I’ve been deeply embedded in metal fabrication since I was 14. It all began at small local manufacturing businesses owned by family friends, like Malaga Metalworks and Edge Products Beach Buggies. I started out on the shop floor, sorting bolts, fitting out beach buggies, and working with sheet metal presses. It was a hands-on education in the basics of manufacturing.
During my university years, I had the opportunity to work at VDM Engineering, a heavy boiler-making company, where I learned the intricacies of real-world metal fabrication processes. I was helping the boilermakers, tacking, grinding, and getting a feel for what it takes to create something from scratch.
While my love for high-tech innovation, especially in electronics, was always there, the absence of a local electronics industry led me down a mechanical engineering path. I applied my passion for engineering in various ways, including through university motorsports, where I was part of a team working on race cars at Wanneroo Raceway. We had the privilege of working on Formula 3 cars and V8 supercars, and even won the Formula Student World Championship in 2008.
The Importance of Data in Manufacturing
Data acquisition played a huge role in shaping my career, and it ultimately led me to open Element Engineering Australia in 2010. Element’s journey has always been one of necessity and opportunity. Our focus has been on working closely with first-tier suppliers in the mining and resources industries. At that time, we were collaborating directly with manufacturers, improving their designs, creating detailed drawings, and refining processes in the workshop.
We started out utilising data acquisition techniques and applying them to local innovations in metal fabrication and tyre engineering. At first, our customers already had manufacturing teams, so we were acting as their design partner. I vividly remember my time working with a tyre manufacturing company. We had a factory in China, which was quite an adventure. It was a six-hour flight to Hong Kong, a short hop to a seaside port town and then a long drive to a massive factory. This factory is where thousands of haul-pack truck tyres were produced.
Working alongside experienced manufacturing professionals from Bridgestone and Firestone, we combined our knowledge to bring designs to life on the factory floor. These experiences taught me the importance of collaboration and the value of shared expertise in manufacturing.
Later, while working with a local manufacturer of haul-pack truck trays, we used data logging to understand how vibration and g-forces impacted the trays. We applied these insights to improve the trays and focused on productionising them efficiently. My role was to create adaptable 3D CAD models that could be customised for different mine sites. It required a deep understanding of the shop floor, the jigs and fixtures needed, and how to streamline the production process for the best results.
Return to Australian Manufacturing
Over time, we began working with clients who didn’t have their own manufacturing teams but had innovative products they needed help bringing to life. It’s always been a challenge to find local suppliers who are consistent in communication, quality, and timeframes. This led us to build relationships with international suppliers, particularly in Shenzhen, China, a region known for its high-tech industry, fast turnaround times, good quality, and, in our experience, excellent English communication.
One of the most memorable partnerships we developed was with a plastic injection moulding company in Shenzhen. A woman named Twinkle managed our projects, and her dedication to communication and relationship-building made a huge difference. Twinkle switched companies over the years, but we followed her because the connection and shared knowledge were invaluable. She would travel to visit us, and we visited her, building not just a business relationship but a friendship. Her commitment to quality, time, and cost gave us the confidence to rely on her factories repeatedly.
However, by 2018, we noticed a shift. Suppliers in Shenzhen seemed busier, and the advantages in cost, time, and quality were becoming less consistent. When COVID-19 hit in 2020, things became even more difficult. The local market was nearly unusable, and our interactions with Chinese suppliers were heavily impacted. It was a wake-up call for us to refocus on local manufacturing.
Inhouse Manufacturing for Better Quality Control
The pandemic made it clear that we needed to bring more processes in-house. This shift allowed us to gain a deeper understanding of these processes and provide faster turnaround and higher quality for our engineering customers. We wanted to offer sovereign manufacturing capabilities, reducing reliance on external suppliers and creating a self-sufficient production ecosystem.
Now, we can confidently say that Element Manufacturing is one of the fastest places in the world to develop a product.
We’re not just a service provider; we’re an extension of our clients’ engineering teams, helping them get their products to market through prototyping and small-batch production. We’ve worked hard to make this a reality for ourselves, and now we’re extending that same opportunity to everyone.
Reflecting on the early days of my career and the lessons I learned working with various suppliers, it’s clear that consistency in communication, quality, and timeframes are crucial. We aim to build an industry where these elements are a given, not a luxury. By bringing our processes in-house, we’re better equipped to meet these standards and drive local innovation.
We want to create more than just products, we want to create great experiences and long-lasting relationships. We’ve been fortunate to have meaningful connections with suppliers like Twinkle and others who’ve helped us grow. Now, we want to extend those positive experiences to our local partners and customers.
Our mission is simple: to establish an innovation ecosystem in Perth, Western Australia, that rivals the best in the world. By combining high-quality manufacturing with clear communication and consistent feedback, we can help more people bring their ideas to life. We’re focused on creating a culture of innovation and collaboration that will lead to a stronger local industry and a more diverse economy.
Element Manufacturing was born out of necessity, and it’s grown into something much larger. We’ve overcome challenges, built relationships, and refined our processes to create a better manufacturing experience. Now, we’re ready to help others achieve the same.
We’re here to provide high-quality, locally manufactured products, support innovations, and share the lessons we’ve learned along the way. Together, we can build a future where Perth is known not just for its resources, but for its ability to innovate and manufacture world-class products.
Ayrton Sue, Managing Director
