WHAT MADE YOU WANT TO OPEN STRING THEORY GUITARS INC.? ALLISON & LEE WILLIAMS: “We are lifelong musicians with a passion for playing. We love Wilmington and the live music scene here, and we wanted a way to be a part of the music community without having to start work at 9 p.m. We also want to be a destination for residents and musicians performing in and around the downtown area.” WHAT DOES YOUR BUSINESS PROVIDE, AND HOW DO YOU THINK IT HELPS CUSTOMERS? We love Wilmington and the live music scene here, and we wanted a way to be a part of the music community without having to start work at 9 p.m. We also want to be a destination for residents and musicians performing in and around the downtown areaTHE WILLIAMSES: “We’re a true basics-to-boutique destination. If you’re someone who’s just starting out, we can set you up with high-quality, brand-new equipment at a great entry-level price point. When you’re ready for your dream guitar, we can help you design and create a fully custom electric or acoustic guitar to your specifications. We have a broad selection of both guitars and amplifiers for players of every level. We also have a community board in the store to connect bands, students, instructors, repair technicians, and anyone providing a service to the local music community.” WHAT PAST EXPERIENCE DO YOU HAVE THAT LED YOU TO CREATE STRING THEORY GUITARS? THE WILLIAMSES: “Lee has played guitar for almost 40 years, from middle school band to gigging rock bands. Allison has a background in orchestra and musical theater, as well as retail management. We worked together as a husband-and-wife team in manufacturing for many years prior to moving to Wilmington. Having shopped in countless music stores over the years, we set up our shop with the goal of being welcoming and inviting. Our philosophy is ‘if it’s on display, it’s for play.’ No instrument or amplifier is out of reach in our store.” WHAT GOALS DO YOU HAVE FOR GROWTH? THE WILLIAMSES: “We would love to grow the bluegrass and folk instrument segment of our business. We carry banjos, mandolins, resonator guitars, ukuleles and related accessories. We’ve seen and heard plenty of talented bluegrass and folk musicians around Wilmington, and we look forward to expanding our selections to support this growing segment of the local music scene.” WHAT CHALLENGES ARE YOU FACING RIGHT NOW IN YOUR BUSINESS? THE WILLIAMSES: “Getting the word out about our brand and some of the unique brands we represent is a challenge for any new business. Online exposure through the Cargo District, Wilmington Downtown Inc. … and our online following is steadily growing. Our other challenge is the logistics of our streets. Our neighborhood is amazing, and you could spend the entire day walking around the Cargo District. As the District continues to grow, we’re seeing more pedestrian traffic, particularly in crossing 16th and 17th streets. We’ve seen some improvements in traffic calming, but the sooner we can improve safety with crosswalks and pedestrian signals, the more welcoming our neighborhood will be.”Read More
Small Business Spotlight: Guitar shop aims to strike a chord
