The Strum Shop is a family owned full service, musical instrument store opened by Daniel Elliott and Stu Herreid in May of 2012.  Daniel had already been working on a business plan to open his own music store, while Stu was looking for a new meeting place for the rapidly growing ukulele club he had founded a few years earlier. They decided to join forces and the concept for The Strum Shop was born. 

Elliott states, “Our vision statement is 'to inspire musicianship, equip musicians and enrich our community through music.'  We don’t want to just sell stuff.  We want to create a space for music enthusiasts to come together and pursue their passion of music making, and have it be supported by retail sales.  

The concept proved to be a hit, and in just four short years, The Strum Shop had outgrown its facility.  So, in 2016 they moved to their current location in beautiful Historic Downtown Roseville.  This move enabled The Strum Shop to offer a number of improvements including a permanent auditorium with comfortable seating for classes, concerts and other events, seven private lesson studios, a full service instrument repair shop, more storage for rental instruments and online sales inventory, and finally, a whole lot more room for their new and used instruments and accessories!

 Sadly, Stu Herreid passed away in September, 2016 just after the move to Vernon Street, however his contagious joy continues to inspire those who were fortunate to know him.  His legacy lives on through the Strum Shop community.  “Stu was my friend and I miss him,” says Elliott, “but we had to give him up so he could become the Patron Saint of Strummers.”   

The Strum Shop was selected as a Top 100 Dealer in 2016 by the National Association of Music Merchants (NAMM), the global association of music products and music retailers.

Meet the Team

About The Strum Shop - Owner Dan Elliott

Daniel Elliott – Manager (Co-Owner) 

Daniel is a lifelong musician and self-proclaimed music gear fanatic. He started piano as a young child then switched to the trombone in the 4th grade and played all the way through high school. Along the way he taught himself to play guitar, dabbled with harmonica, the penny whistle, the triangle and even the didgeridoo. Eventually, he settled on the bass guitar as his main instrument. He also developed a reputation as a sought-after live sound and recording engineer, toured professionally and became heavily involved in concert promotion. Daniel spent nearly two decades working as a marketing and product development consultant with a variety of companies including Ashdown Amplifiers, BBE Sound, Wedgie Picks, Parkwood Guitars, Bass Gear Magazine and others.  He served 5 years as marketing and artist relations director for Gallien-Krueger.


Molly Carlson - Assistant Manager, Fiddle Instructor

Molly Carlson is a breath of fresh air. Her smile and kind-hearted nature is a comfort to to all who visit The Strum Shop.  She is a California State Old Time Fiddlers Association Champion from Tehachapi, California.  She also plays the guitar, ukulele, mandolin and bagpipes.  In addition to helping to manage the store, Molly teaches fiddle on Wednesdays, and leads a free all acoustic instruments jam every fourth Thursday at 6 pm. If you have not yet met Molly, you have a real treat waiting for you.  Come by and say hello! 




About The Strum Shop - Ariel Elliott

Ariel Elliott – Web Administrator, Music Together Instructor 

Ariel is a mother of one with years of experience teaching groups of young children in both music & dance. Ariel has been a music instructor for The Strum Shop's Ukes for Schools Non-Profit Program as well as The Roseville Police Activities League since 2014. Ariel is also a gifted singer with an entertaining personality, keeping kids happily engaged in the class activities.