This is a subject I’ve been asked about more than once…
Recently, I had the pleasure of hosting a group of ukulele players who travelled to visit me and try out some of my instruments. It’s always lovely to meet uke players, chat music, and see people connect with the instruments in person.
There was something which they all said during their visit that really got me thinking – ” how is it possible that your ukuleles are available at these prices? “
One of the group even said that she felt the instruments were easily comparable to ukuleles in the £400 – £600 range. That was of course lovely to hear because offering genuine value for money has always been something I’ve taken great pride in. But it also got me thinking…
I talk about “value for money” a lot – but I’ve never properly explained how I’m able to offer it.
So, here it is.
Handmade instruments, built with experience
First and foremost, every ukulele I sell is handmade.
They are made and setup in a small workshop by our head luthier, Mr Anh, who has over 30 years of experience building stringed instruments. His knowledge, attention to detail, and consistency is, in my opinion, incredible – and that craftsmanship is at the heart of every instrument.
I was lucky enough to build a strong relationship with Mr Anh while I was living in Vietnam, and that connection is something I value deeply. We work closely together, and there’s a shared commitment to making instruments that sound beautiful, feel great to play, and are built to last.
When people comment on the quality – the resonance of solid wood, the finish, the playability – it all comes back to that.
All solid woods – without the premium price tag
One of the things that surprises people most is that many of my ukuleles are made from all solid woods – not just a solid top.
In the ukulele world, all solid wood construction is often associated with higher-end instruments. It typically delivers better tone, improved resonance, and a more mature sound over time compared to laminate alternatives.
So naturally, people expect a much higher price.
But here’s the key – the price you pay for a ukulele isn’t just about materials and how it is made. A large part of it comes down to how the instrument reaches you.
And that’s where things are a little different with my business.
Selling directly – removing the person in-between
When I first started out, I managed to stock my ukuleles in a number of music shops across the UK. It was a great way to get started, but over time I made a conscious decision to change direction.
I chose to sell directly to customers – and only directly.
What does that mean in practice?
It means there’s no retailer taking a cut of the sale. In a traditional setup, a shop needs to add its own margin to cover rent, staff, and overheads. That margin can be significant – often a large percentage of the final price you pay.
By removing that step entirely, I’m able to keep prices much lower while still maintaining the same level of quality.
But it also means something else…
A one-person operation
When you get in touch with me, you’re speaking directly to me – not a sales team or customer service department.
I handle everything myself:
- Answering emails and phone calls
- Checking each ukulele when it arrives and then again before it leaves
- Packaging and posting orders
- Managing my website
- Running my social media (though I do need to somehow find more time for this!!)
- Travelling to festivals and visiting ukulele groups
- Deciding on new models for the Noah range
It’s a lot to juggle (especially alongside working as a teacher two days a week!), but it’s something I genuinely enjoy. It keeps my business personal, and it means I can stay closely connected to both the instruments and the people who play them.
Financially, it also keeps costs down. Beyond the cost of making the instruments themselves, there are no additional staff wages to factor in – and that saving goes straight back into keeping prices fair.
No physical shop = lower overheads
Another big factor is that I don’t run a physical shop.
While I always welcome visitors to come and try ukuleles at my home, I don’t have the overheads that come with retail premises. And in today’s climate, those costs can be substantial – rent, business rates, energy bills, staffing, etc.
For many businesses, those fixed costs understandably have to be built into product pricing just to stay viable.
By operating without a shop, I’m able to avoid those expenses entirely – and again, that translates into better value for you.
Small scale, personal approach
I’m proud to be a small business.
We produce a relatively small number of ukuleles each year, focusing on quality over quantity. This isn’t mass production – it’s a careful, hands-on process from start to finish.
Being small also means I’m not VAT registered, which has a direct impact on pricing. There’s no additional 20% added onto the cost of each instrument, which makes a significant difference compared to larger retailers.
It’s one of those details that people don’t always think about, but this really plays a big role in me being able to keep prices accessible.
Passing the savings on to you
When you put all of this together, hopefully it then becomes clear where the value comes from:
- Direct-to-customer sales (no retailer markup)
- No physical shop overheads
- No additional staff costs
- Small-scale production
- No VAT added to prices
Each of these factors reduces costs in a meaningful way – and instead of increasing profit margins, I’ve always looked to pass those savings directly on to you.
That’s why people are often surprised when they play one of my ukuleles for the first time.
Final thoughts
That conversation with the visiting group of players really stuck with me. Their surprise made me realise that what feels normal to me – the way I run my business – isn’t necessarily obvious from the outside.
So if you’ve ever wondered how my ukuleles can offer such strong value for money, I hope this has helped explain it!
And sorry that this has become a longer post than I’d normally write. I hadn’t anticipated it being this long when I began writing, but I think it is important for me to give some context to what I do, and how I do it.
Thanks for reading and for supporting my business.
Matt