After 20 years in business, the owners of Maury’s Music in Coaldale are planning to retire from retail.

Maury and Lori Rutch, however, are hoping that it won’t be the musical epilogue for their Martin and Blueridge guitar dealership.

“We love our customers. It’s just that after 20 years in retail, I’m ready to let someone else answer phones and work the cash register,” Maury said.

The Coaldale couple has decided to put the business on the market.

“We’re selling the name, the reputation, the website and the YouTube channel,” Maury said.

The inventory and buildings at 114 and 132 E. Phillips St. will also be sold - but don’t have to be purchased with Maury’s Music, he said.

“So if somebody wants to do this idea and start where they live, Maury’s Music will move there,” he said. “It’s not like you have to do it here (in Coaldale).”

Maury’s Music opened in August 2003 as a brick-and-mortar and online store. The bulk of the business is online now.

“We sell Martin guitars and parts - that’s our basic claim to fame,” Maury said.

A musician since the age of 14, he plays the brands that he sells. It’s a help, he said, because he can assist customers with the questions they have.

“I just had a guy on the phone ask me about two models that are similar,” Maury said. “I can give those answers based on the point of view of somebody who plays guitar - I’m not just a salesman.”

A few years ago, Maury’s Music added online inventory shows and concerts, both enjoyable ventures for Maury, who loves music - and loves to play it.

“Being on YouTube has been a really big promotion for us. I spend more than half of my week recording videos, editing them and putting them on YouTube,” he said. “That’s basically our business card, for lack of a better word.”

To date, Maury’s Music has produced 182 live inventory shows, and 125 live concerts. He also produces two popular podcasts for the business.

People are listening - and watching. Almost 10,000 follow the YouTube channel, and more than 22,000 follow the business on Facebook.

Through the years, Maury’s Music has sold volumes of world-class acoustic guitars. One of the most memorable sales was a Martin OM-45 De Luxe authentic 1930 guitar - one of only 11 in the world. It sold for a whopping $81,000.

Maury recently demonstrated a rare Martin D-45 Fire and Ice guitar on the YouTube channel. It is one of 50 made - and Maury’s Music has access to the last. The acoustic is valued at more than $35,000.

Playing music - and having the opportunity to do so on some of the world’s rarest guitars - are perks.

But the biggest bonus of the business, he said, was being able to run it with his wife, and his brother, Andrew Rutch.

“That was really the best part,” Maury said. “Also, to be respected and trusted, not just by customers but by these two brands (Martin and Blueridge).”

He recalled the joy of opening the store two decades ago.

“When we first started, we were so excited. We had no experience in retail and over the years, two things happened: We got much better at it, and we just grinded too much,” Maury said.

The store was open for retail hours but also saw a lot of sales online. The customer base grew and grew, and Maury ships all over the country.

“We were answering the phone and answering emails at all hours,” Maury admitted. “Our biggest mistake was not taking enough time for ourselves.”

The two eventually decided that the best course would be to sell.

But it won’t mean full retirement. Maury plans to continue producing YouTube content and videos, along with photography. An ideal situation, he said, would to be doing the work for the new owners of Maury’s Music - or another similar retail venture.

He’ll also continue playing solo shows, and performances with his duo, “Maury and Tim (Perry),” and band, “The Shellshocked Churchills.”

In a recent Facebook post announcing the sale, Maury and Lori thanked customers for their support and friendship.

“Many of you have been there with us from the beginning - and some even earlier! We appreciate you,” they wrote.