Our Story

Sieff’s Music was established in 1981, founded by John and Elain Sieff. It is a proud Australian family run music business. John always had a passion for music, he was a part-time musician in a band and pursued an opportunity to follow his love of music. John was introduced to Elka Organs, a new product launching in Australia, with his entrepreneurial vision John saw that by combining both his passion and skills he could create a viable business in selling organs.

In its early stages the business initially began only with Elka Organs, with a small organ based store in a shopping center in Liverpool. John demonstrated the organs and his enthusiasm for music was infectious, he would play and people would stop and want to learn how to play too. After making his first sale, John was inspired to continue and following a successful first year, the business moved and began trading in Westpoint Blacktown shopping Centre, where it was officially named Sieff’s Music World.

With the new store came a larger vision and for the very first time Sieff’s Music World branched out into a range of new and exciting products besides just organs.  The diverse range of general musical instruments included acoustic and electric guitars, brass and woodwind instruments, keyboards, pianos, drums, violins, cello, music books and music accessories.

With the addition of new products came the need to source high quality merchandise through trusted brands. So the first relationships with Yamaha and Casio were established. This successful working relationship has strengthened over the years and continues today with new and more brands like Gibson, Epiphone, Pearl, Ibanez, Roland, Korg, Cort, Valencia, Ashton, Jupiter, Laney, Haze, Boss, BC Rich, Ovation, hohner, Monterey, Takamine, Shure, Berringer, Sennheiser and more.

As the business grew it became clear that there was a huge demand for Pianos. However Piano’s needed more space than what was available in a shopping centre store. In 1989 a brand new store was opened in Minchinbury Home Town that not only dealt with general music instruments but also offered customers a wide range of pianos, from keyboards to Grand Pianos.

Westpoint Blacktown

As the stores grew, Sieffs Music maintained a strong focus on providing high quality products and along with this, the importance and value of music for families. Family has always been the Sieff’s first priority and they understood that family is equally important to customers. Sieffs pride themselves on catering to families, especially getting young beginners starting in the music field. Accessibility to customers was also a priority so two further general music stores were opened in Parramatta Westfield and Hornsby Westfield Shopping Centre. Family is key to the Sieffs and every store that has been opened has always been started with a family member. For this reason Sieffs are proud to say they are a family run business. In The Sieff’s Music store in Blacktown, the longest running of all the stores, you will find John, continuing to work and manage all the Sieff’s Music stores.

Westfield Hornsby

Piano City – Parramatta

As time went on Sieff’s Music had the opportunity to open a new Piano Warehouse in Parramatta. Elain, who is the dynanism behind the Piano stores, her vision and move was to define a store exclusively for Pianos and dedicate a name that would stand in it’s on right, leading customers who were after a piano to the right place! The new name would embody the wide variety of pianos a thriving metropolitan city could offer; so the store became Piano City.

From Piano City, new relationships with dealers were forged, Beale and Schimmel were added to the ever growing list of high quality brands. The Sieff’s Piano City, are also one of the very few dealers who can proudly say they have a premium Yamaha dealership and the exclusive Schimmel German piano dealership in NSW. To this day, Piano City encompasses a wide variety of pianos,  from keyboards to digital pianos, Uprights, grand pianos, to concert grand pianos. 

Sieff’s Music – Parramatta

In 2018 Sieff’s Music Parramatta Westfield store amalgamated with Piano City Warehouse in Parramatta to become a one-stop shop for all music needs where customers can purchase anything from general music needs to Concert Grand Pianos.

Piano City – Helensvale

Branching out, the opportunity arose to expand Piano City, further north and in 2019, Sieff’s proudly opened their first Piano store on the Gold Coast. Well positioned in Helensvale, Piano City Gold Coast fills a major gap in the market where customers are able to try out anything from keyboards to Grand Pianos in a location that is easily accessible to people not only the Gold Coast but Northern NSW and Brisbane. While only having been operating for just under two years, the store has shown successful growth with positive feedback from customers, recommendations from Piano teachers and even a monthly Piano club.