Bubbles Con, a popular convention that brings accomplished artists from every corner of the industry to Richmond for two days of readings, interviews and other events [It just took place earlier this month with guest artist Charles Burns attending].

Now he’s taking things a step further, and more into the physical, with Brian’s Books, his new Church Hill bookstore dedicated to new and vintage books, zines and unusual finds for those eager to discover their next fascination. Having just kicked off its opening weekend on June 14, the ephemera in Baynes’ diminutive bookstore (around 360 square feet) covers a wide range of topics.

On the nearly floor-to-ceiling shelves, you’ll find science fiction novels; items from Baynes’ personal collection; fanzines such as “Demystification” and “Baited Area”; magazines on alternative art, music, tattoo, skate and political cultures; and rare finds including a 1937 first edition of John James Audubon’s “Birds of America” and a 1988 first printing of Pat Califia’s book, “Macho Sluts,” a collection of lesbian erotica short stories.

The variety is meant to provoke the kind of pursuit that mirrors Baynes’ own love of the hunt and sifting through relics to uncover one-of-one pieces, whether that means combing through a 100-item collection of written works or spotting something at a thrift store that’s destined for a close friend.

“I love sharing things that I love, but I also want to cast my net wide and not box myself into only my interests,” Baynes says. “I have a lot of books in here that I haven’t gotten to spend time with… [These are] books that you probably won’t see on many shelves, and I hope that someone is excited to come across it in the physical versus buying it online.”

In a world where algorithms have often replaced organic discovery with data-driven “for you” pages, stumbling upon something that captivates you completely by chance has become increasingly rare. And while it’s undeniable that Baynes’ work has benefited from an online presence — Bubbles’ global popularity was fueled by social media — his aim has always been to route back to creating opportunities for genuine discovery, powered by the contagious enthusiasm of the fanatical.

“I always loved the idea of being a regular,” Baynes says, laughing. “That community where you get to know the people who come in all the time and you’re on their side.”

With Bubbles and Bubbles Con, Baynes often celebrates not just famous names but also talented translators, colorists and others in the graphic novel space whose work opens up new possibilities yet remains unsung. Brian’s Books is another segment in the same snake eating its own tail; Baynes finds work emerging from the depths of countless niche corners and brings it into the plain light of day, offered up as the simple and tactile — a  printed zine, a physical book.

“You start realizing there’s so much more going on than what you’re seeing on television or in mainstream pop culture,” says Baynes, whose exploration into what he calls “the alternative world of everything” began when Bill Griffith’s “Zippy the Pinhead” ushered him into the world of underground cartoonists. “When I do Bubbles, I’m interested in going deeper and showing more than what’s on the surface … I guess there’s a through line between that and this store.”

As broad as Baynes’ interests may be, he doesn’t have a “more-esoteric-than-thou” attitude; he has an affinity for the hidden gems in his own backyard. He owns a collection of books about Virginia history and once created a zine called Small World, where he interviewed whoever he wanted, including a local skateboarder, bands, a man who ran a typewriter ribbon supply website and a woman who operated a Washington, D.C.-based poetry label in the 1980s.

A self-professed lover of the idea of “local,” Baynes wants his store to be a place where locals are born, figuratively (although this reporter didn’t clarify). He notes that he’s always liked physical stores and used to work at a convenience store.

“I always loved the idea of being a regular,” Baynes says, laughing. “That community where you get to know the people who come in all the time and you’re on their side … I’d love to have that kind of relationship with people here.”

To cultivate that, Baynes has kept the store’s design simple but curated, aiming to create the feel of a cozy, well-loved hangout for those looking to learn something new. He chose the name for its easy, old-school energy and had a custom bench made for a place to sit out front — just the right size for spending time before or after picking up a new read.

Baynes likes that the store feels “completely knowable” while at the same time a customer could spend a while “diving into boxes of old magazines and strange books” looking for something that catches their attention. Visitors are welcome and encouraged to embrace the owner and store’s guiding philosophy: At Brian’s Books, anything can be interesting because everything is interesting.

Brian’s Books will be open weekends from Friday through Sunday, with Baynes as the sole employee. For opening weekend, he didn’t plan much fanfare — mostly just flipping the metaphorical ‘closed’ sign to ‘open.’

Brian’s Books is located at 2514 P St. in Church Hill and is open Friday through Sunday from 11 a.m. – 6 p.m.