1998 Diecutter/Diemaker of the Year

Calling on half a century of experience and wisdom, Frank Clay helped shape the diecutting and diemaking industry.

By Dawn Whalen

The post-war era of the late 1940s offered endless job opportunities for millions of young men. Not many, however, even by the standards of the day, remained with their first employer, or in an industry that, at best, offered them only a job with no strings attached, but no promises either.

Frank Clay was the exception—by choice.

For nearly 50 years Clay spent his days, weeks and months growing relationships, building a prosperous diemaking operation and helping to ensure his chosen industry as a whole was positioned for long-term success.

Frank Clay is being recognized as the 1998 International Association of Diecutting and Diemaking (IADD) Diecutter/Diemaker of the Year not simply because he spent so many years working in a single industry, but because he worked nearly half a century fostering relationships first, and then at building a business and helping an industry as a whole prosper.

Clay's first job after high school was with Ace Finishing, where he worked for a year. Using contacts he made while at Ace, Clay made the only real job switch of his career in October of 1950, to a small, up-and-coming dieshop, Reliable Steel Rule Die. For the next 19 years Clay learned the craft of diemaking. But more importantly, he learned to build relationships with customers.

Clay put his all into Reliable for nearly 20 years, until the entrepreneurial bug bit him and he struck out with a partner and opened his own dieshop, Aaction Steel Rule Die. Unfortunately, perhaps fatefully, Clay had made himself indispensible at Reliable. Within a year Reliable's management lured Clay back. Three years later, the remaining partner at Reliable passed away and Clay became president. For the next 22 years he continued to not only lead Reliable to a position of industry prominence, but became a driving force in establishing an industry association where diecutters and diemakers could exchange ideas on business and technology.

During his many years with Reliable Steel Rule, Clay built a reputation for truly caring about his customers. A particular relationship with one of his best customers (and friends) began in the early '60s when Clay became a neighbor to Ralph Gualano, the uncle of Larry Gualano, president of Standard Rubber Products Co. Ralph would drop off dieboard blueprints at Clay's house in the morning. Clay would take them to work, make the dies and deliver them directly to Ralph's house. From this commitment to personal service a long-standing business partnership was born.

"Frank understood customers' needs and provided not only dies, but also his expertise in design, layout and manufacturing and unbelievably fast turnaround, all for an economical price," explains Gualano.

"His bottom line was to get the job done and keep the customer happy," says Bob Gordon, executive vice president of Rhopac Fabrication, a long-time Reliable customer. But Clay also had a penchant for new technology that would enable Reliable to stay a step ahead of his competitors, while affording customers better service.

The cutting edge

Clay's thirst for innovative methods of die production using newly developed materials and equipment was not easily sated. Earlier than most of his contemporaries, he moved his diemaking operation into the computer age, incorporating new technologies for drafting, jigging board and sample cutting.

"We were the first company in the United States to purchase a Sumo automatic rule bender," recalls Clay. He explains that Reliable, like any progressive, competitive small business today, has to keep abreast of new diemaking technologies and methods in order to meet production turnaround demands of its customers.

For the IADD

Clay's commitment to diemaking didn't end, however, with satisfied customers. He was always concerned about the success of the diecutting and diemaking industries.

According to Rex Williams, current IADD president, in the early '70s, Clay joined a group of industry colleagues to form an association of diecutters and diemakers. After attending an early planning meeting and interacting with some of the industry's most respected people, Clay realized that the best format for the emerging association was the sharing of knowledge and information.

Today, Clay is credited with being one of a handful of founding members of what was then the Diemaking/Diecutting Association.

"Frank has a deep love for the industry and the people in it," says Cindy Crouse, executive director of the IADD. "He's grateful that he's been able to make a good living for himself and his family, which is why he's given back at least as much as he's received." Dieboard distributor and fellow association founding member Eugene Piette, echoes Crouse's comments.

"In the early days, Clay helped get people in the industry talking," remembers Piette. "Back then you only knew your competition through your customers. Frank helped break down those barriers."

Over the years his activity and participation within the association garnered much attention and praise. He was soon asked to serve on the association's national board of directors. He served 11 years on the board and as a director for five. He also served as a member of the finance committee during and after serving as treasurer, and served on the committee to seek out a new executive director.

Among all these activities with the IADD, his most challenging was his tenure as treasurer. "We went through some rough times after our association director died suddenly," recalls Allen Gurka, IADD president from 1989-'91. Gurka credits Clay with taking responsibility for ensuring association finances were in order. Only after the books were in order would Clay step down from his responsibilities as treasurer.

Clay's untiring efforts toward this goal are still seen and appreciated today, as evidenced by the association's financial stability. According to Piette, it is still Clay who IADD board members turn to for guidance to ensure the association is managed properly from a financial aspect.

Besides his early work with the national association, Clay was also involved in the formation of the association's Midwest Chapter in Chicago, and he served as one of the first treasurers of that chapter from 1972-74. He was also the Midwest Area vice president for two years.

Diecutter/Diemaker of the Year

According to the nominating committee, Clay was selected for this award because "he represents the largest segment of our industry (small diemakers) and has built a strong and viable company in one of the industry's toughest markets." He has been successful in integrating technology and using new systems to develop his business, his knowledge of the industry, and its processes.

Clay has served the IADD for more than 25 years, giving generously of his time in increasingly responsible leadership positions.

"Frank Clay is a great example of hard work, information sharing, caring lasting friendships and camaraderie," said Williams. "He has always been a role model for me—his dedication, thoughtfulness, attention to detail, and most importantly, his ability to lead by example. From the many hours spent working as our treasurer, to his wisdom regarding decision-making on the board of directors, he has been an example of what an IADD member should aspire to be."

Personal Profile

Frank Clay, President (retired) Reliable Steel Rule Die Co., Chicago, IL

Industry: Clay entered the diecutting/diemaking industry upon graduation from high school. After two years with Ace Finishing, he spent the next 48 years at Reliable, first as an employee, and then as the owner and president.

IADD Involvement: Founding member. Helped establish the Midwest Chapter and then became its vice president. Served on the IADD's national Board of Directors and was Treasurer. He was a member of the finance committee, and participated on the committee to seek a new executive director for the association.