Great Lakes Wire

At the helm of Elderly Instruments, Lillian Werbin, CEO and Co-Owner, steers her team toward daily success. These daily triumphs—through the leadership of first her father, then her own—have made Elderly Instruments “a beacon of global fellowship, drawn together by the strings of musical tradition.” This clearly shines through because the business is now the proud recipient of America’s Top Small Business award for 2023 from the U.S. Chamber of Commerce.

Werbin asserts that it’s the entire Elderly team that makes the online and brick-and-mortar store thrive. Fostering an environment where “mutual respect and passion drive us,” Werbin and her employees embrace local involvement, creating a “community hub,” not just a place to buy musical instruments.

Despite never anticipating she would take over the family business, it’s apparent that Werbin has found her calling. Her dedication to her staff and customers, plus her service to multiple boards, makes Elderly Instruments a model small business.

We connected with Werbin to discuss the big win, the company’s dedication to customer service, how she’s grown as an entrepreneur, and the secret to keeping employees for so long:

Focus: The story of Elderly Instruments is full of family and history. Please tell our readers all about it.

Werbin: Elderly Instruments’ story began in a modest 10 x 8 basement in East Lansing in 1972. There, my father, Stan Werbin, and Sharon McInturff (now Burton) cultivated the idea of merging community and the timeless charm of vintage and used musical instruments. Three years later, in 1975, they launched their renowned catalog and began shipping worldwide.

As the 1980s dawned, Elderly Instruments experienced a growth spurt, propelling us to seek a more expansive haven in Old Town Lansing. This move wasn’t just a change in location—it was where the heart of Elderly Instruments found its permanent rhythm.

Shortly after Sharon’s departure from the business, we embraced the internet during the digital boom of the ’90s while staying anchored to our foundational values—a knowledgeable, community-driven approach.

My journey with Elderly began in 2014 when I worked part-time in various departments before moving into management in 2018. Over ten years, we’ve completed a total technological transformation aimed at enhancing every aspect of our work while fostering deeper connections with our online audience through website improvements.

Our journey is more than recounting business milestones; it’s about devotion to music's transformative effect within communities. Elderly Instruments strives to be a beacon of global fellowship drawn together by musical tradition.

Focus: Last year, Elderly Instruments received a notable award—America’s Top Small Business for 2023 by the U.S. Chamber of Commerce. Congratulations! Share with us your sense of accomplishment.

Werbin: I’m honored (and still stunned) by our recognition as America’s Top Small Business for 2023. This distinction highlights our dedicated team's collective efforts and unwavering support from our wider community. Although I’m at the helm of Elderly Instruments, our triumph stems from communal spirit reflecting shared vision and determination.

Focus: How has your “unwavering passion for assisting musicians at every stage of their journey” made you successful?

Werbin: At Elderly Instruments, our passion for music supports musicians at every stage—from first-time players picking out their initial instrument to seasoned professionals seeking rare vintage pieces. Our expertise in fretted instruments coupled with customer care sets us apart as trusted partners since 1972.

Focus: Over the years, how have you grown as an entrepreneur?

Werbin: Starting out without big dreams of running things but growing up around my Dad's store led me naturally into this role when looking for meaningful work post-university graduation brought me back home seeking job opportunities there eventually evolving into becoming CEO wasn't planned but rather evolved through teamwork figuring ways keep thriving smoothly learning importance listening allowing freedom grow trusting amazing team valuing autonomy crucial sustaining success enlightening thus far taking each day gratitude intention

Focus: In what ways has service dedication elevated your reputation?

Werbin: Service dedication foundational enriching lives interacting actively participating revival Old Town Lansing facilitating events sponsoring local national music communities become more than store community hub maintaining patron trust respect fostering belonging among musicians music lovers commitment reflects belief power music core values cemented standing trusted name retail reaching beyond commerce cultivating deeper connection greater community encouraging pursuing passions especially intersecting joy workplace mutual respect leading long-term genuine happiness roles mutual relationship working staff mindset built loyal passionate team some over forty-five years

Focus: What are keys running successful small business how can others implement them?

Werbin: Running small businesses involves balancing overarching visions larger goals incremental improvements attention day-to-day processes focusing leveraging technology enhance customer service opting third-party solutions operations shipping streamline internal processes presenting values fifty-year legacy modern fashion maintaining expertise stringed fretted instruments listening attentively experiences needs feedback invaluable guiding challenges aligning goals ground perspective crucial continuous improvement sustaining success mutual trust open communication transformational

By Bona Van Dis

Editor Focus magazine

Originally published SBAM May/June 2024 issue FOCUS magazine