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Life Guitars Co was founded by Joff Alexander-Frye and Daniel Frye in June 2020.

Joff has collected and tinkered with guitars for the last twenty-five years and has a particular passion for delay pedals. Seriously, don’t get him started. He’s also a published songwriter and recording artist.

Dan is a multi-instrumentalist and is particularly handy with a soldering iron. He has a soft spot for Fender Telecasters and has been known to write the odd parody song over the years.


Due to the recent COVID-19 pandemic, we are taking cleanliness very seriously at Life Guitars Co. As all of our guitars are sourced second-hand, we have a rigorous process for cleaning, testing, re-stringing and polishing our guitars when they arrive at the shop.

Customers are able to try out any of our guitars in-store (after using some of our hand sanitiser) and we then thoroughly clean guitars once they have been tried, before someone else is able to try them out.