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Family-operated Pedrini Music can find you anything

May 19, 2012|By Don Waller
  • Diane and Manny Mora, co-owners with their son Joe of newly remodeled Pedrini Music in La Crescenta.
Diane and Manny Mora, co-owners with their son Joe of newly… (Tim Berger / Staff…)

“Your neighborhood music boutique since 1946,” reads the business card for Pedrini Music, which moved to its present location on Foothill Boulevard in La Crescenta in 1997. Founded by Bruno Pedrini in Glendale in 1946, the original store was located on Brand Boulevard.

At a time when local, family-owned retailers are threatened to the point of extinction by the Internet and national chains, Pedrini Music's ability to survive is a not-so-mute testimony to the power of hard work, loving care and a little bit of luck.

“Like a lot of other businesses, we were suffering from the weak economy of the last several years,” says Diane Pedrini, who, along with her husband, Manny Mora, and her sister Noreen, took over the store’s day-to-day operations in the mid-'80s. “But last August, we won a 2012 Lexus in a raffle at the Chumash Casino, so we took the cash instead of the car and used the money to pay all our back rent, renegotiate a new deal with our landlord, and renovate the store.”

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They started in January and finished last month, doing everything themselves, from repainting to putting in a new floor and rug. Mora even built a stage for in-store performances. “Manny used to be a commercial artist, so he hand-lettered all the signs, too,” says Diane. They revamped their website, got a Facebook page, a new logo, and business cards as well.

“We also started selling vintage instruments on a consignment basis,” says Joe Mora, the son of Manny and Diane and a graduate of Boston's Berklee College of Music, whose professional credits range from playing guitar for Pete Yorn to serving as a guitar tech for punk-rockers Weezer and Bad Religion, R&B vocalist Trey Songz, and, currently, alternative-rockers Band Of Horses.

“We got a lot of instruments that were still in their shipping cases from a store that's going out of business in Orange County,” he continues. Among them are a 1975 Cordovox and a Crumar T2 organ, a 1983 Ibanez Roadster guitar, and some vintage pedals such as an Ibanez Tube Screamer and a Yamaha digital delay.

“There's a lot of musicians who live in the foothills,” adds Joe, “and they're always buying and selling equipment. We're trying to become more of place where they can hang out and try out things right here in the store. You don't have to go into a special room.”

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