International Women's Day - A celebration of women in signage

Marked annually and globally on 8 March, International Women's Day (IWD) celebrates the social, economic, cultural and political achievements of women. This year the campaign theme for this important day is 'Choose to Challenge,' creating awareness that 'a challenged world is an alert world ... from challenge comes change.'

 To celebrate IWD 2021, Image Magazine interviewed several women in the signage industry around the country, to discuss their challenges, changes and successes, and for some, the experience of working in a male-dominated environment.

Raquel Todd, Co-Founder and Director of Sista Girl Sign & Print, is an Aboriginal woman from the Banyjima and Kariyarra language groups based in the Pilbara region of Western Australia. She has been working in the print and signage industry for 13 months and launched Sista Girl Sign & Print in April 2020, a Perth-based joint venture company with WA’s largest signage business, Jason Signmakers. It would have been a challenging time for anyone to launch a business during a global pandemic, but Raquel has pressed on, thanks to her own tenacity and the incredible support system she has received so far.

"Being an Aboriginal woman, the support has been overwhelming.I am lucky enough to be supported by my incredible business partner, John Mancini and many other business professionals as well as family, friends and other mentors who have been a part of the journey from the beginning.  I am truly grateful for all who have been a part of my journey to date and continue to support me while I navigate running a business through a global pandemic!" she says.

Raquel's advice for women in the industry is to keep empowering and supporting each other.

"When we empower women, we empower ourselves, our families and our communities. We need to keep supporting each other, building each other up and backing each other in. We don’t have a limit on what we as women can achieve," she adds.

 June White, owner of Signwave Newcastle in NSW, also conveys this sentiment, and advises women in the industry, not to feel intimidated about working in the industry, but instead to: "Go for it!"

 She has done just that, having purchased the franchise 11 years ago. She manages the administration of the business as well as the printing side of the centre (four printers and two plotters).

 June is grateful for her staff, accountant and the support she receives from the nationwide Signwave 'family', which, supports each other with problem solving.

 She also acknowledges the support she has received from the ASGA, which has provided Signwave Newcastle with invaluable information over the years, an important avenue of support for any business.

Julie Rochester, owner of Sign Concepts in Adelaide, SA and the ASGA's recently appointed President, agrees with this.

"I think industry groups are important for all business owners to be a part of. We all need somewhere to go for advice and support," she says.

 In terms of women's empowerment in the workplace, Julie has experienced less surprise from people when they meet her (as a woman in the industry) than there used to be in days gone by. 

"But the number of young women coming into the industry is still in very low numbers. When I first started as a seventeen-year-old, I would go to building sites that didn't have any women's toilets - you wouldn't find that anymore. Recently I worked on a project where I attended a meeting with the architect, the building site supervisor, and the graphic designer and all four of us were women! That was a first for me, so maybe we have made some progress," she says.

"However, I still find that at times I am asked if I am helping my husband run the business - especially as the signs that we make in my business are large, engineered structures. They don't mean any harm or to be insulting, and I usually manage to sound like I know what I am talking about," Julie adds light-heartedly.

Rhiannan and Krystal Lava (co-owners of Melbourne-based Image of Art) admits that although they may get a little frustrated at times, knowing that the industry is largely a male dominated one (even in this modern age) they are aware that change is happening and look forward to the day when women will be running job sites on equal terms with their male counterparts.

Since starting their own business, the sisters admit they have received the respect of their past colleagues.

"Becoming role models for other women in the signage industry is an important part of why we decided to start our own business," says Rhiannan, who believes that women’s empowerment is about recognising the successes that women can achieve, when given the opportunity to step in and take the lead.

"By starting this business, we hope to show other women that we are all capable of achieving greatness in whichever industry we choose," she adds, acknowledging the support, advice, encouragement and inspiration they have received from their previous directors and work colleagues.

We've built really strong relationships with everyone we have met in the signage industry and have many people that we feel comfortable to turn to if we need help or advice.”

 Rhiannan's advice to other women in the industry is to: "Never be discouraged to take on a job in any industry just because it may be male dominated. The more women that decide to pursue careers in these male dominated industries, the more scope it presents for women to climb the ranks, presenting opportunities to broaden inclusivity and diversity in all workplaces."

Josie Simmond, co-owner of Signs & Lines in Perth, is proud of what has been achieved since she purchased the company with her husband 21 years ago. Despite humble beginnings, Signs & Lines has emerged as a significant player in WA, with a fantastic team of 25 sign professionals who have delivered some of the State’s most transformative projects.

"Unlike many in the signage industry, my journey did not begin in the trade or through a family business. After 15 years in various marketing roles in the UK, a move Downunder in 2000 saw my husband and I buying a small sign manufacturing business in the foothills of Perth. Fast forward 20 years and here we are – bigger, better and with a brilliant track record,” she explains.

"From design to installation, and everything in between, I’m incredibly proud of our award-winning signage portfolio that includes both static and digital signage under our Yap!digital brand," says Josie, who has also been involved in several not-for-profit boards over the past five years - a very rewarding experience.

Samantha Rogers, owner of Melbourne-based Drive Creative commercial vehicle wrapping and signage workshop, is also proud of her achievements so far.

"This industry has been good to me, but it hasn’t come without its challenges," says Samantha. "As a woman working in a male-dominated industry, I've definitely had to break through some hurdles, but on the positive side, what has become obvious to me, is that it has also been a key to my success."

She attributes this not only to the amazing people that have championed and helped her along her journey, but the different approach she has adopted to the industry, and to her craft.

"As a female business owner in any industry, I believe you don’t have to be dominant to be a leader, you can lead with kindness and humility. People are more receptive to kindness and when difficult conversations need to be had, it’s easier for you to diffuse a situation if you are gentle," says Samantha. (Note – See Samantha's work profiled in our "It's a Wrap" feature this issue.)

In closing, Julie Rochester encourages woman considering a career in the signage industry, to give it a go.

 "It is interesting, challenging, creative, and so rewarding. Because it is so diverse, you can find the niche that suits you best and stay with that, or you can try everything and discover new things all the time," she says. "Juggling a work/life balance has challenges for everyone in all walks of life but I think that we are improving as a society in that respect and if you work for yourself, it is easier to fit everything in as it suits you.

"As for leadership, don't be afraid to take on management roles or start up your own enterprise. Most women that I know are brilliant organisers, they work hard and lead by example, making them perfect for all leadership roles in this industry," she concludes.