PiBurner Spotlight: Jeff Gorwitz

Stan Altshuller

Jul 9, 2025

news

Let’s celebrate our latest PiBurner Spotlight

Jeff Gorwitz

Chief Laser Officer at

Custom Laser Engraving

We are very excited to feature Jeff Gorwitz in our latest PiBurner Spotlight!

About Jeff

This PiBurner Spotlight features Jeff Gorwitz, the Chief Laser Officer (Dig that title!) at Custom Laser Engraving Inc. He lives in South Florida with his wife and they have have three grown kids. For his laser business, Jeff uses his Mira 9 and relies on his trusty PiBurn for drinkware engraving and etching lots of glass.

The Laser Journey

Before getting into the laser business, Jeff was in the advertising and marketing space. His clients were (and still are) personal injury attorneys. Jeff helps them tell their story efficiently, effectively, and compellingly. Naturally, he understands the value of relationships in running and growing a business. He would take this knowledge and apply it in his laser journey as well. As Jeff "stumbled down the laser rabbit hole", he invested in his new passion, and in no time, the side hustle ended up being a second career and a significant source of income. We hear this story so often from our customers - it's very natural for people to pick up a side hustle these days, but it's incredibly rare to actually turn it into a reliable income stream. Everything was going along well for Jeff, but COVID hit in March 2020, and it all changed.

My clients pulled back on their spending, and with the explosion of TikTok and Instagram Reels, creating content became more of a "Do It Yourself" opportunity. Many of my clients thought they could do it themselves and put out content quickly.

While that is not necessarily the case, perception matters, and it changed the game for Jeff and what he was doing. He knew he needed to adapt to continue growing.

I was looking for opportunities with a higher entry barrier, so there would be less competition. I stumbled into the laser community, and thanks to Emily Caroline That Mom with a Laser I wound up purchasing a Mira 9.

His Aeon Mira 9 laser arrived in June of 2022, and it has been going non-stop! Check out some of his projects done on the Mira, and the cups, tumblers, and glasses done on the PiBurn:

Favorite Projects on the Laser Engraver Mira 9 and PiBurn

I enjoy doing any project with the laser, and each item is its unique category. Yeti's are a lot of fun, cutting boards make a great impression, and I am looking forward to doing a lot more glass with my new UV laser.

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My business philosophy is "The Answer is Yes; what's Your Question?"

He jumped into the deep end with both feet and no life preserver. And even though he went all in, he was NOT ALONE. He relied on the laser community to get up and running, and so far, it's been a wonderful and deeply rewarding experience. One of the best things about getting involved in the laser business is that the laser community is both vast and very helpful. You are not alone if you decide to take the leap. Others have done it, and like Jeff, they are ready to help you succeed as well.

The Business of Laser Engraving

Jeff will take on any project. For example, this is a monster order for glasses.

But how does he get these orders? He makes connections, nurtures relationships and takes care of his clients.

I was picking up some glasses from a restaurant warehouse and mentioned that I was a laser engraver. Wherever I go, I always say what I do. This time was the same, and it produced a corporate account for a local restaurant chain that needs about 1,000 glasses every couple of months. That restaurant contact also introduced me to his massive supplier, and I will be doing all of their glasswork.

His background in marketing definitely helps! He has optimized the shop's website at customlaserengraving.io and set his Google Business Profile for both locations.

I get calls every day from people Googling "Laser Engraving." Once they see what lasers can do, they keep returning for more.

In this business, it helps to be a problem solver. And with lasers, as many PiBurners know, there are certain nuances; it's not always a cakewalk. You have to be ready to solve problems and embrace them.

I love solving problems for my clients and solving the issues that naturally arise when attempting to dial in the correct laser settings.

Advice for people starting in the Laser Engraving business

My only advice is that the laser and all materials take up A LOT of space. If you have an empty garage or can find inexpensive warehouse space, that is the best way to work.