News/Newsletter January 2009
New Models on the Horizon
I hope everyone is getting a great start to the New Year. I have some
exciting guitars planned for 2009. To meet the financial demands of this
economy, I have been working to design a series of more affordable
instruments without sacrificing tone or tradition. I do not want people
to shy away from my instruments because of the price.
In building these less expensive models, some things will not change. All
guitars will still be French polished, will have Adirondack tops and
bracing, and will be built entirely with hide glue. It is my opinion that
it is virtually impossible to recreate the instruments of old using modern
glues. It is the glue alone that has an incredible effect on the
instrument’s tone.
The new series of instruments will be rather plain with regard to
ornamentation. The 14 fret guitars will have the Euphonon-style headstock,
without binding or inlay. The fingerboards will have only a series of dot
inlays but will retain binding. The bridges will be made without inlay.
The bodies will incorporate ivroid bindings with minimal purflings. I will
also be offering either the traditional amber top finish or the famed
chocolate stained tops the Larson Brothers are known for. Although offered
at a different price point, they are by no means inferior instruments.
Without having to do heavy inlay and pearl work, and cutting down on wood
purflings, I will be able to build this batch of guitars a bit faster so I
can pass the savings on to you.
Some of my contemporaries are offering their creations at a considerable
discount in price. I admit that I am concerned that, because of the
competitive nature of a business like this, my instruments may get over
looked due to their price point. Although I am a firm believer that
somewhere along the line you get what you pay for, I feel it’s also
important to be flexible. The cost of building hand-made instruments, and
even factory made instruments, are on the rise every year. Because I want
to see my instruments in the hands of more players and not just
collectors, I recognize the need to provide more affordable options. This
doesn’t mean that pearl-trimmed Brazilian guitars will come down in price.
It means that I will be offering specific build styles at lower prices.
This is a bold move considering that what some of my competitors offer are
indeed drastically different than my guitars especially with regard to
elements of finish and method of construction. It indeed takes longer to
build instruments with hide glue and French polish. In addition,
Adirondack tops and bracing are incorporated into my prices. Most makers
big and small charge up to $1000 for just an Adirondack top and $750 for
French polishing so my price point takes these kinds of things into
consideration.
There is no way to compete with what instruments used to cost to
manufacture and purchase. Money is much different than it used to be.
Between 1930 and 2008 the rate of inflation has increased over 2,300 %!
As a business owner, it is important not to undervalue the offering, for
you run the risk of placing burdens on your future when you eventually
are forced to raise your prices to meet manufacturing demands. It will
be very difficult for someone to justify paying $7,500 for something that
was previously $2,500. However, this is a very competitive business.
Prospective guitar purchasers must base their decisions on what is most
important to them. With so many choices, I understand that decisions
often come down to price. I just want to be sure that consumers are
informed about exactly what they are paying for and why. Truthfully
there are some things that are just worth the extra investment. For those
who are willing to spend a bit more, I promise the difference in guitar
is monumental.
By the way, keep your eyes peeled for my “Meet your Maker” session at the
Music Emporium in Lexington, Massachusetts. I am shooting for June 2009.
Stu Cohen has been most gracious with helping me to figure out what his
clients may expect from me. I am planning on bringing three instruments to
the session, trying to incorporate a variety of styles and woods. I will
be building out of Mahogany, Indian Rosewood and Honduran Rosewood.
Frankie Montuoro |
