An Interview with… Shae Goom: President of NZSDA

Shae Goom is the owner of Wise Studios (formerly Signwise), based in Wellington, New Zealand. He has recently been appointed President of the New Zealand Sign and Display Association (NZSDA).

Eye on Display is delighted to have this opportunity to congratulate him on his appointment and learn more about the association and his ambitions in the role.

EoD: Congratulations Shae. How do you feel about taking this role?

SG: I am thrilled to take on the role of President. It is a great honour to be appointed to this prestigious position. Throughout my career, I have been dedicated to advancing industry standards and fostering collaboration within the sign and display community. Having served as the Vice President of the NZSDA, I am grateful for the opportunity to lead the association into a future of innovation and excellence. Throughout my journey at Wise Studios, I have witnessed the transformative power of craftsmanship, creativity, and client satisfaction in our industry.

EoD:  What would you like to achieve during your time as President?

SG: One of my key priorities as President is to promote collaboration among professionals from various backgrounds, cultures, and age groups. By harnessing the power of diverse perspectives, we can unlock new creative possibilities and push industry standards to new heights. I strongly believe that a more inclusive and diverse board will be instrumental in achieving these goals.

I would also like to put more focus on apprenticeships through our entry-level training programme, Signee. With a vision to raise industry standards, future-proof our profession, and empower our workforce, Signee has been developed to meet the evolving needs and demands of the industry.

Signee Training is designed to address the skills shortage in the sign and display industry by attracting and retaining more talented individuals. Our courses offer comprehensive training that leads to entry-level employment or an apprenticeship in sign-making. We are committed to providing further training opportunities for our current members, ensuring ongoing professional development and growth.

Shae Goom is the owner of Wise Studios (formerly Signwise), based in Wellington, New Zealand

EoD: What message would you like to send to members and the wider sign-making community in New Zealand about the NZSDA and what you can do for the industry?

SG: The NZSDA and I are dedicated to serving the wider sign-making community with unwavering support, valuable resources, and a range of additional services. We understand the challenges and opportunities that arise in this dynamic industry, and we are here to provide assistance, advice, and advocacy on behalf of our community.

Our commitment to the sign-making community extends beyond our exceptional craftsmanship and creative solutions. As part of our comprehensive service, we offer access to over 130 business resources covering employment and general sign manufacturing issues. These resources are designed to equip sign-makers with the knowledge and tools they need to navigate complex industry landscapes.

Moreover, we continuously support our NZSDA members by offering exclusive deals and benefits that positively impact their bottom line. Our partnerships and collaborations enable us to provide valuable discounts, special offers, and advantageous arrangements to support the growth and success of sign-making businesses.

To ensure ongoing professional development, we organise local and regional informative seminars, meetings, and nationwide trade exhibitions. These events and workshops serve as platforms for sharing industry insights, best practices, and the latest trends. By staying informed and up-to-date, sign-makers can remain at the forefront of local issues and implement industry-leading practices in their work.

EoD: Anything else you would like to add?

SG: I would like to express my heartfelt gratitude to Wise Studios for their unwavering support, and I am grateful for the trust placed in me by the NZSDA. I look forward to collaborating with industry stakeholders, sharing knowledge, and driving positive change that will benefit all members.


For more information, please visit:

Eye on Display Industry Directory
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New Zealand Sign & Display Association (Incorporated)

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Wise Studios

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