Here's FXDB's interview with Devi Ever of Devi Ever:
How did Devi Ever FX start?
I've always been fascinated with how musicians use gear to shape their sounds... especially those who do it in such specific and peculiar ways. My first two big effects-shaping inspirations was Jimi Hendrix and Billy Corgan... then later it'd be Nine Inch Nails and Pink Floyd... and from there the door was wide open to all kinds of music that influenced and inspired me in all ways sonically and gear-wise.
In 2003 after a stint of trying to start up a business cataloging guitar effects (known as the Guitar Pedal Archive), I got inspired by the early burgeoning DIY scene to try and learn how to build my own effects. The rest is history.
I was definitely a lone gun / loose cannon in the beginning. I got a lot of random help from the early DIY communities, but I can't even remember the forums I used to post in back in the day. Most of my work was done in isolation back in the day. These days I gain a lot of inspiration from Ken over at Infanem. Not only has become an invaluable friend in the biz, he's by far my favorite fx innovator.
Where do the name and logo come from?
It's my name... my name comes from the Hindu word for Goddess... so Devi Ever pretty much means the Eternal Goddess.
I wanted something that looked alien and a bit menacing in contrast to the heart behind it, which is also kinda not obvious. By accident the face I created end up looking like an American electrical plug, which fits with the "cross bone" 1/4" plugs under the alien face. Pretty much I wanted something menacing, with a hint of love, that was tied to the fx world.
What sets Devi Ever FX apart from other builders?
I'm unafraid to explore sonic territory others might consider to be too noisy or unmanageable.
How do you start on a new pedal?
Usually I have a general sonic idea I'd like to see explored. The name usually comes from the genre, band, or idea that is associated with the sound. I usually have a month's R&D turn around. Whenever I get an idea started, I like to see it out ASAP.
How do you name your pedals?
Um... yeah... all of them. Do you really want me to list them all?
Can you tell us something about the production process?
I have a few contractors and I build some myself. I currently have three contractors and myself building pedals.
Circuits are currently a mishmash of SMD/through hole drop in boards, and pro built PCB's that are wired in, free floating. We're currently slowly switching over the SMD/Through hole for everything. There might be more custom etched PCB's as we move towards more custom work.
Enclosures are typical boutique fare with paper label artwork, but we're moving towards more hand painted and screen printed work. Most enclosure are bare right now (because even the best paint jobs chip and I like the bare look).
How important is the look of your pedals?
How important is parts selection?
I like using parts that are sturdy.
Which of your pedals makes you most proud?
Probably the Shoe Gazer, because Kevin Shields actually end up using one... and that's pretty funny.
Which of your pedals was your toughest build?
Silver Rose... because it has over 100 SMD parts that at first we have been building by hand.
Which of your pedals is the most popular?
Bit : Legend of Fuzz... because not only does it look cool, but it sounds amazing and is incredibly versatile.
Who uses your pedals and for which genres?I make a lot of fuzz... but everyone can benefit from a good fuzz pedal. :)
I have mainly focused on fuzz because that's as far as my technical design ability goes.
What does the future of Devi Ever FX look like?
Nothing I'd really like to talk about openly at this point. The general plan is to grow the business bigger than I ever have in the next year. I'm definitely at a make-it-big or give it up point with the biz.
Are you working on any new products?
Yeah. I have a spring reverb fuzz called the Jesus and Mary Fuzz, a blend pedal called the Blend, a vibe / fuzz pedal called Fuzz Shallow, and some other stuff.