This interview has been edited for length and clarity .
CMT : What has kept you guys in your jobs here so long ?
Bennett : It ’ s a great environment , the customers are good , and it ’ s related to what we love .
Moy : Being a musician and being a guitar player , why would you not want to work in a guitar shop like this ?
CMT : Given that this is a store that ’ s been around so long and has such a legendary status among guitar players , how much do you think of that when you ’ re coming into work and doing your jobs ?
Bennett : We need a coffee before you even start thinking about that . We ’ re proud to be part of this store — it ’ s been around for 40-plus years .
Moy : We ’ re happy with the reputation it ’ s built for sure . I think that thought is in the back of our minds when we ’ re dealing with customers . But we do try to treat everyone equally , and just give the best kind of service that we can .
CMT : How does a store like The Twelfth Fret stay in business with the rise of all these franchise music stores and big box stores that carry musical products ?
Bennett : We have our niche . So , it ’ s always been consignments and vintage stuff , and also new product that ’ s sort of hand-picked exclusively for the store that the others don ’ t carry .
Moy : At this point , it ’ s almost intentional that we ’ re doing that . We want to stand up and we want to show that we specialize in certain things that other big box stores don ’ t . And our service too , we do a lot more . Each staff , for example , is trained in setups and things like that . We all can do minor repairs . And that ’ s intentional . You won ’ t get that at a big box store .
Bennett : And speaking of repairs , one of the main reasons we ’ re in existence is our superb repair department , which is recognized across Canada and cool , awesome touring bands use it . And it ’ s always busy .
Moy and Bennett raise a great point — The Twelfth Fret is nothing like any big franchise store . With more specialized products , more boutique instruments , and more specially curated inventory , it ’ s a completely different thing . You wouldn ’ t go into The Twelfth Fret looking for what you ’ d be looking for in a massive chain location . There ’ s also a sense of serenity when you walk into the store . Even when the place is busy , there ’ s a certain peacefulness walking around in its walls and walls of guitars , trying to take in everything you see , as if for however long you ’ re in there , the outside world and anything going on in your life just ceases to exist . It ’ s just you and the guitars — and it ’ s a calming and tranquil but also exciting experience .
There isn ’ t a single instrument in the building that isn ’ t something special . The staff will chat with you about who you are , what you do , and what you like to play — Moy even looked at my attire and excitedly
showed me a pricey 20 th anniversary Randy Rhoads Les Paul model , one he says is currently a favourite of his as far as the guitars in the shop go .
CMT : What sort of demographics do you think most of your customers fall under , if there are any ?
Bennett : From , I wouldn ’ t say beginners , but more players that are looking for gear to start getting serious who come here for that type of thing to the older collector types .
Moy : The older collector types , I think , are a big majority of them , simply because they kind of grew up with us . Since the store
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