Artesian Builds may have crashed and burned, but its old staff is trying to make a better PC outfit

Phynix PC may be a new company on the PC building scene, but the people running it have been around the block. The company is made up of some of the roughly 50 employees made redundant by the now infamous Artesian Builds, a boutique PC builder that shut down in March this year and then filed for bankruptcy. (opens in a new tab)following a damning exchange with a streamer (opens in a new tab). Now, one of Phynix PC’s first acts is to offer former Artesian Builds customers something the now-defunct company is unable to do: a PC.

We knew we could be successful by putting our hearts and souls back into building PCs.

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Hailing from North Carolina, where Artesian Builds previously ran one of its two US-based locations, Phynix PC only opened its books to customers as recently as March. Since then, he’s gradually built up a small following on social media, using many familiar tactics like his former employer, including live streams of customer orders and a handful of PC giveaways.

Although the company’s latest social media campaign primarily targets those affected by the sudden collapse of Artesian Builds: Phynix PC says it will give anyone with an outstanding order at Artesian Builds when it closes $150 free credit on own store.

Phynix PC also has a handful of other in-store vouchers for ex-Artesian Build Partners, Ambassadors and Affiliates, of which there are potentially many – a list of all Artesian Builds Affiliate Influencers has actually been sold. in a lot when the company’s assets were sold at a recent auction (opens in a new tab)as well as all its inventory.

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When asked why Phynix PC felt the need to offer this discount to Artesian Builds customers, a company spokesperson told me, “From day one, everyone at Phynix has had intend not to want public pity because of all of us being terminated due to the actions of our CEO. Instead, we prioritize the much-deserved sympathy that many talented creators and anonymous gamers deserve to have been defrauded of their money and/or systems by previous owners of Artesian.

“Or for simply having to face public shame and backlash for still representing a company that committed some of the actions that led to its deserved downfall.

“For us, offering these types of discounts is both a goodwill initiative, as well as an honest effort to build some trust for our growing business through a small token of appreciation for their efforts that have helped us. allowed to have jobs over the past 2+ years at Artesian. We knew we were living and dying by how creators viewed Artesian in 2020 and 2021.”

We want to admit that we worked for a company that is now considered a black mark in the PC industry.

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I wonder if there’s a residual feeling among the Phynix PC team that they’re unable to fully transition from Artesian Builds, which is no doubt still fresh in the minds of many. Rarely does a company experience such a drastic shift in public perception, or implode so suddenly.

Current Phynix PC employees will remember it all too well, as the team is made up of many people who were laid off during that time. This includes former system builders and customer service representatives from the now defunct PC maker.

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Although there is also certainly some simmering resentment among Artesian Builds’ ex-clientele.

At the time of its closure, Artesian Builds reported approximately $1.37 million in unfulfilled orders in its bankruptcy filing, meaning there were many angry customers looking for a reward in the following months. Some of those orders were then sold to help pay off the company’s debts, while customers instead had to look for other ways to get their money back, such as disputing the charges with their credit card company.

“After the Artesian spinoff, many of us still felt we had a lot to give,” a Phynix PC spokesperson tells me. “Our interactions with PC enthusiasts, customers, and gamers were always enjoyable. And after seeing the community’s ability to separate the fact that we, the employees, weren’t responsible for the downfall of our old company ( and just trying to do our job), we knew we could have success putting our hearts and souls back into building PCs.”

Here are a few client PCs left in stasis in Artesian Builds’ North Carolina warehouse when the company shut down. (Image credit: artesian constructions)

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Yet even though it seems like there are no hard feelings against those who now make up Phynix PC on social media, it still seems difficult to convince the exhausted customers of Artesian Builds to trust anyone again. any PC builder, including Phynix PC.

“Community trust will really come from the fact that a certain amount of time passes with proof of good business practices, as well as the way we take the time to communicate. Hiding behind a new brand and not recognizing the injuries we suffered while working at Artesian would be a mistake, in our opinion.

“We want to recognize that we worked for a company that is now considered a black mark in the PC industry.”

I’m told the company wants to learn from the mistakes its staff witnessed at Artesian Builds so they don’t repeat those same mistakes with Phynix PC.

“We want to answer questions, do live AMAs, and publicly acknowledge what we have learned NOT to do now that we have the privileged ability to run a business on our own.

“We’ve been stunned by the (mostly) unanimous support for what we’ve been through and what we’re doing. But now that the ‘pats on the back’ and the wave of empathy has mostly subsided as people start to to retire the most from Artesian’s existence from their memories, it’s up to us to build a new business the right way, based on all the feedback we’ve received and what we’ve seen first hand in our former company.”

It’s an interesting prospect. On the one hand, I would have expected any business born out of the collapse of Artesian Builds to try to shed any association with the brand; clean slate for its customers and employees. Yet Phynix PC does the exact opposite. The company’s entire brand, even its logo, refers to its employees’ previous experience in a failed business and how it aims to “rise from the ashes”.

Maybe there’s something to acknowledging your origins, good or bad, and hoping that the good word you generate for yourself will end this chapter of your own story. Although in the end it all comes down to how well Phynix PC delivers on its promises, and it will most likely have high standards set by its customers that will need to be religiously upheld with its PCs for it to succeed.

It’s up to us to build a new business the right way.

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It’ll have to build an average PC or two to stand out too – it’s a competitive market out there.

The vastly inflated GPU market is starting to reach a more affordable level today, and pre-built PC prices are dropping accordingly. Phynix PC admits on its site that it is still negotiating with distributors, which could mean prices and parts will fluctuate more than they will for established builders. You have to start from scratch with this stuff, after all.

The latest GPUs and CPUs can ultimately be found under $1,000 at major retailers and system builders, but I think Phynix PC’s cheapest PC, the $950 Harpy with a GTX 1660 Super and a Core i3 12100F, may be a little behind in terms of value. It’s a great processor, but not quite a modern enough GPU for my tastes.

Its mid-range PC, the Syren, looks much better on first impression. With an RTX 3060 Ti (opens in a new tab), Core i5 12400F, and 1TB SSD for $1,500 might be a bit pricey for this graphics card, but it could be forgiven for its generous 32GB of RAM. The company’s high-end PC, the Griffyn, is also a reasonable buy at $2,500 compared to some other system builders for its RTX 3080 combo. (opens in a new tab)Core i7 12700K and 32 GB of RAM.

However, it will be essential for Phynix to maintain build quality and customer service for the duration of the 2-year warranty offered, and that’s something that will come out for better or worse as the company ramps up. orders and these are put to the test in time.

Still, if Phynix PC is able to achieve competitive pricing with well-built products, I’d like to think it will have some success. Not only because they seem like a good group of people, but they seem to have the right attitude, one that was forged from a shared experience of a really bad time.