Rob Key Designs: Fabricator in the national spotlight

Paying homage to its customer base and its roots, Deluxe, a provider of services to financial institutions and small businesses, is celebrating its 100th anniversary with a unique project—the Small Business Revolution. The company, which began with a $300 loan and an idea for the first personalized flat-pocket checkbook and holder, has commissioned filmmakers and photographers to share the stories of vibrant small businesses across the U.S.

Among the businesses profiled is Tulsa, Okla.-based Rob Key Designs, a fabricator of hand-forged iron doors, windows, gates, balconies, beds, and other products made solely from U.S.-sourced materials.

Company owner Rob Key, who began his career as a welder, recently answered some questions for thefabricator.com.

thefabricator.com: How did your career begin?

Key: I began my career in aviation TIG welding on internal turbine engine parts. I was certified on many different types of exotic metals, which is very tedious, precise work.

thefabricator.com: How did your career evolve?

Key: After 15 years in aviation, I moved in 2000 to West Palm Beach, Fla., where I discovered my passion for the ornamental iron business. I started working for a prominent iron shop in the area, where I trained under some amazing artisans on how to forge, fabricate, finish, and install ironwork for homes.

Most of this work went into homes ranging in value from $5 million to $100 million. Basically, I learned my craft working on some of the most amazing projects you can possibly imagine.

thefabricator.com: When did you start your own business?

Key: I opened my own business in 2002, working out of Jupiter, Fla. I ran that business for about three years before moving back to my home, Tulsa, Okla., in 2005. That's where I started my present business, Rob Key Designs.

thefabricator.com: What was the most difficult part of starting the business?

Key: I'd say the most difficult part of starting my own business was cash flow. In the beginning, I had to pay for everything: trucks, equipment, building expenses, hiring employees. I decided not to pursue a business loan, so I had to gut it out. I paid for everything as we started work on projects. I'm glad I did it that way. It makes me feel good to know that it's mine.

thefabricator.com: How do you find qualified workers? Have you had any difficulty with worker retention?

Key: I qualify workers by giving them a comprehensive welding test, and I personally train helpers. Some of the best fabricators I have today started off as helpers.

Retaining employees takes time. Some people you hire work out, and others don't. I don't mess around. If people I hire don't have a good work ethic and good character, I get rid of them. That being said, I have numerous employees that have been with me almost since the beginning. I have a great crew!

thefabricator.com: How has the business evolved?

Key: My business has evolved rapidly. The timing of moving back to Tulsa in 2005 and the need for a quality iron shop in this area worked out perfectly for me.

thefabricator.com: What processes are involved in creating your products? Describe the steps taken from beginning to end to complete a project.

Key: The customer contacts us with a project and we meet to discuss all of the details, from design to finish.

We generate drawings and a work order. The work order is assigned to one of my crews for cutting, forging, fabrication, and prep work for final painting.

My paint department finishes the job per the customer's request, and finally (and very important), the crew that fabricated the job installs it. My crews own their projects from start to finish, basically.

thefabricator.com: How do you promote the business? Do you use social media?

Key: I'm on Facebook and Instagram. We embrace social media, certainly. That said, nearly all of my business comes from boots on the ground and word-of-mouth. I work hard to take care of my customers, and I get lots of referral work in the process.

thefabricator.com: Looking back, if anything, what could/would you have done differently in launching your own business?

Key: Rob Key Designs continues to grow and thrive year by year. As our customer base increases, so does our business, which has allowed me time to make adjustments and refinements. I couldn't be happier.

thefabricator.com: Any advice for aspiring small-business owners?

Key: The first year, you'd better be working your butt off. No vacations. No new cars. Work nights, days, weekends—everything. Wear 15 hats. If you do all of that and break even at the end of the year, you're incredibly lucky.

Your customer is your lifeline; never forget that.

thefabricator.com: What would you like people to know most about your business?

Key: I build custom, hand-forged ironwork to a level of quality that I would accept into my own home. Tolerances and finish need to be topnotch. I have a great eye for design and style, and I try to make each project the very best it can be for every customer. I want them to feel excited about their new iron/steelwork from Rob Key Designs.

View the company's story on the Small Business Revolution site, or visit the company's website for more information.

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