Seven distinct business districts in Wilmette give this North Shore village a rich blend of options for retail, ranging from upscale boutiques to specialty shops and a wide variety of restaurants. But with all its variety, no one makes the same noise in Wilmette as Alejandro Urzagaste, owner of North Shore Music, who operates his business as a performance stage, where musicians of all levels can explore and enhance their love of music.

“North Shore Music is about music lessons, a retail space and a music venture that I’ve been a part of for nine years now,” said Alejandro. “Plus, we can special order just about anything as well.”

The shop offers instruction on guitar, bass, drums, piano, voice, saxophone, and clarinet, while also stocking a selection of instruments, amplifiers, and accessories for sale such as Hofner and Yamaha basses and guitars, Udo Roesner Amps, and Wild Dog percussion.

“Music is just so rewarding and stimulating when you create something,” said Alejandro.

Alejandro is also an accomplished guitarist, who still performs and records in Chicagoland and beyond with a palpable and deep appreciation for the beauty of his instrument.

“I play guitar, and I just find it to be probably one of the most beautiful sounding instruments out there and one of the most expressive,” shared Alejandro, who said his love for music has been shaped by classical virtuoso Andres Segovia, jazz great Wes Montgomery, and modern innovator Kurt Rosenwinkel.

But beyond the music, Alejandro explained to us that he wants to make sure that every customer is satisfied with their purchase, whether they are picking up something as simple as new guitar strings or investing in a new instrument or amplifier.

“I like selling products and instruments that have value and that are actually durable and that are affordable.

“The dependability of those instruments is important to me. With each purchase, I want to make sure that a customer feels like their
dollar, and their time is valued. I hope people feel like they actually have a nice relationship with where they’re purchasing from and ultimately happy with what they’ve purchased.”

Discovering music

Alejandro’s musical journey started at home as a youth, shaped by his family and a spark of early curiosity.

“My dad played guitar, for a little bit. He actually learned to sing pop music for my mom,” Alejandro recalled. “He was not really much of a musician. But I always liked music, and my folks tried to get me lessons, but I guess I was maybe a little bit scatterbrained or not disciplined enough at that point.”

Though his parents encouraged lessons early on, it was not until sixth grade, that Alejandro said the guitar truly captured his attention.

“I when I finally had a chance in sixth grade to take to the instrument, I really just gravitated towards the guitar and started playing with friends,” said Alejandro. “I got into my high school jazz band as a freshman and played for all four years. That really kind of solidified the deal for me to just pursue being a guitarist.”

Those formative years were filled with unforgettable moments.

“As a young person, I have very many fond memories, mostly of performing guitar in groups and playing in theaters in Chicago,” Alejandro recalled.

From early gigs at Chicago’s Vic Theatre, to recording and playing local shows with his high school jazz band, music became his language. After graduation, Alejandro said he planned to chase rock stardom in Minneapolis, but instead accepted a scholarship to Northern Illinois University, later touring with the band “12 Rods.”

“I’ve been playing guitar for 36 years now,” reflected Alejandro about his love of music. “As a young instructor and musician, I never really thought I would own a music store. It was never the goal for me. The goal has always been performance.”

Life had other plans. When the prior owner of North Shore Music considered closing, Alejandro saw an opportunity.

“My mind was changed when I was working here at North Shore. The previous owner had mentioned that they were going to close up the shop or sell it to me,” recalled Alejandro. “I had several friends on staff, and I knew this thing could actually do something,”

Alejandro was not only able to keep the doors open at North Shore Music, but he subsequently grew the business. “Now, I’m looking at tripling it, since I got it,” he noted.

The pandemic tested the resilience of the shop, but community support and adaptability kept it alive according to Alejandro.

“We got through Covid by doing virtual lessons,” Alejandro explained. “Our community was really supportive, and they had the means to continue to be supportive.”

Online retail sales also skyrocketed as people turned to music as a hobby during the crisis.

“For two years, people were purchasing instruments and taking it up as a hobby,” said Alejandro. “And retail sales of instruments for everybody were through the roof.”

Today, Alejandro balances his days running North Shore Music with a performance schedule of approximately 100 dates a year. Alejandro also continues to record music. He has a portfolio of 3 albums, and says he is working on a 4th.

“Music to me is just an expressive means of communication,” said Alejandro. “I try not to let the style predetermine what I play.”

Alejandro said that the stage will always call to him, but North Shore Music has become a singular and unique performance spot. It is a place, he said, where his passion, his business acumen, and the community of Wilmette can harmonize together.

“This entire opportunity of owning a business has really humbled and changed my outlook,” reflected Alejandro. “It’s about interacting with people.”

The music heartbeat of the North Shore

Alejandro said that to run a successful music shop, you need to have a diverse set of sales and communication skills.

“I do my best to try to make sure that things are responsibly made,” said Alejandro, although he acknowledged the challenge. “Nowadays, it’s very difficult to know every little detail about where and how things are produced.

“I’ve learned a lot as a business owner,” said Alejandro. “People are first, and that service really matters.”

That philosophy seemed to shape every interaction at North Shore Music.

“A person walking through my door needs to be met comfortably, talked to and addressed respectfully. To me that is of the utmost importance,” Alejandro emphasized about how he wants his customers treated when they step into North Shore Music.

Alejandro said he believes that retail sales help keep the lights on, and the music lessons feed the soul of his business.

“When you sell an instrument that’s over a couple of thousand dollars, that’s great because that means your payroll is being met and your overhead is getting paid,” said Alejandro with a satisfying grin. “Rent is getting paid as well. So, diversification of what we offer is a necessity for this business to stay afloat.

“Bringing in retail was a calculated effort to ensure financial profitability,” Alejandro said. Yet with students, the focus shifts to something deeper.

“When it comes to our students, there is a sense of engagement that we have in the lessons, there’s has to be a sense of responsibility and respectability, hopefully to be passed on to our students, so that they understand that when they come here, they’re learning music and learning an instrument.”

Students who come to North Shore for music inspiration span generations ranging from very young children to aging adults.

“The most memorable experience through instruction, I think would have to have been with one of my eldest students,” recalled Alejandro. “This person was well into their 90s, and he really wanted to learn classical guitar.

“I’m seeing people memorize entire passages and songs that they never thought that they would be able to learn,” Alejandro told us with a smile.

Music for everyone

Alejandro sees his community growing and improving every day.

“Wilmette is really starting to revitalize its soul and starting to really grow into something interesting and something new than what it’s been in the last couple decades,” said Alejandro. “Wilmette, as a North Shore community, is really starting to distinguish itself and retail is playing a big role into what Wilmette is doing.”

Alejandro also noted that the better his business performs the more he improves his community.

“Making purchases from a retail from a local business is extremely important, because that’s the way that these communities thrive,” remarked Alejandro. “Every time a dollar spent within a local economy or small community, that dollar actually does a lot more, for the area than it would going out someplace else.

“I’m very thankful for the opportunity to be able to work in this environment, to be able to provide jobs for people and hopefully see that all those opportunities turn into larger goals,” reflected Alejandro.

“I am proud of myself because if I have to make an evaluation, how could I not be proud of myself? You know, through recording three records in eight years, owning a business that’s grown three times over, having a staff that’s growing, and changing the retail line, the I the only reason I shudder is because I feel like it’s not done,” said Alejandro with pride. “I guess when it’s done, then I’ll then I’ll be able to take that breath and start to really think ‘That was a good job. What’s next?’”