Episode Details

Dustin from Derya joins John and Kaylee on State of the Second to explain how a firearms brand can stand up its own name and start making guns in the United States in record time. He came to the gun industry through an accounting background. He is a CPA who worked big four public accounting at PwC after college at the University of Nevada, then joined Arms Corp / Rock Island through his longtime friend Martin Twassen during the company's hyper growth in the 2013 Obama era. He spent close to 12 years there before helping start Derya, which incorporated on March 28, 2024 and was manufacturing guns in the United States within a year.

Most of the conversation is a practical look at how Derya runs. Dustin walks through why they chose Jacksonville, Florida for the US factory: it is close to the Savannah port where shipments from Turkey land, Florida is gun friendly and manufacturer friendly, and the labor pool already had manufacturing experience. He explains the company's pricing strategy of starting low to entice buyers, backed by efficient production across over 140 CNC machines in Turkey plus US machines. The DY9 is the flagship and most popular gun, and the team moved 95% of its production from Turkey to the United States. He previews a heavy 2026 lineup: the DY9Z at a $299 MSRP with a 15 round magazine and ten colors, releasing on Black Friday, the TM22 rimfire at $249 on January 1, and a new shotgun at the end of Q1, plus several more projects.

Kaylee pushes the discussion toward women buyers, sharing her own struggle to find a concealable carry gun that fits a small hand and her advice that companies wanting to know what colors women want should look at Pinterest wedding palettes. Dustin says women are a big market for Derya and that the brand is leaning into tutorial content and a woman's perspective to make the buying experience less intimidating for first time owners. In the Soapbox segment he gives measured takes on the Glock conversation in the industry and on US manufacturing, arguing tariffs make US investment more attractive but manufacturing here is not easy, and that the United States is the deciding factor for nearly every gun design. He closes by plugging the nonprofit Walk the Talk America, which works to bridge the gap between the firearms and mental health worlds.

Questions this episode answers

How did Dustin go from a big four accounting career at PwC to the firearms industry?

Dustin is a CPA who worked big four public accounting at PwC after attending the University of Nevada. His longtime friend Martin Twassen brought him into the gun industry at Arms Corp / Rock Island, where he stayed close to 12 years before helping start Derya.

When did Derya incorporate, and how fast did it start manufacturing guns in the United States?

Derya incorporated on March 28, 2024, and was manufacturing guns in the United States within a year of starting.

Why did Derya choose Jacksonville, Florida for its US factory?

Jacksonville is close to the Savannah port where shipments from Turkey land, Florida is gun friendly and manufacturer friendly, and the local labor pool already had manufacturing experience.

What is Derya's pricing strategy, and how does it keep prices low without cutting quality?

Derya starts prices low to entice buyers, backed by efficient production across more than 140 CNC machines in Turkey plus US machines. Dustin says they use premium material and accept making less money than competitors rather than cutting the product.

Which Derya gun is the flagship, and how much of its production moved from Turkey to the US?

The DY9 is Derya's flagship and most popular gun, and the team moved 95% of its production from Turkey to the United States.

What new products is Derya releasing in 2026, and at what price points?

Derya is launching the DY9Z at a $299 MSRP with a 15 round magazine and ten colors