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Guitar World
Guitar World
Entertainment
Phil Weller

“We’re setting a new standard in boutique guitars”: Iconic Guitars forms a partnership to watch as it recruits former Fender Master Builder John Cruz

Iconic Fender Kevin Proctor
Iconic Guitars John Cruz.

NAMM 2025: Fast-rising boutique guitar firm Iconic Guitars has welcomed former Fender Custom Shop luthier John Cruz to its team as it champions the start of a “groundbreaking partnership”.

Cruz held the role of Senior Master Builder at Fender’s high-end Custom Shop, but left in 2020 amid online controversy linked to a social media post. He later branched off on his own business venture, John Cruz Custom Guitars, which closed in 2023. He’ll bring a wealth of experience and expertise to Iconic, which was founded in 2012.

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