PERSONALITY PROFILE
Her ‘ right-hand-man ’ is German native Mathias Kaestner , whom Wendy worked with for many years at ChemSpec , where he was the consulting chemist from Hesse Lignal . Most of the Speciality Coatings clients have known Wendy , Mathias and the rest of the team for a decade or more , and trust them to approach , implement and complete a project with technical excellence , expert advice and friendly , honest service .
Over and above a constant striving for nothing less than exceptional quality , three things are important to Wendy – sustainability , education and integrity .
SUSTAINABLE SOLUTIONS
Wendy has the ambitious goal of seeing the entire coatings industry lighten its carbon footprint through a focus on solutions that are friendly to both the earth and its inhabitants .
“ Producing environmentally-friendly products from renewable raw material sources is of key importance to me ,” says Wendy . “ Traditional acid catalysed lacquers may be cheap and what people are used to , but there have been massive inroads made into eco-friendly products . These new products may appear more expensive short-term , but are better quality , safer for the environment and – because they require fewer applications and last longer – are actually less expensive in the long-run .”
Pushing the sustainability agenda and trying to change a longstanding mindset is not easy , particularly as a woman in a maledominated industry . But Wendy finds that people are beginning to open-up to the possibilities that exist for eco-friendly solutions .
“ It ’ s crazy to think that not too long ago , babies ’ cots would be coated in acid catalysed lacquers , emitting free formaldehyde – a highly toxic substance ,” says Wendy . “ We are finally seeing a move towards the adoption of innovative , eco-friendly products and importantly , those who trial these products tend to convert ,” she says , “ but we do still have a long way to go .”
EDUCATION AND TRAINING
Wendy ’ s other passion is education . At ChemSpec , she spearheaded an annual programme to provide 10 school-leavers with earn-whileyou-learn intern opportunities . Over the course of four years , Wendy personally trained 40 young artisans , 25 of whom went on to follow a career in the industry and are making waves of their own . Wendy plans to initiate a similar programme at Speciality Coatings in the near future . In the meantime , she offers free training at her premises for clients , suppliers , applicators – in fact , for anyone who would like to understand the products and learn more about the technical and practical aspects of the industry .
“ A competitor ’ s receptionist can come and take up the training if they want ,” jokes Wendy . “ I really believe that the more each individual within the industry knows , the more it benefits the entire industry .”
HONESTY AND INTEGRITY
Wendy has a strong belief in ( and reputation for ) honesty and integrity , from both a service and technical perspective . Her philosophy is to maintain transparency and truth at all times . “ If there is anything less than absolute truth ,” says Wendy , “ it ’ s impossible to find the perfect solution .” To this end , and in line with her aim to help facilitate education and innovation across the industry , Wendy will happily give guidance and advice to even her competitors and their clients . “ There ’ s room for everyone to grow ,” she says . “ They say the biggest secret in the paint industry is that there are no secrets – I want to educate , pass on what I know and help the industry by keeping the entire chain strong .”
SUCCEEDING IN A MAN ’ S WORLD
What has it been like working in a technical , male-orientated industry for three decades ? Wendy says she quickly learned that as a woman , there ’ s simply no room for error . She had to be precise , stick to the facts and prove herself , not by being loud or trying to dominate , but rather by ensuring everything she did was technically sound ; gaining trust by providing solutions . “ The other thing I learnt ”, she says , “ is that you can ’ t let your ego get in the way when a man asks if he can rather speak to your boss .”
To young females interested in entering a male-dominated industry , Wendy has simple advice : “ Know your worth , keep a good attitude and always look to grow and learn .” Her belief is that women are programmed to not show vulnerability , but that it ’ s precisely by asking as many questions as possible that we learn the most . Wendy stresses that it ’ s important to always approach everything and everyone with nothing less than humility , honesty and integrity .
Wendy ’ s head-down-and-do-the-work attitude and focus on sustainability , education , and integrity , work together to allow her to forge new paths and pioneer an inspired way forward . She may still prefer the laboratory to the limelight , but if this is the first time you ’ re seeing the name Wendy Smith , we ’ re quite sure it won ’ t be the last .
www . timberiq . co . za // FEBRUARY / MARCH 2021 31