Alright – so today we’ve got the honor of introducing you to Jonathan Hedvat. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Jonathan thanks for taking the time to share your stories and insights with us today. Can you tell us about a time where you or your team really helped a customer get an amazing result?
One of our customers visited the Elvis Museum in Tennessee and saw an extremely rare 45rpm record from Sun Records. He had to have it, but the museum wouldn’t sell it. So, he went on a mission to track it down—and we were the only place in the world that had it at the time.
He called us to make sure it was real and that he could get it safely. We took extra precautions, wrapping it in about five different boxes of various sizes to keep it protected. He also had it insured, just in case. When he received it, he messaged us saying “LOL love the packaging”.
It was a win-win—he got the rare piece he was after, and we proved why collectors trust us to track down and handle the records they care about most.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’ve always been a collector. As a kid, I was wheeling and dealing baseball cards and memorabilia with my friends. That same passion for finding rare, valuable, and meaningful items eventually led me into the world of vinyl.
In early 2020, while looking for additional ways to support my family, I heard about vinyl making a comeback so I bought a box of records to see what it was all about. At the time, I was selling all kinds of things, but something about vinyl stood out – every box felt like a surprise, a discovery of music and artists I’d never known before. I probably lost money on my first 1,000 records, but I didn’t care because it was a cultural experience as much as a business.
Now, I run two record stores, and I’m proud that the neighborhoods we’re in genuinely appreciate us. What sets us apart is the massive selection we offer, both in-store and online. When people walk into Nivessa or browse our site, they almost always find what they’re looking for—whether it’s a classic, a rare pressing or something unexpected. More than just a record store, Nivessa is a place for people who love music, collectors and anyone who enjoys the thrill of finding something great.
Have you ever had to pivot?
At one point, I ran a job website that connected businesses with job seekers. Initially, I thought the best way to make money was by charging employers. But when that approach didn’t take off the way I expected, I had to rethink the business model.
Instead of charging employers, we shifted to charging job seekers – and that’s when the business took off. It was a major lesson in adaptability and understanding where the real demand was. That experience taught me that sometimes success isn’t about sticking to the original plan – it’s about paying attention to what is actually working and being willing to pivot when needed.
How did you put together the initial capital you needed to start your business?
In the early 2000s, I started by buying pocketbooks, purses, belts and scarves from discount retailers and flipping them on eBay. That side hustle took off, and earned enough money to launch a digital employment service in 2002. That business ended up becoming very profitable.
It was a great lesson in reinvesting profits and using one opportunity to build the next. I’ve always believed that if you see a demand and find a way to meet it, you can create something sustainable – even if it starts with something as simple as selling accessories online.
Contact Info:
- Website: https://nivessa.com
- Instagram: https://instagram.com/nivessarecords
- Facebook: https://www.facebook.com/nivessa
- Linkedin: https://www.linkedin.com/company/nivessa-vinyl-records
- Yelp: https://www.yelp.com/biz/nivessa-vinyl-records-store-los-angeles-2
