Tucson auto shop owner moves with the industry

Since she was a child, Duffield heard stories of her family’s history in Arizona. Her great-great grandfather, Col. William Herring, represented Wyatt Earp in the O.K. Corral murder trial. Herring’s daughter, Sarah Herring Sorin, became the first female attorney to represent a case unassisted in front of the U.S. Supreme Court. Duffield’s great grandfather, Selim Franklin, was part of the 13th Arizona Territorial Legislature, which designated Tucson the site of the University of Arizona.

That family history gave Duffield a strong connection to Tucson, as well as a sense of responsibility to do well. We talked to her about how her family heritage influenced her work, and what it’s like to run a business in a male-dominated industry:

Q: You come from a family of Arizona pioneers who played some pretty major roles in Arizona history. How has that molded you as a business person?

A: It’s funny because as a child it didn’t even occur to me that it might be a little unusual to have four or five generations gathered under one roof to celebrate birthdays and holidays. Being a part of that and hearing my grandmother’s tales about her family as pioneers here in Arizona really grounded me in the local culture. I feel connected to the people and places here in Tucson and that has left me with a feeling of responsibility to provide a lot more than just doing business as usual.

Q: What role or roles have you played in the business up until this point?

A: My husband and I started out restoring classic cars, not that I could do much at that point because I was either pregnant or raising our two daughters for the first few years. Later, when that business was no longer viable, we heard about paintless dent repair. After researching this interesting new process in 1991, we decided to jump in, as with everything we do, head first. ... As a natural extension of the dent repair, we opened a body shop in 2006. I have always been involved in management, but truthfully, we work with such great people that I don’t need to do much in that department. Now I mainly write estimates and work directly with our customers, which I love.

Q: What changes have you seen in the industry over the past 24 years and how has Dent Busters been able to keep up?

A: Holy cow, has it been 24 years that I have been in this industry? We always did call it our third baby. I guess there have been a lot of changes and as with all things, some of them come thundering in, and others are much more subtle. Some years there have been giant hail storms and dent technicians from around the country converging on Tucson — we will literally be inundated with business while learning from others in the trade. However, we have also had to challenge ourselves to try new things in order to grow and adapt our company over time.

... We are always having to stay knowledgable and current. I never used to think it was possible, but the technologies associated with these processes continue to evolve. Being open to and trying out these new technologies is critical to keeping up with what is going on not only in this country but around the world.

Q: What is the most difficult part of being a woman running an auto body repair business?

A: Conventional wisdom probably says that, as a woman running an auto body repair shop, I run into all sorts of problems that men don’t. ... But the truth is, I rarely experience that. I think the most difficult things are the same for men and women in this business. It can be exhausting. The attention to detail is endless. We all want our customers to leave happy with the repairs and the people providing them, and because we are working to pull so many elements together, there are constant frustrations. But one heartfelt ‘Thank You’ from a customer is enough to make all that worthwhile.

Q: What tips would you give to other women in businesses such as yours?

A: Pretty much I am who I am and do what I do mostly from making mistakes, learning from them, and trying to do it better the next time. My tips to any other women out there in business and in life: forgive yourself when you mess up, have confidence in yourself and your abilities, embrace who you are and whatever that brings. Don’t take things too personally, always do your best, and if you wear uncomfortable shoes all day ... try to find someone to give you a foot rub when you get home, seriously.

Contact reporter Angela Pittenger at 573-4137 or apitteng@azstarnet.com. Follow her on Twitter @CentsibleMama or on Facebook at facebook.com/centsiblemama.