Firearm Customization: Unlock New Profits and Customers for Your Business

By Carolee Anita Boyles

Adding custom services for your gun purchasers can take your business to the next level. Personalized firearm finishes can attract a broader clientele, increase customer satisfaction and drive higher profits. Customization is more than just a trend; it’s a powerful tool for building brand loyalty and standing out in a competitive market.

Meet the Experts: Gennifer and Phil Hesseling

On Thursday, January 23, at the SHOT University^TM, Gennifer and Phil Hesseling will present “The Power of Customization: Increase Profits and Win New Clients.” Phil owns Hesseling & Sons Firearms & Gunsmithing in Lima, Ohio. Five years ago, Gennifer transitioned from teaching self-defense to women to working with her husband in the family business and Glitter Gunz was born. Glitter Gunz transformed their business, changing their Facebook following from 4,000 mostly male followers to 130,000 followers, of which 89 percent are women. Glitter Gunz is setting new trends for customization in the industry and attracting a new and diverse customer base.

Breaking Industry Myths

Gennifer said one school of thought in the industry is that all guns are a tool and should be black.

“Those same people will buy a fancy lever gun with great checkering on it or buy a gun that’s engraved because they want to collect it,” she said.

Gennifer said that to become the type of custom shop that does this kind of work is expensive.

“You need to have the personnel, the equipment and the training,” she said. “Then you need to get out there with a unique product that puts you front and center with what you can do.”

Once you put all the pieces together, custom guns can drive dollars to your bottom line.

“There’s money in custom guns,” Gennifer said. “I’d like to see people who think all guns should be black come to our presentation, because they’re definitely missing out on a corner of the market that they could be capturing.”

What It Takes to Build a Custom Shop

During their seminar, the Hesselings will discuss what it takes to become a custom shop.

“We will be talking about training, equipment and personnel,” Gennifer said. “We’re going to cover all the things that a store needs to be a custom shop.”

It’s not as simple as just putting color on a gun.

“Retailers don’t think about things like, if they want to do engraving they need a graphic designer,” Gennifer said. “Personnel and training is a big part of what goes into creating a custom shop.”

Finding Profits in Personalization

Personalization and customization represent a change in consumer behavior.

“Women want things that are pretty and just because it’s a gun doesn’t mean it shouldn’t be pretty,” Gennifer said.

Phil agreed.

“Anyone can walk into a gun shop and find a Glock 43X, but can you find a Glock 45X that’s unique and different?” he asked.

The other side of that coin, Phil said, is that when you customize something, you narrow the market for it.

“But, that part of the market is someone who says, ‘I can’t find this anywhere else,” he said.

Then there’s the matter of pricing.

“The pricing of firearms in this county is a race to the bottom,” Phil said. “If you have something that sets you apart and is different, you can make more profit on it.” This is particularly true when the economy is in a slump like it has been.

“Retailers need to start looking at how they can find different profit centers in their businesses,” he said. “They’re only making 5 to 7 percent on guns.”

Having custom guns also adds a broader demographic to your customer base.

“Women are the fastest growing demographic in the industry,” Gennifer said. “Many women don’t want what I would term ‘stock’ guns.”

The Long Game: Building Customer Loyalty Through Customization

The other focus of the seminar—and the advantage of having the ability to customize guns—is being able to offer the customer the ability to do everything in one place.

“Then they don’t have to go to a different shop to get their gun customized there,” Phil said. “That gives you customer retention. One thing we’ve noticed is that having loyal customers is not the norm; it’s kind of the exception. If you can do customization for a customer, you’re filling their needs and they’ll want to come back to you for other things.”

Phil gave the example of a customer they had when they first started offering Cerakote.

“He’s a guide for goose and duck hunting,” he said. “He would have his shotguns Cerakoted by a company who dabbled in it and wasn’t certified. They had just ruined one of his Benelli shotguns. We did the shotgun for him and he was thrilled and now over the years I’ve done maybe 20 shotguns for him.”

The bottom line, Phil said, is that retailers shouldn’t look at customization as a short-term way to make a few bucks here and there, but rather as a long-term investment.

“You’re looking at the long game with customers,” he said. “It’s not something that you’ll reap huge benefits from immediately, but customers will come back for other customizations as well as their other needs. They’ll also tell other people about you and that goes a long way.”

Popular Customization Trends to Watch

Gennifer said that Cerakote is in high demand, as well as getting names or significant dates engraved on guns.

“A customer may want to give a gun as a wedding present and have the date engraved on it,” she said. “We do a lot of groom’s gifts. That type of engraving is something that a retailer can get into a get into at a relatively low price point. You could very easily pick up an inexpensive laser and do that type of personalization.”

Diversify to Thrive in Today’s Market

Ultimately, that’s the answer to the question of why you may want to add the ability to customize firearms to your store. It’s not about what you like; it’s about what the customer wants.

“That’s what customization boils down to,” Gennifer said. “It’s all about the customer. It’s also the future. People who don’t want to look at customized guns are missing business.”

Phil agreed.

“If all we did was sell retail firearms, we would not be where we are today,” he said. Quite frankly, we might not even be a business. Today you almost have to diversify; diversification is the future of this industry.”

Will you be at the 2025 SHOT Show?

In a competitive firearm market, offering tailored services and products can set your business apart and drive long-term success. Sign up for this SHOT University session to discover how personalized firearm finishes can attract a broader customer base, increase satisfaction and boost profitability.

Customization is more than just a trend, it’s a powerful strategy to build brand loyalty and stand out in a crowded market.

SHOT University - Customization — **Learn More and Register**

Enroll in this and other educational opportunities during the SHOT Show^® registration process, or add sessions anytime to your registration. Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.

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