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.