The Story of JTal Guitars: How a Working Musician Started Building Custom Guitars

It was the late fall or early winter of 2020. Given the nature of that year for everyone, you can forgive me if I don't remember exactly.

I remember dropping by a local music shop as restrictions on in-person retail visits had relaxed a bit in my area. It's home to several trusted friends who have decades of experience in the retail music instrument business and are exceptional musicians themselves.

I had been thinking about building guitars and had started making prototypes, so I dropped by to show off a few early models.

We chatted for about 30 to 45 minutes. I shared the news that I had decided to start a business building custom guitars and restoring, modifying, and upgrading vintage guitars out of my home in Elkhorn, Nebraska.

It wasn't going to be my full-time job — at least not yet. But I was sharing the news with the first people outside my immediate family.

I'll never forget the one response I got that day.

He replied to my statement, "I'm going to turn this into a business," with: "Selling guitars? You are?

"Well... good luck!"

How it started: Uncle Rex's 1982 Telecaster

My uncle was a massive influence on my life.

Starting piano at age 4 and guitar at age 7, I have spent over 35 years playing an instrument of some kind.

I have played in bands in bars, outdoor events, and churches. I have recorded with, taught, and worked on guitars for friends for decades.

My love of the electric guitar can be traced back to a few places, but none more significant than my Uncle Rex.

That silver-face Twin Reverb and his 1982 Telecaster were it for me from day one. I remember the first time I heard it plugged in and played. I have vivid memories of about 20 times throughout my life when we plugged that thing in and created a moment that got etched into my brain forever.

Fast-forward to early 2020. My late uncle had left his guitars to me. One of those was that special '82 Tele. Unfortunately, the nut slot had broken off the beautifully aged neck. I had done my fair share of guitar repair in the past because I enjoyed it, and I had a reputation among some friends as someone who could make their guitars play better.

But it had been years since I had dabbled in any of that.

Here I was with an instrument that meant so much to me, and I wanted to bring it back to life.

I didn't have the time, with work travel upcoming, so I bought a Fender replacement neck and a few new parts. I wanted to replace the pickups since the originals needed attention, which would be a whole other story. This bag of parts got dropped at a fantastic local shop, and I got the guitar back in a few weeks. They did a wonderful job — I want to emphasize that.

But there was just something missing.

I started obsessing over the little things — like where the string tree sat next to the Fender logo. Then one of the bridge pickups went microphonic (that was on me — it was due to a fracture in the wax potting that could be traced back to removing them from the original packaging too roughly). The finish was also in dire need of repair, and I wanted to do it right. I could hear my uncle saying, "Let's make it look cool — don't make it look like s#%!"

Next thing I know, I had invested in a larger-than-expected set of tools, HVLP spray guns for nitrocellulose lacquer, and I was dusting off wax-potting knowledge I hadn't accessed in probably 20 years.

To make a long story short, I got the pickup back to pristine-sounding order without the microphonic squeals, did a Fiesta Red refinish that would have made my uncle happy, and repaired a long list of other issues. That experience got me thinking about doing this for more than just my own guitars.

The three principles behind JTal Guitars

Before I decided to build a business, I told myself that anything I did with guitars for other people would be based on three things I felt were missing from the guitar industry.

If I could not commit to all three with everything I did, I should not move forward and should find something else to do with my time.

These became the three cornerstones of JTal Guitars.

1. Customer service that matches the price tag

I was looking at an industry where customers were being asked to spend thousands of dollars on a guitar, but were getting a buying experience as if they had purchased a $45 jacket at a mall. The support and service should match — and then exceed — the money being spent.

On top of that, too many times a beginner's early interest in guitar would get crushed by a bad experience in a shop.

They would be met with sarcasm when all they wanted was to understand an instrument or learn what would make their first guitar play better. It was like the guitar world had formed some sort of fraternity of experts and refused to let anyone else into the clubhouse.

I had heard from so many people that they felt intimidated about even walking into a guitar shop to ask a question, for fear of being made to feel like an idiot.

That is a surefire way to ensure fewer people ever pick up the instrument that changed our lives.

At JTal Guitars, every interaction — whether you are buying your first guitar or your twentieth — gets the same level of attention, honesty, and respect. The reviews from JTal Guitars customers reflect that, and I take a lot of pride in it.

2. Every guitar leaves set up and ready to play

The guitar setup went from being an expected part of buying a new instrument to being framed as an "optional add-on."

It still happens every time I walk into a shop. You see instruments priced at $3,000, $4,000, or even $6,000 on the wall.

You walk over, pick one up, and it plays like a guitar you grabbed at a garage sale that hasn't had luthier attention in years.

"They want $3,600 for this custom shop guitar? It plays horribly!"

The guitar itself is excellent. The build is not the issue — the premium components and expert time are why it costs $3,600.

The disconnect is that few manufacturers ensure the instrument is set up correctly and ready to go before it reaches the player. On top of that, shops don't always have the time, resources, or desire to walk around and make sure every guitar on the wall is properly set up.

Let me be clear: this is not a statement about all manufacturers, builders, luthiers, or boutique guitar businesses. Many do this exceptionally well.

But there are enough who do not, that I felt it was necessary to include as a core business value.

Every guitar that leaves JTal Guitars is set up to the player's specs — tuning, string gauge, action, relief, intonation — before it ships.

That is not an add-on.

That is the standard.

3. Build functional art, not art that happens to be a guitar

JTal Guitars was founded on me being a guitar player first and a builder second.

I have played vintage guitars like a 1957 Stratocaster and a 1960 Telecaster. I have had guitars come across my bench that sold for more than $10,000.

I have also owned guitars at every price point below that.

Here is the truth: just because a guitar is expensive or aesthetically beautiful does not mean it will play well.

That can be because of the setup, or because the guitar's design was not focused on the player who actually needs to use this tool to create music.

For some people, that is fine. Maybe the goal is the best-looking instrument to collect or display, not the best-playing instrument to gig with.

That is not what JTal Guitars is rooted in.

I know what I expect out of a guitar.

I know what it should do when I need it on stage or in the studio.

Beyond anything else, it has to function well. It can look great after that.

My aim with every single build is for the player's first reaction to be: "I've never had a guitar play like this before."

A guitar is a piece of art — there is no question about it. But at JTal Guitars, the art has to be functional. Otherwise, it belongs on a wall next to the other collectibles you don't plan on making music with.

Where JTal Guitars is today

What started as one rebuilt Telecaster in a home workshop in 2020 has grown into a custom guitar business with over 100 completed builds, players across the country, and a reputation for customer service that the guitar industry is not used to seeing.

Every guitar is assembled in Elkhorn, Nebraska. Each build starts with a conversation about what the player needs. And every instrument is set up, inspected, and ready to play upon arrival.

If you have been thinking about a custom guitar — whether it is your first or your fifth — start that conversation. Or browse the current builds available in the shop.

And to the guy who said "good luck" back in 2020 — I appreciate it.

It worked.

FAQ

Who is behind JTal Guitars?

JTal Guitars is built and operated by John Talman, a guitar player with over 35 years of experience who started building custom electric guitars in Elkhorn, Nebraska, in 2020. John is a player first and a builder second — every guitar is designed from the perspective of a working musician who knows what an instrument needs to do on stage and in the studio.

Where is JTal Guitars located?

JTal Guitars is based in Elkhorn, Nebraska, in the greater Omaha metro area. All guitars are built locally and shipped to players across the country.

What makes JTal Guitars different from other custom guitar builders?

Three things:

1. Unmatched customer service and communication throughout the buying process.
2. Every guitar is shipped fully set up and ready to play (not as an add-on),
3. A commitment to building instruments that prioritize playability and gigging reliability over collectibility and aesthetics alone. The customer reviews speak to this better than anything else.

How do I order a custom guitar from JTal Guitars?

Start by emailing john@jtalguitars.com with as much detail as possible about what you are looking for. You will receive a rough estimate, followed by a final quote if you want to proceed. Custom orders require a 50% deposit before the build begins, with the remaining 50% due at shipping. You will receive photos and updates throughout the build process.

If it's not a project that we can handle, we'll be honest and up front about that. And we'll do our best to suggest a shop that can get you what it is you're after in a custom guitar.

Does JTal Guitars offer a satisfaction guarantee?

Yes. If you are not 100% satisfied with your purchase, JTal Guitars will issue a full refund and handle return shipping, with clear communication every step of the way.