by Ondine Brooks Kuraoka

—[ live your dream ]—

Who would imagine that a woodshop originating from a Lemon Grove garage would someday supply banjos to the Dixie Chicks, Keith Urban, Garth Brooks and Bela Fleck?

Greg and Janet Deering knew that the market needed well-built, affordable banjos for beginners that actually sounded good, and which would encourage new players to continue playing. The Deering Goodtime Banjo is now the most popular-selling, entry-level banjo in the world. And their factory, which combines computerized technology and hands-on artisanship, manufactures all levels and styles of acoustic and electric banjos, including custom work. Before they married, Greg asked Janet what she envisioned doing in her life. Janet recalls, “I said, ‘I want to have a family business that makes something that will last for generations.’ Greg looked at me incredulously and he said, ‘Well, I want to make banjos.’ Right there we were aligned; we realized that here was another individual who wanted to do exactly the same thing.”

They started their company in 1975. As a young family, they had two small children at home and it was far from easy. “We raised chickens and had a garden and somehow we managed,” Janet says. They did most of the work in their garage or on the porch. There were banjos next to the washing machine. In 1978 they moved into the old lemon packing warehouse in Lemon Grove. “Greg and I were so determined; we were doing it because we loved it,” Janet says. “So the fact that it was a struggle…Life’s a struggle. You’re going to struggle at any career so you may as well put it into something you love.”

The Deering’s business philosophy is simple. “You just choose not to quit,” Janet says. “There are always hard times and always good times; you balance the two. We’ve always known that we have to work hard, produce a great product, deliver it on time, back up our quality with warranties, take care of our customers and promote, promote, promote. It’s a lifestyle; if you’re creating a dream, you’re creating it. It’s not going to come to you.”

deeringbanjos.com