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Spotlight: Meet Charles Datt, Owner of Jax Classics

Jax has been in operation since 1992, that’s many years of locally made, handcrafted workmanship. In an age of mass production and electronic communication, Jax not only represents the power of success through authenticity but allow clients to express the same. Today we chat with the owner of  Jax Oleum , Charles Datt, as he shares the many lessons learnt in running a successful brand.

Tell us about your background. How did you get involved in the world of Wood Coatings?

Jax Wax, as a business, has always been involved in using pigments, waxes and oils, with our sealing wax and our wax and oil-based crayons.

Working on a project 12 years ago with imported single coat oil stains, I decided there was a need for a high quality locally manufactured single coat oil-based wood stain.

After 5 years of research and development with our industrial chemist, Jax Oleum was launched, which has now been on the market for 7 years, and is growing from strength to strength.

What makes the brand different to other Wood Coatings available in the market?

It is simple to use, no extra drying agents to be added, it gives a uniform finish, with no overlapping .We have over 70 standard colours to choose from, and also have the ability to match custom colours and specified colours on projects. It has very low VOC`s and is not harmful to the environment.

What sort of training have you completed in order to operate in this field?

A business degree , over 30 years in business, sticking to the basic principles of offering high-quality products at reasonable pricing, with great service.

What personally inspires you in your working life?

Watching the business grow, having satisfied customers and working with great staff. I always aspire to make as many customers satisfied as possible and this is why my aim is to one day expand our market overseas.

What are some considerations when applying your Wood Coatings?

The most important is correct preparation of the wood surface. You need to work the oil in well and then rub off the excess oil that has not been absorbed.

What is your favourite must-have product in your range at the moment?

It will always be the Jax Oleum single coat oil, but we have been adding on great products that compliment the oil finish.

Any exciting projects or collaborations you are involved in?

The Anglo American Building in Rosebank, Pretoria University – Future Africa, many of the franchise chains etc

Which designer inspires you?

Jacqui Nucci-Datt … Jax …….. “you can do, whatever you put your mind to”.

What’s your personal motto?

Be fair, ethical and try to avoid conflict.

A place you visited to unwind in Africa?

Our beautiful Cape!

Any awards the company has won?

We have a Global Green Tag rating which encourages us to keep making as little impact on the environment as possible.

Find out more about how this local brand continues to innovate and visit www.jaxoleum.co.za for more.


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