From Humble Beginnings to Masterful Guitar Making: Celebrating 40 Years of PRS with Founder Paul Reed Smith
For the past 40 years, Paul Reed Smith (PRS) has been synonymous with world-class craftsmanship, innovation, and some of the most sought-after guitars in the industry. From the hands of legends like Carlos Santana and John Mayer to aspiring musicians worldwide, PRS Guitars has cemented its place among the greats. But behind the brand is a man whose passion for building exceptional instruments has never wavered.
SWAGGER sat down with Paul Reed Smith, the visionary behind PRS Guitars, to explore his journey from aspiring luthier to industry icon.
SWAGGER: What inspired your passion for guitars and building them?
Paul: I love the sound of the guitar, and I grew up in a musical family. My mother played acoustic guitar and sang folk songs, while my father was a big band leader who loved Beethoven. But hearing The Beatles and Jimi Hendrix as a teenager changed my life. I started wanting to play guitars, not make them, but I found that I had a bigger affinity for building them than playing them when I was younger. It’s interesting—my guitar-making skills developed early, while my guitar playing matured much later.
SWAGGER: What help did you get early on to ignite that spark?
Paul: Not wanting to be left out of the “river of life.” I thought I had something to offer, and so I set out to do it. Guitar and amp-making isn’t just one skill—it’s woodworking, mechanical engineering, chemical engineering, electrical engineering, tooling design, process development, and more. Running a business is also not just one skill either, and I’ve had a lot of help from a lot of people along the way. Ted McCarty is the most “famous” example, but it’s been a lot of people.
SWAGGER: How do you balance your passion for building guitars with commercializing and scaling that passion?
Paul: I’ve never been asked that question before. It’s difficult because there are sacrifices and successes on both sides. We could spend the entire discussion on that. Simply put, it’s done decision by decision, taking baby steps for what’s best in the moment and for the future. Through it all, you have to make sure the guitars are tended to. If you lose that, you lose everything.
SWAGGER: Having battled toe-to-toe with Fender and Gibson, who were established 40 and almost 100 years before PRS, what advice do you have for young entrepreneurs looking to challenge long-established brands?
Paul: Don’t worry about Fender and Gibson—or PRS. Worry about the calibre of the instruments you make and how accepting artists are to playing them, not just owning them. Worry about the art, not the competition.
SWAGGER: What trends and challenges do you foresee over the next 3-5 years and 10-20 years related to PRS and the guitar industry?
Paul: The market’s moving very quickly toward less brick-and-mortar and more online sales. It used to be that people were more hesitant to buy guitars online because they wanted to play them first, which meant going into a store. But as return policies and shipping have matured, and as people have become more accustomed to buying everything online, that has become a draw. The product doesn’t care where it is being sold. Many times, a sale today comes down to whether the dealer has the right instrument in stock and/or can get the instrument to the customer quickly. The dealers and manufacturers have the added challenge of predicting those preferences with more accuracy. Because of supply chains and manufacturing time, those predictions have to be made far in advance. It takes a lot of experience to do that well.
SWAGGER: Ted McCarty’s influence has been front and centre to the PRS legacy. How do you continue to honour that legacy while focusing on the future?
Paul: We honour Ted every day by applying what he taught us and by growing our understanding of guitar making and business. More importantly, we honour Ted by ensuring we maintain a real relationship with his family. We had Ted’s daughter, Sue Davis, here this past summer, and it was remarkable how much reverence she commanded from everyone.
SWAGGER: PRS is known for making exceptionally beautiful, innovative, and world-class-sounding guitars at price points ranging from luxurious custom orders to ultra-affordable “SE” models as low as $499. How do you foster, maintain, and improve that culture of innovation and excellence at PRS Guitars?
Paul: Teach, document, pursue. Teach, document, pursue. Teach, document, pursue. Then, consider this: I have an iPhone in my pocket; the quality is spectacular. It was not made in America. It is possible to make extraordinary things, regardless of the country.
SWAGGER: PRS is celebrating 40 years this year. Reflecting on that journey, what stands out as a key pivotal moment in your company?
Paul: There is no specific moment, other than the day the company started and the day Carlos Santana agreed to endorse our instruments. Most recently, moving to and expanding our new facility and John Mayer releasing the Silver Sky with us stand out. We had a great day yesterday, but I can’t talk about that yet! So, what’s the greatest moment in CFL (Canadian Football League) history? There isn’t one. There have been a lot of good games.
As PRS Guitars steps into its next 40 years, one thing remains certain—Paul Reed Smith’s relentless pursuit of excellence is far from over. His dedication to craftsmanship, innovation, and artistry has not only shaped PRS into a powerhouse brand but has also redefined the guitar industry itself, continuing to inspire musicians at every level. And with new innovations on the horizon (some of which Paul hinted at but couldn’t reveal just yet), the best may still be yet to come.
For guitarists, collectors, and dreamers alike, PRS Guitars isn’t just a brand—it’s a legacy in the making.
