BANGOR, Maine — When it comes to finding a niche market with Maine’s handywomen, Wendi Gormely seems to have hit the nail on the head.
As Maine’s only saleswoman and independent consultant for Tomboy Tools in Maine, the Bangor native has a lot of territory to cover.
“Being the only one in Maine has its advantages and disadvantages,” said Gormely, who has been with Tomboy almost 11 months. “Disadvantages in that I’m it and I have to do all, but I also have all the potential sales and if they (Tomboy) get any leads on, I’m it as far as contacts.”
Tomboy Tools was started as an online store in 2000 by three women — Sue Wilson, Janet Rickstrew and Mary Tatum — and became a Web-based direct-selling business in 2004.
“The first time I heard of it was a couple years ago through a friend of mine, who heard about it on the Today Show,” recalled Gormely, whose day job is as an administrative assistant at Tyler Technologies. “This is right up my alley because I was looking for a part-time job and this is perfect because I can make my own hours and be my own boss. Plus I’m a single homeowner and do a lot of fix-up and maintenance things around my house all the time.”
Tomboy Tools specializes in hand and power tools designed exclusively for use by women.
“They’re lighter weight and also ergonomically designed for a woman’s smaller hand,” said Kelly Bell, Tomboy’s director of marketing and consumer relations. “They’re also about being convenient and utilizing a smart approach.”
That smart approach includes extra features such as tape measures that have fractions imprinted on them or screwdrivers with handles that can store up to 10 bits. There’s also a lifetime guarantee on hand tools and a year on power tools such as the cordless drill and mini driver.
“I had a lot of tools already because I got a lot of my stuff from my dad,” said Gormely, who gets free and discounted tools from Tomboy as a rep. “But some things, like the drill, are so damn big and heavy I can’t use them.”
And while they come in two colors — pink and blue — the trademark color and most popular seller by far is pink, but it wasn’t planned that way.
“When we first started, we used blue because they thought pink would be too cliche,” said Bell. “But we had a lot of requests from women wanting pink. The first pink tool was our 13-ounce hammer and its sales skyrocketed.”
Bell said they still sell blue in limited numbers, but pink outsells blue about 99 to 1.
“Most women tell us the best thing about the pink tools is their husbands and boyfriends don’t borrow them anymore,” Bell said with a chuckle.
The company’s 20-page tool catalog currently offers more than 50 power and hand tools made by manufacturers such as DeWalt for repair, construction, painting and gardening, and 120 products overall.
“The biggest question people ask me is how expensive are they? Their prices are comparable to anything you can get stuff for at Sam’s Club,” Gormely said. “Needle-nose pliers are $9 and our ergonomically correct paintbrushes are $7.”
National chain hardware stores such as Tru-Value and Ace are now selling the company’s basic tool kits on their shelves.
Gormely makes most of her sales through Avon-like home parties, where she visits a home to demonstrate different tools and conduct how-to clinics for small groups of women.
“I’ve been doing expos, at-home parties, set up a Facebook page ( http://www.facebook.com/wendisworkshop) and done some cold calls,” she said. “I think I’ve done two shows a month on average.”
Gormely travels all over the state, but does most of her shows and trips in Penobscot County.
Tomboy Tools has tripled its growth since being founded in 2000, according to Bell, and is now established in the U.S. and Canada.
Wilson sold her interest in the Colorado-based business a few years ago, but Tatum and Rickstrew still run the company.
“Even though we’ve been in business for 11 years, the brand awareness hasn’t gotten out there as much as we can yet. We have had a lot of media coverage, but we still seem to be slow building up our reps out there,” said Bell. “We’re the only direct-selling tool company providing hands-on education for women.”
Tomboy is also a strong supporter of women’s charities.
“Our Pink for a Purpose campaign supports the Avon Foundation for Women with 5 percent of the purchase price for every tool in our line going to the foundation,” said Bell.
The foundation supports groups such as Speak Out Against Domestic Violence and Breast Cancer Crusade.
“It’s not just sales,” said Bell. “Our whole thing about our retail initiative is drawing people back to our websites and reps and the education and empowerment and support that goes along with our tool line.”
The company’s mission statement is: “To build confidence and empower women through education, quality tools, and independent business opportunity.”
As owner of a house built in the 1950s, Gormely says she gets another benefit from her second job: a greater sense of independence.
“My dad used to have to come over to put shelves up for me. Now I do them all by myself,” Gormely said. “It’s a great feeling to be able to do things for yourself.”
For more information or to order products, call the Tomboy tools corporate office at 866-260-1893 or email Gormely at wendisworkshop@gmail.com.
Sounds like a good idea whose time has come!
And women say they want no special treatment…. this is hysterical! the women who work for my company laugh at this and I have to admit they are better then any men who ever worked for me.
It’s a Gimmick to fool girly girls.
Hey…girly girls need love too….lol
Over the years I have bought my sweetie all the basic tools, partly because I’m a nice and caring fellow, and partly to keep her from running off with mine. But they have all been real tools, made to get the job done, not cutesy lightweight pink girly tools. And if I ask nicely, she usually lets me borrow her Makita cordless drill. As long as I promise to put it right back.
This is sexist.
I don’t agree, these are custom designed tools to fit smaller hands and the customers picked the coler. they have differen sized bowling balls and lots of items designed specifically for left handers. This is a niche that should do well.
But pink? Really?
Yup, but what about the “Rigid” tools??
Yeah those are strong enough for a man but built for a woman, right?
So are “Snap-On Tools.” Prepare yourself Mike.
Your statement would be more credible if you included your reasoning. Maybe you have none?
I usually choose red or orange handled tools because they are easier to find, so I can understand why pink might outsell blue. I wrap orange tape around all of my tools and write my initials on them so they’re harder to lose.
neat….
What? They can’t use Real tools?
Arr arr arr?
I worked in a cabinet shop where everyone painted an identified color on all their tools, and the guy that used pink had his tools borrowed less, she is onto something!
I can see both sides of this. I have never had a great amount of strength in upper arms and hands because of the breast cancer treatments I have lost 25 percent mobility in my right arm and hand. Of course I am right handed. This means some of my tools are a bit too heavy to use – the idea of having some lighter weight tools is appealing.
The other side of the coin I am a tall lady 5′ 10 & 1/2 many woman including me do not have small hands.
Last year I went out and bought a set of screw drivers with green handles so I would have a better idea if I miss placed one.
Now smart tool people could someone tell me what type of tools one should have to do basic home repairs? It seems like I may be missing some tools and am making do with what I have.
I’ll try
1- pliers, I would reccomend good brand name pliers. You’ll find that they hold up a lot better. Channel Lock sells a good variety I have some that I’ve had for over 40 years. You’ll want several different ones that are designed for different jobs. Go to a good plumbing supply store and they can stear you in the right direction.
2- wire cutters, don’t go cheap, get them at an electrical supply company. They cut a lot easier and last a lot longer than the bargain basement junk.
3- Sears sells a lot of basic tool sets that should take care of whatever you need. They also sell reasonably priced tool boxes. You should have one to organize your tools. They will save you a ton of time searching for needed items.
4- While you are at Sears check out their variety of hand power drills. The new light lithium powered items will probably handle most anything you need to do. Then when you have made your choice, go on line and try Amazon or other sources. A lot of the time you will beat the in store prices and can get free delivery.
5- Your local book store or the bigger chain stores sell a variety of DIY books for different projects or maintenance jobs you may be contemplating. Get one on electric and plumbing. They are written at a level that even I can understand.
6- If you find a job that you aren’t comfortable with and feel the need to hire someone to do the job. Do yourself a large favor. Hire a contractor with insurance to do the job. Friends of friends or relatives that aren’t in the business, although good intentioned will end up costing you more in the long run. Get estimates from serveral contractors and ask for references. Check your Better Business Bureau for complaints.
Unless you have large pockets, don’t worry about getting every tool on the shelf. Most of us collect our tools on an as needed basis. Have fun.
Nice list, but it is seriously lacking the most important tool of all…..DUCT TAPE!
I highly recommend the brand Gorilla. Their tapes, glues, and epoxies are made right here in the USA
I’ll try
1- pliers, I would reccomend good brand name pliers. You’ll find that they hold up a lot better. Channel Lock sells a good variety I have some that I’ve had for over 40 years. You’ll want several different ones that are designed for different jobs. Go to a good plumbing supply store and they can stear you in the right direction.
2- wire cutters, don’t go cheap, get them at an electrical supply company. They cut a lot easier and last a lot longer than the bargain basement junk.
3- Sears sells a lot of basic tool sets that should take care of whatever you need. They also sell reasonably priced tool boxes. You should have one to organize your tools. They will save you a ton of time searching for needed items.
4- While you are at Sears check out their variety of hand power drills. The new light lithium powered items will probably handle most anything you need to do. Then when you have made your choice, go on line and try Amazon or other sources. A lot of the time you will beat the in store prices and can get free delivery.
5- Your local book store or the bigger chain stores sell a variety of DIY books for different projects or maintenance jobs you may be contemplating. Get one on electric and plumbing. They are written at a level that even I can understand.
6- If you find a job that you aren’t comfortable with and feel the need to hire someone to do the job. Do yourself a large favor. Hire a contractor with insurance to do the job. Friends of friends or relatives that aren’t in the business, although good intentioned will end up costing you more in the long run. Get estimates from serveral contractors and ask for references. Check your Better Business Bureau for complaints.
Unless you have large pockets, don’t worry about getting every tool on the shelf. Most of us collect our tools on an as needed basis. Have fun.
First of all thank you for your list. I love the suggestions you made. I have a collection of tools however I am going over what I have to see what I can use. For the record I live in an apartment – I do most of the basic repairs to it myself.
Do not laugh I have organized some of tools in plastic fly fishing or craft boxes.
Questions what is the difference in levels. What about Allen Wrenches?
If I had my own home I would have a set work shop but not in a basement because you need light and the ability to move things in and out without having to go up and down stairs.
If the women don’t find you handsome they should at least find you handy. Is this the 3rd option?
I do not have small hands and find that light weight tools are usually
frustrating and do not perform as well. I have my Dad’s 50 year old
hammer, plus a sledge that he converted to hammer length, and my rock
pick. I have absolutely no desire for cutesy colors and want solid tools with a good heft.
That said, I would give my eye teeth for round nosed pliers with 1mm
tips for my jewelry making – there is a place for all tools, just not
always the same place.
Betsy: very well said.
In most cases I would have agreed with the girly girl comments. I have use the chincy girly girl tools and the Tomboy Tool are far from cheap! They are heavy duty reliable tools that any MAN or Woman would have no problem using. The idea behind Tomboy Tools is that they are easier for the average woman to use. They aren’t made for building homes but I can tell you redid my bathroom with the majority of them & was very imprssed!! For those bad mouthing the product….Don’t be such a cridic on a product you’ve never even held in your hand, nevermind uesd.
OK, and we won’t correct your spelling either.
When I wanna trash the kitchen wearing my Emeril Chef’s hat the wife is pretty cool about that….she wants a set of pink tools ?? Not a problem !
“Tomboy Tools specializes in hand and power tools designed exclusively for use by women.”
The vibrator jokes pretty much write themselves, don’t they?