The 76-year story of Jay’s Music begins with a Ma and Pa jewelry and luggage shop at 311 8th Street in Augusta. When Jake and Betty Roseman opened their storefront business in 1947, they never imagined it would transform into a super music store with many full and part time employees. Today, Jay’s is operated by Jake and Betty’s daughter, Vera and her husband, Doug Frohman at the store’s fifth location since beginning on 8th Street.
The growth and transformation of Jay’s reflects the changes in the American business model since 1947. From a small storefront, to a larger downtown location with an expanded, diversified stock, to a converted bank building with an immense inventory of instruments, sound systems, and accessories, to a downsized store tenaciously competing against mega chain stores and internet sales, Jay’s has endured.
How it All Began
In 1949 or 1950, a salesman for Fender electric guitars of California called on Jake and convinced him to take a solidbody Broadcaster guitar and tube amplifier on consignment. Jake promptly sold them and began a lifetime friendship with the salesman, who came to dinner at the Roseman home whenever he was in Augusta. At the 8th Street location, music sales were only a fraction of Jay’s business. It wasn’t until 1954 when Jay’s moved to 967 Broad that the business was listed in the Augusta directory as Jay’s Jewelers and Music.
Mary Tabor, who worked at Jay’s for 52 years, first became a customer in the mid 1950s. Her husband purchased her wedding ring there in 1956, making bi-monthly payments. Mary remembers Vera in a baby buggy on the sidewalk outside the store. Mary was working at JB White department store across the street. Betty Roseman and Mary became friends and Betty convinced Jake to offer Mary a job beginning in 1959.
During the 1950s, jewelry was still the major part of Jay’s business. In addition to new and used musical instruments, the inventory included: phonographs, 45 rpm records, and dishware. In 1954 and 1955, radio station WRDW set up remote broadcasts from Jay’s that featured country musician, Peanut Faircloth and 9- or 10-year-old singer, Brenda Lee. Soon afterward, Brenda got her big break when Peanut introduced her to recording artist, Red Foley and she sang “Jambalaya” at his concert at the Bell Auditorium.
Every workday, Jake Roseman parked his car at the Baptist church past 13th Street and briskly walked through the bustling downtown business community. Jay’s business neighbors were the Strauss Delicatessen and Savilowsky Shoe Repair. Betty rode the bus to Jay’s later in the morning. Her knowledge of all aspects of the business and her personable demeanor were vital to Jay’s success.
All purchases were made with cash or personal checks. For many years, a cigar box in a drawer at Jay’s served as the cash register. Jay’s did offer credit to many customers who paid for their purchases by making payments in person or by mail. Customer service and salesmanship were often essential to closing a deal. Mary Tabor received a commission on the sales she made in addition to a base salary. Her duties also included collecting past due payments. On one memorable occasion, she had to extract a payment from under a mattress while the immobile customer lay in the bed.
Born Into the Business
Vera truly did grow up working in the store. She remembers stocking and organizing the 45 rpm records as a child. James Brown and his band members were regular customers. Vera remembers James dancing in the store to demonstrate that Michael Jackson stole the Moonwalk from him.
The annual music merchant’s convention in Chicago [NAMM – Ed.] was an exciting trip that Vera made with her father. The musical instrument manufacturers set up displays in hotel suites at the Palmer House and Conrad Hilton. Vera learned about new products and made important connections with company representatives. Over the years Jay’s acquired dealerships from many companies at the convention.
An accomplished guitarist and performer from North Augusta, Henry Wynn, has been a Jay’s customer for over 50 years. His first purchase was a long neck Vega banjo in 1963. As a teenager, his interest turned to rock. He purchased Rickenbacker and Fender electric guitars. At that time, Henry was in a band with 17 year old Steve Morse who was also a Jay’s customer. Steve would gain acclaim as guitarist for The Dixie Dregs. Henry fondly and longingly describes the clutter of now vintage guitars that filled the walls and floor at Jay’s.
In the early 1980s, Jay’s moved to a larger space at 927 Broad. Vera and Doug were married in 1979. Initially, Doug was a school teacher and would work at the store on Saturdays. Eventually in 1983, he began working at Jay’s full time. When the James Brown band would schedule rehearsals at the Imperial Theatre, Doug would transport and set up the sound system, amplifiers and drum set. Over the years he has sold and installed the sound systems of many churches in the Augusta area.
Addresses Change, but the Mission Remains Consistent
During the 1980s, many businesses left Broad Street and downtown Augusta was no longer the center of commerce. Although sales were strong, Vera recognized the decline of downtown and made the bold decision to relocate Jay’s Music to a space where it had room to expand. The First Federal branch bank at 2702 Washington Road, located across from the main entrance to Augusta National golf course, had closed. It would require massive renovation but Jake and Vera had a vision and the will to make it happen. Artist, Brian Sullivent was commissioned to paint an expansive mural with portraits of famous musicians. The new store opened in June 1994 with an inventory that would rival any store in Chicago. Masters Week was an especially busy and festive time. Jay’s rented spaces outside where vendors set up tents selling food and merchandise to the thousands of fans coming to the golf course.
Because of Jay’s very desirable location, the Master’s Tournament persistently tried to buy the building. For years Vera refused to sell, but finally relented. The building was immediately bulldozed by the Masters in December 2016. The Piccadilly Cafeteria at 3110 Washington had closed in September 2016 and Jay’s relocated at that address, where it remains to this day.
The current location still offers a full inventory of instruments and accessories. Sales are moderately good, but the hectic pace of the old store is gone. Vera simply loves the music business and is passionate about keeping the family tradition alive. Lifelong friend, Mary Tabor, says Vera would sell guitars door to door if she didn’t have a storefront. So, if you see Vera coming up your pathway with Doug hauling a guitar and amplifier, be prepared to start pickin’ and grinnin’: Jay’s Music has come to call.
