The Gate Begat a Tray – The Tray a Business

by on March 6, 2011 in History

Own a copy of the Wendell August Book Seventy Five Years of Artistry in Metal

As we eagerly anticipate the release of The Thistle we want to again reference an except from the book Wendell August Forge – Seventy Five Years of Artistry in Metal.

In this except we will be quoting a 1946 Alcoa advertisement featuring Wendell August Forge, and the birth of our retail products.

1946 Alcoa Advertisement Featuring Wendell August

This 1946 Advertisement for Alcoa, focusing on new business opportunities using aluminum, features Wendell August and Thistle

You couldn’t exactly say the architect launched the business. Nor two blacksmiths who made some aluminum gates. Or the department store executive who sparked to an idea. And we of Alcoa were merely building a building.

But today in Grove City, Pa., there’s a thriving company that owes its existence to the part each of these played.

The architect’s plan for the Aluminum Research Laboratories’ new building, in 1929, called for imposing entrance gates made of cast aluminum. Wendell August, blacksmith shop owner, asked for a chance to bid, but on the basis of hand forging aluminum bars. He got the job and put his two smiths to making the gates.

When the architect saw their beautiful handcraft he suggested hammering out several aluminum serving trays, in repoussé, as souvenirs for some of our executives. Delighted…and sensing a new, marketable product… they showed their trays to a department store president.

He sparked. An order followed… and Wendell August Forge Inc., was started. This way, we believe, the first company in the aluminum giftware business. Since them, many others have gone into it and done well….

The pattern from the Alcoa doors was a thistle design, but the tray became known as “the tray that launched a business”, The Thistle.

On March 6, 2011, nearly 82 years after the initial introduction of this pivotal work, and on the one year anniversary of the beginning of recovery from our historic fire, we are introducing a limited edition of this historic iron die to one hundred customers.  This is a numbered series with only 100 being produced, so act quickly to own your piece of history.

Post Author

This post was written by who has written 19 posts on Wendell August Times.

Having spent over half of his life working there, one could say that Will Knecht has Wendell August Forge running through his blood. Will’s father, Bill Knecht, acquired the business in 1978 and it has remained in the family ever since…also remaining in the family are the energy and passion for their unique handcrafted giftware. Having experience in nearly every area of the business – workshop, distribution, retail, direct marketing, business-to-business sales and marketing, information technology, and finance – he knows all the ins and outs of Wendell August. To hear Will talk about Wendell August, one might think he was talking about one of his children. His eyes light up as he explains the detailed multi-step handcrafted process that each piece goes through before ending up in the hands of a retail customer or business client. “Like snowflakes, no two pieces are alike,” he often says. He is also passionate about the company’s important role and stewardship of the lost art of American craftsmanship and artistry. His major responsibilities at Wendell August include overseeing the strategic direction of the company, ensuring an incredible experience for customers, employees, and shareholders,, providing leadership and guidance for the executive team, serving as company spokesperson, and leading the Retail team. Will earned a Bachelor of Arts Degree in Business from Wake Forest University and served as student body president there from 1987-88. Married to Jennifer, the Knechts have three children: Jared, Cameron, and Claire. Will’s outside interests include reading the Bible, teaching Sunday school, exercising, reading, and watching movies. He also has an intense love for any products that are Made in the USA (like those from Wendell August!) and the importance of keeping jobs in America and carrying out the tradition of handcrafted excellence.

One Response to “The Gate Begat a Tray – The Tray a Business”

  1. Sally Ubbing March 31, 2011 at 5:58 PM #

    I have owned a Wendell August Forge Tray for approx 70 years. It is a baby tray with the alphabet across the top and numbers 1 through 0 across the bottom. On the bottom are birds, animals, a boat, a boy, a birdhouse, a butter fly & some words like “papa”. I have had this tray since I was a baby. I have no idea if there is any value related to this tray? Just decided to look at the bottom of the tray & found the Wendell August Forge logo and a number 350; then looked you up on the internet. What do you think?

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