About RJ Guitar Center
RJ Guitar Center is a Philippine musical instrument retailer, guitar manufacturer, and music solutions provider operating under the RJ Group of Companies. Established in 1988, it is recognized as a pioneer in the local design and manufacture of electric guitars in the Philippines. The company manages a nationwide retail network, distributes various musical instruments and accessories, and produces its proprietary line of RJ Guitars for beginners, hobbyists, educators, and professional musicians.
History
The origins of RJ Guitar Center date back to 1988, when Ramon “RJ” Jacinto aimed to develop a single instrument capable of replicating the tonal characteristics of multiple classic electric guitar designs. In collaboration with Filipino luthier Rudy Discipulo, they created the RJ Series One Roadtone. This was followed by the RJ Supervintage 5-Guitars-in-1, a model engineered to emulate several iconic guitar styles through a proprietary pickup and switching system 3.
In 1990, RJ partnered with Joe Yui, who was then associated with Schecter Guitars Japan and L.A. Guitar Works, to establish what the company describes as the first electric guitar manufacturing facility in the Philippines. Throughout the 1990s, RJ expanded its range of affordable, locally branded guitars, providing Filipino musicians with accessible alternatives during a period when imported instruments were relatively expensive.
Manufacturing and Product Development
RJ Guitar Center designs and markets instruments under the RJ Guitars brand. The company states that its manufacturing capabilities were significantly enhanced through a partnership with Japan’s Deviser / Aska, whose craftsmen trained Filipino luthiers using Japanese production standards. Although this formal partnership has since concluded, RJ reports that it continues to receive technical consultation from Deviser.
The current product lineup includes:
- Electric guitars
- Acoustic guitars
- Bass guitars
- Ukuleles
- Guitar amplifiers
- Effects pedals
- Strings and accessories
- Beginner instrument packages
Additionally, RJ manufactures RJ Custom Shop Pickups. These are developed based on decades of research into vintage electric guitar tones and are produced in-house using proprietary winding techniques.
Retail Operations
RJ Guitar Center operates company-owned retail branches across the Philippines and maintains a network of over 100 dealers. According to the RJ Group, there are approximately 20 retail branches nationwide offering musical instruments, recording equipment, live sound systems, accessories, and after-sales services 1.
Beyond its proprietary products, RJ has historically distributed numerous international music brands. Its distribution portfolio has evolved over time but has included representation for Gibson, Epiphone, Taylor, Ibanez, Paiste, Sabian, D’Addario, Ernie Ball, Orange, Takamine, Peavey, and Crate 1.
Education
In 1994, RJ Guitar Center established the RJ Academy of Music, becoming the Philippine licensee for the Musician’s Institute based in Los Angeles. The academy provides instruction in guitar, bass, keyboards, drums, vocals, and other instruments, supporting the company’s broader commitment to music education 2.
International Expansion
RJ has increasingly targeted international markets through product innovation and exports. Notable milestones in this expansion include:
- 2016 – Became the first Philippine guitar brand to officially launch products at the NAMM Show, one of the world’s largest music industry trade exhibitions.
- 2024 – Became the first Philippine guitar brand to officially launch products on Amazon USA.
- 2025 – Introduced the RJ Custom Shop Philippine Standard series for global distribution.
Product Philosophy
RJ Guitar Center emphasizes several core principles in its product development:
- Affordable instruments tailored for beginners
- Philippine craftsmanship
- Manufacturing standards inspired by Japanese methodologies
- Versatile guitar electronics
- High-value specifications, such as stainless steel frets on selected entry-level models
- Continuous product development driven by player feedback
Legacy
Since the late 1980s, RJ Guitar Center has played a significant role in the Philippine music industry by making electric guitars more accessible to local musicians. For many Filipino guitarists, an RJ instrument served as their first electric or acoustic guitar, contributing to the growth of local music education and amateur performance culture. Recent community discussions have also noted improvements in the quality and specifications of newer RJ guitar models compared to earlier generations.
