By Christian Wissmuller
When MMR last checked in with Carlino Guitars, founder Eddie Carlino was already carving out a distinct niche in the boutique guitar market — known for meticulous craftsmanship, bold design, and the kind of artist roster most brands only dream about.
Eight years, one move, and thousands of sold guitar straps later, Carlino’s Massachusetts-based operation has evolved into a powerhouse of creativity, precision, and adaptability — blending luthiery, laser artistry, and manufacturing innovation under one roof.
“The old place was only 550 square feet,” Carlino recalls. “The new one is 2,000, with room for our CNC machine, laser cutters, and 3D printers.”
The move wasn’t just about more space — it was about capacity. Carlino’s once small-scale guitar workshop has become a full-fledged design and production studio, churning out everything from handmade guitars to custom laser-engraved straps that have become must-haves for pros and collectors alike.
“Poll the stores. Reps know what’s selling and what players are asking for.”
The Power of Saying “Yes”
Carlino’s creative flexibility has been one of his biggest business advantages. While many shops narrowly focus on guitars, he continues to embrace custom jobs of all kinds — including non-musical work that keeps his tools and talent in constant motion.
“We still do laser jobs that aren’t music-related,” he laughs. “I don’t like saying no to anyone. There aren’t many places around here where people can get personalization done. I just made a huge cutting board for Mark Slaughter and his wife, actually.”
That willingness to diversify — and delight — has become part of the Carlino brand ethos. It’s helped the business weather industry slowdowns, tariff swings, and the aftershocks of the pandemic, all while keeping a growing global clientele engaged.
Star Power and Authentic Relationships
The Carlino story is also a testament to the power of organic artist relationships. His first high-profile creation — a laser-engraved guitar strap for Justin Timberlake, featuring an image of Timberlake’s grandfather — was worn on national television during the Grammys.
“That was the start,” Carlino says. “Everyone saw it.”
From there, word spread quickly. A connection with Evan Stanley (Paul Stanley’s son and frontman of The Dives) led, eventually, to Carlino’s long-running collaboration with KISS.
“I never once asked Evan about his dad. That’s why he made the connection for me,” Carlino explains.
What followed was a whirlwind of custom work for Paul Stanley, Gene Simmons, and Tommy Thayer — including stage belts, mirrored chest pieces, rhinestone guitars, and signature straps.
“Nearly 75% of my artist list came from the KISS connection,” he says.
That list today includes Mark Slaughter, Orianthi, Carlos Santana, Rick Nielsen, Steve Lukather, Wolf Hoffmann, Joe Perry, and many more.
“Mark Slaughter’s been a huge supporter,” Carlino adds. “He wears my straps on every gig and records with my guitars. He’s one of the nicest guys in the business.”
The Product Lines on Fire
At the heart of Carlino’s operation are his handmade guitars — a lineup that reads like a family of mythic heroes: the Identity, Impulse, Inertia, Icarus, Illuminati, Immortal, Isotope, and the upcoming Intrepid.
“The Impulse has been a winner,” Carlino says, “but the new Inertia — a single-cut model — is going to be on fire.”
Still, it’s Carlino’s custom guitar straps that have truly exploded.
“They’re on fire — literally,” he says. “We’ve sold over 4,500 straps, and I can’t keep them in stock.”
Collectors and artists alike buy them in bulk. “I’ve got customers with 40 or 50 of my straps,” he adds. “Mark Slaughter has over 20. Dana Strum wears his out — he’s the most active bass player on the planet.”
Carlino jokes that his straps have become the “Hermès of the guitar strap industry.”
“Sometimes it’s not about the money. If I can make someone’s day with a five-minute fix, they’ll remember that.”
Adapting to an Unsteady Market
Like many independent builders, Carlino has seen his share of frustration with current trade dynamics and rising costs.
“Companies are using tariffs as a way to hide price increases,” he observes. “Some guitars went up $600 overnight. Others dropped great models and kept obscure ones. It feels like a lot of manufacturers aren’t listening to the stores actually selling their products.”
He’s candid about the need for stronger communication between suppliers and retailers.
“Ask your reps to poll the stores,” he advises. “Find out what people actually want.”
Repairs, Lessons, and the Human Touch
Beyond manufacturing, Carlino Guitars maintains an active service and education arm — with repairs and lessons offered on-site.
“If you own a guitar store and you don’t offer repairs, you’re missing out,” Carlino insists. “You need someone in the store — not a guy who picks up and drops off once a week. You never know what’ll walk in the door.”
He averages 60 setups a month, often turning them around within a day. Many quick fixes are done for free.
“Sometimes it’s not about the money,” he says. “If I can make someone’s day with a five-minute fix, they’ll remember that.”
Lessons are handled by veteran Boston player Joe Feloni, and Carlino keeps the teaching roster intentionally small to preserve the personal touch.
“We give a free first lesson,” he notes. “Then we sign people up monthly. It keeps things organized and keeps that connection alive.”
Innovation in Every Direction
Even with his production schedule packed, Carlino keeps pushing new ideas.
He’s developing 3D-patterned “Diamond Plate” guitar bodies that mimic industrial metal textures in any color, alongside a new hardware line — the Carlino Rock Bottom bridge and tailpiece system.
“It’s a solid brass replacement for the Ibanez Gibraltar bridge,” he explains. “It looks great, intonates perfectly, and sustains for days.”
He’s also deep into 3D printing of guitar components — from knobs and jack plates to tuning keys and mounting rings — and has a patent-pending control cavity design in the works.
“Nothing’s out of bounds if you’ve got imagination,” he says.
“It feels like a lot of manufacturers aren’t listening to the stores actually selling their products.”
A Call for Listening — and Legacy
Carlino’s hopes for the MI industry are rooted in the same common-sense creativity that fuels his own business: listen to the people on the ground.
“Poll the stores,” he says. “Reps know what’s selling and what players are asking for.”
He praises reps like Steve D’Agostino of Dean Guitars, who’s worked closely with him for years.
“Steve’s been pounding the pavement for 30 years,” Carlino says. “He calls, he visits, he follows up. He’s one of the best in the business — because he listens.”
That relationship helped drive over $4 million in Dean sales through Carlino’s store.
And Carlino’s influence keeps growing — he recently became the exclusive U.S. dealer for Greco Guitars, marking the brand’s first return to the American market in nearly half a century.
“The head of Greco/Zemaitis USA actually flew to my store with his wife to meet me,” Carlino says. “Now I’m their only U.S. dealer. We’ve already sold ten guitars.”
The Next Chapter
Carlino’s journey is a case study in what happens when passion meets practicality. Whether it’s inventing new gear, handcrafting instruments for rock legends, or fixing a local kid’s first guitar on the spot, he approaches each project with the same care and curiosity.
“Sometimes you just have to pull the trigger,” he says with a grin.
And if history’s any indication, he’ll keep doing just that — one handcrafted instrument, one laser-cut strap, and one loyal customer at a time.
