My partner is a custom bicycle builder, a 1-person shop, making “bespoke” bicycles out of a shed in our back yard— working one on one with customers. As such, in following custom guitar and other small builders and shops in the industry, I often think about the parallels of that work across industries.
Most of the conversations we have here around making change are related to companies that are slightly larger— ranging from small businesses with 10 employees to larger corporations.
I want to take a moment to focus on what an independent luthier or small 1-2 person shop can do to make change in the spaces they inhabit and in the industry as a whole.
So, if that’s you, here are 7 Things that Small Shops Can Do:
1. Your Product
The great thing about building custom items is that they are custom! You can make sure that the item fits the needs of your particular customer, which is great. But when creating the baseline for your products, it’s important to make sure that that baseline is as inclusive as possible.
What are the wants and needs of BIPOC folks and cis women, trans and non-binary folks? Not sure? Ask them via a survey or (paid) focus group! If you are able to do so, it’s also great to have a few more affordable product options (perhaps with fewer customizations?), as well. Lastly, make sure your products aren’t using gender, racial, or other stereotypes in their names or imagery.
2. Your Marketing
If you are a one-person shop, your marketing probably leans into social media. That’s great because there are a lot of ways you can use it! You can support BIPOC and cis women, trans, or non-binary builders either by commenting on their pages or sharing their work. You can take a minute to mention these folks when you are featured in magazines, podcasts, or other media, as well.
If you are on a panel, does everyone look like you? If so, ask the organizer to switch it up. When selecting folks as endorsed artists, whether they receive a free or discounted guitar, you can reach out to folks from oppressed communities first. Once again, with all of your marketing, make sure it’s free from stereotypes in language or imagery.
3. Your Learning
You know a lot, and you can benefit others by sharing what you know (in a humble, non-mansplain-y way, of course!). An obvious way to share learning is by bringing on an apprentice (preferably paid!), especially someone from a traditionally oppressed group (a note about this below).
If you don’t have the capacity to bring on an apprentice, being clear in social media that you are open to answer questions is definitely a good start. You could also share videos or quick tips on social media or on your website. Once you have enough content, you could even create an online course, which would be much less expensive than attending a school.
4. Your Professional Development
Even though you know a lot, you probably still have a lot to learn. Take time to invest in yourself and the industry by learning more about anti-oppression work, racial justice, gender equity, and liberation. Read a book, watch a documentary, take an online course, have a discussion group with others. Dig in!
We’re all learning and it’s important to normalize it. AND, if you are going to be taking on an apprentice, this is especially important. You don’t want to be the one who someone looks to for support and mentorship, only to experience daily microaggressions or other harmful behavior in the process.
5. Your Partners
You might not be planning to hire anyone, but who do you contract with or purchase from— for everything from small jobs to a website to an accountant? Try to hire folks from oppressed groups when you can. And if you are partnering with other companies (other builders, dealers, etc.), think about who is at the table.
6. Your Customers
If you have a BIPOC and/or cis woman, trans, or non-binary customer, the professional development you engaged in will likely be useful in your interactions. Give them space to make decisions on their own. Ask what they need and like without making assumptions about their interests or knowledge. Your marketing and online presence will also probably attract folks from those groups, who might choose to work with you because they perceive they’ll have a better experience than with another builder.
Obviously, much boutique gear is generally only accessible to folks who can afford it. This is where having a less expensive model or line can be useful. Providing flexible payment programs, discounts or sliding scale, or bartering can also help. You could also make small parts that are more affordable, or even some cool merch! That way folks can connect with you, even if they might not otherwise be able to afford your more traditional offerings.
7. Your Money
I know intimately that money can be a slog for a small shop, and if they were their own customer, many independent luthiers and other small builders might not even be able to afford the items they are selling. It can be hard to keep your head above water, let alone take time to do all of the work listed above. If you are reading this far, kudos!
Given that, and people’s different financial situations, here are some ideas for using your money or time to support causes that can make change: First, donate money if you can. Even a small amount, like $5 monthly, can help a grassroots organization. Another option would be to raffle off some items, parts, or even a simple build and donate the proceeds— that will make your work go much further. If you can’t do that, donate parts or gear or something else to a local organization who can use it. You can also donate your time to do repairs or teach others.
Wherever you are in your efforts to make change, just get started! Pick one of these and make a commitment to it, and then think about how you might be able to do another. Think about your values and what you want to see for yourself, your company, the industry, and the world, and align your work with it. While you are small and this requires systemic change— even as a small company, you can make an impact and influence others in the industry.