RECEPTIONIST TO PANEL SHOP OWNER
From a family business established in 1969 to taking the reins of Silverton Spray Painters & Panelbeaters, Deidre Toerien’s journey is one of resilience, learning, relationships, and determination. As a woman leading a business in a traditionally male-dominated industry, she is proving that success is not defined by gender, but by passion, hard work, and the way you treat people.
Having originally studied to become a pre-primary schoolteacher, Deidre spent about a year teaching before life took her in a completely different direction. She joined her father and brother in the family business, initially working behind the reception desk.
After a few years, she took a break before eventually returning to help her oldest brother at Silverton Spray Painters & Panelbeaters. “I honestly thought it would only be for a little while, but I never left,” Deidre recalls.
More than 20 years later, that temporary decision has become a remarkable career journey. In March 2026, Deidre took over ownership of the family business when her brother decided it was time to slow down and enjoy life a little more.
For Deidre, taking ownership represents far more than becoming a business owner. Silverton Spray Painters & Panelbeaters has been part of her family’s story since 1969, and she now has the responsibility and privilege of leading that legacy into its next chapter.
Deidre did not enter the automotive industry with technical qualifications or years of panel shop experience behind her. Instead, she learned by working from the ground up.
She watched the people around her, asked questions, became involved in different areas of the business, and gradually developed an understanding of what it takes to operate a successful panel shop. Her progression from receptionist to owner has given her an unusually broad perspective of the business. “I worked my way up from receptionist to owner, which has given me a real understanding of every part of the business,” she explains. That experience has also shaped the way she leads.
For Deidre, honesty, communication and hard work are fundamental. Whether dealing with employees, customers or insurance companies, she believes that people value transparency even when the message is not necessarily what they want to hear. “People might not always like what they hear, but they appreciate honesty,” she says.
Open communication is equally important, particularly in an industry where customers can understandably feel anxious while their vehicles are being repaired. “It’s no longer just about fixing a vehicle; it’s about the whole experience from the day the customer drops the car off until they collect it.”
Earning respect
The automotive repair industry has traditionally been viewed as a male-dominated environment. Yet Deidre’s experience has not necessarily reflected that perception.
Over the years, she has developed strong relationships with many men in the industry who supported her, shared advice, and encouraged her along the way. Her biggest challenge, she says, has not been working alongside men; it has been managing them.
Stepping into a leadership role sometimes means having difficult conversations and addressing situations where employees are not meeting expectations. Deidre acknowledges that not everyone is comfortable taking direction from a woman. However, she believes her experience working alongside her team has helped her earn their respect. “They know I understand what goes into the job”, and for Deidre, that has resulted in one of the most important lessons of her career: “Respect isn’t something you demand; it’s something you earn.”
The industry is changing
Having spent more than two decades in the industry, Deidre has witnessed significant changes in automotive repair and refinishing.
Modern vehicles are increasingly sophisticated, making repairs more technical and placing greater demands on panel shops to invest in training, equipment and knowledge. At the same time, customer expectations have changed dramatically.
Customers, insurers and brokers expect quality repairs, quicker turnaround times, regular communication and excellent customer service. These expectations can be challenging, but Deidre believes they have ultimately made the industry better.
“They’ve pushed us to become better. We’ve had to improve our communication, our processes and the way we look after our customers.”
For Deidre, continuous learning is therefore not optional. “I’ve never been afraid to learn. I didn’t know everything when I started, and I still learn something new all the time.” As Silverton Spray Painters & Panelbeaters enters its next chapter, Deidre has also decided to return to Surventis South Africa as the business’s automotive paint supplier.
For her, the decision was about much more than the product itself. “At this stage of my business, I wanted more than just a paint supplier; I wanted a partner.”
Deidre says the relationship with Surventis stood out because of the company’s willingness to become involved in the broader journey of the business. Technical support, training and business reporting were among the factors that influenced her decision, with the monthly reports providing additional visibility into the business.
“Running a panel shop comes with enough challenges, so having a supplier who works with you instead of just supplying products makes a big difference.” It is this partnership approach that Deidre believes adds real value to a modern panel shop.
People and relationships at the centre
When asking Deidre about the most enjoyable part of her journey the answer is clear: relationships. “Relationships are everything in this business.” From employees and customers to suppliers, assessors, brokers and insurance companies, she believes strong relationships built on honesty, trust and communication have been central to her success. Her approach to leadership is equally people focused.
“Leadership is about people. Listen to your team, be honest, never stop learning, and don’t be afraid to ask for help.” She does not believe a leader needs to have all the answers. “You don’t have to know everything; you just have to be willing to learn and keep moving forward.”
A message to women
The most powerful part of Deidre’s story is her message to other women considering a career in the automotive industry. Her advice is simple: Go for it.
She openly admits there have been difficult moments and days when she questioned whether she was capable of running the business. “There will be days when you question yourself. Trust me, I’ve had those days too.”
But she kept going. For Deidre, resilience is not about never experiencing doubt. It is about picking yourself up, taking a breath, and continuing forward. She also challenges the perception that women are the weaker sex.
“We might approach things differently, and maybe we’re a little softer at times, but that doesn’t make us weak.” She believes empathy, communication, and balance can be powerful leadership strengths. “At the end of the day, it’s not about whether you’re a man or a woman; it’s about your passion, your work ethic and how you treat people.”
Building the next chapter
Deidre has ambitious plans for Silverton Spray Painters & Panelbeaters over the next five years. Her vision is not simply to grow the business, but to build a reputation that customers immediately associate with quality and trust.
She wants customers to leave her premises so satisfied that they recommend Silverton to their family and friends. Just as importantly, she wants to build a team that people trust.
“If people see us as a strong, hardworking team that genuinely cares about our customers, then I’ll know we’re doing something right.” Her journey so far can be summed up in three words:
Scary. Challenging. Rewarding!
Taking over a business, she never expected to own, has been daunting … the responsibility is significant, and every day brings something new to learn. But it has also been incredibly rewarding.
Looking back, Deidre says she would not change a thing. Every challenge, every lesson, and every difficult moment has helped shape the person and business owner she is today. “If I had to choose one moment, it would be a few months after taking over the business. My brother told me how proud he was of what I’d done and how I was running things. That meant more to me than he probably realised. He’s one of the people whose opinion I value the most, so hearing those words gave me the confidence that I was on the right path.”
And perhaps that is the greatest lesson from her story: sometimes the most meaningful careers are not the ones we plan – they are the ones we dare to grow into. As Deidre puts it: believe in yourself, keep learning, be kind to people, and never allow anyone to tell you that you cannot achieve something because you are a woman.
“Be brave, take the opportunity and just go for it!”
