CymbalONE: When two pelvis bones are not exactly the same
How do you sell handmade bowls online when no two bowls are exactly alike?
Gunnar Egede Kristiansen found a solution to this back in 2014, when CymbalONE was launched on Shoporama.
As a drummer with a diploma from the Funen Music Conservatory (2000), he knew that a cymbal cannot be described with a standard product description. This is because a cymbal is the instrument with the greatest tonal variation, and two handcrafted cymbals of the same model can sound surprisingly different.
That is why every single handcrafted cymbal at CymbalONE is photographed, weighed, and recorded on video, so that the customer can see, hear, and compare the exact instrument that will be shipped. Video is therefore not just a marketing tool—it is a central part of the product information.
The company has been on Shoporama since 2014 and is currently the longest-running active online store on the platform.
Starting in 2026, CymbalONE will be the first in the world to offer online cymbal-matching sessions via Google Meet, where customers can receive personalized guidance and experience a variety of handcrafted cymbals live before making their selection.
Facts
- ✓Oldest active Shoporama store
- ✓On Shoporama since 2014
- ✓24 years of experience in the drum industry
- ✓Graduate drummer from the Funen Music Conservatory (2000)
- ✓2 online stores
- ✓More than 40 brands
- ✓2 currencies
- ✓Video of each individual handmade cymbal
- ✓The first company in the world to offer online pelvic floor assessment sessions via Google Meet
One pelvis, one product, one video
Most online stores sell a single model and ship a random item off the shelf. At CymbalONE, every single cymbal is its own product in the shop, with its own description, its own video, its own weight, and its own serial number. Once a cymbal is sold, it disappears from the shop, just like in a physical store.
This places significant demands on a platform. The product lineup is constantly changing; each product must be created from scratch with video and measurement data, and the inventory management system must be able to handle the fact that there is exactly one of each item. Gunnar has been handling this himself in the admin panel, day after day, since 2014.
- ✓Video embedded directly on each product page
- ✓Series, model, size, condition, serial number, weight, and profile height for each unit
- ✓One item in stock; this item will be removed once it is sold
- ✓Categories by type, size, series, and brand
- ✓Partial payment options with Anyday and ViaBill displayed on the product page
The specifications apply to this specific unit, and the video below was recorded using this particular cymbal.
Video as product information, not as advertising
On the product listings, the "Watch Video" button appears next to the price and stock status. It's not a promotional video, but it's the only way for customers to hear the difference between two units of the same model before clicking "Buy."
What Other Online Stores Can Learn from the CymbalONE Case Study
Sell it—the customer is on the fence
Doubts about the sound were the biggest barrier to buying cymbals online. Instead of writing his way out of it, Gunnar recorded his way out of it. Find what your customers are unsure about, and show it to them instead of describing it.
Unique items do not require a special solution
A product line in which each item is available in a single copy can be sold through a standard Shoporama store. The same applies to home decor, vintage items, antiques, and anything else that cannot be reproduced.
Two languages, two currencies, one business
CymbalONE operates both a Danish store in kroner and an English store in euros. It offers the same product knowledge and the same product selection, tailored to two markets.
Expertise is our business
Consultation isn't just something that happens on the side of the store. It's the reason customers shop there, and starting in 2026, it will be formalized through online pelvic-match sessions.
Do you sell items that aren't all the same?
Handmade, used, one-of-a-kind, or custom-ordered. If every item is unique, Shoporama can be tailored to meet your needs. Get in touch with us, and we'll review your product lineup together.