Hey, lady tradie, why so mean?

Driving around town last week (we may even have been on our way to the tip for a little pre-Valentines Day romance!) I noticed a twin cab ute that belonged to a lady tradie. It was all painted up with her signage and her tagline was “No bumcrack. No BO. No BS.”


At first I was all “yeah, right on, sing it sistah!” and then I thought about it a bit more. Women in trades are few and far between and have they have to work extra hard to make it through their time and get respect. Is the best way to celebrate this really by indulging in reverse sexism?


Imagine if that was a male tradie’s truck and his tagline was something along the lines of “No blonde moments. No hair tossing. No earrings dropped in your plumbing.” People would be outraged and I’m sure he’d earn himself plenty of mortal enemies and angry column inches in newspapers and on Facebook.


So why is it OK for a woman to do it?


Surely there’s a way for women to succeed in trades without taking potshots at men. I’m a big believer in the fact that you don’t need to put other people down in order to raise yourself up. I’m sure this woman is a good tradie and I just wish she’d focussed on blowing her own trumpet rather than pointing out other people’s perceived faults. And I’m sure that tagline is not winning her any friends in the local tradie community – JD certainly wasn’t thrilled about it. Building and construction is very much about relationships and word of mouth referrals between trades and contractors and, while that tagline might appeal to female customers (of which there are plenty), I’m not sure it’s winning friends elsewhere.


I don’t usually get involved in gender politics but I just had to comment on this one.


What do you think about this lady tradie’s tagline? Is it reverse sexism? If you have/had a trade, what would your tagline be? (Ours is “ We love small building jobs!”)


  • Bec Senyard

    BRILLIANT! I wrote about this on my blog a year or two ago that it’s the wrong type of marketing tradie ladies are succumbing to to promote their business. There are male tradies doing the right thing by their clients, it’s only a few that do the wrong thing. Sharing this post because I so agree with it. x

    • alix@thebuilderette.com

      Thanks Bec – glad you liked it and thanks for sharing. Yeah, it really struck a bum note with me!

  • The Lady Tiler

    I love this! I constantly hear the line “women have more attention to detail”. They tell me that that is the reason they wanted me for the job. So I gently tell them it’s not because of my gender, it’s because of my personality. I know plenty of guys who are incredibly fussy and perfectionists. And I also know plenty of women who aren’t!
    In saying that, my tagline is “it’s all about the detail”. I mean, I’m not an idiot. If it wins me jobs, I’ll play on it. But it’s got 0% to do with my gender and 100% to do with my genetic makeup and the life I’ve lived.
    I love seeing women killing it in male dominated trades, but I love it because of the feminist in me who wants equality. Not because I think women are better than men.
    I doubt that is the intention of the lady tradie you saw to come across as sexist, but it’s definitely something we all need to be aware of. We are being judged for every move we make out there on the work site, so we need to use our smarts and make sure we make others feel the way we want to. That’s how we will win equality!

    • alix@thebuilderette.com

      Hi Mel – thanks for visiting and for your insights from a lady tradie point of view. Totally agree that things like attention to detail or, let’s face it, BO are about an individual, not a gender (or a race for that matter). Maybe I’m a dreamer, but I’d like to think there’s room for everyone who does a good job, regardless of gender. Cheers

  • Nicole @ The Builder's Wife

    This happens all the time, and as a society we seem to turn a blind eye to it. I don’t feel comfortable with it at all, so much so, I wouldn’t even employ this tradesperson. Great post, thanks for linking up with #HIT

    • alix@thebuilderette.com

      Like when TV commercials make men look like idiots. Is that really necessary? Do we have to have an “either/or” situation. Sigh.

  • Janet aka Middle Aged Mama

    Love this: I’m a big believer in the fact that you don’t need to put other people down in order to raise yourself up.

  • Amy @ HandbagMafia

    There’s no such thing as reverse sexism. Sexism is reliant on oppression. What she said was a generalization and not nice but it’s not sexism because men, especially white men, are not oppressed. You can discriminate against a man or treat them poorly but it’s not sexism so to speak fr that reason. Her tag line was tacky and mean- but not sexist. Have a read if you’re interested- http://everydayfeminism.com/2015/01/reverse-oppression-cant-exist/

    • alix@thebuilderette.com

      Thanks for visiting Amy – and thanks for that link. I’ll definitely have a read. Cheers.

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