Christine Strutt and Claire Smedley are two prominent figures in the dynamic realm of intellectual property law. Their meteoric rise in this highly competitive field runs parallel to the spectacular growth of Von Seidels Attorneys as a firm – which they both joined shortly after its founding in 2007.
Von Seidels specializes in helping clients obtain and manage various forms of IP protection. It also handles IP-related commercial activities such as agreements, licensing, transfers, valuations, and enforcement across Africa. Christine and Claire have not just been witnesses to the firm’s remarkable growth trajectory but have played pivotal roles in that through their dedication, intelligence, strategic vision, and in-depth understanding of the ever-evolving IP landscape.
Having risen through the ranks at Von Seidels and now teaming up to steer its Brand IP group. Claire and Christine share a profound mutual respect. Their personalities and temperaments complement each other, as Christine shares, making it easy for them to work in sync and focus on achieving Von Seidels’ mission. In their roles as Partners, these two formidable legal minds continue to grow the team, onboard new clients, and enter new markets while maintaining the quality of their existing work and relationships.
Christine Strutt: From Start ups to Scale up
Christine has navigated an impressive and diverse professional journey and originally had no plans of making a career in law. She went to Stellenbosch University with the intention of pursuing either visual arts or econometrics as a major, but ended up completing simultaneous degrees in Accounting and Law.
“About halfway into my studies, the internet was evolving. Social media and new digital services were also beginning to take shape,” Christine recalls. “I knew I wanted to work in this field.”
At the time, Internet law was still in its infancy. Despite that, Christine pursued a Master’s in Intellectual Property Law at the University of Cape Town, focusing on the valuation of IP-rich “new media” companies. “On reflection,” Christine says, “it seems that practicing trademark and copyright law was to provide the perfect blend of creative design, commercial strategy, and economics.”
During her studies, Christine shattered the glass ceiling for the first time. She became the first female president of ‘Brightest Young Minds’, an incubator platform that facilitated introductions, mentoring opportunities, and funding for sustainable and scalable student-run social impact initiatives. This role exposed her to the vibrant world of innovation and start-ups while also introducing her to corporate networks and mission-driven organizations on an international scale.
It was through a corporate network that Christine first met the visionary founding members of Von Seidels, who offered her a role in their startup firm. Although she had other offers at the time, Christine was drawn to this firm because of its founders.
“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.”
After three years at Von Seidels, Christine was entrusted with the responsibility of managing the burgeoning trademark group and was promoted to equity partner soon after. The next few years marked a period of transformation and saw explosive growth for the firm’s trade mark group which grew from a smaller business unit accounting for about 10-12% of the firm’s revenue to a vertical that now generates approximately 45-50% of total revenues. This was an incredible achievement for our team considering the other major vertical, patents, was experiencing exceptional growth as well,” Christine points out, “In those earlier years, it did at times feel like we were building the car whilst driving it.”
As a law firm partner that shares in management responsibilities, it can be tricky maintaining a healthy balance between working ‘in’ the business and working ‘on’ the business, simultaneously.
Christine has now taken on a new role after handing over the reins of the trademark group to Claire. She directs the firm’s business development efforts, which includes overseeing its marketing and data analytics teams.
According to her, the trickiest part of her client-focussed work is dealing with a problem or inconvenience without drawing public attention to the issue or alienating a counterparty that is or could be, a customer or commercial ally of her client’s business. For example, she explains, it may be legally sound to close an “infringing” website or unauthorized reseller, but collaboration with that site owner or seller – if they are enthusiastic about a brand – could be a better business decision.
Christine has built a practice around soft litigation which seeks to resolve issues and disputes in a more diplomatic way and allows for more party autonomy. She believes it is often possible to mediate a creative resolution that offers a workable alternative for parties rather than pursuing an all-or-nothing court decision. This is particularly useful in jurisdictions without sophisticated legal systems and her approach has attracted clients in the tech, retail and e-commerce space that prefer not to take legal action against potential users or distributors of their products.
“I often find myself navigating the circumstances and human dynamics of a situation as much as the legal entitlements, and this approach has had the most success in my practice,” Christine says. While there are instances where litigation is necessary, Christine leaves this to the capable enforcement and disputes team at Von Seidels.
Beyond the firm’s work, Christine has a significant involvement with the International Trademark Association (INTA) where she sits on the Internet Committee and chairs a newly formed sub-committee tasked with engaging various internet governance platforms such as the Internet Governance Forum (IGF) on behalf of brands and brand IP professionals. The issues addressed by her committee typically include domain name system (DNS) abuse, online or digital impersonation and fraud; exploitation of children and vulnerable groups; and the role of brands in cybersecurity.
Trademarks: the Poetry of Commerce
Christine believes in the notion that tangible outcomes and value are intricately connected to intangible concepts. She advocates for a harmonised infrastructure that recognizes these intellectual creations. “I’m particularly excited about the new ways in which this can be done using physical or virtual surroundings and digital assets such as NFTs,” she says. “The constant evolution of the IP landscape is in itself intriguing.”
Christine finds herself gravitating towards brand-related aspects of intellectual property. For her, the communication of business ethos using distinctive symbols is nothing short of an art form, and she considers trademarks to be the “poetry of commerce.”
“After almost two decades of working with brands, seeing a brand that simply ‘gets it right’ is still very fulfilling,” Christine says.
Claire Smedley: Growing beyond beginnings – A Fulfilling Journey
Claire, who began her journey from modest beginnings and worked her way up to becoming partner, describes herself as resilient. This trait influences how she approaches both challenges and successes in her professional life.
Claire started her professional journey by joining the IP department of a large commercial firm as a trademark paralegal. She was not only working full-time but also simultaneously pursuing her law degree part-time. When some of the Partners of that IP department founded Von Seidels in 2007, Claire too joined them. She continued in the role of paralegal, but she seized every opportunity that came her way and gradually rose through the ranks. She became a partner in 2017, and then equity partner shortly after that.
“My whole professional journey has basically revolved around Von Seidels,” Claire says. “We have invested in each other over the years, and it has been quite the ride!”
Shortly before the COVID-19 pandemic hit the world, Claire took over the day-to-day management of the trademark group from Christine and is currently responsible for the performance of a phenomenal team of trademark professionals and support staff and fostering a collaborative and efficient work environment.
Claire considers one of her greatest achievements to be building an environment in the department where everyone feels seen and heard. She points out that this is emphasized by their open-door policy, which encourages everyone to discuss things – anything – openly. “This environment together with efficient work systems and flexible work arrangements has created a happy, motivated and successful team,” she says. She believes this also “ties in nicely,” with the firm’s core values – trust and enthusiasm. She shares that she is proud to be part of a place and work family that is sought after to be a part of.
Under her management, the firm’s Trademark group has become the third-largest trademark filer in South Africa – a feat measured by filing volume – and attained this position while facing increasing competition from other breakaway firms and well-established market leaders. Claire has also been instrumental in the setup and management of the firm’s other African offices in Nigeria, Namibia and Cameroon, through which they serve clients in other parts of the African continent.
Claire’s influence also extends beyond the confines of Von Seidels. She is a member of the International Trademark Association (INTA) and an active committee member of the Trademark Office Practices Committee for Africa and the Middle East. She also participates in the African Regional Intellectual Property Organization’s (ARIPO) Administrative Council meetings and working groups.
From a practice perspective, Claire’s practice focuses largely on trademark searches, prosecution, and trademark portfolio management throughout Africa. Her clients, across a number of different industries, benefit immensely from her expertise. She safeguards clients’ brands with tailor-made filing strategies throughout Africa, taking into account their specific marketing and legal requirements.
At Von Seidels, Claire’s journey so far has been both challenging and rewarding, and one of continuous learning. Both professionally and personally, she has learned for the future from every setback. “Shifting my perspective has also been invaluable,” she says. “Approaching challenges with curiosity and positivity has made a significant difference to my journey.”
Having joined Von Seidels in its infant stage, Claire feels she has grown with it. When she looks back from where she stands today, she finds her journey deeply fulfilling. “It has allowed me to develop skills and professionalism both within my field and with people,” she says.
About Von Seidels Intellectual Property Attorneys
Von Seidels is a pan-African IP law firm headquartered in Cape Town, South Africa. With offices in other African jurisdictions, including a local office in Nigeria and two regional offices in Namibia and Cameroon that serves clients in the “ARIPO” and “OAPI” regions, respectively, the firm has established a broad presence in the continent. Furthermore, Von Seidels has built a network of local attorneys with whom it collaborates on multi-jurisdictional briefs to cover the entire African continent. Claire says, “We will consider further expanding our offices where we deem it beneficial to our clients.”
The firm’s partners are highly experienced intellectual property specialists. Von Seidels also boasts a team of dynamic individuals who collectively bring a wealth of intellectual property law experience, knowledge, and technical expertise. They advise their clients in various markets by removing administrative friction and being sensitive to local contexts. The firm also focuses on growing and honing the skills of its dynamic team to ensure top-tier service to clients.
Von Seidels offers a comprehensive range of services, including patents, registered designs, trademarks, copyright, anti-counterfeiting, advertising law, licensing and contracts, commercial IP, IP enforcement, and plant breeders’ rights. Over the years, it has significantly expanded its enforcement, anti-counterfeiting, and commercial transactional offerings, in addition to its successful prosecution practice.
Recognizing that intellectual property needs vary from one business to another, Von Seidels is committed to developing and implementing relevant and tailored IP strategies for its clients. As a substantiation of its commitment to quality, the firm was the first IP firm in Africa to obtain the ISO 9001 certification for service quality.
When Christine joined Von Seidels, she was excited by the prospect of building something new and distinctive. From the outset, it was clear that this firm would chart its own course in the IP law space. She points out that Von Seidels maintains an excellent balance between systems and people. It is exceptionally proficient in developing systems and efficiencies while remaining personable with its people and clients.
Given its South African origins and pan-African outlook, upliftment, diversity and inclusion are at the core of the Von Seidels culture. This is evident in how the firm has expanded into other African countries where it has brought foreign nationals into its fold and training programmes and then supported them in establishing local offices in their home territories. The firm has also adopted a “social contract” aimed at fostering inclusive and respectful behaviour towards colleagues in an environment where each person feels safe and valued.
Christine recalls a recent client’s observation that Von Seidels’ attorneys always seem to be smiling. “This is an accurate perception and speaks of our firm’s culture,” she says. “I also like the fact that we can better appreciate our clients’ startup journeys, having scaled our own startup.”
Claire echoes Christine’s sentiments, underscoring that the firm is personable, proactive, and business-oriented, with fast and efficient systems. 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.
In addition to being a popular employer in the field of IP, Von Seidels remains committed to being a service-driven firm that, due to its constitution and focus, is able to offer personalised service to businesses of all sizes as well as to individuals.
Plans for the Future
Von Seidels intends to expand its footprint in Africa. Claire says that their vision and plan for the firm is to continue growing their market share while providing their clients with the personalized, quality service they are accustomed to. Christine agrees that their corporate aim is to keep expanding and become the firm of choice for “everything IP in Africa.”
In her personal practice, she wants to see continued focus on technology businesses and confronting issues concerning unregulated, unlegislated, and newly formed technologies from an African standpoint. “If my work allows for me to continue down this path, I believe my team and I would be contributing to the evolution of intellectual property law in Africa,” Christine says.
As for her personal goals, Claire wants to continuously grow, remain curious, and embrace innovation. She also aims to empower others to reach their full potential, creating a ripple effect that will extend to future generations. Additionally, she wants to master work-life balance.
Work-Life Balance and Motivation
Both Claire and Christine have demanding work schedules, making it challenging for them to maintain a work-life balance. “I am still working on achieving work-life balance,” Claire says. Fortunately, she is part of a family-friendly firm that recognizes the importance of spending time with loved ones. “As a mother of two young boys, this resonates deeply with me,” Claire says.
Christine is also a working parent. She, too, has yet to figure out how to maintain a perfect balance between professional and personal life. “There are inevitably always competing demands on your energy and time,” she explains. Luckily, she has a supportive husband and family, as well as an exceptionally talented and dedicated team whom she both admires and enjoys working with.
“I have also learned that the quality of any moment improves in relation to the quality of attention I give it,” Christine shares. “So, a motto I’m trying to implement is to make every moment or interaction ‘rich, not rushed’ and to focus on creating a healthy ‘work-life flow’ instead.”
Both Claire and Christine are influential, committed, and highly motivated leaders. As Claire is passionate about her work and committed to delivering the best service to clients, she finds it easy to stay motivated. Claire shares that she enjoys strategizing and finding creative ways to meet clients’ needs and budgets whilst remaining sensitive to their specific marketing and legal requirements. “The African continent, along with its IP law, is constantly evolving, which presents unique challenges and keeps me on my toes,” Claire shares.
What Is Success?
Claire and Christine have made a significant mark in Africa’s brand-legal industry. Their individual journeys showcase determination and great accomplishments in a challenging, competitive field. Today, both exemplify success in every sense of the word.
How do they define success? According to Christine, success can be framed differently by different people. For some, it is personal fulfilment, while others have a goal-orientated view of it. She believes both definitions are valid. For her, success in business and life means being satisfied and at peace with the outcome of one’s endeavours.
Claire agrees that not everyone will have the same definition of success. She views it as a personal journey, defined differently by each person. “For me, personally, it’s not just about a job title or a salary,” she says. “It’s about experiencing fulfilment, balance, and happiness every day.”
Influencing the Next Generation
Leaders must focus on mentorship, education, and empowerment to make an influential impact on the next generation, according to Claire. She reveals that Von Seidels recently established a mentorship programme aimed at sharing experiences, providing guidance, and fostering growth.
Claire also emphasizes the importance of educating both men and women about gender dynamics, saying it results in a more equitable legal environment. She also advocates empowering and encouraging women to pursue leadership roles and embrace their ambitions. “I’m proud to be part of a firm that has encouraged this,” she says.
Message to Aspiring Businesswomen
Christine advises aspiring businesswomen to be “ferociously curious” about their work, themselves, and others. “This curiosity,” she says, “will lead you to discover the knowledge, networks, mentors, sponsors, aptitudes, and gifts that are tailored for your unique impact in the world.”
“Believe in yourself” is Claire’s message to aspiring businesswomen. She encourages them to chase their dreams and remain resilient and steadfast in pursuing their goals. She also emphasizes that hard work stands out. “Focus on perfecting your skills and approach each task with your best ability,” she says. “This approach will consistently benefit your career.”
