Nestled in the serene community of Pefferlaw, part of the Town of Georgina, Gemini Store Fixtures is a quiet local success story. Under the leadership of its founder, Jeff Usling, the business has been crafting high-quality commercial cabinetry since 1988.
Store fixtures have been produced for some of the biggest brand names in the world right here in Georgina. With more than three decades of experience, the company stands out for its commitment to precision, quality and on-time delivery.
Humble beginnings
Gemini's story began when Jeff, still in high school, learned the art of woodworking while helping his father in a small woodshop that was part of the family's general contracting business. After his father sold the business, Jeff and a colleague decided to start their own shop in 1988, marking the birth of Gemini Store Fixtures.
Initially based in Scarborough and then Ballantrae, the company relocated to Pefferlaw 11 years ago, taking advantage of the more affordable real estate compared to the south. Jeff recalls how this move was one of the best decisions he ever made, not only for the business but also for his personal life. "Moving to the area was the single best thing I've ever done," says Jeff, who appreciates the peaceful commute and the close-knit community Georgina offers.
A family business for the future
Though Jeff once considered retirement, his children’s interest in the business led to a new chapter for Gemini. His sons have brought a wave of technological innovation to the company, introducing 3D modelling and step-file processes that have significantly increased production speed and efficiency. This investment in technology, which began more than two decades ago, has allowed Gemini to stay competitive.
“Technology has taken us to another level,” Jeff explains, emphasizing how automation has streamlined operations and improved consistency.
Thriving in Georgina
For Jeff, running a business in Georgina has numerous perks beyond cost savings. The rural setting offers a calm and distraction-free environment to focus on quality craftsmanship, and the strategic location still allows easy access to the city for importing and exporting. "I love it. It's nice to be in the country, away from the business of urban areas to the south. I can’t imagine driving to the city every day," he says.
One of the unique advantages of operating in Georgina, Jeff notes, is the hassle-free experience of running a manufacturing business. Unlike other areas, where neighbouring businesses might conflict with the needs of a woodshop, Pefferlaw provides Gemini with the freedom to run its operations smoothly.
To support its growth, the company has taken advantage of a local business resource, South Lake Futures, to invest in machinery, which has further allowed it to expand its operations and hire more employees.
Gemini continues to thrive, working on high-profile projects for clients like Mastermind Toys, Tip Top Tailors, and even Rolex stores. Its commitment to quality, paired with its ability to meet tight deadlines, ensures that Gemini remains a trusted partner for many clients.
Giving back to the community
True to its local roots, Gemini has found ways to give back to the community by donating wood offcuts to local high schools. This initiative not only reduces waste but also provides valuable materials for students in woodshop classes, helping inspire the next generation of craftsmen.
Looking ahead
With a solid foundation in both technology and tradition, Gemini Store Fixtures continues to build on its legacy. As Jeff puts it, the company’s secret to success lies in caring deeply about each project, ensuring every job is completed to the highest standard. “You're only as good as your last job,” he says, underscoring Gemini's commitment to quality and customer satisfaction.
For those considering doing business in Georgina, Jeff's advice is clear: the combination of a peaceful working environment, relatively affordable property and a supportive community makes it an ideal location to grow and succeed.
Gemini Store Fixtures exemplifies how businesses can flourish in Georgina. For those interested in launching or expanding a business, Georgina offers valuable support and affordable opportunities. Contact the Town of Georgina to explore how your business can thrive in this welcoming community.
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