True story -- back in 2010 I bought a Martin D-28 from (gulp) Guitar Center. The salesman rushed me out of the store and didn't bother to tune the guitar, let alone set it up properly. When I got home, I felt immediate buyer's remorse -- remorse not that I had bought the Martin, but that I hadn't bought it from the best little guitar shop in the San Francisco Bay area, Gryphon Strings. The next day, I did the right thing. I returned the Martin to GC and re-bought the same guitar from Gryphon. I lost a few bucks in the process. But the guitar was set up just right. And I felt unburdened. Lesson learned.
Nowadays, I stop by Gryphon weekly for lessons and occasional salivation sessions, and I get to see firsthand what this video by Cinema Mercantile lets you see all too briefly. The care, craft and emotion (note the poignant chin quiver at the 2:22 mark) that goes into working with guitars ... if you're doing it for the right reasons. In Silicon Valley, there are very few places where business isn't the main reason for being. Gryphon offers a good escape from that sometimes soul-deadening reality. That's why I will be heading back there tomorrow.
You can find two more short films by Cinema Mercantile here.
via The Atlantic