Interview with Coloma Guitars: Finely Crafted Guitars Made With Passion and Precision from Vancouver
Each custom Freya electric guitar is meticulously handcrafted in East Vancouver.
Like many others, I discovered Coloma Guitars on social media. When I saw Meredith’s repair videos, I recognized the space she occupied immediately, because it was one I had grown to know well working in guitar repair. Here was a talented builder and repair technician in a field that until the last few years, was (seemingly) mostly men.
But the thing that really attracted me to Meredith’s builds were not only an eye for detail in repair and guitar making but a real business savviness. Let’s face it: it’s hard enough these days to not only have to create music, be your own marketing person and agent but when you throw guitar crafting into the mix, it truly requires a monumental degree of focus and determination to succeed. Meredith seems to have found that mix and flourished in it to much success.
Two weeks ago, Meredith launched her The Freya Indiegogo campaign to help devote more time and resources to making The Freya, which catapulted in fame during the last few years. You can watch one of these amazing guitars in action below:
Meredith was kind enough to let me interview her for Riffarella about her background, motivation and plans for the future, so let’s get started.
What do you enjoy most about making guitars?
Guitar building attracts people with a natural curiosity and a desire to continually learn and improve their skills. One of the main reasons I found this line of work so engaging is the sheer variety of skills involved.
Whether you are a beginner or an experienced guitar maker, there is always something new to learn, explore and refine.
As an instrument maker, I must be prepared to face new challenges every day, working with natural materials like wood that can be unpredictable and temperamental.
Different wood species react differently to tools, glue, and environmental factors, which means that you must adapt your approach and techniques accordingly. I never have a chance to be bored. It is precisely this unpredictability that keep me engaged and inspired after 15 years in the business.
What is the most challenging part?
Running my own business has been one of the most challenging things I've ever done. While I absolutely love creating my product, it's only a small part of the overall business. There are so many other tasks that require my attention, such as customer communication, invoicing, social media, and inventory management. Sometimes it can be overwhelming to keep up with everything, especially as my business continues to grow.
Over the past year, I've gone from making just one or two Freyas a month to over ten a month. It's been amazing to see how much people love my product, but it's also been quite daunting to manage this level of growth. There have been times when I felt like I was drowning in orders and paperwork.
“What sets the Freya apart from other guitars is its unique design and affordability.”
In February, I realized that I needed to take a step back and assess both my business and personal life. I was pushing myself too hard and knew that the pace I was keeping was not sustainable in the long term. I had to make some tough decisions about how to manage my growth and ensure that my business was running as smoothly as possible.
I calculated exactly how many instruments I would need to build per year to maintain a regular schedule and decided to hire staff to help me manage the workload. With 180 customers on the waitlist and more joining every day, I knew that I needed to completely change the way I was running my business to account for this immense amount of growth.
It wasn't easy, but by taking the time to assess my business and make strategic decisions, I am setting myself up for success and ensuring that my business will continue to thrive. While there are still challenges ahead, I'm excited to see where this journey takes me and grateful for the opportunity to do what I love every day.
What advice do you have for those looking to get into guitar building or guitar repair?
If you're interested in guitar building or repair, my advice is to jump in and give it a try! With the abundance of free resources available online, it's easier than ever to learn and get started. Websites and YouTube channels such as Stewmac and LMII offer a wealth of information to get you started. Don't be afraid to watch videos, read books or even grab a kit and try assembling it yourself. It's important to remember that your first few attempts might not be perfect, but they'll serve as a valuable learning experience and show your progress as you improve.
Another option is to find a mentor or attend workshops offered by experienced luthiers. This provides a more hands-on approach and personalized instruction to help you grow your skills. The first acoustic I built by myself I made on my mother’s teak dining room table. It still has a rosette channel as I went a little too deep with my Dremel jig. Don't be too hard on yourself and remember that mistakes happen. The important thing is to keep learning, experimenting, and growing your skills.
What do you think sets the Freya apart from other guitars?
What sets the Freya apart from other guitars is its unique design and affordability. As a luthier, I had kept the design of the Freya in my folder for years before I finally had the opportunity to build it due to the pandemic shutdown of my luthier school. During that downtime my wife and I were redoing the guest room. She mentioned that we didn’t have any of my instruments displayed and wanted something cute. So I pulled out an old design and made two versions of the Freya, a blue and a pink. After snapping a quick shot and sharing on Instagram, both sold before we could hang them on the wall. My Wife Hannah often reminds that we still don’t have a Freya on our wall…
The Freya is a boutique instrument that is affordable for the working musician. One of the most important aspects of the guitar is its durability, which is why I designed it so that players would not be afraid to ding the headstock or body. I believe that even if there is a scratch or mark on the instrument, it enhances the overall look and character of the guitar.
The base price of a solid body Freya guitar is $999 USD, which is considerably low for a handcrafted instrument made in Canada. I am able to keep the costs down because of my location in BC, which is renowned for its tone wood. I have also formed partnerships with the city and local arborists who provide me with much of the wood, ensuring that sustainability is an essential component of my business. The more local materials I can use, the better it is for the environment, and it allows me to provide an affordable, high-quality product to my customers.
What about you sets you apart from other boutique builders?
One of the things that sets me apart from other boutique builders is my willingness to be accessible and share my knowledge through social media. I enjoy teaching and love to help others who are interested in guitar building and repair. If someone asks me a question about a specific process, I will often film a video to demonstrate exactly how it's done.
I believe that building a community is more important than guarding trade secrets. Even though I sometimes receive negative messages from more traditional builders who think I'm revealing too much, I know that my approach benefits everyone in the long run. It's rewarding to be part of a community and see others grow and succeed, and those relationships are essential for maintaining my mental health as an entrepreneur. It feels good to be part of something outside of my shop.
I value my customers and am grateful that many of them have become good friends over time. Building guitars is not just a job for me, it's also a passion, and I enjoy connecting with others who share that passion.
If your Indiegogo campaign is successful, how do you envision Coloma Guitars will continue to grow/do you have any lofty ambitions/goals that you can share?
My personal goal is to establish a custom shop on the west coast of Canada that produces between 500 to 1000 electric guitars annually. With my extensive experience working in R&D and process engineering for larger manufacturers, I have designed the Freya guitar to be produced efficiently, making this goal achievable.
Growing up in Vancouver, I was inspired by Larrivee Guitars, which played a significant role in the luthier culture of British Columbia. When they left Canada, it was a sad day for many of us. I am working hard to bring back musical instrument manufacturing to Vancouver at the same scale as Larrivee Guitars, providing an opportunity to invest back into the community that has supported me for so long.
I have partnered with an investment firm that will help me set up the business on a larger scale. The Indiegogo campaign is the first step in this process, which will allow us to jumpstart the training of new staff and maintain the business until the partnership begins in July.
If our Indiegogo campaign is successful, it will provide the necessary financial support to start producing the Freya guitar at a larger scale, reaching a wider customer base. With the continued support of our customers and the community, we can make a positive impact on the music industry and establish Coloma Guitars as one of the leading guitar manufacturers worldwide.
There are a few TV things in the works too but those are top secret for now!
What is your biggest inspiration/what pushes you to keep creating?
The driving force behind my ambition is people. Although many of my messages are about guitar building or the Freya, I do receive a fair number of inquiries about navigating the industry. Being the face of a business makes me very uncomfortable, especially when filming videos or doing interviews. However, as a queer BIPOC woman in a male-dominated industry, I understand the importance of representation. It's essential for people from diverse backgrounds to see themselves reflected in all areas of society. I hope that by being visible as a successful woman who builds guitars at a high level, I can inspire others to pursue their passions and break down barriers in their own industries.
Whether it's providing advice for newcomers or helping established builders adapt to changes, I'm committed to supporting others in the industry and helping it to grow and thrive. Ultimately, my goal is to build a successful business that not only creates high-quality musical instruments but also has a positive impact on the community.
At the time of writing this article, Meredith is already 84% to her goal with only 15 days left in her Indiegogo campaign. Let’s help her fund it completely!
