We’re excited to introduce you to the always interesting and insightful Seth Affoumado. We hope you’ll enjoy our conversation with Seth below.
Hi Seth, thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?
The concept of The Skillet Doctor was created while I was recovering from a skateboarding injury! I was immobile thinking about my next business idea when it became evident I loved cooking with cast iron cookware, yet I found it difficult to maintain and use. With a lot of time to do research, I dove into the internet to find out what the best method of care was for cast iron, how to season it, what foods work best, etc. Remembering my parents and grandparents using cast iron to make memorable meals, it made perfect sense to use these wonderful pans. A friend had given me a restored vintage 1930’s Griswold skillet and I asked how he restored it- Soon, I was able to start restoring skillets I’d found at thrift stores and flea markets. Word got out to friends and soon people were asking me to restore their skillets! That opened up the flood gates for me to create a business based on doing the restoration work for others, collect vintage cast iron to restore and sell, and create products that help keep cast iron cookware rust free- Originally called “Cast Iron Recovery Service” that was not a memorable business name- I came up with the “doctor” concept thinking I heal or care for “sick” or “distressed” pans. The Skillet Doctor brand stuck…or should I say my skillets do not stick! My approach to cast iron restoration, and care is different from others who might do what we do. Re-Store, Re-Season, Re-Cycle, is our concept. Keeping these 100+ year old cast iron skillets in use for future generations reducing the carbon footprint. I’m excited to share my knowledge and history of American Made cast iron cookware to all.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My background is photography and music, with years of experience in marketing and advertising. Restoring cast iron is very physical and requires some scientific or mechanical engineering / building skills. I make my own tanks to strip the pans using the electrolysis method of rust abatement and removal. Electrolysis uses water, washing soda and a positive and negative charge to remove rust and carbon particles via 4 sacrificial stainless steel anodes. A bit of simple science that makes it easier to restore cast iron in bulk. The attribute that sets us apart from the competition is our restoration process and painstaking attention to detail. Your skillet is ready to cook when it’s returned, seasoned to better than new quality. We are serious about our branding. The Skillet Doctor is a trademarked brand. We service clients throughout the United States and ship from coast to coast. We make our own Skillet Doc’s Seasoning Salve which we use to restore and maintain cast iron cookware. Made from local Petaluma California Beeswax, Grapeseed and Sunflower oils. Our goal is to educate as well as inform our clients that their family heirloom skillet can be used even if it’s rusty and full of rancid seasoning! We are a sustainable Marin County business.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
The Skillet Doctor is a brand that is steeped in quality. When people look to The Skillet Doctor for cast iron restoration, they are delighted and amazed by the results!
The best way to build and keep clients and gain new ones is by delivering what you promised, be honest, have integrity and talk to your clients. Too many companies have little personal interaction with their clients. Since cast iron cooking is a social
event, it’s important for The Skillet Doctor to be involved one to one with buyers.
Personal attention to details, and client needs made The Skillet Doctor’s reputation extremely positive.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
The Skillet Doctor has three main streams of staying in touch with clients. Keeping a steady audience on social media, TikTok, Instagram, Craig’s List and FaceBook-
Selected email campaigns targeting past buyers-
Making selected check in phone calls to past clients who might have run out of one of our products-
Contact Info:
- Website: http://www.theskilletdoctor.com
- Instagram: https://www.instagram.com/skilletdoc/
- Facebook: https://www.facebook.com/skilletdocfb
- Youtube: https://www.youtube.com/channel/UCRInc9WISkpUpbn9huu336g
- Yelp: https://www.yelp.com/biz/the-skillet-doctor-san-rafael-5
Image Credits
All photographs ©2024 Seth Affoumado