Rocklin piano store owner in tune with community

For every Hailun sold, one is donated to church or school
By: John Goldschneider, special to the Placer Herald
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The Piano Store

Where: 6848 Five Star Blvd.

Hours: 10 a.m. to 6 p.m. Tuesday-Friday, 12-5 p.m. Sunday

Info: 276-3152

Schools and churches interested in registering for a chance at a piano donation can do so by visiting


As its name implies, The Piano Store values a direct approach to business, reaching out to the community by offering quality pianos at affordable prices.

“Everyone thought I was crazy opening a store,” said owner Ben Nieves.  I knew that the only thing that would work was my passion for it, because I love pianos and an integrity in business –  high quality at a reasonable price.”

Ben and his wife, Danelle Nieves, work together maintaining the store. While Ben helps customers in the front, Danelle runs private piano lessons in the back, teaching students who range in age from 4 to 80.

“I’ve been teaching now for about 12 years,” Danelle said. “My teaching technique follows the classical style, but I try to let the students choose songs that they want to play, as well. The kids really love it because they learn to play songs that they know and listen to.”

The store carries new Hailun pianos, as well as quality used pianos of all kinds. For every 25 Hailun pianos sold, The Piano Store donates a brand-new upright piano to a registered church or school from the greater Sacramento area.

“When the time comes, we’ll do a drawing to see who wins it,” Nieves said. “I’m still thinking about doing a little luncheon-type deal, maybe getting the city of Rocklin involved. Whichever schools or churches that register are eligible to win.”

Already, Nieves has managed to involve other businesses in his cause. Steve Kott of KND Marketing, a promotional company based in Roseville, has taken on the task of promoting The Piano Store, working with Nieves at a discount to promote upcoming events.

“I met Ben, and he told me about his business and his ideas,” Kott said. “As soon as he said that he was donating to churches and schools, I wanted to be a part of it. I told him whatever he needed, just let me know. I’m trying to front as much of the bill as possible, going around and delivering fliers for the charity event. That’s where our hearts are, and that’s where we want to be.”