When Ash's father Morris became unemployed after contending with a tumor, he entered the workforce to help with his family's finances, working as an apprentice as a cutter in the garment industry.
Rose felt that the income from Sam's music career wasn't reliable, so they decided to start their own business.
They pawned Rose's engagement ring for $400 (she later got it back) in order to make the final downpayment to rent the building that would become the first Sam Ash Music Store.
As the economy began to recover their neighborhood was declining, so in 1944 they moved to another part of Brooklyn, buying a building on 236 Utica Avenue.
In the 1950s as rhythm and blues and rock and roll gained popularity, Ash was among the first stores in the area to add guitar brands like Gibson and Fender.