Guitar Wisdom Keeps Family-Owned Shop Alive

You own every edition of the Rock Band video game and can beat Guitar Hero on the expert setting. You can sing the entire guitar solo from "Freebird" - backwards, too, if asked at a party. It might be time to buy a real six-string. 

Yet you don't even know where to buy a guitar, let alone anyone who could teach you how to play it. 

If you live in Cranford, you might not have to go far to get some expert advice. 

Cranford Guitar and Music Center, a small music shop situated on the border of Cranford and Garwood, is owned and operated by Cory Ferraro and his father Joe. 

In a fluctuating economy that has seen the demise of mom-and-pop stores that can't afford to beat warehouse-style retailers, Cranford Guitar remains open and thriving thanks to the personal involvement of its two owners and its commitment to musicians of all levels and abilities.

"There is no pressure," when a customer comes in to make a purchase or to just browse around, said Cory. 

Cranford Guitar's original location on Centennial Avenue opened its doors in 1982. 

"My father was giving lessons from his house, and it was always his dream to give the gift of music.  We started with one guitar in an empty room." 

It is this sort of personal touch that has led to Cranford Guitar's longevity.

About 15 years ago, music shops were a common staple of any community, as a place to get drums or a piano tuned, a sponsor for a little league baseball team, or a provider of trombones for the high school orchestra. Now the "little music shop on the corner" has been replaced by bargain hunters looking online or elsewhere for a cheap instrument. 

If you go to Morristown, you will see a "space available" banner beneath an unlit neon sign that reads "Star Music."  In the south Jersey Shore town, Somers Point, you will see a Christian bookstore where a music shop used to stand.  As music shops close around the state, the question remains: why shop at a corner store when you can head out to Sam Ash or Guitar Center?

"Our entire shop is dedicated to buying, selling, and teaching," Cory said.  "I still teach because I love to do it." 

While Cranford Guitar offers guitar lessons, effect pedals, strings, and all of the odds and ends for guitar needs, they specialize in buying and selling vintage guitars.

"Because of the recession, the vintage market got hurt a little bit," Cory said. "But we care about musicians.  This place was built for musicians." 

With an entire room devoted to trying out effect pedal, guitar, and amplifier combinations in a peaceful and quiet atmosphere, it is a world of difference from the noisy chaos and overzealous sales staff some of the larger retailers.

The important thing for guitarists, beginners and professionals alike to remember, is to do your homework before you buy anything.

"Research. There are a million things that do a million things," he said with a laugh.  "I have seen 7-year-old kids come in here for lessons with a full-size Fender acoustic, when they should be playing a smaller guitar." 

Of course, for the experts, there is a selection of rare and vintage guitars that is unparalleled.  From Jazzmasters and Jaguars to Les Pauls and SGs, there is something for everyone hanging on the walls.  There are boutique pedals, both expensive and inexpensive, as well as a space to experiment with each to get the perfect sound you are looking for. 

"There is nothing like coming in and sitting down and trying something out," Cory said.