Their guitar offers almost 50% more “sustain” (the length of the note) compared to a guitar with a classic wooden top. “It’s truly a unique experience for the musician, Arthur points out. And then it’s also an ecological material, a value that speaks to us.” And the weight ? Contrary to what one might imagine, the instrument is not heavier. The average weight of electric guitars is between 3 and 4.5 kg. “The SteelyJam weighs 3.7 kg, an ideal weight.”
Bolt assembly
A year ago, without really knowing where the adventure would take them, they began manufacturing a prototype. After months of research and engineering, the first guitar model was released. “We opted for an assembly technique with bolts, totally unique in the world.” The feedback was so positive from the start that the duo decided to believe in it and launch a new brand of aluminum guitars made in Belgium. “We work with partners for the purchase and cutting of sheet metal, in a short circuit, in the region, but also with ETAs (adapted work companies), which brings a social aspect to our project. And everything is assembled by us in our workshop at Renory in Angleur. It’s a high-end artisanal product.” To afford this little gem, you need to spend around €2,500, which, in comparison with classic brands, is ultimately far from excessive.
Already 15 pieces sold
Since then, their project has grown. Under the “SteelyJam” brand, around twenty aluminum guitars left the workshop, 15 of which have already been sold. “These are prestige guitars, prized by professional or semi-professional guitarists, collectors, fans of original decoration… It’s really a niche market and we like that.” There are only ten manufacturers in the world. And they are the only ones in Belgium. “But we don’t want to be satisfied with the national market. We also want to flood the European and global market, establishing ourselves among the big brands. Each manufacturer has its own style… Ours focuses on a classic design, imagined by Arthur, with simple shapes.”
The enthusiasm of the first customers but also of several renowned guitarists who have tested the instrument (Jacques Pirotton, BJ Scott, Sébastien Hogge, etc.), influencers, specialists, boosts the motivation of the two Liégeois. “It reassured us in our project.” They are also supported, both financially and logistically, by official structures such as Wallonie Entreprendre (Walloon Region) and AWEX (Walloon Export Agency). “We hope to be able to grow, create jobs.”
It’s time to market
With a reputation already acquired in the sector, in particular through careful and targeted communication (social networks, websites, exhibitions, concerts, etc.), Jean-Baptiste and Arthur are now moving up a gear: the time has come for marketing. “Until now, we were in the implementation phase. Now we are ready and we are going to put all the effort into commercial and sales.”
Since this Friday, April 26 and for three days, the two self-taught luthiers are at their first specialized fair, the “Montreux International Guitar Show”, in Switzerland. “We are lucky to be able to be there and it is thanks to AWEX which finances our location. We will be able to meet the elite of luthiers, do a little market research, meet our audience, make ourselves known… We have planned an exhibition stand where our guitar will really be showcased, like a piece of jewelry. We can also test it.” In June, they will go to the Paris Guitar Festival, before the famous NAMM Show in Los Angeles. “It’s the high mass of the guitar and musical instruments.”
Soon in stores
Also soon, SteelyJam guitars will appear in music store windows, first in France. “A representative will travel across France, others will follow for Germany and the Netherlands. In Belgium, we are in talks with three stores.” They also know that they must be on all fronts: developing the distribution network, maintaining social networks, boosting communications… In the coming months, the duo will release a brand new model: a full aluminum bass guitar, for complete the range. “The prototype is in production. She will arrive soon…”
Arthur and Jean-Baptiste are in any case determined to revitalize the sound and look of this legendary instrument… “The more we advance in the adventure, the more confident we are…”, they conclude.
> www.steelyjam.com
