It was Colton Piano & Organ, owned by Vernon Schafer when I first entered this business. One quote of his was, "Good pianos aren't cheap and cheap pianos aren't good."
I believe he used that as a tag line in lots of advertising. BTW, the Schimmel/Schafer was obviously a good piano, but most of the other Schafer & Sons pianos were Kimballs, Samicks, or at the very end Daewoos. Because of their location in California, there were lots of movies that had Schafer & Sons pianos in them in the 1980's and lots of game shows gave them away.
Not to get too far OT but Vern Schafer was a great guy. One of my yearly high points in the late 1970's was to visit the huge Colton store in Carson California on the 405 freeway for their parking lot sale. A lot of their less than showroom condition keyboards would go out there for liquidation. Great fun for the young ambitious guy I was.
One year I purchased a 1920's Harrington player baby grand project and a dusty Hammond B3 with a tone cabinet. A very casually dressed Vern came out of the store carrying a huge cardboard box, sat it on the Hammond and asked me if I wanted the contents. The bottom half of the box contained dozens of new Leslie connection kits with half moon switches, and the top half held Leslie combo preamp pedals.
I took a quick look in the box and told Vern I was interested. He asked me if $30 would be OK. I said sure. He wrote a big $30 and V.S. on the box. Probably over $3K worth of Leslie accessories in todays money. Good times.
Be sure and see Vern's video in NAMM's Oral History Interviews here: https://www.namm.org/library/oral-history/vern-schafer
Rich Galassini is in there too.