Cultars We were initially captivated by EQD when we discovered the charming illustrations randomly adorning the interiors of their effects pedals. While we've conducted an interview with Sam for our magazine, we're curious about your perspective as a business leader.

Julie Many of EQD's staff members are artists. A monotonous, black-and-white approach wouldn't allow their creativity to flourish. It's crucial to be cool and have a distinctive presence. Sam's illustrations make the effects pedals special and add an element of surprise. This is incredibly important. While handmade items may require more effort and cost compared to mass-produced ones, they bring joy to users experiencing personalized items for the first time.

EQD's staff handcrafting the effects pedals

Cultars In the course of running the company, what is the most cherished value?

Julie Quality is the absolute priority. It's about delivering reliable products to users at ethical and affordable prices. Being reliable means providing something "inspiring" for musicians that resonates universally, catering to artists across various levels and genres. That is, we want gear that can be used by musicians of different levels and in different genres. Our hiring policies and the commitment to handmade production are geared towards achieving this. Another key aspect is the health and happiness of our employees. Although we formally articulated these values last year, they have remained consistent since EQD's inception.

Cultars How do you go about the hiring process?

Julie We go through several rounds of interviews, looking for individuals who align with EQD on a personal level. While the first ten years were mostly friends joining the team, we now aim to welcome a diverse range of people into the company.

Cultars What does it mean to "align" with EQD?

Julie It's about seeing potential rather than just looking at past experiences. Someone might be suitable for the job even without prior experience. Many of our staff members have a background in visual arts. The common traits we look for include attention to detail and strong focus.

Cultars Are there any unique rules within the company?