1998 TLMI Converters of the Year
Family ties that first tested, and now bind Custom Tape & Label have created a new generation of tag and label talent and drive.
by Susan Friedman
James O. Buckley founded Custom Tape & Label Co. with a dream familiar to many: to provide a better life for his family. He didn't know then that business and family would eventually become one entity—or that the unexpected unification of home- and work-life would fuel a collision of wills. But the dust has long settled from past differences, and Buckley's venture has become a tradition that won't soon fall from the family tree or the tag and label industry.
James, along with sons J.P. and Randy, who now oversee Custom Tape & Label's operations, and daughter Susie, who handles sales, have collectively amassed nearly 90 years of experience in and commitment to the tag and label industry. In recognition of the dedication their family name has come to represent, the Buckleys are honored together this year as pP's 1998 Tag and Label Manufacturers Institute's (TLMI) Converters of the Year.
A classic entrepreneur
The story of Custom Tape & Label's success has all the trappings of an entrepreneurial classic—humble beginnings, strength in the face of adversity, kind fate and, ultimately, rich professional and personal rewards. James Buckley's fascination with the printing industry first took hold when he served as office manager at a flexo printing company. There, he met the owners of an engraving company, brothers Bob, Jack and Les Schreiner, who recognized that Buckley possessed the drive necessary to run his own flexo business.
With a $2,000 investment from each of the Schreiners and another $2,000 borrowed from his father, Buckley founded Custom Tape & Label in 1964 with 300 sq.ft. of rented space and nothing more than a phone, some label stock and a printing press made by a local machine shop.
Buckley describes the first three years as "difficult, grueling, stressful and oftentimes bleak. Many times I wanted to throw in the towel," he remembers. "For every one success there were many failures, but it was the fear of failure that kept me going."
The lean days for Custom Tape & Label finally turned in 1969, when Buckley was tapped to produce stickers for Loo-Art, a large greeting card company, which became Custom's primary multi- and four-color process account.
Unfortunately, this shot-in-the-arm to Buckley's business was coupled with a serious personal health setback: his failing eyesight. After several unsuccessful eye surgeries, Buckley was advised to relinquish the bulk of his professional responsibilities before total blindness set in.
Sons Randy and J.P. immediately stepped forward to learn the intricacies of their father's trade. By 1980, both brothers had joined the business full-time. "J.P., the perfectionist and profit-driven salesman, took over the duties of the office, while Randy, the focused technical achiever, slowly eased into the role of plant manager," Buckley recalls.
Randy, who left his senior year at the University of Northern Colorado to join his father's business, progressed from running rewind and finishing equipment to a press operator's position, first running old locally made presses and a Mark Andy 4à press, and then larger 4- and 6-color machines. "In 1982 my father came to me and asked if I thought I could produce four-color process," Randy remembers. "I told him yes without really knowing what it was. After a crash course in color theory and months of trial and error, I was able to produce a product we could actually charge money for."
The Buckley brothers' printing expertise continued to move forward, but family frictions kept cropping up, stalling day-to-day operations. Many disagreements sprang from J.P. and Randy's opposing personalities, while their father wrestled with his hesitance to completely release the business to his sons. James' eyesight had amazingly begun to improve, restoring his ability to run Custom Tape & Label, but as he puts it, "I had worked myself out of a job."
The turning point came when James brought in an industrial psychologist. "He taught J.P. and Randy how to work together as professionals rather than brothers," he relates. "They slowly learned to negotiate rather than fight. And more importantly, he helped me let go of the reins and trust my sons' judgement. The only way I could do that was to put some distance between myself and the business. That distance turned out to be 900 miles."
James and his wife Phyllis semi-retired to Scottsdale, AZ, and the brothers continued to run the business with their father's guidance. In 1990, sister Susie Buckley joined Custom's sales force, throwing a fresh sibling dynamic into the day-to-day workings of the company. Again, family frictions arose, but a little trial and error quieted these conflicts as well.
"We finally got to the point where we could sit down and discuss things," says Susie. "I no longer allowed my emotions to interfere with my professional life. It was at that time I realized we had found the recipe to work well together."
A family approach to TLMI
TLMI members since 1989, J.P. and Randy Buckley have both assumed association roles that closely relate to their responsibilities back at Custom.
J.P. applied his sales and marketing abilities to his service on the Board of Directors and as Membership Committee chairman from 1992-1995. Former TLMI President George Noah recalls that TLMI membership increased 15 percent to 20 percent under his leadership. "J.P. brought more organization to our membership efforts," adds current TLMI President Tom Cobery. "He was more methodical in approaching non-members." J.P. was also a Nominating Committee member from 1994-1996.
True to his strong production background, Randy served on TLMI's Technical Committee and the Printing and Converting Subcommittee from 1993-1995. He has spoken about flexography at workshops and forums around the country, as well as in Europe and Asia. "The Buckleys' efforts and unselfish time have been a boon to the tag and label industry," says Cobery, citing an extensive presentation Randy gave on Custom's approach to reducing makeready time at the 1997 TLMI Technical Conference.
According to Cobery, James Buckley has always helped fellow tag and label entrepreneurs, keeping them on the track to success by consistently sharing new processes and technologies. In return, the industry has repeatedly recognized Custom Tape & Label's achievements. In 1990, a flexo, color process prime label printed for Ram Line Syn-Tech Pistols captured Best of Show honors in the annual TLMI Awards competition. Custom earned a first place award in the 1997 TLMI competition for a Kodak Vision 250D label, and additional first place honors in the 1995 and 1998 TLMI Awards competitions.
One man's dreams and struggles don't often yield a new generation of tag and label talent, but James Buckley is very matter-of-fact about his good fortune. "As I look back on the past 33 years, there were many peaks and valleys," he reflects, "but the peaks outnumbered the valleys and Custom Tape and Label lives on."
—by Susan Friedman, PP&C, in collaboration with various industry reports
FAMILY PROFILE
Custom Tape & Label Company
Denver, CO
Principals
James O. Buckley, President ; J.P. Buckley, VP, Sales and Administration; Randy Buckley, VP, Art and Production; Susie Buckley, Sales
Business
James Buckley founded Custom Tape & Label Company in 1964. He won greeting card company Loo-Art's sticker printing business in 1969, which became his primary four-color process customer. Sons J.P. and Randy Buckley joined the company full time in 1980. J.P. currently oversees operations, primarily in sales and administration, and helps develop new products. Randy has responsibility for the art department and production. Daughter Susie Buckley joined the company in 1990 and handles sales.
Markets Served
Provides prime labels, coupons and direct mail products to the general packaging, meat, bottled water, medical/pharmaceutical, automotive and other industries. In-house capabilities include laser printing and variable information printing.
TLMI Involvement
Members since 1989. J.P. served on the Board of Directors and as Membership Committee chairman from 1992-1995. He also was a member of the Nominating Committee from 1994-1996. Randy served on TLMI's Technical Committee and the Printing and Converting Subcommittee from 1993-1995. He also made a presentation on Custom's approach to reducing makeready time at the 1997 TLMI Technical Conference.
