Brighton technical school, Victoria, Australia.
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      • Sea Spray 1928
      • Sea Spray 1926
      • Sea Spray 1925
      • Sea Spray 1924
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    • History >
      • Contents
      • Introduction
      • 1912 - 1919
      • 1920 - 1929
      • 1930 - 1939
      • 1940 - 1949
      • 1950 - 1959
      • 1960 - 1969
      • 1970 - 1979
      • 1980 - 1989
      • 1990 - 1997
      • Badges and Memorabilia
      • Cora Lynn - Mirror & Reserve
      • Owners - Girls' Technical School
    • Terms of Use
    • Documents >
      • MMBW Plan C. 1905
      • Annual Awards 1977
      • Letters to the Editor 1991
      • Cookery 1942
      • Memories ... 1943–1945. Valda Tibbits
      • Marketing in 1984
      • Year 12 Courses 1986, Open Day 1986 and Folder
      • Prospectus Boys 1940
      • Prospectus Girls 1944
    • Photographs >
      • Photos 1978
      • Class Photographs >
        • Class Photos 1982
        • Class Photos 1980
        • Class Portraits '70s and '80s
        • Class Photos 1978
        • Class Photos 1977
        • Class Photos 1975
        • Class Photos 1974
        • Class Photos 1970
        • Class Photos 1969
        • Class Photos 1968
        • Class Photos 1966
        • Class Photos 1965
        • Class Photos 1962
        • Class Photos 1961
        • Class Photos 1960
        • Class Photos 1958
        • Class Photos 1955
        • Class Photos 1947
        • Class Photos 1945
        • Class Photos 1944
      • Buildings and Grounds
      • Cadets
      • Items made by Students
      • In the Class Room - Boys' School
      • Uniforms
      • In the Class Room - Girls' School >
        • Artwork Design - a Career
        • Girls' Metal Work
        • Horticulture in 1945
        • Horticulture in 1946
      • In the Class Room - Boys and Girls >
        • We need your help!
      • In the Class Room - Community Education
      • Sporting Achievements and Trophies >
        • Human Dominoes
    • Acknowledgements
    • Latest News
    • Demolition and Auction
    • Alumni and Tributes >
      • Donald Anderson
      • Allan Thomas Bernaldo
      • (Margaret) Joan Couzoff, nee Staindl
      • Anzlie Vivian Chick
      • Percy Edgar Everett
      • Joy Hester
      • Stoker J. H. Hill
      • Francis H. Johnston
      • Albert Charles King
      • P.T.E. Alan R. Knights
      • Gwendolin Leech
      • Ronald James Leech
      • William Russell McIndoe
      • Sir Sidney Nolan OM AC
      • Stan Rule
      • Leo Conroy Steminger Part 1
      • Leo Conroy Steminger Part 2
      • Florence Annie Swan (Miss)
      • Pte Eric Swansson
      • Irwin Bismark Topperwien
      • Paul Warren
      • Driver Keith E. Watson
      • Ernest Weate ED OBE
      • Flora Margaret Whelan BEM
    • Other Historical Research >
      • Miss Charlton
      • Submarine J7
      • Commander Richard Veale
      • James Wassall
      • Sandringham Sea Baths
      • Sandringham Library Services
      • Sandringham Railways
      • San Marina School
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Margaret Joan Couzoff, nee Staindl
 (Known as Joan Couzoff).
 
A student of Allan Thomas Bernaldo
at 
Brighton Technical School 

​​Joan was born to Henry and Edna Staindl in 1931.   At that time Joan’s father, Henry, owned an automotive business in Queensbury Street, North Melbourne.   After selling his business in 1937, Henry and his wife travelled to Europe and witnessed the rise of the Nazi Party, and the proliferation of swastika flags dominating the buildings in Germany.
 
Henry achieved his mission of purchasing a lathe and having it shipped back to his new automotive business in Black Rock, Victoria.   Both Henry and Edna arrived safely back in Australia before the outbreak of World War II in 1939.   Little did Henry know when he purchased his lathe in Europe that he, and his lathe, would play an important role in the production of parts for the Beaufort Bomber during the following six years of war.
 
During her parents’ European travels in 1937, Joan spent time as a boarder at ‘Our Lady of the Sea’ in Mornington, before being reunited with her family.
​
​When life in the Staindl family settled down once more the family moved into their new home at 316 Beach Road, Black Rock, next to Henry Staindl’s “Motor Service Station and General Engineers” business, situated at 315 Beach Road, Black Rock.
 
Joan attended “St. Joseph’s School”, 544 Balcombe Road, Black Rock for her primary education, then enrolled at “Star of the Sea”, 74 - 80 Martin Street, Gardenvale for her secondary education.   By the mid 1940s. Joan developed a love of art and decided to make art her career.   She attended Brighton Technical School Art Department in1947 where she studied under the notable water colourist, Allan Thomas Bernaldo. ​The 1947 Brighton Technical School Magazine “Sea Spray” featured Joan’s striking and artistic work on page 22.
Picture
Design by Joan Staindl. The design shown in this issue consists of a number of symbols representing ships, bridges, water, smoke, human figures, etc. arranged to form an interesting distribution of shapes and tones. Brighton Technical School "Sea Spray" Magazine. December, 1947.

​When Joan finished her studies at Brighton Technical School, Allan Bernaldo recommended that she do further study in Commercial Art at Melbourne Technical College.   At the end of her study at Melbourne Technical College, Joan was employed as a Commercial Artist at the “Herald Sun Colour Gravure”, where she worked under the guidance of Lance Stirling, the head artist.​

​One day, Mr. Buckley, a Director of Semco Art Needlework Pty. Ltd., located at “Semco Park”, Cheltenham Road, Black Rock, called at Henry Staindl’s Service Station in Black Rock.   During a cordial discussion Mr. Buckley suggested that Joan should apply for employment in Semco’s art and design department.
Picture
Left to right : Dianna Dawson, Charles Henry Mylius and Joan Staindl. In the Design Studio at "Semco" Cheltenham Road, Black Rock, Victoria.

​​In due course Joan applied and was readily offered a position as the Advertising Artist and Designer for the Company’s range of products.   These included embroidered lingerie, pillow-cases, bibs, supper cloths, d’oyleys, tray cloths, bed spreads, aprons and soft toys, also an extensive range of tapestry, long stitch and other art needlework craft kits.
Picture
This framed art needlework is an example of the embroidery designed by Joan Staindl at "Semco" Cheltenham Road, Black Rock, Victoria.

​​Joan’s creative and artistic designs featured in the company’s product range for many decades.   The execution of many of the designs required a knowledge of a  range of embroidery stitches and knots, i.e. stem stitch, snail trail, divided satin stitch, long and short satin stitch or Indian filling, thousand flower stitch, seed stitch, lazy daisy, barley stitch, double cable plait, back stitch, bullion stitch, French knots, long and short buttonhole, padding and buttonholing, shell edge, couching stitch, eyelet work, oyster stitch, blanket stitch, richelieu embroidery, guipure bars, webs, padding and filling stitch, lace stitch, braid work and a knowledge of the extensive range of intricate crochet stitches.
 
Joan’s knowledge of the skills required to execute the detailed needlework designs, and her ability as an artist, combined to make her a valuable and vital part of Semco’s commercial operations.
Picture
An example of the art needlework designs created by Joan Staindl at "Semco" Cheltenham Road, Black Rock, Victoria. "Semco" Art Needlework Instruction Book. Book No. 2. Fourth Edition. Price Sixpence.

​​Semco’s progressive management promoted policies which included paying the correct rates of pay, creating healthy and spacious working sites, and locating factories in areas with surrounding gardens.   The 6 ½ acres of superb lawns and gardens, and the recreation hall at Semco Park, were used extensively by the company’s employees.    Teams in basket-ball, tennis, cricket, hockey and swimming were organized by Semco for the benefit of the employees during lunch breaks and weekends.
Picture
Opening of Semco Art Needlework Exhibition at "Semco Park" Cheltenham Road, Black Rock, Victoria, 1926.

​It was believed that Semco was probably the largest art needlework enterprise in the British Commonwealth.    “The Age”, Friday 27 June, 1930, page 9, reported that Captain F. Roberts had just completed 5,000 miles flying in the Semco aeroplane, and had visited 50 towns in Victoria, New South Wales and Queensland, promoting the company’s products and delivering goods.
 
This report is an indication of the extent of Semco’s business activities in Australia.  Their business activity also extended to New Zealand.
 
After relocating from Black Rock to George Street, Sandringham, Semco stayed in production until 1991, when it was taken over by the textile merchants Coates-Paton Pty. Ltd.   The Sandringham factory closed and the office moved to Mulgrave, while factory work shifted to Launceston in Tasmania, before moving to New Zealand.
Picture
Semco Garden, Recreation Hall and Staff, 1926. SEMCO ART NEEDLEWORK PTY LTD “Semco Park.” Cheltenham Road Black Rock (Victoria). Office, Factory and Despatch Department : Telephone X6911, X6912. Showroom : 533 Collins Street, Melbourne : Telephone, Central 10233.

​When Joan Couzoff retired from Semco Art Needlework Pty. Ltd. she joined the volunteers in the conservation movement in the City of Bayside.   For many years she was the Convenor of the Friends of Balcombe Park, in Balcombe Road, Black Rock.   Joan and her colleagues planted out young native plants which regenerated the area, removed weeds and attended to the general maintenance of the park.   In 2017 Joan Couzoff is still contributing to the welfare of native birds and conservation of the environment.
Picture
A Fine Aerial View of "Semco Park". The photograph appears on the back cover of - Semco Art Needlework Instruction Book. Book No. 6 5th. Edition.
REFERENCES :
1/   Discussions with Joan Couzoff.
2/   Brighton Technical School “Sea Spray” Magazine 1947.
3/   Kingston Historical Website.  City of Kingston.  “Semco of Black Rock”.
      By Leo Gamble.
4/   “The Australian Woman’s Mirror”.   October, 16, 1928.   Page 12.
5/   Semco Art Needlework Booklet.   Book No. 2.  Fourth Edition.  Published
      by Semco Art Needlework Pty. Ltd. “Semco Park”, Cheltenham Road,
      Black Rock.   Melbourne Showroom – 533 Collins Street, Melbourne.
6/   “The Age”  Thursday, 7 November, 1946.   Page 6.
7/   “The Age”  Friday, 27 June, 1930.   Page 9.
8/   Sandringham and District Historical Society.  
      Photograph of Miss Dianna Dawson, Charles Henry Mylius and Joan Staindl.

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  • Home
    • Sea Sprays >
      • Seaspray 1991
      • Seaspray 1990
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      • Sea Spray 1988
      • Sea Spray 1987
      • Sea Spray 1986
      • SeaSpray 1985
      • Seaspray 1984
      • Sea Spray 1983
      • Seaspray 1982
      • Seaspray 1981
      • Sea Spray 1980
      • Sea Spray 1979
      • Sea Spray 1978
      • Sea Spray 1977
      • Sea Spray 1976
      • Sea Spray 1975
      • Sea Spray 1974
      • Sea Spray 1973
      • Sea Spray 1972
      • Seaspray 1971
      • Seaspray 1970
      • Seaspray 1969
      • Sea Spray 1968
      • Seaspray 1967
      • Seaspray 1966
      • Sea Spray 1965
      • Sea Spray 1964
      • Sea Spray 1963
      • Sea Spray 1962
      • Seaspray 1961
      • Sea Spray 1960
      • Sea Spray 1959
      • Seaspray 1958
      • Sea Spray 1957
      • Sea Spray 1956
      • Sea Spray 1955
      • Sea Spray 1954
      • Sea Spray 1953
      • Sea Spray 1952
      • Sea Spray 1951
      • Sea Spray 1950
      • Sea Spray 1949
      • Sea Spray 1948
      • Sea Spray 1947
      • Sea Spray 1946
      • Sea Spray 1945
      • Sea Spray 1943
      • Seaspray 1930
      • Sea Spray 1929
      • Sea Spray 1939
      • Sea Spray 1938
      • Sea Spray 1937
      • Sea Spray 1936
      • Sea Spray 1934
      • Sea Spray 1932
      • Sea Spray 1931
      • Seaspray 1930
      • Sea Spray 1928
      • Sea Spray 1926
      • Sea Spray 1925
      • Sea Spray 1924
      • Sea Spray 1923
    • History >
      • Contents
      • Introduction
      • 1912 - 1919
      • 1920 - 1929
      • 1930 - 1939
      • 1940 - 1949
      • 1950 - 1959
      • 1960 - 1969
      • 1970 - 1979
      • 1980 - 1989
      • 1990 - 1997
      • Badges and Memorabilia
      • Cora Lynn - Mirror & Reserve
      • Owners - Girls' Technical School
    • Terms of Use
    • Documents >
      • MMBW Plan C. 1905
      • Annual Awards 1977
      • Letters to the Editor 1991
      • Cookery 1942
      • Memories ... 1943–1945. Valda Tibbits
      • Marketing in 1984
      • Year 12 Courses 1986, Open Day 1986 and Folder
      • Prospectus Boys 1940
      • Prospectus Girls 1944
    • Photographs >
      • Photos 1978
      • Class Photographs >
        • Class Photos 1982
        • Class Photos 1980
        • Class Portraits '70s and '80s
        • Class Photos 1978
        • Class Photos 1977
        • Class Photos 1975
        • Class Photos 1974
        • Class Photos 1970
        • Class Photos 1969
        • Class Photos 1968
        • Class Photos 1966
        • Class Photos 1965
        • Class Photos 1962
        • Class Photos 1961
        • Class Photos 1960
        • Class Photos 1958
        • Class Photos 1955
        • Class Photos 1947
        • Class Photos 1945
        • Class Photos 1944
      • Buildings and Grounds
      • Cadets
      • Items made by Students
      • In the Class Room - Boys' School
      • Uniforms
      • In the Class Room - Girls' School >
        • Artwork Design - a Career
        • Girls' Metal Work
        • Horticulture in 1945
        • Horticulture in 1946
      • In the Class Room - Boys and Girls >
        • We need your help!
      • In the Class Room - Community Education
      • Sporting Achievements and Trophies >
        • Human Dominoes
    • Acknowledgements
    • Latest News
    • Demolition and Auction
    • Alumni and Tributes >
      • Donald Anderson
      • Allan Thomas Bernaldo
      • (Margaret) Joan Couzoff, nee Staindl
      • Anzlie Vivian Chick
      • Percy Edgar Everett
      • Joy Hester
      • Stoker J. H. Hill
      • Francis H. Johnston
      • Albert Charles King
      • P.T.E. Alan R. Knights
      • Gwendolin Leech
      • Ronald James Leech
      • William Russell McIndoe
      • Sir Sidney Nolan OM AC
      • Stan Rule
      • Leo Conroy Steminger Part 1
      • Leo Conroy Steminger Part 2
      • Florence Annie Swan (Miss)
      • Pte Eric Swansson
      • Irwin Bismark Topperwien
      • Paul Warren
      • Driver Keith E. Watson
      • Ernest Weate ED OBE
      • Flora Margaret Whelan BEM
    • Other Historical Research >
      • Miss Charlton
      • Submarine J7
      • Commander Richard Veale
      • James Wassall
      • Sandringham Sea Baths
      • Sandringham Library Services
      • Sandringham Railways
      • San Marina School
  • About
  • Contact
  • MAGNIFY