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Meet David Williams of Monkton Guitars in Broomfield

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Today we’d like to introduce you to David Williams.

David, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I have been selling vintage guitars, amps and effects for 30 years. I have always loved guitars and became interested in vintage pieces when I was in High School.

I started Monkton Guitars in 1989 with my best friend Bruce Hudson after visiting the Atlanta Guitar Show. We both had small collections of vintage instruments and always had fun buying and selling used gear. The name came from my home town in Monkton, Maryland.

We ran Monkton Guitars as a web-based business for 29 years. We exhibited at most of the major East Coast guitar shows. I moved to Boulder in 1997 to work for Ball Aerospace. I moved the business to a home-based Internet-based business buying and selling vintage instruments. My day job was in Telecom and I retired from CenturyLink as a Product Director in March of 2019. In April 2019 I opened Monkton Guitars as a brick and mortar store. I had always wanted a store and decided to follow my passion. We are located in beautiful Broomfield, Colorado at 1505 W 1st Ave.

I carry both retail and vintage and used gear. For the retail (new) we are an Epiphone, Eastman, Cordoba/Guild, Nash and McPeherson guitar dealer. I also carry locally made guitars from Gillian Marsh, Matt McGibney, Isle of Skye and Jerry Baker. I carry Earthquaker Devices and Walrus pedals and Marshal and Supro amps. I have a large selection of vintage and used gear. The vibe in my shop is definitely vintage but I try and carry a good selection for players from beginner to pro.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I have been buying and selling guitars and amps for a long time. It was more of a fun hobby than a business. I made a little money and collected some fine instruments along the way but always fell back on my Telecom career for my primary income.

I lost my son in 2017 and that really changed my life. I decided life was too short and I should follow my passion. Leaving a secure well paying job was a little difficult. Transitioning to running my own business was a big change. I would not call it a struggle but more of a challenge. It was difficult finding a space for the business. Boulder was too expensive and I wanted a place where I would be “the neighborhood guitar store”. I also was very conscious of the other stores in the area and what retail brands they carry. If I was going to be a neighborhood store I did not want to negatively impact the other small business stores around me. Broomfield has been a good choice.

The biggest struggle has been getting people to come to the store. I used print ads, social media, Google and other sources to get my name out. After nine months I am starting to have a good local following. Word of mouth has been the primary source for getting people to know about the store. It is a slow process but I am making good progress especially in the local neighborhoods around the store.

I have invested in inventory for the store and I am finally at a place where I have a good base. I have been close friends with the team at Wildwood Guitars in Louisville and they helped me secure the Epiphone line. I secured the other lines on my own. It is always a challenge to select what you think will sell. After nine months, I am definitely still on the learning curve. I brought in a number of friends to offer lessons including; guitar, bass, ukulele and violin and business has been okay. There is a lot of competition in Broomfield include “School of Rock” and “Global Sound Studios” which are both nearby. I had planned on more lesson income but that has not happened. I hope to grow that business in 2020.

The ongoing struggle is GEN Z is more focused on Electronic Music. Getting junior high, high school and college-aged kids into the store is difficult. For me, to be successful, the younger generation has to embrace playing stringed instruments. That is not the current trend and I hope to get more kids interested in playing and hopefully selecting my store for their music gear.

So, as you know, we’re impressed with Monkton Guitars – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
“Music is personal. Let us help you find the right instrument” is my driving brand focus. I try to have my store space be fun and a place where people are comfortable coming in and trying a guitar or an amp or pedal. We are very focused on personal attention to our customers, matching them with the “right” instrument and providing outstanding service for all of the products we sell. I allow people to play the instruments. That includes letting people jam and allowing 5th graders to try expensive instruments they dream about.

We are a full-service shop offering repair for both guitars and amplifiers. We also offer lessons. My store is probably more focused on vintage gear but we supplement with new gear with kind of a vintage vibe. I keep my more expensive vintage pieces in an old post office bank vault which is part of the store. It is fun to watch people walk into the smaller space and take in the extensive selection of vintage guitars and amps.

I have collected guitar-related collectables and photos for many years. That collection; including photos, original concert posters and other items is on display throughout the store. People like to come look and guess the guitar players in the photos. My space is also the 1960’s, Broomfield post office. The building has that retro 60’s look that fits nicely with my overall store atmosphere.

I am very proud to feature local Colorado builders and equipment. It is a focus for me and something that is integral to the inventory in my store.

So, what’s next? Any big plans?
For 2020 I will continue to focus on getting the word out so people know about the store. I am looking at new advertising routes and continued focus on social media.

I plan to add a few new lines including Musicman and Tech 21. My goal is to also become a Paul Reed Smith dealer. I plan to start having sit in sessions for singer-songwriters and will do some live outdoor live shows this summer. We will continue to increase our role in the community and reach out to kids in elementary and middle school. I will be hosting early morning meet and greet with the Broomfield Chamber of Commerce on April 1. We will also continue to support Second Wind of Boulder which is a non-profit focused on mental health for 8-20-year-olds.

Contact Info:


Image Credit:
Photo of me by Darcy Sherman
Sassafras Photography

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