About Deer Valley Gunsmiths

It’s been a long time since we handed out our last cheaply printed business card with a raised silkscreened 8-point buck in the form of a generic clip art profile. Deer Valley Gunsmiths for all intents and purposes is a non-entity anymore.

What it has done in its time since closing however, is served as a springboard to a more modern business that harnesses the innovation and work ethic of the gunsmith, and pairs it with the technology sector and real world business experience.

I remember struggling local gun stores in East County San Diego County, California, complaining about how hard it was to make 10-15k in sales a month in the 1990’s. Little did they know then, that if they had even an ounce of interest in the internet, their fortunes could be changed forever.

Guns have always been popular, but now, with the information and products and services available on the internet as they are in 2019 and beyond, the game has changed. I had the unique opportunity to be in the driver’s seat for many gun industry businesses for that ride. I have seen 2-man operations turn into 150+ employees virtually overnight after a month of great traffic online.

I have also seen a lot of industry dropouts and consolidation for those who refused to embrace the new way of doing things, or who were just too fearful of change.

Deer Valley Gunsmiths never cemented its presence online, due to the death of its Founder, and my desire to help wind down the business after that.

Since that event however, Deer Valley Gunsmiths has been a daily thought in my mind, thanks to the lessons I learned, the passion its founder, my best friend and my grandfather, Jack Worthen had for the industry and his dogged determination to provide for his family in an industry that was continually being regulated out of viability in California since the late 1980’s.

So, a little history to ensure that this information is available online forever:

Jack Worthen started the Deer Valley Products and Gunsmiths business in 1958 for lack of a more concise timeline. It was, at first, a study in how to flip cheap guns into sporterized versions (mostly Mauser rifles and military surplus guns) for sportsmen. It was years before he was able to make it into a viable business. Ask me about some of the more interesting stories about the early years.

The name “Deer Valley” was an homage to the Arizona region that he had a fondness in his youth for, while carrying a .22 LR over his shoulder with his siblings looking for squirrel and rabbit.

The style of the business was simple, with mostly the gunsmithing taking center stage, but a healthy desire to sell products too. It was a nightmare sometimes trying to sell at gun shows, but other weekends, it was pure bliss as we cleared $10-12k. Modern Gun Show businesses might laugh at such a paltry figure.

It wasn’t big enough to be a legacy business without a lot of changes, but it was the most impressive thing I have ever been a part of from a life-lessons perspective.  

I say that without hesitation and having been in rooms helping to define policy for multi-billion dollar international companies, and working with people who have net worth’s bigger than some country’s GDP’s.

What he lacked in business revenue, Jack Worthen more than made up for in experience, passion, work ethic, and understanding of people.

While Deer Valley Gunsmiths is now defunct, the legacy of a true gunsmith and gentleman live on, hopefully, in what Netgunsmith.com is now.

We look forward to incorporating some of that experience, gained during more than a decade of daily work together, and another decade of work that stemmed from that training for someone who is as passionate about the gun industry and the Second Amendment as the grandfather that taught him how to fix firearms.

In just the past 2 years, there have been more changes in the way we do business on the internet as gun companies, than ever before, with the exception of the original launch of the internet e-commerce gun shop. Netgunsmith can help you navigate those changes and improve bottom line dollars by adapting, readjusting, and improving market share.