People often see online selling platforms as a threat to small, independent brick-and-mortar shops.
That may be the case with Amazon, where giant warehouses and logistical systems are at play. But with marketplaces like Reverb, independent brick-and-mortars are celebrated as part of the lifeblood of the platform.
Mojo Music up in Oakville, Ontario is a perfect example. Their in-store service, lessons and on-site recording studio gave them a strong local reputation. Their Reverb shop has provided a global buyer base and the ability to bring in more diverse inventory, ultimately strengthening the experience for local visitors.
We recently caught up with owner Peter Tong about their market niche, the true meaning of "boutique," and some of the fantastic brands coming out of Canada.
You specialize in the rare, off-the-beaten path gear. What lead Mojo Music to head in this direction?
Prior to starting Mojo Music, I cut my teeth at another music store in Toronto. The experience there allowed me to see how saturated the market was for the most recognized brands, and that it might be a losing battle to try to even get in on that action.
At the time, the store I was working for had pursued the big names for years to no avail. They ended up supporting brands like G&L and Godin. This led to a genuine appreciation for the amazing quality and value of the lesser known brands that the big names were (and still are) hard-pressed to match.
In turn, this instilled a growing love of boutique products and the stories behind those smaller companies. When I decided to open my own shop, it was a natural choice. It really required very little thought to set off in that direction.
What does boutique mean to you when it comes to music shops and gear?
"Boutique' was still in its infancy in Canada when we first opened our doors. My secret mentors, were stores like Chicago Music Exchange, Fat Sound Guitars, and probably Canada's first boutique music store, Boutique Tone.
It seemed like a leap of faith, what these stores were doing - the vibe of their decor, the alternative product lines that they were carrying. The excitement of this new frontier was more than enough inspiration for the path of Mojo Music.
So what does "boutique" mean to me? Carrying alternative product lines is a given, but being boutique is much more than that. It's about being unique, being classy, being warm and welcoming.
Although many misunderstand the term "boutique" as meaning only expensive, my understanding of it is more conceptual and philosophical.
Toronto, Mississauga and Hamilton are all nearby. How do you make your music shop stand out in such a competitive market?
Our shop stands out by the alternative lines that we choose, the strong focus on used and consignment items, the reputation as being the pedal guys in the GTA (Greater Toronto Area), the unique and warm look of our showroom, the way we merchandise our products, having an on-site recording studio, and hopefully, by the quality and expertise of our interactions with our clients.
It is definitely a synergy of many things. I would like to think that integrity is also a strong differentiating factor. In our mission statement, Integrity in all aspects of what we do is not taken lightly. Our loyal customer base appreciates that. With the way the world is going, integrity is a virtue that must be upheld whenever possible. Otherwise, what else do we have?
How is your brick-and-mortar shop similar to your online presence? How is it different?
We made a point of making sure our online presence is a realistic representation of our brick-and-mortar experience. Looking huge or overly slick online but disappointing visitors once they arrive is not how we roll. The look and feel of our online store is very consistent with the vibe and appearance of our showroom.
The big difference is that you also get that personal touch and hospitality in our brick-and-mortar showroom that can never be translated in a point-and-click environment.
Given your expertise in the boutique world, what are some of your favorite "lesser-known" brands?
Off the top of my head, some favorite boutique brands would be: Strymon, Earthquaker Devices, Catalinbread, Keeley, Xotic Effects, Walrus Audio, G&L Guitars, Heritage USA Guitars, Breedlove Guitars, Aguilar pedals & amps, Carr amps, Swart amps, Supro amps, Cioks, Voodoo Lab. Just to name a few.
Along those same lines, what are your favorite Canadian-based brands?
Being proudly Canadian, we are blessed with Canadian builders like Godin Guitars, 5th Avenue, Norman Guitars, Boucher Acoustic Guitars, SolidGoldFX, Retro-sonic, Radial Engineering and Temple Audio Designs.
Mojo Music Inc.