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Speaks the Artist Behind Angel Sword Cont. - Part 5 Besides having these established lines, Watson continues to do custom work based on clients’ ideas. However, commissions are rare, and Watson tries to satisfy customers’ desires with existing designs. If a commission seems appropriate, Watson questions a buyer closely about what he wants. “I start by asking about what period and type of sword a customer wants,” Watson said. “Then I show them what we have. I get a customer to pick up a sword and see how it feels to him. I try to narrow down what he wants regarding size, weight and his hand size. If I can find something close to what a buyer is looking for, then I try to interest him in something we already have. If that won’t work, though, then I’ll develop a custom piece.”
Both Watson and Gerrow stress that there is no one type of Angel Sword customer. They come from many backgrounds. Some are men, some are women, some collect, and others admire. Still others use Angel Sword pieces for cutting practice. Customers are extremely loyal, with Angel Sword’s repeat business accounting for roughly 60 percent of total sales. “The majority of Angel Sword blades are sold at Renaissance fairs, but not all of our customers are Medieval and Renaissance enthusiasts. They make up just one segment. Martial arts practitioners are another. Angel Sword Jians are quite popular with tai chi artists, while more European designs appeal to folks in the Association for Renaissance Martial Arts. Additionally, Daniel has a number of fans who collect his work, and some of these folks fly across the country to fairs just to visit with him and check out the latest swords,” Gerrow said. Over the years, Watson has found that some of the nation’s largest Renaissance festivals are his best markets. He regularly attends the Scarborough Faire in Waxahachie, Texas, the New York Renaissance Faire in Sterling, and the Texas Renaissance Festival in Plantersville. Many customers begin collecting Bright Knight items, and they usually move up into other lines as they come to appreciate the effort that goes into Angel Sword’s products. Watson has a long-standing policy of helping customers through his trade-up policy. “If you buy one of our products, then you can use it for years and trade it in on another item with no depreciation in the original value,” Watson said. In line with the trade-up policy, Watson also offers a lifetime guarantee on all goods. Each is guaranteed against what Watson terms “reasonable misuse.” Customer feedback provides an explanation for this loyalty. Buyers like the custom, one-of-a-kind aspect of each item. They also like the fact that Angel Sword products hold their edges well. Watson believes a major reason for his products appeal is there feel. That is the same quality that attracted him as a boy to his father’s Jian. “Each of our items must have balance, the right feel and comfort,” he said. “The tactile quality is important. A weapon’s looks come second to its feel. Because you can only appreciate these qualities when you pick up one of our products, we really don’t believe that the Internet site or a catalog can do justice to our goods. Most people need to put one of our swords in their hands and get its ‘tactile’ essence.” Gerrow confirmed the importance of the weapons’ heft: “The balance and feel of Angel Swords is another big differentiator. One of the things we like to do is get the swords in peoples’ hands so they can feel how well they are balanced. This focus on balance is probably the result of Daniel’s experience as a martial artist. For instance, we have a two-handed sword that is just over 64 inches long and weighs 6 pounds, 10 ounces. But it has a balance point that is 3-3/4 inches in front of the guard. This makes wielding it feel fluid and graceful even though it is more than 5 feet long.” Looking ahead, Watson says he will continue doing what he does now – that is pursuing fine craftsmanship that sparks powerful, heartfelt response in buyers. “If we were just concerned about craftsmanship, then we could make thousands of items, all exactly alike,” Watson said. “But, when you aim for an emotional response, this is something different from craftsmanship or even art. If one of my swords or daggers doesn’t touch people at a certain level, them I’m not doing the right thing. I want to see somebody pick up a sword and get a sparkle in his or her eyes. That’s why I like going to he fairs and meeting with people. When I see an enthusiastic reaction, that’s when I get back some of the fire needed to create more pieces. For more information, contact Angel Sword, attn: Daniel Watson, 350 Jennifer Ln., Driftwood, TX 78619 (512) 847-9679 a.sword@ccsi.com, www.angelsword.com. Angel Sword feature in 2004 Sporting Knives |
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