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ROSE-MORRIS

Rose-Morris

United Kingdom musical instrument distributor

Rose-Morris were an important British musical instrument distributor of the 1960s, most notably for their early association with Rickenbacker from 1964. Correctly, the company name was Rose, Morris & Co, Ltd, but their logo simply used the hyphenated Rose-Morris. They also handled (at various times) guitars by Eko, Levin, Fenton Weill, Martin, Burns, Shaftesbury, Avon, Tatay, Aria, Ovation, Ariana, Suzuki and Sigma; amps by Marshall; keyboards by Thomas Organ, Gem and Korg; and drums by Rose Morris, Shaftesbury, Slingerland, Autocrat and Broadway.

Rose-Morris were London-based, with a head quarters at Gordon House Road, North London, but on September 8th, 1967, they opened central retail showrooms at 81-83 Shaftesbury Avenue. Guitars and amplifiers on the ground floor, with wind instruments and keyboards upstairs. This was, of course, an area of London with dozens of instrument shops within a few minutes walk.

The Rose-Morris shop, 81-83 Shaftesbury Avenue, London
Inside the Rose-Morris store shortly after opening in late 1967
Inside the Rose-Morris store shortly after opening in late 1967. Note Hagstrom, Hofner, Fender Gibson and Rickenbacker electrics
The Rose-Morris store in (probably) mid 1971, with mostly acoustic guitars on display
The store in (probably) mid 1971, with mostly acoustic guitars on display

Rose-Morris and Marshall

Rose Morris were Marshall distributors between 1966 and 1981, having signed a 15 year distribution deal. Marshall were clearly one of the companies best performing lines, and Rose Morris pushed Marshall heavily, placing far more adverts for amps and effects than for the other companies that they distributed. Check out further Marshall advertisements here

Rose Morris Marshall advertisement 1967
Rose Morris Marshall advertisement 1967
Rose Morris Marshall advertisement 1969
Rose Morris Marshall advertisement 1971
Rose Morris Marshall advertisement 1973
Rose Morris Marshall advertisement 1973

Rose Morris guitar distribution

Rose Morris were the UK distributors for numerous guitar brands throughout the 1960s and 70s. These included high profile, high end American brands such as Rickenbacker, Ovation and Martin; mid-level brands such as Eko, Aria, Westbury, and their own brand Shaftesbury; and entry level rebranded Japanese imports Avon, and Top Twenty.

1967 advert for Rose-Morris guitars. This ad highlights some of the brands distributed at the time: Eko, Levin and Rickenbacker

1967 advert for Rose-Morris guitars. This ad highlights some of the brands distributed at the time: Eko, Levin and Rickenbacker

Rose Morris and Rickenbacker

Rose Morris initially applied to be the UK distributor of Rickenbacker in Summer 1962, with the first guitars shipping to the UK in January 1964. The arrangement lasted just a few years in the mid 1960s, with just a few hundred guitars and basses shipped to the UK. Rose-Morris requested a few special features, most notably f-hole sound holes, as opposed to the standard "cat's eye" slashes. These guitars were given new model codes by Rose Morris, initially: 1995 (Rickenbacker 615), 1996 (325), 1997 (330), 1998 (340) and 1999 (4001 bass). The 1993 (360/12) was added in July 1964, with two further models added in 1967, the 3261 (4005 bass) and 3262 (336/12).

Most authors suggest Rickenbacker ended the agreement in 1969, and whilst this may be officially correct, in practice, the arrangement seems to have been floundering in late 1967, around the time they opened their Shaftesbury Avenue store. A look at Rose Morris advertising through early-mid 1967 shows consistent promotion of Rickenbacker guitars and basses, even in advertisements for other products (Marshall amps) - see some of these above. From late 1967 Rickenbacker are barely mentioned by Rose Morris. Nor are they described as being present at trade fairs of the time. It is well known that Rickenbacker were failing to fill orders to Rose Morris in a timely manner; Rose Morris had even dropped the requirement for f-holes in an attempt to reduce lead times. Now, it could be that Rickenbacker simply couldn't provide sufficient stock to Rose Morris, and from their point of view, it was pointless to advertise stock that they could not provide. Rose Morris advertising in late 1967 and 1968 not only doesn't show Rickenbacker, it almost promotes their rivals. Did Rose Morris and Rickenbacker have some falling out over an order, specifically for the opening of the new Shaftesbury Avenue showroom? If so, it would make the naming of the Shaftesbury Rickenbacker copies all the more poignant!

Take a look at these two Rose Morris-placed Marshall adverts from 1967. The first shows the Jimi Hendrix Experience, Roy Orbison, the Who and the Small Faces. The second is identical, except it replaces the Who with Gary Brooker of Procul Harum and removes the Who from the text. Bear in mind that submission dates for adverts will be a month or more before the cover date, and it seems this change occurred around the time of the Shaftesbury Avenue store opening. For sure, beyond this time, Rose Morris barely mention Rickenbacker again, and certainly don't include their guitars in any advertising images.

Rose Morris Marshall advert from September / October 1967
Rose Morris Marshall advert from the September / October 1967 issues of Beat instrumental
Rose Morris Marshall advert November 1967
Rose Morris Marshall advert from the November '67 - Jan '68 issues of Beat instrumental
Rose Morris Marshall advert March 1968
Rose Morris Marshall advert from March '68. No mention of the Who, and Gibson / Fender guitars taking prominance.

But one other crucial piece of evidence is the launch of the new Shaftesbury guitars of Summer 1968. Many commentators suggest that Rose Morris, somewhat cheekily, launched this range whilst still distributing Rickenbacker. Reviews of the 1968 trade fair in which they were launched don't mention Rickenbacker at all. But more significantly, these guitars were allocated the same model codes as the last two Rickenbacker models, 3261 and 3262. Surely Rose Morris would not allocate these codes to Shaftesbury guitars if it expected to get more Rickenbackers with the same codes in stock.

Towards the end of 1970 "Guitar Village" (just across the road at 80 Shaftesbury Avenue) announced themselves as the new Rickenbacker main dealer.

Ovation guitars

Rose Morris were the UK distributors for Ovation instruments throughout the 1970s.

Rose Morris Shaftesbury guitars

1973 Shaftesbury advert featuring an illustration of two guitarists, one playing the Shaftesbury 3400 guitar, the other playing a Shaftesbury 3265

Shaftesbury advert from 1973 featuring the Shaftesbury 3400 (left) and Shaftesbury 3265 (right). "Shaftesbury where the action is".

As mentioned above, Rose-Morris opened their Shaftesbury Avenue shop in September 1967, and this location provided the name for the companies house brand of guitars, drums, effects units and amplifiers. The Shaftesbury line consisted of mid-priced electrics, well-built but not too expensive. The first Shaftesbury guitars were Japanese-built, and seeing as Rose Morris already had a relationship with Aria, these may have been made at the Matsumoku plant - though to be fair, they lack many Matsumoku characteristics of the time, so perhaps they were built elsewhere. Fujigen maybe? These were the Rickenbacker styled 3261, 3262, 3263 bass and the Gibson Barney Kessel-styled 3264. By Summer 1969, the production of these guitars had moved to Eko's plant in Italy - another company that Rose Morris distributed - with the line expanded to include a number of other copy guitars: a Thinline Telecaster copy (model 3265) and a Telecaster Bass (3266). Another model based on the Gibson Les Paul model (3400) also launched in late 1969, and this was produced in Japan by Matsumoku. Later additions included a Dan Armstrong-style perspex guitar (2402), and two British built 'Ned Callan' guitars, the Cody (3420) and Cody Bass (3421). Read about Shaftesbury guitars in more detail here.

Rose Morris Avon guitars

Rose-Morris introduced the Avon line of guitars in the Summer of 1973. Whilst Shaftesbury guitars were mid-range instruments, Avon guitars were certainly entry level, typically around half the price of the Shaftesbury models. These were Japanese copies of American classics: a Les Paul, and SG, and EB0 and Jazz basses - all with basic appointments and a bolt-on neck. It is likely that these guitars were produced by the Chushin factory in Japan, and marketed through Japanese distributor Rokkomann. Very similar models were also imported by different UK distributors under the brand names Columbus, Sumbro and Saxon.

Two similar looking guitars that are often confused are the early seventies black Les Paul copies, the Shaftesbury 3400 and the Avon 3403. Even though these two guitars are very similar in looks, they are in fact very very different in construction. The Shaftesbury is a true solid body guitar, with a 4.5cm depth (at its edges). The Avon is thinner (4cm at edges), and largely (though not completely) hollow. This naturally makes for a lighter guitar. The Avon pickups are single coil, whilst the Shaftesbury are humbuckers. These factors naturally effect tone and sustain, and although neither combination is inherently superior, the Shaftesbury has more in common with the Gibson they were both copying. Finally, the Avon has chrome rather than gold-plated hardware, a pinned on plastic logo rather than an inlaid pearl one, and less binding (single ply back and neck, compared to three-ply of the Shaftesbury 3400). The Shaftesbury has a great reputation amongst Les Paul copies, as a good looking and great playing guitar. It isn't a Gibson, but it's pretty good anyway!

Rose-Morris guitar catalogs

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Rose Morris guitars for sale

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1970??s Vintage Morris Acoustic Guitar Rosewood Model No. 80 w /  Travel Bag Read

1970??s Vintage Morris Acoustic Guitar Rosewood Model No. 80 w / Travel Bag Read

Stockton, California, 952**, UNITED STATES OF AMERICA

$265

1970??s Vintage Morris Acoustic (40 inches from top to bottom) Guitar Rosewood Model No. 80 with Wings Guitar Travel Bag Read. Guitar needs some work. I tried to string it up a couple weeks ago but the piece of wood where the strings are anchored started to lift when I was tightening the strings, so I stopped then removed them, guitar needs some repair. Condition is for repair but good with ware as pictured. Shipped free next day with USPS mail package.

The 1970's Vintage Morris... more
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Morris TF-60D Japan D-28 Style Rare Acoustic - Indian Rosewood

Morris TF-60D Japan D-28 Style Rare Acoustic - Indian Rosewood

Huntington, Indiana, 467**, UNITED STATES OF AMERICA

$1299

For sale is a Morris TF-60D Japan D-28 Style Rare Acoustic in Excellent Condition!
Wow, absolute stunner of an acoustic and loads of tone to back it up!
This is a very rare model indeed. There are other TF-60D's available but the woods and the headstock logo are more convincing of a D-28 type guitar
Solid spruce top and Indian Rosewood back and sides!
Case: Soft
Scale Length: 25 5 "
Nut Width: 1 69 "
Fret Wear: 9 5 / 10
Action at 12F (6th): 6 / 64 "
Action... more
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Chitarra elettrica Rickembacker mod. ROSE MORRIS del 1966 rarità

Chitarra elettrica Rickembacker mod. ROSE MORRIS del 1966 rarità

San Polo dei Cavalieri, 00***, ITALY

€7000

Chitarra elettrica Rickembacker mod. ROSE MORRIS del 1966 rarità. Questa chitarra è stata prodotta in America nel 1966, ed è stata esportata in Europa solo in 70 esemplari, è in ottimo stato, tutti i componenti sono originali Potete verificare l'autenticità attraverso il sito Rickembacker inserendo il codice FK 3970 che è impresso sulla piastra di inserimento jack.... more
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Electric guitar- Avon Rose-Morris black les Paul copy Japan

Electric guitar- Avon Rose-Morris black les Paul copy Japan

Taunton, TA4***, UNITED KINGDOM

£350

Used condition, please see pics

Been resting

All original (I think) apart from tuners ( I have 5 of the original ones) and volume / tone knobs

Thanks for looking and please take a look at my other items
... more
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Avon Rose Morris vintage electric guitar. Thin body LP black Les Paul

Avon Rose Morris vintage electric guitar. Thin body LP black Les Paul

London, Camden , NW0***, UNITED KINGDOM

£131

Avon Rose Morris copy of a LP guitar

Very nice guitar, light in weight and it plays nice at medium / low action.
Very unique and original pickguard.
It is a fun guitar to play and works perfectly.

The flaws:
- the back and sides were refinished, the plywood underneath can be seen.
- the bridge, although does the job, is not the proper one for this kind of guitars.
- the fretboard had the separation from the neck (typical on these guitars) and ... more
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Rickenbacker Rose Morris Del 1967 . Con Custodia Rigida Non Originale. Rarità

Rickenbacker Rose Morris Del 1967 . Con Custodia Rigida Non Originale. Rarità

Portici, 80***, ITALY

€4500

Rickenbacker Rose Morris 335 / S  Del 1967 . Con Custodia Rigida Non Originale . molto rara
... more
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Shaftesbury 12 String Guitar with Squire Amp

Shaftesbury 12 String Guitar with Squire Amp

Liskeard, PL14***, UNITED KINGDOM

£150

This Shaftesbury 12 String Guitar is the perfect companion for any musician. With its high-quality construction and Squire Amp, it provides a powerful and clear sound that is sure to impress. The guitar is designed to be comfortable to play, with a neck that is smooth and easy to navigate.

Whether you are a beginner or a seasoned player, this guitar is a great choice. Its 12 strings provide a rich and full-bodied sound, while the Squire Amp ensures that you can play at your best. ... more
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Rickembacker 325 Rose Morris 1968 sold in Italy

Rickembacker 325 Rose Morris 1968 sold in Italy

Follonica, 58***, ITALY

€8419

Rickenbacker 325 Rose Morris 1968 is actually sold in Italy Perfect condition like newand the guitar is displayed in Follonica on appointment. Therefore it can be delivered anywhere in Italy, upon specific request. Cash payment
Specifications
J. Lennon played a guitar exactly like this one The J. Lennon guitar can also be seen in photographs, taken in 1967, in the music room of the Lennon house In 1968 Lennon gave the guitar to R. StarrPerfect condition as new Traduzione in Italiano:La ... more
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Shaftesbury Squall - FREE NEXT DAY DELIVERY IN THE UK

Shaftesbury Squall - FREE NEXT DAY DELIVERY IN THE UK

Bath, Avon, BA1***, UNITED KINGDOM

£395

Shaftesbury Squall
IN EXCELLENT VINTAGE CONDITION AND FULL WORKING ORDER. RECENTLY SERVICED. LOOKS TO HAVE HAD SOME KIND OF POWER CONNECTION INSTALLED AT SOME POINT. NOW REMOVED
FREE NEXT DAY DELIVERY IN THE UK ON ALL ORDERS BEFORE 1PM MON-FRI
INTERNATIONAL SHIPPING AVAILABLE
PLEASE SEE OTHER ITEMS FOR MORE VINTAGE AND MODERN GUITARS, PEDALS AND PARTS ITEM IS LISTED FOR SALE ELSEWHERE AND MAY BE REMOVED AT ANY TIME... more
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Rickenbacker 345S or 1998 Rose Morris UK Export Model 1964: Fireglo

Rickenbacker 345S or 1998 Rose Morris UK Export Model 1964: Fireglo

Warrington, WA3***, UNITED KINGDOM

£4587

Rickenbacker 345S - 1964. Alternatively known as the Rose Morris 1998 UK Export Model and made famous by Pete Townshend who used an identical guitar on most of The Who's 1960's output In stunning Fireglo complete with original hard sided case and Rickenbacker burgundy strap This 3 pickup model with tremolo arm was the rarest and most expensive of the 6 string options from 1964 At some point in its 60 year past it has had a top quality neck repair which in no way affects its playability All in ... more
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There are 2 comments on this article so far. Add your comment

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Gordon Hawtin Comment left 4th September 2020 16:04:38 reply
Your comments, I worked for Guitar Village in 1973 the year it opened and not 1970. It was part of Top Gear 5 Denmark St. I also worked for Sound City 124 Shaftesbury Ave, from Jan-June 1967 and I'm pretty sure Rose Morris was in business then not later.
vintageguitarandbass Comment left 17th August 2024 00:12:58 reply
Hi Gordon, thanks for your interesting comment. The earliest advertisement I have seen for Guitar Village comes from the November 1970 issue of Beat Instrumental (p47). It describes the store as Rickenbacker USA main agents, and pictures the 4001 bass, giving it a list price of £235. The address is listed as 80 Shaftesbury Avenue. Presumably this was an earlier location of the store before moving to Denmark Street?

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1973 Hagstrom Swede Bass

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1973 Shaftesbury 3400

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1971 Epiphone 1802T

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1971 Shaftesbury 3400

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1981 Gibson Victory MVX

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1970 Rosetti Epiphone guitar catalogue

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A World of Guitars by Rosetti - 1971

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1971 Selmer guitar catalogue

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1968 Selmer guitar catalogue

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1961 Hofner Colorama I

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1971 Commodore N25 (Matsumoku)

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1960 Hofner Colorama II

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1971 Epiphone 1820 bass (ET-280)

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1981 'Gibson Specials' Pre-Owners Manual

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1970s Shaftesbury 3263 bass

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1961 Hohner Zambesi

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1963 Vox Super Ace

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1966 Vox New Escort

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1969 Fender catalog, Fender Lovin' Care

1969 Fender catalog, Fender Lovin Care Catalog scan. The 1969 Fender Lovin' Care catalog consisted of 48 pages of electric guitars, basses, amplifiers, steel guitars, acoustic guitars, banjos and keyboards. Like the previous catalog, this featured the company's guitars in a variety of interesting settings around California, from the Whiskey-A-Go-Go, to the Hollywood Bowl. Several instruments were making their first appearance amongst it's pages: the Telecaster bass, Montego and LTD jazz guitars, and the Redondo acoustic. It was the final catalog appearance, however, of the Electric XII, Bass V, Duo-Sonic, Coronado I and Coronado Bass I.

1973 Eko Ranger Folk

1973 Eko Ranger Folk The Eko Ranger series of guitars was incredibly popular in the second half of the 1960s and through the 1970s, selling in very large numbers. The Ranger Folk was 1 1/4" smaller, and 1" shallower than the Ranger VI and XII - and with a narrower waist. Not a bad guitar; a little quiet, but pretty playable. These were great value in 1973, and because they sold so many, they are easy to find and excellent value today.

1966 Vox Symphonic bass guitar

1966 Vox Symphonic bass guitar The Symphonic bass was built in the UK, by Vox parent company JMI. It was the Vox equivalent to the Fender Precision bass, and was one of the most expensive Vox guitars produced. It was actually a great playing bass, rather similar to the Precision in feel and sound, but was probably just too expensive compared to an actual Fender and consequently sold poorly. When Vox hit financial problems in 1968, unsold guitars and basses were passed on to Dallas Arbiter, who briefly sold the excess Symphonic bass stock as model 4537. This bass, although with a neck date of February 1966, was most likely one of the unsold Vox guitars sold on by Dallas Arbiter. Check out the bass, and the two video demos through 1960s Ampeg and WEM amplifiers.

1968 Shaftesbury 'Electric Guitars' catalog

1968 Shaftesbury catalogThe 1968 Shaftesbury 'Electric Guitars' catalog was just four pages long, and contained four guitar models: the six string Barney Kessel-style 3264; and three Rickenbacker-styled semi-acoustic models: the six-string 3261, the twelve string 3262 and the 3263 bass. Shaftesbury was the house-brand of major UK distributor Rose-Morris, and seems to have been launched as a response to the company's loss of it's distribution deal with Rickenbacker. The guitars were mid-priced, and built in (initially) Japan, and later Italy, by Eko

1970 Rose-Morris 'Exciting Electrics Wonderful Westerns Celebrated Classics' catalog

1970 Rose_Morris catalog1970 Rose-Morris catalog, dated April 1970. It featured 6 electric guitars, 32 acoustic guitars, 3 basses and 1 steel guitar. It contains the following instruments, over 20 pages: Electric guitars: Shaftesbury 3261, 3262, 3264, 3265, 3400; Top Twenty 1970; Bass: Shaftesbury 3263, 3266; Top Twenty 1971; Acoustic guitars: Eko Rio Bravo, Rio Bravo 12, Ranchero, Ranchero 12, Colorado, Ranger, Ranger Folk, Ranger 12; Aria 1674, 1675, 1676, 1679, 1680, 1695, 'John Pearse' Jumbo, 'John Pearse' Folk; Rose-Morris 15-11, Kansas, Georgian, Florida; Suzuki 1663, 1664, 1665, 3054, 3055, 3060; Tatay 1713, 1714, 1715; Peerless 3052; Steel guitar: Aria 3425

1971 Rose-Morris 'Exciting Electrics Wonderful Westerns' catalog

1971 Rose_Morris catalogThe sixteen-page 1971 Rose-Morris catalog featured electric guitars by Rose-Morris' own brand, Shaftesbury, and budget brand Top Twenty; aswell as acoustics by Eko, Aria, and for the first time Ovation. The catalog contains the following instruments: Electric guitars: Shaftesbury 3261, 3264, 3265, 3400, 3402; Top Twenty 1970; Bass: Shaftesbury 3263, 3266; Top Twenty 1971; Acoustic guitars: Ovation: Balladeer, 12 String, Glen Campbell, Glen Campbell 12 string; Eko Rio Bravo, Rio Bravo 12, Ranger, Ranger Folk, Ranger 12, Colorado, Ranchero, Ranchero 12, Studio 'L'; Rose-Morris Florida; Aria 'John Pearse' Jumbo, 'John Pearse' Folk

1972 Fender Precision bass

1972 Fender PrecisionA detailed look at an early 1970s Fender Precision bass guitar in custom black finish, with rosewood fretboard. 1972 list price, $307.50. The Fender Precision had been shipping since at least very early 1952 - with just one re-design circa 1957. This example, then, shows a model already two decades old, but barely changed since the '57 revamp. Fender got it right first time around, and although there are numerous minor cosmetic differences, the essence of this bass is effectively the same as it was in '52: a simple, single pickup instrument with a GREAT sound. Check out the demo video through an old Ampeg B15. It's no wonder this is the bass that everybody wants!

1967 Vox Stroller

1967 Vox StrollerThe Vox Stroller was the brand's entry level electric solid body guitar, fitted with just one pickup and a fixed tailpiece. Although aimed at student guitarists, it wasn't a terrible instrument, but did lack somewhat in adjustability, having no accessible truss rod and only a floating rosewood bridge. But this example is actually quite an improvement on earlier versions, with a standard 1/4" jack and a solid mahogany body. 1967 price £18 2s. JMI ceased UK guitar production in late '67, and combined with decreasing demand for the Stroller, this surely must be one of the last examples shipped.

1963 Vox Clubman Bass (left handed)

1963 Vox Clubman Bass left handedA nice example of the Vox Clubman II bass, built by JMI in Dartford, Kent in 1963. This is a lightweight bass, short (30") scale and very easy to play. It is an early example, and as such has a thin black scratchplate and side mounted, coaxial output jack. JMI offered left handed examples of their solid body Vox guitars and basses at 10% premium. Production numbers are unclear, but left-handed examples rarely come up for sale

1977 Gibson ES Artist 'prototype'

1977 Gibson ES Artist prototypeNot to be confused with the Gibson ES Artist launched by Gibson in 1979; this ES Artist was an early model designed by the Gibson research and development team in Kalamazoo in 1977, the instruments themselves constructed by Gibson artist Chuck Burge. It was planned for launch as a high end semi acoustic with 335-style construction (central maple block) and innovative circuitry - but was pulled at the last minute, being deemed too expensive. Apparently, several examples were produced with varying specifications, though exactly how many actually left the Kalamazoo plant is unclear. Certainly two guitars were sold to LaVonne Music by Gibson in around 1980. Read more about the development of this guitar, with details from Chuck Burge and the story of it's sale to LaVonne music