John Borell – President

Steel Art Company was founded by my father, Norbert Borell, in 1950. After 20 years of successfully operating his sign manufacturing business, he passed the reins over to me. After many years, we decided to change the traditional Steel Art business model from direct sales to servicing the sign industry. After nearly 65 years, Steel Art is proud to provide the sign industry with superior, highest quality, and most innovative products of the sign industry.

In July of 2012, Steel Art Company relocated from our Boston location to a newly designed and engineered 50,000 square foot manufacturing facility in Norwood, Massachusetts. Our new state-of-the-art facility is supporting us in elevating our overall service and quality level and expanding our product offerings — exclusively for the sign industry.


Ashley Borell, MBA – Vice President of Operations

Ashley joined the family business with a Master’s degree in Business Administration specializing in global business and corporate social responsibility and a Bachelor’s degree in Sociology from Clark University. Ashley worked as store manager in the furniture industry for several years, managing a successful sales team and store operations. She left upon invitation to join the family business in 2012, to assist Steel Art as it began its transition to the new facility in Norwood, MA. Currently, Ashley is in charge of manufacturing production scheduling, leading the production management team, staff development, strategic development and marketing initiatives. Ashley loves to be in the kitchen cooking for friends and family, enjoys interior design and going to the gym. 


Charles Blanchard – Vice President of Sales

Charles began his career as Director of Sales and Marketing at Steel Art Company in March of 1989 with a degree in economics, and a history as a successful sales leader. Charlie has served as chairman of the Products Manufacturers to the World Sign Association, also as the chairman of the Suppliers Group and The Trade Show Committee. He has also served as a member of The International Committee, The Marketing Committee, and The Membership Committee to the International Sign Association. He also served as a volunteer to the Trade Show Committee of the NSSA. He has served as a volunteer to the Trade Show Committee of the NSSA and is a member of the Board of Directors to the MSSA in 2015. When Charlie is not visiting existing and potential new customers, he is an avid Boston sports fan: Go Red Sox! Go Pats! He also loves to golf.


Gerry Racine, MBA – Vice President of Human Resources

Gerry joined Steel Art Company in 1996 as a human resources consultant to the president, and trainer, facilitator and employee relations specialist to supervisors and staff. She was instrumental in transforming the management team and operations in our Allston facility for over a decade. In 2012, Gerry was invited to join the executive leadership as head of Human Relations. 2012 and 2013 were formative years as we transitioned to our current location in Norwood, Massachusetts, significantly increasing business capacity and human capital. With over 30 years progressive experience in the HR field, Gerry is an invaluable asset to our ever-changing work environment.

Gerry is an honors executive MBA graduate of Suffolk University and holds the IAML Labor Law Management Recognition from Hale and Dorr, as well as Certifications from The Leadership Management Institute, Dale Carnegie, and iPEC Coaching. By request, Gerry enjoys designing and delivering courses in the graduate and undergraduate Sawyer School of Management at Suffolk University. She believes strongly in life-long learning and creating HR best practices.


Robert E. Smith, Esq. – Director of Finance/In-house Counsel

Robert joined Steel Art Company in August of 2002. He graduated cum laude, with a bachelor’s degree in history, from the University of Massachusetts/Amherst, and earned a juries doctor degree from New England School of Law. Robert is responsible for all customer related financial matters including extensions of credit, the maintenance of credit terms, and the negotiation of re-payment schedules. He is the supervisor of the Billing Department and is responsible for the review and approval of customer and vendor contracts. Robert handles the negotiation, and ensures the maintenance, of each of Steel Art Company’s shipping accounts, and manages the resolution of any international freight issues. Robert also handles the drafting of all technical documentation including internal practices and procedures and external customer related documents. Robert enjoys NFL and college football, classic movies, and WWII History. 


Ciaran Dalton – Director of Information Technology

Ciaran began working for Steel Art in 1990, generating artwork for customers. Since then, Ciaran has advanced into managing all of our in-house IT and software needs such as FlexiSign and SigmaNest. When Ciaran isn’t reviewing art for approval, he is either at Starbucks or riding his bike.


Terry Songini- Assistant Manager of Sales

In 2002, Terry joined Steel Art Company with more than twenty years of experience in the sign industry in both sales and purchasing. As one of our top project managers for over 12 years, Terry was promoted to Assistant Sales Manager in 2014. Besides taking great care of her own territory of valued customers estimating and order processing,  she acts as liaison for the other project managers answering technical questions or trouble shooting any issues that may occur. When Terry is not at Steel Art, she enjoys Irish step dancing and spending time with her family.   


Jorge Aguirre – Director of Production

Jorge joined Steel Art in 1997 as a shop floor assistant and quickly moved to assistant supervisor. He worked in almost every department in the production process including engineering and design. He was promoted to production supervisor in 1999 and became lead production manager in 2013. Jorge ensures the execution of the weekly production plan and manages the continuous improvement initiatives with the goal to always to exceed our quality standards. Jorge can’t live without Honey Nut Cheerios. He is a huge Red Sox and Patriots fan.


Luis Zorilla – Production Manager of Finishing and Quality Control

Luis joined Steel Art Company in 1998 as a teenager, cleaning and polishing letters. He moved into the finishing department, degreasing, wiping, and prepping parts for lacquer and paint. He then trained in applying lacquer, painting, and color matching. He is now an expert in all of our finishing systems: Akzo-Nobel, Matthews, and Permalac. As part of the production management team, Luis helps to manage the entire production system with a focus on graining, buffing, clear coating, painting, and end QC. Luis was raised in the Bronx, New York, so he is a huge Yankees fan (there is nothing we can do about it). And he loves his steaks well-done.