... Two years before in 2010 Gareth Jones of Sutherland Trading (Burns’s distributers) invited me to design a whole new range of Retro guitars, and for this range we revived the name “Revelation”.
It was a bit of a slow start at first and the initial production we used a factory close to Weifang, however the whole range was fitted with Entwistle pickups and within a short while both dealers and public were beginning to like what they saw and heard.
Sales for Revelation gradually started to climb, both myself, Kevin Lee and the sales guys at Sutherland's started to feel a considerable swell of enthusiasm over the product, it was beginning to look like we were dispelling the myth surrounding the demise of the electric guitar.
Such was the growth of Revelation and Burns that I actually decided to move to China so that I could be pretty well 100% on site and hands on whilst the product was being made.
I preferred to work in southern China so that I was close to Hong Kong and very fortunately we found an excellent small factory quite near to where I live, so since 2012 I have been working with this one factory that is staffed by mainly young people and I have to say they have taken to working with Revelation and the Burns club series very enthusiastically.
Now in 2015 Revelation is probably one of the bestselling electric ranges in the UK and is certainly climbing up across Europe and Australia as well.
Personally I think the success of Revelation is down to the fact of us producing a high-quality guitar at the right price, but not just that, we really do spend a lot of time listening to what both amateur and professional guitarists tell us, in fact just as an example one young guy from India sent us a post on our Revelation Facebook page asking if we would do our RJT 60 model in a left-handed version, well there and then we decided to do it and wrote back to the elated young man that the left-handed RJT 60 (The RJT60 is a very updated version of the original JT60, it is Revelations biggest selling guitar and comes in eight versions including a BassVI baritone model) and it would be available in around 3 months time, and I have to say he was right because since then we have sold an awful lot of left-handed RJT 60s and this encouraged us to produce even more of our models in a left-handed format, infact now I think we must have one of the biggest ranges of left handed guitars in the market place.
Another reason for our success is probably down to the kind of models we produce we do some very unusual stuff, almost as a joke we produced a 4 pickup version of the RJT 60 and it sold out within a week of it landing in the UK.
We are fortunate I guess that we are not dictated to by men in suits, we are a real guitar company made up of guitarists, and when we design a guitar we don't like those men in suits design it to meet a price point, we build the guitar first tally up the price and put it on the market, in this way we are not scrimping and scraping or arguing with the factory over a dollar or two (believe me this does happen with probably most guitar companies) also we really do believe in fair trade, we know the factory has to make money, we know the workers have to have a decent standard of living, so generally speaking we don't end up in huge discussions trying to push the factory into making our guitars at sweatshop squeezed prices, and frankly I think the factory certainly appreciates this because they go all the way to making the very best guitars for us.
We are now also producing for the first time my own Entwistle guitars, these are high-end instruments made to very high specs with all the best materials and we are initially test running them in Spain, and when I mean test running them we have quite a group of professional and semi-professional gigging musicians out there using the guitars on a daily basis and coming back to me with that all-important feedback.
I always did intend to produce my own electric brand, but I have shied away from directly putting my name on the headstock until such time as I found the right factory to produce the very high quality that I personally demand, and now we have that factory!
Entwistle guitars will of course be released in the UK shortly.
Entwistle pickups are now also doing extremely well, we literally have hundreds of testimonials from guitarists enthusiastic about using our pickups.
Again our philosophy is the same to produce excellent innovative products at an affordable price.
We are now the world leaders in producing Neodymium magnetic pickups, neodymium is of course a rare earth magnet that is found only in China, I decided to start working with this material around 8 years ago, and it took a fair bit of research because using neodymium we have to use different specifications in the manufacture of the pickups, compared to standard Alnico or Ceramic ones, you can't just throw a coil around a neodymium magnet it just doesn't work like that.
Neodymium is not just about power, it gives a very well defined signal combined with excellent string separation, also it makes possible very effective passive equalization such as is fitted to the new Revelation RBJ NeoBass.
Well now that brings me to 22nd of May 2015, we are presently just rounding off a large shipment of Revelation guitars bound for the UK, with some very interesting new models on board. (which includes the aforementioned RBJ NeoBass) ...
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