NAMM YP I BY LILLIAN WERBIN Lean into Authenticity
T he holiday season is always a big moment for retail- ers. For small, independent shops like ours, Elderly Instruments in Lansing, Michigan, it’s a whirlwind of excitement and pressure. It’s not just about hit- ting sales goals. It’s about staying grounded in who we are, even during one of the busiest (and emotional) times of the year. Over time, we’ve learned that we don’t need to chase big-box discounts or jump on every passing trend. What really works for
PROPERLY TRAIN YOUR STAFF. Your staff is at the heart of every experience. During the holiday rush, their kindness, patience and deep product knowledge are your biggest assets. Take the time to train before the season starts. It’s not solely about product knowledge, but on how to read a room, ease stress and spark joy in every interaction. When your team feels confident and supported, your customers notice. CREATE DIGITAL GIFT GUIDES. Even online, that personal touch matters. We can’t out- scale the big e-commerce gi- ants, but we can offer a more thoughtful, tailored experience. Create digital gift guides for dif- ferent types of players and keep communication responsive and human. Every detail should be designed to reflect the in-store experience, extending hospital- ity and making every online visit feel a little like walking into your store. Ultimately, what keeps customers coming back is the feeling they get when they in- teract with their music store of choice. We care deeply about every part of the experience: the way we merchandise, the way we talk with people, the stories we share and the relationships we build over time. That’s our secret to thriving during the holidays, and it’s one we never take for granted. MI Lillian Werbin is the CEO of Elderly Instruments in Lansing, Michigan. She is also a NAMM board member and a member of NAMM YP.
us? Leaning into what we do best: genuine connec- tions, expert guidance and creating a space that feels like home. For instance, a family recently came into our shop looking for a guitar for their teenage son. As he tried out different instruments, I struck up a conversation with his mom, Alicia. She shared something that stopped me in my tracks: her hus- band had been seriously ill for over a year, only leaving the house for doctor’s appointments. This visit, to our store, was their very first family out- ing since his diagnosis. The father, a lifelong music lover, was deter- mined to be there for his son’s first guitar. For a few hours, they filled the shop with laughter, strums and stories, simply enjoying being together while guitar shopping.
When they finally chose an instrument, it did not feel like just a sale. It felt like an honor, that our store had been the backdrop for such a meaningful moment in their lives. One of the most important lessons we’ve learned is that authenticity goes a lot further than flash. The holidays can be overwhelm- ing, and shoppers are often simply looking for someone they can trust. They want to feel understood. Here are a few ways we do this.
“The holidays can be overwhelming, and shoppers are often simply looking for someone they can trust.”
LISTEN TO LEARN. When someone walks in looking for their child’s first instru- ment, don’t just hand them the first one you see. Ask questions. Listen. Get to know what kind of music their child likes, how big their hands are, whether they’re a more visual learner or a hands-on learner. When someone’s searching for a rare vintage gem, offer more than knowledge, but empathy, too. Every sale becomes part of someone’s story and shouldn’t be treated as just another transaction.
28 I MUSIC INC. I OCTOBER 2025
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