“The ‘Memphis Mojo’ has a ton to do with our mystique,” says Cox. Having our original designer do inlay work for Elvis’ father on the guitar that Elvis played on the Aloha from Hawaii concert album helps a great deal. Now that we are back building in Memphis with Tom at the helm, we have total control over every small detail, and a few advances in technology are allowing us to build guitars and basses that surpass the build quality of the originals. We’re rebranding our image all over again!”
With the production changes have come a number of high-profile shakeups to the company’s product lineup. The new “Juke Joint” series of guitars was created to replace the company’s old “Pro Series” mid-tier pricepoint, which had been vacant since the Pro Series’ discontinuation in 2010. The “Workshop Series” has launched a line of Iveroid-bound and Nitro-finished guitars boasting hardware and pickups from companies like Lollar, Fralin, Sperzel, and Hipshot. Additionally, their recent Delta Blues Box guitars – unique cigar box-styled instruments – have been fast-sellers all year long.
The future promises a few more treats from the reinvigorated group, including a 30th Anniversary guitar from the workshop, a limited run ’84 Reissue Bluesmaster, and the emergence of the special Eric Gales signature Blindsider, which available this fall.
According to Cox, St. Blues continues to insist on “family” relationships with its retailers. “We do not force quantity buys on our Dealers, nor do we send them merchandise that they really do not want, or can’t sell,” he says. The company offers website and Facebook acknowledgement and support, personalized service, and visit sites for training at no charge, and tried to offers customers a chance to experience custom shop-style instruments. “Both of our standard guitar lines are ‘handbuilt’ in Memphis by passionate Artisans,” he says. “You no longer have to pay several thousands of dollars to play a boutique, handmade American instrument!”
saintblues.com
