We’re providing marketing support for a fascinating new startup operating in the burgeoning ‘sharing economy’ – the world’s first online business lending instruments owned and made famous by legendary guitarists.

London-based God’s Own Guitars offers a stunning collection of iconic guitars, amps and effects, available – with full support – to hire by professional musicians and beginners alike.

The ecommerce business is the brainchild of Iain Henderson (below), who’s embarked on a radical career change, quitting a leadership position at Accenture – after 30 years in management consultancy – to launch a business based on his passion for music.

Iain Henderson & some of his collection

Instruments for hire include:

  • guitars owned by Oasis’ Noel Gallagher, Primal Scream’s Robert Young, Katrina & The Waves’ Kimberley Rew and The Average White Band’s Hamish Stuart
  • instruments of the exact spec made famous by guitar icons – like the 1977 Walnut Gibson ES-335 Johnny Marr played in his first rehearsal with The Smiths, and the sonic blue 1996 Fender Jag-Stang Kurt Cobain played at Nirvana’s final concert
  • other guitars that have made their mark over the years, such as the 1934 National Style O Resonator, the 1962 Fender Duo-Sonic and the 1964 Hofner President Bass

The business is already taking off well, with instruments being booked by Londoners and visitors to the capital for a wide range of purposes, from studio recording and playing gigs to video shoots, parties and simply jamming with friends.

As part of our focus on helping startups and small businesses with their marketing, we’re providing God’s Own Guitars with advice on the company’s message, website and marketing approaches.

We’re also supporting a media relations programme – seeking editorial exposure for the business based on its striking proposition as the world’s only iconic guitar lender and the story of its founder’s interesting career switch.

Iain Henderson explains:

“Setting up this venture has been a major, uplifting change for me after 30 years in a big consultancy. I never made the big time in the guitar world, so sharing my collection and putting iconic guitars in the hands of other musicians is the next best thing – and I’m finding considerable demand for the instruments.

“TK Associates have been there for me from the start, providing great advice and support on a range of topics from impactful website design to targeted marketing and open-the-door editorial approaches. All executed with a collaborative, gently encouraging approach, seeking to understand the direction I’m taking the business and tailoring messages to support. I’m benefiting hugely from the guidance they’re providing.”

For more on God’s Own Guitars, visit its website.

See the marketing services we provide for startups and small businesses.

Pictured – top: 2002 Epiphone Union Jack Supernova, made famous by Noel Gallagher, available from God’s Own Guitars