Fifty years after opening in Yellowknife, the electronics shop owned by the Williams family is taking a new direction under a new generation.

Known for years as RoySA国际影视传媒檚 Audio Video Unlimited, the YK Centre West mall shop re-branded as Williams Electronics on July 2 with a renovated interior.

The name change also represents the passing of the torch to Robin Williams from his father Roy.

Robin had worked as the managing partner of the store from 2001 to around 2018, when he stepped aside to work with NWT Tourism and was elected as a city councillor in 2019.

Over the past six months he discussed with his father taking over the company and managed to secure some bank financing to purchase it, which he did on June 25 for less than $500,000.

SA国际影视传媒淪A国际影视传媒橶hatSA国际影视传媒檚 the most appropriate name for the store?SA国际影视传媒橲A国际影视传媒� Robin thought in June as he contemplated what to call his new business. SA国际影视传媒淚t was a little shop beside the Gold Range called SA国际影视传媒榃illiams ElectronicsSA国际影视传媒� in 1971. My fatherSA国际影视传媒檚 brother Merlin came from Wales and opened it, then my dad came in 1972 and worked as an apprentice. Now, exactly 50 years on ISA国际影视传媒檓 bringing that name back to Yellowknife. And we still have that same passion for electronics and sales.SA国际影视传媒�

His plan for Williams Electronics is less about blazing a new path than it is focusing on the shopSA国际影视传媒檚 core strengths of customer relations, home electronics installation and audio and video systems.

He points to such SA国际影视传媒渨hole home solutionsSA国际影视传媒� as distributed audio that comprises multiple speakers throughout a home, smart thermostats and doorbell cameras.

SA国际影视传媒淎nd of course television! I plan to bring it back to the old days when we had a range of brands on the floor. Our continued affiliation with Audio Video Unlimited will help us keep the same pricing as Best Buy and shops in the south. We can procure products at southern prices. That comes from being directly affiliated with the brands as a dealer and not just a distributor,SA国际影视传媒� Robin said.

He also wants to refresh the shopSA国际影视传媒檚 connection with local businesses to be able to supply them with products.

SA国际影视传媒淲ith COVID-19 winding down SA国际影视传媒� hopefully - I hope weSA国际影视传媒檒l see tourists back in town and weSA国际影视传媒檒l become the aurora capital of the world once again and people will want to take (pictures) of that beautiful aurora that dances above us. We want to bring in full frame cameras, action 360s and digital SLRs.SA国际影视传媒�

Many other aspects of the store will remain the same, such as the retail lineup and the added Bell mobility phone and subscription sales.

Maureen Williams, RobinSA国际影视传媒檚 mother and the former co-owner of RoySA国际影视传媒檚 feels very grateful that the business was in such good shape when it was passed onto her son.

SheSA国际影视传媒檚 well aware of the fact that the pandemic caused pain for so many businesses while RoySA国际影视传媒檚 enjoyed increased sales when Yellowknife was in lock-down. Cellphones, televisions, computer equipment, cameras, microphones and headsets sold fast as corporate and government employees settled into working from home.

RELATED REPORTING: BACK TO BUSINESS: High demand for electronics keeps RoySA国际影视传媒檚 Audio Video going strong throughout pandemic

SA国际影视传媒淵ou almost feel guilty because you donSA国际影视传媒檛 want to toot your own horn while other businesses are suffering. WeSA国际影视传媒檙e so fortunate to sell what we sell because it was what everyone had to have for remote access,SA国际影视传媒� she said.

Not every month since COVID-19 arrived in the NWT has been smooth, though.

The N.J. Macpherson outbreak in May dried up customer traffic almost completely.

SA国际影视传媒淲e had some of our weakest days throughout that and it didnSA国际影视传媒檛 just snap back once people got out of quarantine. ItSA国际影视传媒檚 better now,SA国际影视传媒� Maureen said.

The pandemic was among several twists and turns in the businessSA国际影视传媒� history.

Since Maureen began dating Roy in 1988 she has seen the shop through several tumultuous and glorious periods. She started off in the company working in its video store side.

SA国际影视传媒淲e were here throughout the 1990 recession, the Giant Mine strike (in 1992), Walmart opening, the Gulf War,SA国际影视传媒� she recalled. SA国际影视传媒淎nd Yellowknife was just roaring at that time. We had four locations back then. And then we rolled them all into one location. It seemed like the money would never end.SA国际影视传媒�

The opening of the Ekati Diamond Mine in 1998 and Diavik in 2003 helped stimulate the local economy and buoyed sales at the shop which was called RoySA国际影视传媒檚 Radio Shack at the time. It became RoySA国际影视传媒檚 Audiotronic in 2005.

SA国际影视传媒淎nd there was the 2008 financial meltdown, that really hurt. And when online sales really started to make inroads you felt like every year you were doing less.SA国际影视传媒� Maureen said. SA国际影视传媒淵ou have to weather the tough stuff so youSA国际影视传媒檙e still standing when the good stuff comes.SA国际影视传媒�

Audiotronic had to declare bankruptcy in 2010. Roy reopened as RoySA国际影视传媒檚 Audio Video Unlimited the same year.

Maureen acknowledges that the people who they donSA国际影视传媒檛 see in their shop are the ones who buy online, a customer demographic that is difficult to win over especially as more young people move to Yellowknife.

SA国际影视传媒淲e still see many people who say they want to keep their money here and ask us if we can match AmazonSA国际影视传媒檚 prices. WeSA国际影视传媒檙e really thankful for them.SA国际影视传媒�