Music Lovers Audio was established as an East Bay High End Stereo store in 1989. It was a small boutique-style shop dedicated to making the highest quality audio reproduction possible. The core philosophy of the owners, Jae Wheeler and Hugh Fountain, was that High End Audio required a new evolutionary development, one that was driven by the quality of sound rather than a hierarchy based solely on brand names; one that was based on the satisfaction of the customer over the long term; and one that held in high regard the emotional response which takes place when listening to music. This idea fueled the store in each of its endeavors, even as the High End Audio world changed drastically, Music Lovers remained securely fastened to its philosophical roots. After only a few years Music Lovers became one of the first Bay Area High End Audio and "Video" stores by embracing a then fledgling notion of Home Theater.