Rodriguez, 38, started making guitars more than 10 years ago while working as an instrument repairman. Back then, putting the guitars together was a hobby. When his guitars began to fill every corner of his home, he decided to rent a workshop. Before Rodriguez knew it, he was running a business.

That was three years ago. Since then Rodriguez has made about 40 guitars — roughly one per month — and has created quite a name for himself.

His electric and asymmetrical classical guitars are played throughout the state, and he's sold several to popular musicians. But Rodriguez's success has nothing to do with high-dollar advertising. "I rely on word-of-mouth," he says.

Lindy Fralin, 43, owner of Fralin Pickups in Richmond, is one of Rodriguez's biggest fans. Fralin's company makes hand-wound pickups, the part of the instrument that acts as a microphone. The two men frequently refer customers to one another, and they buy and use each other's products.

Rodriguez and Fralin aren't looking for their names up in lights. Both have refused to give musicians free products in return for product endorsement. "Just because I sell [an artist] a guitar, doesn't mean he's using it," Rodriguez says. "Some of those guys have 30 or 40 guitars."

If constructing guitars is the rose of Rodriguez's business, managing it has been the thorn. "There's all kinds of hidden costs. ... There's always something," he says. "Right now, everything I make goes right back into the business."

Though his guitars start at $1,500 for an electric and $2,500 for a classical, Fralin says he isn't making much money, but he's quick to add that he hasn't shown losses either.

Rodriguez says he's giving the business 10 years to succeed. "That seems to be the lucky number for people in this business."

— Catherine Leitch