Deserved Success

Sun (Auckland), Volume IV, Issue 1058, 23 August 1930, Page 6

Deserved Success

This is the twenty-fourth of a series of informative articles that are being published in THE RUN iccekly throughout 1930, describing many of New Zealand's most important industries .

MAKERS OF “ WESTCRAFT ” LEATHER GOODS

BEHIND the trademark ‘‘Westcraft,” that stands for excellence in leather goods, lies a story of success won from small beginnings, of difficulties surmounted, of triumph over disaster.

Nine years ago, just when the business was beginning to expand, fire destroyed the building and plant, inflicting a staggering blow upon its principals. But they bad faith, and they had courage. They threw all their resources into the reorganisation of the business and started again from scratch. Today, the firm employs more than 60 hands; Its products are known from one end of the Dominion to the other, and notwithstanding hard times, its business is steadily increasing. There is another thing significant about the "Westcraft” mark. Just below it, on all the firm’s products, you will find the letters “N.Z.” Made in New Zealand! No attempt to dis- , guise it—rather is the fact empha-

sised. The princijmls were told that this policy was a mistake, that people had a prejudice against New Zealand goods. “Very well,” tliey said, “we’ll break it down. ThAr-e is nothing wrong with New Zealand' or with New Zealand people; why should there be anything wrong with Nvew Zealand goods?” And events have proved that their policy was right. . The manufacture of “ VAastcrai't” leather goods not only gives employment to New Zealand workpeojlile; it also absorbs a large quantity of New Zealand raw materials—calfskins and cowhides, sheepskins even goatskins —and probably, next year, deerAkins will he added to the list. The matter ials that New Zealand does not plroduce are bought from Great Britain as far as possible. It Is a fascinating business. thiA manufacture of fine leather goods, offering endless scope for originality ' and craftsmanship. It is necessary/ to keep, abreast of the latest ideas, to he always a little in advance of the \

fashions. Weston Bros.. Westcraft designers, obtain journals from Britain, Austria, France, Germany and America; they get, too, samples of the latest leathers, which are passed on to New Zealand tanners; if they can produce a similar article, the trade stays in New Zealand. And what are these “Westcraft” products? There are women’s handbags, leather belts and gloves, shopping bags, motoring and gardening gloves. New Zealand souvenirs of ail kinds, and many other interesting things, including airmen’s helmets, for which there is now a steady demand. Nearly every woman in New Zealand has bought “Westcraft” belts from time to time; in one year alone 4,000 gross of them were made. The hides and skins are seiit, first

of all, to New Zealand tanners. Then the tanned leather is cut Into shape by hand and assembled by expert bagmakers —men and girls—after which they are ready to be machined. They go right round the workroom in the course of manufacture. It is something like a motor-car being assembled ; and it is a far more intricate process than one would imagine. In an envelope or under arm bag, for instance, there are something like 30 to 50 parts to be assembled. The manufacture of “'Westcraft” goods is essentially a work for female labour. There are more woman and girls out of work in New Zealand today than most people realise, and the more “Westcraft” goods that are bought, in preference to imported ones, the more employment will be provided. After being machined, the material goes to the framing department, and after the frames have been fitted, Virls attach the handles, and form the !\rgs into the proper shape. Then J tike bags are ready to be boxed. They

are strong boxes, and they are made in New Zealand. Not only that, but they are printed all over with the “Westcraft” name In a pleasing design of small letters, which meats work for the printer, compositor, and blockmaker. It is interesting to watch the girls at work, busily sewing, cutting, and decorating. They are quick and deft, and they seem to enjoy it. Nine artists are employed, most of them frained at the Canterbury’ School of Art, under Mr. A. F. Nicoll, himself a distinguished artist, who has had two pictures hung in the Royal Academy. These girls work mostly on the souvenir articles, painting and decorating them. Typical New Zealand effects are aimed at—Maoris and Maori pas. and various aspects of New Zealand scenery. Much of it is poker work, in which the effects are burned on with a red-hot point. It does not take long for this point to trace out a Maori pa, complete with carving. It is amazing the number of souvenirs bearing the “Westcraft” mark that is sold. The firm is practically booked up with orders from now till Christmas. Shopping bags, too, nr* in great demand.

“Westcraft” goods offer many advantages to the retailer, and more and more retailers are coming to realise this. In the first place, every “Westcraft” article is guaranteed; if anything should go wrong—and things do go wrong, in spite of every precaution —restitution is made through the dealer. Then, again, it is not necessary to place a big order, as is the

case with imported goods, which means that the dealer does not run the risk of having a lot of stock left on his hands, to be “jobbed off ’ through some change of fashion. To retailers the name “’Westcraft” stands for fail dealing and honest values. times it happens that a line is booke to a dealer at a certain price, and tn the manufacturers of “Westcraft r. . on going into their costing, that t - can supply the article at a lower p —and they do so. This is brou about by the support of the tiv , enabling handbags to De manutaet in larger quantities. A fair of profit, and no more, is the gm principle of the firm. . .» In quality and design, ‘TV estcr '. , goods are equal to anything e J se , is imported, and in point of they are definitely superior, truth is now gaining widespread recos nition, so that the business is the ing with an irresistible impetus, represents success—aud this firm serves it, if ever a firm did. _ , , It should he mentioned that ' ' craft” goods can b/% bought | through the legitimate trade.