As Starrett’s main tools distributor across Spain, France and Portugal, FEGEMU S.A, headquartered in Spain is a company representing the best brands in the tool, personal protective equipment, and hardware industries, renowned for quality service, marketing and innovation.

Working behind the scenes and coming up with the company’s creative and innovative marketing strategies is Head of Marketing, Soraya Calvo Torres. In this month’s Starrett dealer spotlight blog, we chat with this enigmatic personality to find out more about the FEGEMU Group and what her role involves.

Soraya, tell me a bit about yourself.

I am Spanish and have lived in Guipuzcoa, northern Spain for 23 years. I have many hobbies, but my favourites are mountain biking, practicing yoga, and reading historical novels.

Who do you work for, how long have you been with the company and what’s your job title?

For 22 years I have worked at FEGEMU S.A. and I am in charge of their Marketing Department.

Tell us a little bit about your role in the company?

My job is to coordinate and monitor the company’s marketing and communication strategy. Laying the groundwork for the development of different trade policies and objectives.

What’s your favourite aspect of the job and what do you enjoy the least?

One of my favourite aspects is having the opportunity to plan and coordinate marketing projects from beginning to end, including collaborating and organising the efforts of my marketing team.

The aspect I like the least is the amount of time we have to spend reviewing content - although it is necessary to achieve our goals and the best results


Is there one person alive or dead who you would love to talk with or meet, and why?

The journalist Michael Portillo of the travel channel, or any journalist who takes part in such programmes that show the different culture, geography, folklore and gastronomy of the places they visit… I love exploring the world without borders.

Do you DIY yourself? What is your biggest project?

Sometimes. I like decorating and I’ve just decorated my terrace, so I had to assemble some furniture and install a lattice.

What’s your favourite tool and why?

I really like cutting tools. I’m passionate about history, the first examples of cutting tools go back 2.58 million years, in Ethiopia. Whilst excavating they unearthed sharp edged stone cutting tools. Since then, the materials to manufacture these types of tools have not stopped improving. From bronze to iron, from iron to steel, from steel to carbon steel, and from there to high carbon steel and stainless steel, up to titanium and laminates.

  • -Band saws
  • -Band saw machines
  • -Jigsaw blades
  • -Hole saws and accessories
  • -Measurement and chalk lines
  • -Metrology

What challenges do you think lie ahead for the industry and what do you think can be done to overcome these?

I would highlight two points:

The digital transformation that will allow us to implement more flexible production processes, increase productivity and aid the development of new business models.

Sustainable production processes aimed at reducing the consumption of natural resources and waste generation.