Making a Mark on the Craft
In a world where many businesses focus solely on profit, Darren Garufi, owner of Craftmark, stands out for his relentless pursuit of excellence and his deep-seated desire to leave a lasting legacy. From his humble beginnings as a teen intrigued by the precision of cabinet making, Darren has crafted his way to becoming a respected business owner and influential figure in the industry.
Darren’s journey began in his teenage years, inspired by family renovations and the meticulous craftsmanship he observed. “At about 15 or 16, we were renovating at home. The accuracy of the joinery guys fascinated me. With my great-grandfather and grandfather being shipwrights, it’s in my blood,” Darren recalls. This early fascination led him to an apprenticeship where he honed his skills and developed a passion for the intricate details of cabinet making.
Darren’s career trajectory took a significant turn when he joined Polytec, an experience that profoundly shaped his business acumen. Starting as an area sales representative, he quickly climbed the ranks to become the national warranty manager and overseeing merchandising and product launches. “At Polytec, I had the privilege of closely observing John and Michael Borg, whose thought processes are unlike anyone else in the industry,” Darren explains. “They taught me to think differently, to question the status quo, and to always seek innovative solutions.”
The Borgs’ unique approach to business—focusing on a vertically integrated model and continuously innovating—left a lasting impression on Darren. “Their mindset was all about looking at challenges from new angles, which was incredibly inspiring. I absorbed everything I could from them, and it changed my perspective on how to run a business,” he adds.
Leaving Polytec, Darren took a bold leap into entrepreneurship, founding Cabinets Live, which later evolved into Craftmark. This period was characterised by intense hard work and unwavering determination. “I started making kitchens in my shed at home. I worked 17-hour days, injecting every penny back into the business. During the day, I would design, sell, and install, and at night, I would cut the cabinets,” Darren shares. His commitment and vision paid off. From a one-man operation, Craftmark grew into a reputable wholesale manufacturer with state-of-the-art equipment and a dedicated team.
What sets Darren apart is his unwavering focus on continuous improvement and his meticulous attention to detail. “We’re always focused on the systems and processes we use. We study everything, from the steps our workers take to the positioning of our machines,” he says. This dedication to refining and iterating his approach is evident in his hands-on management style.
“For instance, I’ve moved our edge bander four times to reduce the number of steps our workers take. It might seem insignificant, but cutting down on unnecessary movements can save thousands of dollars in the long run,” Darren explains. This relentless pursuit of efficiency has allowed Craftmark to maximise output while maintaining a limited footprint, setting the company apart from its competitors.
Darren’s desire to shape the industry goes beyond his business. As a board member of the Australian Cabinet and Furniture Association (ACFA), he is committed to leaving a legacy. “I wanted to make a difference. It’s about leaving a legacy with all the experience I’ve gained. The industry needs younger generations to step up, and I saw an opportunity to add value,” Darren explains. His work with ACFA focuses on business training solutions, helping cabinet makers understand both the craft and the business side of the trade.
Running a business is not without its challenges. Darren’s early years were marked by long hours and significant personal sacrifice. “I was so focused on what I was doing. My life was dedicated to the business. I knew the end goal, and I was blessed with the most supportive wife,” he reflects. His determination saw him through tough times. The milestones along the way, such as seeing the profit and loss statements improve and moving into larger factory spaces, confirmed he was on the right path.
Today, Craftmark’s success is a testament to Darren’s leadership and vision. He has built a culture where attention to detail and continuous improvement are paramount. “We drive quality by ensuring numerous eyes check everything. We have a stringent QC checklist, and we audit our work regularly,” Darren explains. His team is passionate, dedicated, and always ready to think outside the box, thanks to an environment that prioritises both professional and personal growth.
Darren’s hiring philosophy is centred around one crucial attribute: attitude. “Skills can be trained, but attitude is innate. We look for people who are passionate and eager to grow,” he insists. During interviews, Darren focuses on understanding the candidate’s approach to challenges and their willingness to learn. “I once hired a trainee drafter after a 90-minute phone conversation because his attitude and eagerness to grow were evident,” Darren reveals.
Retaining top talent is equally important. Darren believes in keeping his employees stimulated and engaged. “It’s not just about the salary. People want to work in an environment where they feel valued and stimulated,” he notes. Craftmark offers a range of perks, including breakfast and morning tea, a well-equipped breakout area with a pool table, and will shortly be adding a gym with a personal trainer. “We spend more time at work than at home, so it’s essential to create an environment where people enjoy coming to work,” Darren emphasises.
Recognising the importance of work-life balance, Craftmark ensures that its employees have their weekends free. “My guys don’t work weekends. They knock off at 1:30 PM on Fridays and come back at 7 AM on Mondays. It’s crucial for their well-being and productivity,” Darren says. This approach has fostered a loyal and dedicated team, contributing significantly to Craftmark’s success.
Darren’s vision for the future of the industry is clear. He sees the growth of wholesale manufacturing as a key trend, promoting better work-life balance and efficiency. “The wholesale market allows us to be good at what we do while our clients focus on what they do best,” he says. His goal is to ensure that Craftmark remains at the forefront of this shift, providing unparalleled quality and service.
Darren’s journey is a powerful reminder of what passion, dedication, and a continuous drive for improvement can achieve. “A legend of the trade is defined by their love for the trade and their commitment to making it better,” he concludes. Through Craftmark and his work with ACFA, Darren Garufi is not just building a successful business; he is shaping the future of the cabinet-making industry, one precise millimetre at a time.
In a world where many are content with the status quo, Darren’s story is a beacon of what can be achieved with a clear vision, relentless drive, and an unwavering commitment to excellence.
