In this case, it's a spread of vintage guitars and amps, like a $2,300 '76 Fender Telecaster Custom or a $2,500 1995 Matchless Chieftain, that are certain to make the Jack Whites of the world giddy.

In 1979, when Adam Strum was a wine salesman, he and his wife published a small mail order catalogue featuring corkscrews, wine glasses, and other unique wine accessories. In those days, the Strums ...