
Inspecting a D’Angelico Excel during a full restoration.
When every guitar claims to be special, how can any guitar truly stand out?
In the guitar world, a transformation is underway that reminds me of the rise and fall of empires. The modern boutique guitar market, which once felt to me like an underground treasure trove, now seems poised on the precipice. It has grown, matured, and, in my opinion, overextended itself. Are we cresting the wave? Has the boutique boom run its course, or is it simply shedding its skin in metamorphosis?
Guitar building has been around for centuries, mostly as an individual, artisanal endeavor until the late 19th century, when it began to be dominated by manufacturing entities. The boutique guitar category as we know it today began as a reaction to the hegemony of big brands. It was a calling and philosophy—a return to individual builders and small shop manufacturers in the mainstream consciousness. Builders crafted instruments that evoked the patinated romance of vintage instruments as well as the hot-rod aesthetic. What started with a handful of outliers has now become an ecosystem. But, like all trends, there’s a limit to how far it can stretch before it must adapt or collapse.
Pioneers to Proliferation
In the early 1970s, builders like Rick Turner, John Suhr, Michael Gurian, and Bernie Rico, among others, stook as renegades of the modern boutique scene. They were voices bucking the production-line trend with craftsmanship that evoked past masters like D’Angelico, Bigsby, or even Stradivarius. These builders weren’t just producing instruments; they were making statements. A guitar by Parker or a Manzer wasn’t just a tool, it was a declaration of the builder’s ethos and vision—something that might have been lost in the guitar boom of the ’60s.
Today, the boutique world is a crowded stage where hundreds, if not thousands, of builders compete for the attention of an audience with only so much disposable income. Plus, the custom allure is no longer the sole province of artisans; custom shop offerings from major brands like Fender, Gibson, and PRS have blurred the lines. CNC machining and production streamlining have made “boutique” features practical, even necessary, for larger operations. To their credit, unlike at the birth of the vintage market, the big guys saw the wave as well. The once-clear delineation between boutique and mainstream is murkier than ever, which by its nature dilutes everyone’s impact in the segment.
In economic terms, this is a textbook example of market saturation. There are only so many players willing and able to spend $5,000, $10,000, or more on a guitar. Supply has exploded, but demand may be plateauing. Handmade boutique guitars, once a rarefied niche, are now ubiquitous at trade shows, online marketplaces, and across social media feeds. This leads me to a pressing question: When every guitar claims to be special, how can any guitar truly stand out?
The Instagram Paradox
Online, custom guitars have become as much about image as they are about sound. It seems any builder with a board and a butter knife is trolling for your approval. A scroll through Instagram reveals a sea of small-batch instruments, but there’s a creeping sense of déjà vu. How many “offset” guitars with stained burl tops and pre-distressed finishes can one truly appreciate before they begin to blur together? Social media, once a powerful tool for builders to connect with their clientele, has become a double-edged sword. On the one hand, it’s never been easier to showcase work to a global audience. On the other, the sheer volume of content has weakened the impact.
“A guitar by Parker or a Manzer wasn’t just a tool, it was a declaration of the builder’s ethos and vision—something that might have been lost in the guitar boom of the ’60s.”
The Buyer’s Shift
Meanwhile, players too are evolving. With the pandemic-fueled spike in sales fading, some tastes are turning away from the museum-worthy builds in favor of simpler, more traditional guitars. In a way, the legacy brands may now be a salve for the disaffected. In an ironic twist, they are seen as the true foundation of the industry—the original and genuine as opposed to a hip fad.
What Comes Next?
So, has the boutique guitar market peaked? Perhaps. But a peak doesn’t necessarily signal decline. Just as the boutique segment was born from a reaction to mass production, the next wave may be driven by a return to fundamentals. Builders who adapt to a changing landscape or who have built their own legacy will continue to thrive. Those who have not entered the general consciousness may find themselves left behind.
In the end, the boutique guitar market will endure, not because of its size, but because of its soul. Just as guitar building began as an individual endeavor, that heritage will continue. The challenge is to capture the essence of what makes a guitar special in the first place: the connection between builder and player—and the magic of turning wood and wire into music.
Godin unlocked a lot doors for players when they first introduced their popular Multiac. They continue striving to improve their design with slight tweaks and this year was no different as they brought a pair dazzlers that have new, comfier neck shapes (designed to lure the electric player to the nylon-based instrument) and dreamy finishes like the Opalburst (with a maple fretboard) & Oceanburst (with a richlite fretboard). They also are packed with updated custom-voiced LR Baggs electronics. Both models have hollowed silver leaf maple bodies & necks, a solid cedar top with figured flame leap top (that's sunken into the body).
Fishman introduced a new set of Greg Koch signatures, the Gristle-Tone ST Strat-style trio, at NAMM 2025, as part of its Fluence series. They are remarkably hi-fi sounding, with exceptional definition, clarity, and punch. And while they come stock in Koch’s latest Reverend Signature model, the Gristle ST, you can get ’em from Fishman for your S-style axe at $269 (street) per set. PS: You gotta watch the demo video!
Naw, this ain’t a DI. It’s Radial’s NAMM-fresh Highline passive line isolator, which comes in mono ($179 street) and stereo ($249), and uses premium Jensen transformers to preserve your signal’s pure sound. The Highline takes 1/4" cable (with XLR outs) for connecting amp simulators or pedals to your amps or a DAW. It’s compact and pedalboard friendly, and the Mono version sums stereo sources down to mono. The Stereo can take four 1/4 ” inputs and deliver a stereo signal, but it can also sum stereo sources down to mono. And it fits snugly under a pedalboard.
Ren Ferguson is a master luthier and has worked with several companies throughout his impressive career, but his current venture is building custom instruments under his own name (with some help from family). He's putting all the knowledge and expertise he's absorbed over the decades he's worked constructing workhorse guitars that not only sound stellar, but look the part, too. He showed us his slope-shouldered dread that was a clydesdale of an acoustic that looked regal and sounded powerful.