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Mission Statement

Mission Statement


How This Became My Mission Statement...

The "Earth & Mind" reference relates to the tree planting, plastic removal from the sea, butterfly conservation and MIND charity - all of which relate to my life, my work, my experiences and in my own naive way I feel I am hopefully maintaining my balance - giving back what I may have taken etc.

I was going to try and write an explanation - but realized its nearly impossible without sounding a little crazy - so instead I have used archive videos - each one demonstrates a  philosophy on life that ultimately shapes what I sell, how I sell and my overwhelming desire to leave a positive impact on anyone or anything I interact with.

These are just a few videos I pulled out from our "archives" that I felt helped convey the human spirit and integrity of our business and the way I would wish to treat every customer and supplier within my day-to-day life.  The reason for selecting these videos to show you is because they are NOT sales videos - they are more about philosophy and how that philosophy shapes the business in its unique and positive way.


For me personally, this is one of the most powerful moments I wanted to keep so I created a video from it.  Jon had posted this to Facebook on our first day of Covid Lockdown.  Without Jon?  I have no idea what I would have done.  


What I call "An Inconvenient Truth" yet its incredible how none of us question how a business who say they set up a guitar before sale - manages to do so by 1pm of the day you buy it in order for you to receive the very next day?  


 I had previously posted a video with my rather straight views on the latest Taylor V Bracing - which had complaints and was taken down temporarily.


 A little bit of fun creating an animation that I hoped would demonstrate the reality of why mainstream shops claim mass-produced guitars are the best for you.


The Dowina Pure was such an incredibly special project for me personally.   Working with Dowina we produced a guitar that was affordable, but so very special - a guitar that ultimately demonstrates that less really can be more.


A video tribute I created, piecing together a few photos and video footage - highlighting the most incredible work that Zuska does behind the scenes.  Just ONE of the many reasons Dowina guitars are the most special acoustic guitars I have ever experienced.  From the product - to the people.


A video tackling the crazy concept of "losing money" on guitars that are not mainstream brands.  Sometimes you just have to change the lens (or the record you are hearing daily) to get things focused (or if using the record player analogy - "new lyrics!")


Wow!  My son when he was 10.  Oh my - He has changed so much in the past 4 years!  Its a nice video I think if you want to find a guitar for someone of a similar age :)


Me bring frustrated about how the World of marketing works! lol.  The video discusses how I sold 30 Sheeran guitars which had just been announced by Lowden (laminated back and sides & EVERY ONE had to be collected, and I closed the account straight after- but thats yet another story) when I have instruments all around me by Furch, Dowina, Auden, Eastman of similar prices - and much higher specification, tone and quality that very few people even seem to know about?  It can get frustrating!


Me trying to explain that just because something is true to one person - it doesn't mean the other person in the conversation doesn't have similar convictions about theirs.  By being respectful to everyone's "truth" would lead to a World with more focus on understanding than division.  


An example of "My Truth" with regard to marketing in the industry and what I would call "reinventing the wheel" every 12 months to keep customers interested.  


A video following a conversation I had which included witnessing video footage and photos of the most awful examples of human welfare (or lack of it) and how it made me think how we all need to be more mindful of the true cost of every action we make and what we buy in to if we want things to change for the future.


  My video where I try and explain the concept of "illusory truth" - often used over  the "inconvenient truth" which wouldn't be so easy to sell.


  This video actually makes me chuckle but still 100% behind every word!    I did this video after falling out with a customer who had decided to make it a life mission to tell the world what the "truth" is about me.  Its a video about having passion and conviction - and why chefs tend not to be put "front of house".  I explain that in my business I play all roles - which isnt easy to balance when dealing with certain people.  Its just an honest reflection / appraisal of the difficulties we all face handling people with a different mindset and values to our own.


A video on "People Pleasing" which is an ADHD "symptom".  I say this as I was diagnosed with ADHD last year (like I needed one lol) but want to do more videos helping other people - especially younger guys and girls who I hope to help avoid the sense of desperation they can experience when undiagnosed.  ADHD is the most incredible "super power" but it is sadly so often completely misunderstood.

Your Purchases are Making A Real Difference

Beyond natures constructs - what you experience every day is the result of someone's thought. Actions follow thoughts and every action has an impact - for better or for worse.

Thinking of buying a guitar?

If you buy from us - the impact will be a guitar received setup to perfection, personally recommended based on 29 years industry history & research - you wil avoid buying a guitar you regret - you'll help remove.a plastic bottle from the ocean, £1 will go to butterfly conservation, you'll receive a tree to plant & you will be contributing to the £100 a month we forward to MIND mental health.

As I say, thoughts lead to actions which will have impact - for better or for worse :)

Ocean Bound Plastics

Butterfly Conservation

Mental Health

RE Forestation

Daily Insta Pics

A great WaY to Stay Connected

Subscribing to our Instagram will bring you the pics & reels I create but checking them out here will give you so much more context with additional detail available on the product pages - and of course you can click on chat and discuss anything you see appearing, and i'll be happy to give you the back story behind the recommendaton.

Just click on an image to learn more!