Baron Engraving: The Differentiators

With guns flying off shelves over the past year, you probably haven’t spent a lot of time worrying over how to make your offerings stand out in a crowd. But in this cyclical business, it’s only a matter of time before the pendulum swings the other direction.

This is when a company like Baron Engraving steps into its groove.

“When the industry is having gangbuster sales and every me-too gun in the world is being sold, we don’t do as well,” says Dave Miles, president of the Milford, Conn., firm. “We do best when people have some inventory and need to differentiate their product. It creates an opportunity for distributors and dealers to make better margins.”

That’s not to say things are slow. Baron recently moved into a new state-of-the art manufacturing facility, where a renewed interest in engraving has created a substantial backlog of work orders. And why not? At a time when everyone seems to be buying guns, there may be no better way to add a touch of special to a firearm.

“It’s like a tattoo on a gun,” Miles says. “People like making them their own.”

When manufacturers, distributors and owners want to give a gun something extra, they increasingly turn to Baron, which has built a reputation for innovation and quality over more than four decades in the business. It doesn’t hurt the firm is heavily involved in youth firearm education and other charitable projects.

“Shrewd, Smart Business”

In times like these, Baron shifts its focus away from manufacturers, who are working to churn out guns as fast as they can. “The last thing they want to think about is any sort of high-grade special edition,” Baron noted.

Instead, the company finds itself doing more work with distributors such as Davidson’s and TALO, who are still eager to work up special editions. Among them is an upcoming offering by TALO featuring a single action Colt revolver honoring legendary lawman Tom Threepersons.

But even individual dealers can get into the game.

Consider the case of SK Arms in Virginia. The store has built a niche taking production guns (primarily 1911s) and turning them into works of art through Baron and others. The company, for example, recently launched its Gods of Olympus series with 200 Poseidon-themed Smith & Wesson 1911s.

“We do best when people have some inventory and need to differentiate their product. It creates an opportunity for distributors and dealers to make better margins.”

Dave Miles, Baron Engraving

“They specialize in extreme commemoratives, with a ton of research and a ton of detail. They give us a real challenge in the art department,” Baron shared. “It’s just shrewd, smart business. Make it as expensive as you can. It’s a fascinating business model, but we’re seeing more and more people wrap their arms around it.”

But Baron is more than just engraving. The company handles all aspects of a firearm’s appearance, including polishing and finishes. Fans of Wilson Combat might recognize its signature Baron Blue among the handgun maker’s custom shop offerings.

The strength of the company, however, is found in its employees, suggest Baron and Miles. Among the firm’s 48 employees (with an average tenure of around 20 years) are engravers, polishers, gunsmiths and finishers. Over the years, they’ve often hired people with art degrees to boost the company’s creative portfolio.

“Anybody can buy the equipment we have,” Miles said. “But without great artwork and great design work, you’re nowhere.”

Future Outlook

Looking to the future, the firm is exploring 5-axis lasers (the laser rotates around the object being engraved), which would allow greater control over the curves on a firearm. And as more manufacturers turn to stainless steel, Baron is exploring ways to recreate the look of blued metal on that surface.

When you think about engraved firearms, it’s easy to let your mind drift to the intricate artwork found on Colt single action revolvers and pricey double-barrel shotguns. But engraving can be as simple as the logo of an organization or the owner’s initials.

This is why Baron sees hope for more growth in this ongoing buying surge. Miles expects some of those new gun owners to become intrigued by the idea of engraving — even if it’s just minor enhancements.

“We’re not adding so much cost to a gun that it’s unattainable,” Miles informed. “You start off with a nice car and then you move to a nicer car.”

Giving Back

It was in the 1990s when Baron was approached by others in the industry to get more involved in groups like 4-H, a major player in youth firearms education. After joining the group’s board, he found himself at the table with executives from companies like Hornady Manufacturing, Federal Ammunition and Winchester.

“I realized there was an opportunity for networking and to give back to the industry,” Baron relayed.

Today, he’s heavily involved in a variety of groups, including the National Wild Turkey Federation, Youth Shooting Sports Alliance and the Kids & Clays Foundation.

“We need that next generation to be just as passionate as we are about getting outside and pulling the trigger, whether it’s for recreation, sport or game. I consider this Job One,” he said.

The company also engraves thousands of special edition guns (donated by Winchester, Savage Arms, Henry Repeating Arms and others) for raffles, auctions and sales for a range of charitable causes. Among them are a wide range of guns, knives and swords for decommissioned warships scattered across the nation.

“There are 500 different submarines, destroyers and battleships around the country trying to stay afloat,” he says.

The company also is a major supporter of the Cody Firearms Museum in Wyoming — currently working with Henry and Winchester to raise $500,000 over 10 years. They’re doing it through a combination of limited runs and one-of-a-kind masterpieces.

“The museum is important,” Miles says. “It does a nice job of connecting the important role firearms had in shaping America.”

About “That” American Handgunner Anniversary Gun

In celebration of its 45th anniversary, em>American Handgunner partnered with Cimarron, TK Grips, DeSantis Holster and Baron Engraving to produce a commemorative masterpiece as the cover gun for the September/October issue.

Baron Engraving started with a Cimarron Frontier Single Action Army revolver in .45 Colt, with a 4.75″ barrel. From there, the pistol received a complete makeover by Senior Engraver Heidi Roos, with 18 years of experience (11 of those with Baron Engraving).

“She used a very traditional Western engraving pattern,” Miles said.

Among the extra touches: Color-case hardening and Baron Blue on the frame and cylinder, along with gold plating for the “American Handgunner” logo and accents. Roos, one of the firm’s top hand engravers, spent several weeks at work on the one-of-a-kind piece.

“It’s a really neat-looking gun,” Miles added.

One lucky reader will be the owner of this priceless masterpiece, thanks to the partners listed above. Tell your customers to enter American Handgunner’s Handgun of the Month giveaway before Sept. 30!

For more info: americanhandgunner.com/giveaways, baronengraving.com.

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