Founders' Files: Sound Made Visible

Founders’ Files: Sound Made Visible

Presented by Christine Paquette of Bridge Dynamics

The story of Joseph Crowe Custom Audio Products and a County craftsman bringing music to life

Tucked into the rural calm of Prince Edward County, where vineyards and back roads seem to blur the lines between past and present, a former manufacturing engineer has built something rare: a global audio brand powered by wood, precision, and soul.

In a detached workshop just outside Picton, Troy Joseph Crowe is shaping sound into something physical — something you can see, touch, and hear with your whole body. His handcrafted horn-loaded speakers, rooted in both engineering and biomimicry, are reaching homes in Singapore, Belgium, and the United Arab Emirates. But they start here, in the County.

“At the end of the day, it’s all about the music. That’s the point.”

BEGINNING IN THE BASEMENT

Troy’s journey began in high school woodshop, where his very first project was a speaker. He and his identical twin brother shared a fascination with audio — not just listening to music, but understanding how it moved, how it filled a space.

“We weren’t musicians,” he explains, “and building speakers was our way of being closer to the music. It was technical and emotional — this interplay of electronics, acoustics, and mechanics.”

After studying mechanical engineering at Durham College, Troy invested years managing high-pressure manufacturing projects around the world. Nights and weekends were for DIY speaker builds. In 2009, he began blogging those projects. By the time he quit his job five years ago, he had a dedicated following and a plan.

“I had three kids at home. I wanted the freedom to build something on my own terms.”

THE PLANS THAT BUILT A BUSINESS

The first iteration of Joseph Crowe Audio wasn’t a finished product — it was plans. Downloadable blueprints and 3D files for DIY enthusiasts to build at home. The price? $5 or $10.

The first sale was unforgettable. “That little Shopify cha-ching? I still remember it. I thought, okay — here we go.”

That offering has now grown into a core revenue stream and community hub. Thousands of orders later, Troy still answers emails from builders who’ve crafted speakers with their kids, or turned to the hobby during hard seasons of life.

“They’ll tell me it helped them through something. That’s the part I didn’t expect — and I value it deeply.”

A SOUND THAT LOOKS LIKE NATURE

What makes Joseph Crowe speakers stand out? It’s the shape.

Each piece features a distinct exponential spiral horn flare, inspired by natural geometry found in seashells, cochleas, and galaxies. “That shape exists in nature for a reason. It’s incredibly efficient acoustically — and it looks beautiful because it works,” Troy explains.

The result is sound that feels live — like the cello is in the room, like the singer is breathing right beside you.

He recalls one customer, a cellist, who sat speechless after hearing his own instrument through the speakers. “He said it was the first time he’d heard it sound like wood — like it really does live.”

Presented by Christine Paquette with Bridge Dynamics

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MADE HERE, SHIPPED EVERYWHERE

Though most sales are global, Joseph Crowe Audio is firmly County-built. Troy sources everything he can locally: laser engraving from Argyle Engraving, wood finishing from County cabinetmakers, metalwork from Quest-Tech in Belleville and RC Industrial in Napanee. The decals are even signed by hand.

“You’re not just exporting product. You’re bringing global dollars back to local families.”

That’s not always easy. The temptation to outsource overseas is strong — margins are bigger, turnaround faster. Troy has resisted.

“There’s a certain pride in knowing it’s wholly Canadian. That it was made with your own hands — and your own standards.”

CRAFT, COMMUNITY, AND CATHARSIS

The business started as a solo act, but it didn’t stay that way. Troy now works with a small team, including Daniel, a retired chiropractor who moved to the County during COVID and now works full-time in the shop.

They build about one full speaker set per month — each serialized and custom engraved with the buyer’s name. Some are sold as components; others are full systems that blend seamlessly into homes.

The real draw?

The emotional impact.

“People don’t just listen differently — they live differently. Music becomes part of their daily rhythm. For many, it’s therapy.”

THE LISTENING EXPERIENCE

Troy knows his customer base: mostly men, mostly older, mostly audiophiles. He’s looking to grow beyond that — to reach younger listeners, artists, interior designers, and music lovers who don’t yet know what good sound can do for a space.

He’s imagining events — gallery-style installations, intimate jazz nights, maybe even collaborations with wineries — anything to help people feel what these speakers can do.

“It’s one thing to read specs. It’s another thing to feel your favourite song hit you like that.”

A PIECE THAT LASTS

Each speaker is signed, serialized, and sold direct — no distributors, no showrooms. The data is published publicly, and buyers often follow for years before making a purchase.

“They’re not buying a product. They’re buying a journey — one they’ve often been watching unfold.”

Troy doesn’t know what the next five years will bring. He’s open to seeing what ideas land, what community members dream up with him. The mission remains the same.

“Bring your music to life. That’s the heart of it. That’s the craft.”

Want to hear it for yourself?
Joseph Crowe Audio offers listening appointments at his Picton workshop.
Visit josephcrowe.com to get in touch or explore his DIY plans and YouTube channel.