My goal wasn't just to create good guitars, but to craft instruments that would excite me and, hopefully, inspire others.

The 'Tone Quest Call' is a conversation I have for every build. It's my way of discussing guitar tone, helping you articulate the sounds you hear in your head and make them into a guitar.
In my approach, once we understand the guitar tone you're after, refining the specs to achieve it becomes the easy part.


Yaniv Loria
Founder & Builder