PiBurner Spotlight: Jeff Gorwitz

Stan Altshuller

Jan 24, 2023

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Let's celebrate our latest PiBurner Spotlight

Jeff Gorwitz

Chief Laser Officer at

Custom Laser Engraving

About Jeff

Jeff Gorwitz is the Chief Laser Officer (love that title!) at Custom Laser Engraving Inc. He lives in South Florida with his wife and they 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 advertising and marketing, helping personal injury attorneys tell their story efficiently and compellingly. He understood the value of relationships -- knowledge he would carry directly into his laser journey.

As Jeff "stumbled down the laser rabbit hole," he invested in his new passion and in no time the side hustle became a second career and a significant income source. Then COVID hit in March 2020.

"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."

Perception matters, and it changed the game. Jeff knew he needed to adapt.

"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!

Favorite Projects on the Mira 9 and PiBurn

"I enjoy doing any project with the laser, and each item is its own unique category. Yetis 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."

Jeff has a simple philosophy when it comes to growing his business:

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

He jumped into the deep end with both feet -- and even though he went all in, he was NOT ALONE. He relied on the laser community to get up and running, and it's been a wonderful and deeply rewarding experience. The laser community is both vast and very helpful -- you are not alone if you decide to take the leap.

The Business of Laser Engraving

Jeff will take on any project -- including monster orders like this one for glasses:

How does he land orders like that? 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 marketing background definitely helps. He has optimized his website and set up 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."

"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 Out

"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."