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Maker of pool cues from 1989 to 1998 in Shreveport, Louisiana.
Mike Roberts became involved in the billiard industry when he began making cue cases in the 1980s. He named the company for an old pool room expression from the 1920s: "It´s George," was said to indicate that something was good, as opposed to, "It´s Tom," which meant that something was bad.
After becoming successful in the cue case market, Mike knew he wanted to make cues next. Mike had one of the top cuemakers in the country help to set up his cuemaking operation, which started making cues in 1989. The cues were easily identifiable by the "It´s George" logo on the but caps. The classic 5/16 in. piloted joint was standard on It´s George cues, and a 3/8 in. flat-faced joint was also available. Shafts were interchangeable, so it was not necessary to send in the butt to replace them. In the mid-1990s, It´s George introduced a new white linen phenolic for joints and ferrules, called I.V. Tech, which was more resistant to yellowing than other linen phenolics.
In 1997 Mike stopped making cues in order to concentrate on his case business. He made very few custom cues as a hobby until 1998.

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