Star Cents

'Where there's a will, there's a way'

BY KESI ASHER, Staff Reporter

Dave Hardy - CONTRIBUTED

DAVE HARDY IS living proof of the saying that 'where there's a will, there's a way'.

Hardy, 32, is the owner of Sound City, a company that sells speakers, car alarms (anti-hijack alarm code - reset type), car stereos and high performance tech equipment. The company also does installation of the items that they sell and he has done work with cars that have entered various car stereo competitions.

Sound City started in 2002 with two members of staff and is the product of hard work, sweat, ambition and a will to succeed. Dave had previously been an employee at Speaker Warehouse where he had worked for nine years.

While there, he said that he found it difficult to say no to a customer. It was this character trait and a drive to be successful that led him to start his own business. "The service I offer the customers is second to none. I am a people person, if is even 10 in the night, I'm going to help them," he said.

With Christmas and the mad rush just around the corner, work at the store is already looking good. "Christmas is always a good time for us. When people get their bonus money, they will come in and add something to their car, whether it's a new stereo or speakers, or an alarm to ward off the Christmas thieves," said Dave.

He said that even in January people are usually still making their way to the store. "January is good too. People who are busy in the Christmas will come in January and stock up," he said.

With a staff of four, Sound City which is located in Princeville Plaza, Constant Spring road, is among the top distributors of speakers and car stereo equipment.

"Competition is rough. We supply and install. I am very comfortable in the installation section, so I don't worry about competition there. However, the competition may have the edge in terms of prices," said Dave.

While it can be said that Sound City's prices are expensive, the businessman believes in selling quality. "I don't sell my customers cheap goods. People may say I'm expensive but durable, quality goods come at a cost," he said.

HUMBLE BUSINESSMAN

The location of the store is one of the factors which he believes helps to set them apart, but, like most business owners in Jamaica he is concerned about crime. "Security is good, but nuh care how much security is there, people will try and beat it."

Dealing with crime is not the only challenge that faces Dave but he says that when these arise he doesn't worry. "When I think that I am coming from nothing at all, I think I can overcome anything," he said. "Even this morning I came in and saw that I am ready for Christmas. I hope I can please all my customers."

Dave is a very humble businessman and doesn't ask for too much. "I have stock, I can pay my staff, I can pay my bills, I'm not complaining. I'm not a greedy man."

He still however has plans to expand Sound City. "I could do better with the selling of the equipment. I want to be able to buy in bulk so I can sell at a cheaper price to my customers. I also want to get a bigger yard space to facilitate the installation side of the business."

His plans are guided by his will to provide for his family. He has a 14 year old daughter, Shanique Hardy and while he didn't want to say much about his personal life, he pointed out that he wanted to be an example for her. "...My family is what keeps me afloat and I will work as hard as possible to provide for them. In this society, my daughter is very important to me and I want to be a role model for her."

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