A guitar brand from Jerusalem: Macmull Custom Guitars has a special recipe to create their boutique guitars!
Interesting bits and pieces:
0:00 Macmull Heartbreaker & Macmull S-Classic | Playing & Jamming
from 2:05: Talking
3:31 Amit R. Sadras, Tal Macmull - Founders of Macmull
4:23 Do we need another boutique guitar company?
5:26 Comparison is key
7:20 It's a piece of art for us!
7:33 Usage of old woods
9:16 Pickups are wound in-house as well
10:32 Pickup wiring secrets
12:10 Matching of all the components
13:13 Trust your heart