4 November 2024

Christine Strutt and Claire Smedley featured in the CIO Views Women’s Month issue which highlighted 10 of Africa’s most influential businesswomen. They discussed their growth journeys at Von Seidels and plans for the firm’s future as well as how they maintain a work-life balance and stay motivated. Claire and Christine also shed light on what success means to each of them and shared a message to other aspiring businesswomen.

Claire and Christine are leading figures in intellectual property law, significantly contributing to the growth of Von Seidels Attorneys since joining shortly after its founding in 2007. The firm specializes in various forms of IP protection and related commercial activities across Africa. Christine and Claire have played pivotal roles in the firm’s success through their dedication, intelligence, and strategic vision.

They now lead the Brand IP group, complementing each other’s strengths and working seamlessly together. As partners, they continue to grow the team, onboard new clients, and enter new markets while maintaining high-quality work and relationships. Their mutual respect and complementary temperaments make them effective leaders, driving Von Seidels’ mission forward.

Christine Strutt: From Start up to Scale up

Christine Strutt’s professional journey is quite remarkable. Initially planning to pursue visual arts or econometrics at Stellenbosch University, she ended up completing degrees in Accounting and Law. The evolving internet landscape inspired her to focus on Intellectual Property (IP) law, leading her to pursue a Master’s in IP Law at the University of Cape Town.

Christine’s early achievements include becoming the first female president of ‘Brightest Young Minds,’ which exposed her to innovation and corporate networks. This experience led her to join Von Seidels, where she quickly advanced to managing the trademark group and becoming an equity partner.

Christine Strutt has transitioned to directing Von Seidels’ business development efforts, including marketing and data analytics, after handing over the trademark group to Claire. She finds balancing client-focused work challenging, especially when resolving issues without public attention or alienating potential allies. Christine prefers soft litigation, aiming for diplomatic resolutions over court decisions, which is particularly effective in regions with less developed legal systems.

Christine is also actively involved with the International Trademark Association (INTA), addressing issues like DNS abuse and online fraud. She chairs a sub-committee engaging with internet governance platforms on behalf of brands and IP professionals. Her approach emphasizes navigating human dynamics and legal entitlements to achieve successful outcomes.

“I believe mentors and colleagues you have early on in your career shape you in so many ways, and I’m still very happy with my decision,” she says. “Our partnership truly exemplifies our core values of trust and enthusiasm.”

Christine believes that tangible outcomes and value are deeply connected to intangible concepts. She advocates for a harmonized infrastructure that recognizes intellectual creations, expressing excitement about new methods involving physical or virtual surroundings and digital assets like NFTs. The evolving IP landscape fascinates her.

Christine is particularly drawn to brand-related aspects of intellectual property, viewing the communication of business ethos through distinctive symbols as an art form. She considers trademarks to be the “poetry of commerce” and finds great fulfillment in seeing brands that “get it right” after nearly two decades of working with them.

Claire Smedley: Growing beyond beginnings – a fulfilling journey

Claire Smedley, who rose from modest beginnings to become a partner at Von Seidels, describes herself as resilient. She took over the management of the trademark group from Christine Strutt just before the COVID-19 pandemic and has since fostered a collaborative and efficient work environment. Claire’s leadership has made the trademark group the third-largest filer in South Africa and expanded the firm’s presence in Nigeria, Namibia, and Cameroon.

Claire values creating an open and supportive department where everyone feels seen and heard. She is also active in the International Trademark Association (INTA) and the African Regional Intellectual Property Organization (ARIPO). Her practice focuses on trademark searches, prosecution, and portfolio management across Africa, tailoring strategies to clients’ specific needs.

Claire’s journey at Von Seidels has been both challenging and rewarding, marked by continuous learning and a positive approach to overcoming setbacks. She finds her professional journey deeply fulfilling and appreciates the skills and professionalism she has developed along the way.

“Approaching challenges with curiosity and positivity has made a significant difference to my journey.”

About Von Seidels Intellectual Property Attorneys

Christine Strutt highlights the firm’s balance between efficient systems and a personable approach. The firm emphasizes upliftment, diversity, and inclusion, supporting foreign nationals in establishing local offices. A “social contract” fosters a respectful and inclusive work environment.

Built from scratch, Von Seidels has now grown into a formidable entity having scaled tenfold in its staff compliment. The firm is 70% female and has generous maternity and paternity leave policies, with flexible working arrangements to support employees with families.

Plans for the future

Von Seidels aims to expand its presence in Africa, with a vision to grow their market share while maintaining personalized, quality service. Christine and Claire both emphasize the firm’s goal to become the go-to firm for all IP needs in Africa.

Christine focuses on technology businesses and addressing issues related to new and unregulated technologies from an African perspective. She believes this will contribute to the evolution of IP law in Africa.

Claire’s personal goals include continuous growth, curiosity, and innovation. She aims to empower others and achieve a work-life balance, creating a positive impact for future generations.

Work-life balance and motivation

Both Claire and Christine face challenges in maintaining a work-life balance due to their demanding schedules. Claire, a mother of two young boys, appreciates being part of a family-friendly firm that values time with loved ones. Christine, also a working parent, relies on her supportive family and talented team. She focuses on making each moment “rich, not rushed” to create a healthy work-life flow.

What is success?

Claire and Christine have made significant contributions to Africa’s brand-legal industry, demonstrating determination and achieving great success in a competitive field. They each have their own definitions of success:

Christine believes success can be seen as either personal fulfillment or achieving specific goals. For her, it means being satisfied and at peace with the outcomes of her efforts.

Claire views success as a personal journey, defined differently by each individual. For her, it’s about experiencing fulfillment, balance, and happiness every day, beyond just job titles or salaries.

Influencing the next generation

Claire believes that leaders should prioritize mentorship, education, and empowerment to positively impact the next generation. Von Seidels has recently launched a mentorship program to share experiences, provide guidance, and foster growth.

She also stresses the importance of educating both men and women about gender dynamics to create a more equitable legal environment. Claire advocates for empowering women to pursue leadership roles and embrace their ambitions, expressing pride in being part of a firm that supports these values.

Message to aspiring business women

Christine encourages aspiring businesswomen to be “ferociously curious” about their work, themselves, and others. She believes this curiosity will help them discover the knowledge, networks, mentors, and skills needed to make a unique impact.

Claire’s advice is to “believe in yourself.” She urges women to chase their dreams with resilience and steadfastness. Claire also highlights the importance of hard work, advising women to perfect their skills and approach each task with their best effort, as this will consistently benefit their careers.