About Us


Year after year, our team will continue to be the market leaders in the label industry.


  • Act with integrity, honesty and respect
  • Passion for our client’s, business and brand
  • Push beyond the boundaries
  • We Love success
  • We are all accountable

Our point of differentiation is our service as we believe that high quality and competitive prices should be standard. We have built our business on service, and pride ourselves in building a relationship with our customers by focusing on their specific needs and requirements. First Impression is a family run business which enables us to be hands on, take full responsibility for all aspects of our business as well as have a personal interest in the success of each product we help decorate.


First Impression Labels was established over 17 years ago in 1997. Formerly known as Sharfton Labels, Vaughan and Sandra Cumming converted a small farm dairy based in the Karkloof area into a print shed and the company was aptly named after the farm on which it was founded.

After Sandra was given a small, two-colour press used by her father, Allan Jones, Sharfton Labels started printing simple labels for the farmers in the area as well as a few small shops in Howick and Pietermaritzburg. This two-colour press is still proudly being used in the First Impression factory today.

Before long, Sandra and Vaughan had a few Durban-based clients, but operating from Karkloof proved difficult. They decided to move their business to Pinetown which was much closer to suppliers and customers. From there, Sharfton Labels grew in leaps and bounds and soon became First Impression Labels.

In the early 2000’s, after having to move once again to larger premises, First Impression Labels saw an opportunity to diversify and offer the South African market a new exciting form of label – the shrink sleeve. The first Mark Andy XP5000 in Africa joined our ever growing fleet to specialize in unsupported film, along with all the finishing equipment needed.

First Impression is now considered one of the leading printing companies in South Africa and has grown from strength-to-strength over the years. We now have a staff complement of 120 employees and we continue to grow. Throughout our growth we have maintained strong relationships with all our customers – both large corporates and small businesses.

We have also become the first company in the world to operate all three Performance Series Mark Andy Machines, the P7, P5 and P3.