Coffee Corner with Juliet Vandenbrand, Keencut Business Development Manager

We had a wonderful time chatting with Keencut’s Juliet Vandenbrand for this Coffee Corner. The Keencut team is always great to talk to, and Juliet is certainly no exception. We got to ask her about all things Keencut, the industry, and if they have anything exciting brewing in their factory in England.

Say “Hey” to Juliet Vandenbrand

Juliet Vandenbrand has been a part of Keencut for the past two years, and is currently their Business Development Manager. The company’s innovation and drive for creative solutions inspired her to dive into the sign-making, framing, and print industry. Juliet’s work is both creative and technical as Keencut continues to stay ahead of an ever-changing industry. She plays a major role in ensuring they support their customers and provide new products that enhance both workflow and output.

About Keencut, in Juliet’s Words

“Keencut manufactures high-precision manual cutting machines that are engineered and manufactured in the UK.  We use our market-leading expertise and superior manufacturing quality to create safe, accurate and simple-to-use cutting equipment for specialist users in the sign-making, wide-format printing, and picture-framing industries. We design high-precision manual cutting machines for specialist tasks, developing innovative ideas that speed up workflow and increase productivity. Our primary focus is always on safety. Keencut cutters protect users whilst cutting the toughest materials.”

Our Interview with Keencut

Below you can find our full interview with Juliet, where we discuss shifts in the industry, outlook, and what has kept Keencut as a top vendor in the industry.

What is it about your current industry that you felt spoke to you?

The opportunity to work with a renowned British manufacturer—an established market leader with a global footprint drew me to this industry. There's something incredibly energizing about being part of a company whose products are innovative and make a difference. The solutions we offer aren't just easy to use—they allow businesses to run smarter, faster, and more efficiently; it's rewarding to know that Keencut machines help customers transform their workflow to unlock new productivity levels. 

How do you feel the health of the industry has been in the last few years? Future predictions?

As long as I've been in the industry, it has been growing, and the future is bright and full of new, unexplored opportunities. Seeing more and more women joining the industry is particularly great.

What's the biggest challenge in the industry? How did your team address this?  

One of the biggest challenges the industry faced was undoubtedly the COVID-19 pandemic. But rather than retreat, we saw it as an opportunity to innovate. With travel and face-to-face meetings off the table, we built our own in-house studio and began running live video broadcasts for end users and dealers. Our goal was clear: stay connected, stay helpful, and continue adding value through education. 

We focused on sharing our expertise—demonstrating how customers could enhance workflow, boost productivity, and achieve higher-quality results by using our fantastic Keencut cutters. Whether it was mastering techniques like v-grooving the perfect sign tray from ACM using our SteelTrak, or cleanly cutting difficult lightweight materials and banners with the Evolution3, we used these live sessions to help customers build new skills and confidence. 

That proactive approach strengthened relationships during uncertain times and reshaped how we work. Today, our in-house studio remains a core part of our strategy, allowing us to train new Keencut representatives anywhere in the world directly from our factory in England.

What changes have you seen in your industry that have surprised you the most? How did your team pivot?  

Nothing and everything surprises me! The pace of change is constant, especially when working across many international markets. What's helped us stay ahead is having a flexible, tightly knit team that thrives on collaboration and adaptability. The evolution of new materials creates new customer needs and expectations that we must be ready for. New substrates need smart, faster, more precise cutting solutions, so we've responded by making R&D a continuous, customer-driven process. By listening closely to our dealers and end users, we stay aligned with their needs.

What advice do you have for someone new in the industry? Advice for someone experienced?

Soak it all in; there is a lot to learn, the industry is much larger than you expect, and it's also really friendly. People will share knowledge and thank you for passing on your advice. Enjoy the Expos. I have a fantastic time meeting visitors from all over the world and watching them react so positively to using our Keencut cutters for the first time.

What product does your company currently sell that's quickly becoming a favorite of yours?  

It is such a hard question to answer as I love both the Evolution3 and the SteelTrak. 

Here are a few videos of me using the Keencut SteelTrak and one of my favourite Evolution3 videos.

The SteelTrak is a fantastic machine that cuts everything from aluminum composite to fluted board, foamboard, and so much more. Customers absolutely love it!   

The speed and precision of the Evolution3 blows people away. It is so easy to use, and within 5 minutes, someone who has never used the machine before can cut with perfect precision. This is my favorite video, as it shows how it can transform workflow and quality. Speed, accuracy and a quality finish – all things Keencut prides itself on.

Where do you see your company in the next year? In the next five?  

We focus on continuing to reinforce our position as the global market leader in manual cutting machines. We're particularly committed to expanding our footprint in North America and Latin America—two regions full of opportunity and growing demand for the kind of precision and reliability we offer.

What goals does your company have before the year end?

Keencut’s primary goal is to launch our truly unique new product—something we believe will make a real impact in the industry. It is an exciting time for our team, and we look forward to sharing more as we get closer to the launch. Keep an eye on our social media channels—we’ve got some big things coming!

Is there anything else you would like to share?  

I love working in this industry. It certainly comes with challenges—like any fast-moving, competitive field—but that’s part of what makes it so rewarding. From colleagues to customers, it is a wonderfully friendly community. It’s a joy to be part of it.

We here at MyBinding are on the edge of our seats for whatever it is Keencut has in store for us later this year. One thing is for sure: knowing them, it is going to be great. When chatting with anyone on the Keencut team, you can really feel the passion they have for their work. It was great getting to dive in deeper with Juliet on all things that make this cutting brand stand out.