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05/26/2023 07:07 AMWhen Ken Johnson opened a music shop in his hometown, the Branford native dubbed it “A Sound Choice.” Twenty-five years later and going strong, it’s clear Ken made a sound choice for not only himself but for countless customers—from kids coming in to learn their first chords to music industry heroes who depend on his services.
Anchoring a small plaza storefront on Route 1 at 267 East Main Street, A Sound Choice provides unique services and inventory that have made it a destination location in an era when many brick-and-mortar businesses don’t stick around for long.
A foundational element to Ken’s success is his reputation for guitar repair. The specialization is one of the reasons he first opened his shop on June 2, 1998.
“I knew a lot of the companies beforehand because I was already doing guitar repair out of my home,” says Ken, adding, “...being known for repair work, I have people coming from an hour away to have me work on their guitars, and I’ve worked on instruments for customers who’ve played all over the world.”
While he had a guitar-repair following from the start, Ken built his business based on his own music knowledge, his interest in following the latest trends, and through networking. He’s a member of the National Association of Music Merchants.
As owner-operator of A Sound Choice, Ken runs the shop as a one-man band. Unless you count his pup, an 8-year-old Cavalier King Charles Spaniel named Melody.
“Melody is my only employee. I have people who come just to see her, now and then,” says Ken.
Melody likes to see what’s going on, too, so Ken’s installed a swinging plexiglass door for her at the counter, with a sign that reads “Beware of Dog! She’s too cute.”
Having no employees allowed Ken to be at his business during the pandemic, at a time when many small shops were closed and suffering. While he couldn’t welcome customers inside, Ken’s business got a boost through his established online music shop at internet music marketplace Reverb (reverb.com/shop/a-sound-choice).
“I could be here because I had no employees, and UPS was running. So with my door locked and closed, I was sending things all over the country because I had the advantage over big companies that couldn’t have employees in the warehouse.”
As sales that peaked during COVID-19 waned back to pre-pandemic levels, Ken reopened the doors to his shop, so the transition was a soft landing.
“Reverb has slowed a bit because so many people who got into music during the pandemic have what they need. Having the brick-and-mortar shop is good because people know I’m here, and they can come in and get what they need. So I have all these local musicians and people coming through the area, stopping in.”
Followers of A Sound Choice Facebook page, where Ken posts exceptional instruments and other items of interest, will sometimes catch a glimpse of some of these artists. On May 8, Ken posted a photo of international hip-hop artist Ceschi in the shop.
Ceschi was “...picking up two setups before heading out on tour in the U.S. and Europe,” Ken describes. “He’s from the area, and he’s a guitar player, as well.”
Facebook is also the first place where Ken will share photos of new items as they arrive, a not-so-well-kept secret for fans of the shop looking to get first dibs.
“Whenever I get something in, I’ll get photographs of it and put it on Facebook so people will know locally, and then eventually get it onto my website and online for sale,” says Ken.
In addition to Ken’s loyal local customers, new ones often arrive due to word of mouth or due to being drawn in by his show-stopping, guitar-shaped sandwich board sign beside Route 1. The notable sign was created for the shop 10 years ago by friend and fellow musician/artist and instrument designer Bob Crelin.
A Sound Choice is known not only for its unique inventory of acoustic guitars, acoustic and electric guitars and basses, and drums and percussion; but for many other music-related items and accessories. One of the first things Ken likes to share with new customers is that they don’t need to go anywhere else or hunt the internet to find what they’re looking for.
“People tell me I’ve got more, and better, accessories than the internet stores,” he says. “One thing I try to help people realize is that I’m selling all the major items at the same price as online, which a lot of people don’t think a small place can do. If potential customers do their homework, they’d find they’re not spending anymore, and they’re getting the personal service.”
Ken’s business experience and buying expertise help to keep his inventory competitively priced.
“I buy direct instead of from a distributor, and I buy right. I’ve formed a lot of relationships. So, for example, if a company I’m buying from might have a better price if you buy six pieces, I can ask my sales rep if I can get the six-piece price for five, and they’ll often do it,” says Ken.
As a small business, Ken only deals with companies that are friendly to independent retailers.
“There are more independent music stores than there are giants,” he points out. “So I deal with companies who primarily look to their smaller retailers for the majority of their business, and they’ll work with you.”
Another service Ken offers through his shop is school band instrument rentals. And, right from the start, Ken’s shop has been a local source for musical instrument lessons. Ken is a talented guitarist who played with a band in the New Haven area band for 15 years. Currently, A Sound Choice offers guitar, bass, piano, drum, and ukulele lessons. The lessons are provided by Ken and four music teachers who are independent contractors.
“We’ve been doing lessons right from the beginning for people of all ages,” says Ken. “We’ll start young kids on piano and drums at 5; and guitar and basses at 9. I’ve got from 7-year-olds to 60-year-olds and older, taking lessons.”
Speaking of folks in their 60s, Ken says he’s not sure where the time’s gone while he’s been busy running A Sound Choice.
“I started over here at 40, and I just turned 65,” he says, laughing.
Ken’s planning a 25th-anniversary sale with special inventory prices and giveaways at his shop on Friday, June 2, and Saturday, June 3. He also wants to have the chance to thank his loyal customers.
“I can’t thank my loyal customers enough,” says Ken. “Over the years, my greatest form of advertising has been my great customers.”
Going forward, Ken’s looking forward to keeping A Sound Choice going for many more years.
“I’ve got no plans for retirement just yet.”
In fact, there’s really nothing he’d rather do. When he’s not assisting others through his business, Ken says he’s spending downtime “micro adjusting” one of his seven acoustic guitars.
“I love guitars and working them, and other stringed instruments, so much that I often work on my own guitars at home.”