Modular Design, Innovation 
EG: Explain in more detail how the unique concept of ‘modular guitars’ works and how you innovate in this area where other manufacturers do not? 

SK: With our models we have a 3-layer sandwich construction where the back side of the instrument can be opened by hand and held on together by magnets. After doing this, within a second you can then grab your pickup set and pull it out through our patented magnetic pickup swapping system which enables instant connection to the guitar signal without soldering – all this happens in a matter of seconds. We have also developed a 17-way touch control switch which fades the sound signal from the bridge to the neck pickup and allows over 60 sound possibilities! Our industry benchmark was for only 3 or 5 way switches. With this unique solution, you can find your perfect tone and sound within a ban combo that and will be able to identify your ‘perfect guitar sound’ far easier when compared with other instruments.Guitar necks typically break easily after falling to ground as the attached strings pull up to 40kg. For our guitars, our patented bent neck solution delivers a new way to bend the wood with a specific process before CNC work and this actually results in an unbreakable guitar neck. Our bamboo fretboard which is an eco-friendly resource and 20-60% harder than any of the other tropical wood materials which are normally fabricated into guitars worldwide. The bamboo grows so fast, that we have found a perfect sustainable and highly competitive material.

EG: As one of the foremost innovative guitar manufacturing and design firms in worldwide, what enabled you the foresight to capture the market share you currently hold?  

SK: The global electric guitar market is about $1.2 billion in exports. We get to $1 million revenue in 2019 after being in business for 5 years since 2013. The premium end of the electric guitar market starts from $1,000 per guitar, as 90% of the guitars sold are below that price. Our current portfolio ranges from $3,500-$10,000 per guitar. Theoretically, from 120 million in the premium export sector, our market share today is about 1%, which is still a very niche market size. Nevertheless, annual growth of 300% since incorporation has been a big challenge, which requires the right employees and a constant passion to redefine the existing standard. In the future, we will definitely expand our portfolio to put more affordable premium guitars into the hands of performers. Our goal is to inspire a wider range of musicians and to define the guitar of the future. 

EG: Tell us more about the latest bespoke ‘Takamy Jane’ model of guitar design?    

SK: Our endorser Mr. Takamizawa in Japan completely fills stadiums and owns over 500 guitars – but since discovering our brand he only performs using Relish guitars. He approached me with the vision of an instrument containing symbols he relies on such as an Angel, a Christian Cross and Flowers, so the real challenge was to succeed in a design with which he would feel a strong emotional connection. ‘Takamy Jane’ makes me proud and grateful for the opportunity to produce such a beautiful individual guitar for an artist for which our co-operation has resulted in friendship.  

EG: How has your experience as the director of a successful company deepened your insight into the importance of good management?

SK: It all starts with an idea and a vision that leads inevitably to persistent hard work and passion with a portion of luck- which does favour the bold. As a general manager, you need to be skilled in variety of fields and a lot of these areas you may not necessarily be an expert – although you do eventually become one. I always have taught myself autodidactically and to me, the mindset of a good manager is to think into problem solving fast, make balanced decisions, reflect and improve every day- while never losing sight of your vision. The music industry is especially complex, and is a challenging global market. To succeed across a variety of markets while satisfying the demands of several generations of guitarists is truly exciting and requires the full commitment of each employee, business partner and supplier. 

EG: With wonderful reviews from established artists including Motorhead, Stevie Wonder, Tower Of Power and Toshihiko Takamizawa, what can new customers expect when buying their first product from Relish? 

SK: OAfter having one of our guitars in hands, you will feel the smooth fast neck with its perfect setup and intonation. Once playing the first few chords you will hear the long sustain and warm width of sound throughout our body construction and after discovering our pickup-swapping concept, you will be inspired to play through a variety of musical genres using the same guitar. Once you touch the control pad you’ll certainly raise an eyebrow after discovering sounds you’ll have never explored before. 
 

EG: What global cities do you see driving technological innovation in this sector within the next 10 years?  

SK: Lucerne, our hometown in the heart of Switzerland. Relish will definitely maintain inspiring musicians and will hopefully become a key player in the industry. We are not known as a global city but are definitely driven by a global mindset.  

EG: How may emerging technologies such as robotics, blockchain and Artificial Intelligence be implemented into your manufacturing processes, and could these benefit? 

SK: Blockchain could benefit us in a way where we will distribute sound and music samples. AI perhaps for guitar lessons. Robotics could be used for some automated guitar making processes, but for its soul - a guitar always needs a human hand.

EG: What are your strategic plans for expansion and growth of the business for 2019 and beyond? 

SK: We will not only be innovative through our products, but also through our method of distribution and how we will increase in branding visibility, portfolio and customisation. Our story is not yet finished- we are the precipice of brand new adventures and have only just began in our conquest to dominate new markets.