Custom Acoustic Guitars by Reuben Forsland
JOI Guitars FAQ
Luthier Story
Master Luthier Reuben Forsland of JOI Guitars
JOI Guitars is an independent guitar-making studio founded by master luthier Reuben Forsland in British Columbia, Canada. Combining traditional lutherie, original acoustic engineering, exceptional materials and narrative-driven design, Reuben creates contemporary steel-string acoustic guitars that exist at the intersection of musical instrument and collectible art.
Drawing on a fifteen-year background in master carpentry and furniture making, and 14 years as a luthier, Reuben brings a deep understanding of material, structure, proportion and craftsmanship to his work. Each JOI Guitar is conceived and built individually, with acoustic performance at its foundation and the freedom to explore ideas beyond conventional guitar design.
From extraordinary tone-woods like Rosewoods, mahogany, to historically significant reclaimed materials, to innovative structural designs, every instrument reflects a belief that tradition is a foundation, not a boundary.
What Boutique guitar showcase say about Reuben Forsland of JOI Guitars
Before he became one of the world’s most distinctive guitar builders, Reuben Forsland was an adventurer. From the mountains and surf of Canada’s west coast to the solitude of his Vancouver Island workshop, Reuben’s life has always been guided by curiosity, challenge, and discovery...
That spirit carries into his craft. A self-taught luthier, Reuben blends instinct with engineering — listening to his materials as much as shaping them. His instruments are born from intuition, experimentation, and reverence for story, often incorporating woods with deep cultural or emotional significance, such as those reclaimed from Jimi Hendrix’s Seattle home.
Reuben’s work for artists including Slash of Guns N’ Roses and collaborations with the Authentic Hendrix estate reflect a philosophy rooted not in fame, but in feeling. He sees each build as an opportunity to explore the edge where control meets chaos — where a piece of wood, under tension, begins to sing.
At heart, Reuben is not just building guitars — he’s crafting experiences that connect people to something larger: to history, to emotion, and to each other.
Custom Acoustic Guitars: Frequently Asked Questions
What makes JOI Guitars acoustically unique?
JOI Guitars combines individual acoustic voicing, original structural design, exceptional materials and narrative-driven artistry. Each instrument is built by Reuben Forsland, who approaches the guitar as both a precision musical instrument and a medium for creative expression. The result is a collection of contemporary guitars distinguished by their sound, ergonomics, craftsmanship and individual stories.
Who builds JOI Guitars?
Every JOI Guitar is personally designed and bench-built by master luthier Reuben Forsland at his studio in Sidney, Vancouver Island, British Columbia, Canada. His background in master carpentry and furniture making informs his approach to structural integrity, material selection, fine detailing and artistic composition.
What makes the acoustics of a JOI Guitar different?
JOI Guitars explores acoustic performance through original structural innovations, careful material selection and individual voicing. Reuben's Ellipse Bracing system reconsiders traditional bracing geometry, while ergonomic developments such as the asymmetrical body shape and integrated leg wedge seek to improve the relationship between player and instrument. Each guitar is developed with attention to resonance, projection, note definition, balance and responsiveness to the player's touch.
Where are JOI Guitars made?
Every JOI Guitar is built in Reuben Forsland's studio in Sidney, on Vancouver Island, British Columbia, Canada. Each instrument is individually crafted by Reuben rather than mass-produced in a factory.
What is the philosophy behind JOI Guitars?
JOI Guitars is guided by the idea of “Living in Wonder.” Reuben Forsland believes that traditional craftsmanship provides a foundation for exploration rather than a boundary around what is possible. By bringing together exceptional materials, acoustic engineering, fine craftsmanship and human imagination, he seeks to create instruments that invite both musical expression and a deeper appreciation of the stories materials carry through time.
Are the materials used in JOI Guitars documented?
Where records are available, JOI Guitars documents the origins and significance of the materials incorporated into an instrument. Depending on the material and project, documentation may include provenance records, historical references, supplier information, certificates or other supporting evidence. The scope of documentation varies by instrument and material; claims are grounded in the records available for that specific creation.
What is a JOI Guitars Masterwork?
A JOI Guitars Masterwork is an individually conceived instrument that provides an expanded canvas for artistic exploration, unusual materials, original design and deeper storytelling. These creations are developed around a unifying concept, with the instrument's materials, construction, visual details and acoustic character contributing to a cohesive work. Each Masterwork is an original creation rather than a reproduction of a standard model.
Ergonomics, Comfort, Playability
What is Ellipse Bracing?
Ellipse Bracing is a structural bracing approach developed by Reuben Forsland for JOI Guitars. Rather than simply reproducing conventional bracing layouts, the system explores how brace geometry, spacing and mass influence the movement of the soundboard. It reflects Reuben's ongoing investigation into the relationship between structural design and acoustic response.
Are JOI Guitars comfortable to play?
JOI Guitars reconsiders traditional acoustic guitar geometry to create a more natural relationship between player and instrument.
The asymmetrical body shape shifts the guitar's waist and lower bout to change how the instrument rests against the player's body, while bringing the soundhole and fingerboard closer to the picking hand. The integrated leg wedge, developed in 2021 in collaboration with international fingerstyle champion Matt Thomas, further refines the instrument's relationship with the player's leg and playing position.
Together with features such as arm bevels and cutaways, these design elements reflect a central principle of JOI Guitars: every contour should have a purpose, balancing acoustic performance, comfort and freedom of expression.
Designed Around the Player:
Combined with individual acoustic voicing and attention to neck geometry and setup, they reflect a central JOI Guitars philosophy: the instrument should be designed around the needs of the musician, without compromising its acoustic purpose or artistic integrity.
What is A Leg Wedge?
Designed to work in conjunction with the guitar's cutaway, the leg wedge allows the instrument to sit flat and securely on the player's leg while the body rests comfortably against the player. This ergonomic shaping helps create a more relaxed, natural playing position, allowing the guitarist to lean back comfortably without compromising the instrument's stability or accessibility.
Integrated into the guitar's body architecture, the leg wedge is more than a comfort feature.Every contour has a purpose: bringing the guitar into a more natural relationship with the musician, supporting comfort during extended playing sessions, and preserving the integrity of the instrument's overall form.
What is Asymetrical body?
Viewed face-on, with the neck pointing upward, the waist on the player's right-hand side—the side that rests against the leg—is positioned 1¼ inches higher than the waist on the opposite side. This deliberate offset shifts the lower bout toward the player's right, moving the widest part of the body away from the torso and allowing the guitar to rest more naturally against the body.
The result is a body shape designed around the player rather than a purely symmetrical outline. By changing how the instrument sits, the asymmetrical geometry also brings the soundhole and fingerboard closer to the picking hand. For fingerstyle guitarists, this can make it more comfortable to reach farther up the neck with the right hand, supporting a broader range of picking, strumming, and percussive techniques.
The asymmetrical body shape is part of the JOI Guitars approach to instrument design: questioning established forms and refining them through the practical needs of the musician. Every change in contour has a purpose—to improve the relationship between the guitar, the player's body, and the hands that bring it to life.
Commisioning or Purchasing
How do I commission a custom JOI Guitar?
Custom commissions begin with a conversation directly with Reuben Forsland. Together, the player and builder explore the intended sound, playing style, body geometry, neck specifications, materials, visual direction and any personal or historical narrative the instrument might embody. Each commission is developed individually rather than selected from a fixed catalogue. Interested players and collectors can contact JOI Guitars to discuss availability, design possibilities, pricing and anticipated delivery.
Can I purchase an existing JOI Guitar instead of commissioning one?
Yes. In addition to discussing a custom commission, prospective collectors can inquire about existing instruments and availability through JOI Guitars and its selected retail or gallery partners. Availability varies, as production is intentionally limited and individual creations may be placed with private collectors, dealers or exhibitions.
How does JOI Guitars work with international collectors and dealers?
JOI Guitars connects with collectors internationally through direct relationships, selected retail partners and exhibitions. These relationships allow individual instruments to reach audiences who appreciate exceptional craftsmanship, original design and the stories behind collectible musical instruments. Prospective collectors can contact JOI Guitars directly or inquire through an authorized partner to learn about available instruments and commission opportunities.
How much does a custom JOI Guitar cost?
The price of a custom JOI Guitar depends on the scope of the commission, materials, design complexity and level of artistic development. Instruments incorporating rare or historically significant materials may require substantially different investment than more conventional custom builds. Because each commission is individually developed, prospective clients are encouraged to contact Reuben directly to discuss their vision, budget and current availability.
Recognition & Testimonials
SLASH - Guns and Roses
“When I picked it up, I was completely humbled. It was a shock-and-awe moment. It changed everything I’d ever thought about acoustic guitars leading up to that point, It was the most amazing acoustic guitar I’d ever played or heard.”
“It just has this very smooth, very neat and tidy sound, but it’s also really warm and it resonates beautifully,I have it up in the bedroom and still, every time I pick it up, it just blows my mind.”
Micheal Watts
Reuben Forsland of JOI Guitars has created an exceptional instrument inspired by one of the greatest guitarists that ever lived - Jimi Hendrix.
“JOI Guitars are rare and wonderful creations … I really enjoyed it.”
Smithsonian Magazine
Each Guitar Reuben Forsland Makes Tells a Story The Canadian luthier builds custom instruments from unique materials that deliver impeccable sound
Jamie Gale
The showcase presents JOI as a fusion of precision engineering, bold design and emotional resonance, emphasizing the connection between sound, story, maker and musician.
Ayron Jones: Ayron Jones and the Way
“Playing a JOI guitar is more like picking up a book and reading a story than simply playing a guitar. The first time I played one, I honestly thought to myself, ‘this is one of the most incredible guitars I’ve ever held in my hand'”.