How We Grow
We invest deeply in our people because better humans build better safety products.
Every leader here is still a student. Every engineer, a teacher. Every production worker, a guardian of someone’s life out there on the road.
We don’t just develop skills – we cultivate leadership, accountability, and the kind of character that can’t be taught, only lived.
We Protect the People Who Keep the World Running
Every day, somewhere out there, someone’s standing in the dark – directing traffic, fixing power lines, clearing roads after a storm. They’re the ones who keep the world moving, often unseen and too often unprotected.
We exist to change that.
SWS builds more than amber warning lights. We build trust – the kind that sends people home safe.
Our mission is simple and unshakable:
To set the golden standard for client care, technological innovation, and seamless reliability in visibility and safety – so the people working in harm’s way are seen, protected, and able to go home safe.
If it doesn’t make our clients better protected, better served, or better equipped, we don’t do it. Period.
OUR TEAM PLAYERS
FACTORY REPRESENTATIVES
COLIN MOORE
Transitioning from a background in small engine repair to joining SWS has significantly broadened my understanding of our clients' needs. It is truly rewarding and exhilarating to witness the innovative projects our clients are engaged in, observe how they utilize our products, and listen to their suggestions for improvement. Client feedback plays a pivotal role in our development and progress. While we appreciate acknowledgment for what we do well, we are particularly interested in areas where we can enhance our services. My experience has shown me firsthand the exceptional quality of our customer service, and I am privileged to be a part of this dedicated team.
MATTHEW VENUTOLO
Joining SWS as a Mechanical Engineering Co-op student was the gateway to a world of opportunities for me. I am driven by creativity, and I find it incredibly rewarding to leverage this creativity to assist our clients in overcoming their challenges. While we boast an extensive range of products, our true strength lies in collaborating with our clients to develop tailored solutions. Being part of a team that is dedicated to genuinely assisting our clients and simplifying their lives is both enjoyable and fulfilling.
MATTHEW BEATTIE
Prior to embarking on my career with SWS, I gained experience working at a dealership selling vehicles. Despite my background as a heavy-duty mechanic, I transitioned to this role because I discovered a deep satisfaction in assisting clients. SWS stood out to me as an appealing company due to its cultural values and emphasis on both organizational and personal growth. We are committed to diligently identifying our clients' issues and collaborating closely with them to find solutions. Whether it involves leveraging our existing product line or developing new offerings, we are always open to exploring new possibilities.
CAMERON ROBERTSON
Before joining SWS, I worked in automotive sales, where I learned the importance of listening closely to clients and understanding their unique needs. I was drawn to SWS for its strong culture of innovation, collaboration, and continuous improvement. I enjoy working side by side with our clients, understanding their challenges, and helping find solutions that truly make a difference. Whether leveraging our existing product line or exploring new solutions, I work closely with our clients to ensure their challenges are understood and effectively addressed.
CLIENT CARE AND WARRANTY TEAM
XELA SEMBLANTE
As the Client Care and Warranty Supervisor, I lead by example, balancing hands-on client support with team leadership to consistently deliver a high standard of service. I am passionate about creating seamless client experiences, resolving complex challenges, and driving continuous improvement across our processes. By staying hands-on and working closely with the team, we ensure our support is efficient, informed, and results-driven. I take pride in guiding my team, fostering accountability, and building a culture where service, collaboration, and continuous improvement come naturally. As one team, we turn every client experience into something that exceeds expectations.
ANNIE VUCINA
As a Client Care & Warranty Specialist, I thrive in a role where no two days are the same. I enjoy the variety, moving from client calls to answering technical questions and warranty claims while staying focused, organized, and solution-driven throughout it all. Working at the center of our facility alongside different teams, we come together to make sure every client feels truly supported. We take the time to listen, understand, and provide service that comes from a place of care. At SWS, caring for our clients is more than a responsibility, it’s something we genuinely put our heart into every day.
PRODUCT MANAGER
RAINIER CHUA
The Product Manager at SWS Warning Lights Inc. Collaborating closely with clients is the cornerstone of my work, as I help transform their innovative ideas into reality. This partnership allows us to create products that meet and often exceed expectations. My passion for electronics drives me to push the boundaries of design and continuously enhance our product offerings. I'm proud to be part of a team that values client collaboration as much as I do, ensuring our solutions are not just functional but also aligned with the specific needs of those we serve.
GENERAL MANAGER
MAGGIE GUALANDI
As the General Manager of SWS Warning Lights Inc., I have the utmost privilege of working alongside a dedicated team that embodies our core values of accountability, collaboration, and customer focus. Encouraging our people to shine and grow in an environment where everyone feels empowered to do their best helps us deliver reliable products and attentive service to our clients. I believe that our success lies in actively listening to our clients and responding to their feedback, which drives our mission to provide an unmatched, world-class experience.
MANAGING PARTNER
TOM CHOPP
The pursuit of excellence drives me. Being part of incremental developmental improvements within my network, business, and personally is extremely gratifying to me. Having manufacturing experience going back to the 1980’s has taught me to embrace change as a way of life.
GEORGE MOORE
With 24 years’ experience as an entrepreneur, I’ve enjoyed the many lessons and great people encountered along the way. I’ve been with SWS for 8 years, playing an integral role in the continued progress of the organization. I enjoy working with the finance team and assisting with the HR side of the business. Every day brings its challenges and it’s a pleasure to be a part of a forward-thinking culture that embraces the ups and downs of working as a team.
In Memoriam
Remembering Elsie MacMillan, whose dedication, kindness and contributions helped shape our company.
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Since 1969