AJ Jijeh on the Seitz Way

By Linley McConnell

This month, we’re talking about liquid gold—or rather the solvents and detergents that make everything possible. Who better to interview than Abdularaouf “AJ” Jijeh, Seitz’s Senior Technical Sales Manager. Check out our conversation below.

AJ, I first met you at Extox’s Clean Expo. Your passion for Seitz and our industry was contagious, not something that many people can say. How long have you been working at Seitz? What brought you to the company?

I have been working with Seitz since 2014. Prior to that, I worked closely with Seitz distribution partners in Dubai, which gave me strong exposure to the brand, products, and technical philosophy. I officially joined Seitz in 2014 when they saw my work in the field and believed in my potential.

Wow! I didn’t realize you’d been with Seitz for over a decade. I know it’s a family, multi generational business with more than 140 years of history. Tell me about Seitz’s company and cultural values.

Seitz operates like an extended family. Despite being an international company, the culture remains personal. We value honesty, loyalty, technical integrity, and hard work. Knowledge sharing is also a key part of our culture, and experience is passed down from one generation of experts to the next, which is one of the reasons Seitz has remained successful for over 140 years.

With that in mind, I know Seitz is passionate about ongoing learning and development. What was Seitz’s training program like? Is there continuous training involved?

Training at Seitz has two main pillars:

• Theoretical training: We use structured technical materials that represent decades of accumulated knowledge from our most senior experts.
• Practical field training: New team members work alongside experienced colleagues in real customer environments, learning the “Seitz way” of designing and implementing customized systems.

Of course, training doesn’t stop there. Seitz provides continuous online learning, product updates, and technical sessions. Because we operate in more than 99 countries, we also benefit from a global expert network. For example, if someone encounters a new challenge, support and solutions are only a message away.

It’s wonderful to have a global network of support. Collaboration is key when it comes to our industry, and so is being solutions-oriented. Seitz seems to thrive through offering a systems and solutions-based approach. Is this true?

Absolutely. Seitz is not just a chemical supplier. We are a complete solution provider. Our approach combines high-quality speciality products, advanced dosing technology with remote access and reporting, and highly trained experts who design customised formulas and processes. Before starting any project, we analyze the customer’s existing operation, production goals, and challenges. This allows us to build a system that improves quality, efficiency, and cost control, rather than simply selling products.

So, when it comes to implementing this philosophy within the fabricare industry, what are the most popular products for our industry?

Well, because customization is so important, it is really dependent on the customer. In dry cleaning and fabricare, success depends on several key factors including cleaning performance, finishing quality, solvent care and machine care. Seitz offers specialized products and continuous improvement to support all these areas. Just as importantly, we provide technical guidance on machine care and process optimization to ensure smooth, efficient operation and long equipment life.

When Gibson’s Cleaners switched to Seitz, I was blown away by the technology and data backed system. How does this benefit your customers?

Technology plays a major role in modern textile care, and Seitz stays at the forefront. We use state-of-the-art ‘dosing systems’ with remote access capabilities. This allows us to monitor product consumption, track production efficiency, and set maintenance reminders. When a customer faces an issue, we can often analyze data remotely before visiting the site, which means faster troubleshooting and more accurate solutions. This forward-looking approach is reflected in our recent motto: “Seitz Goes Future.”

So, speaking of the future, sustainability is a constant topic of discussion within the industry. Tell me a bit about Seitz’s sustainability efforts and green products or processes.

Environmental responsibility is a core commitment at Seitz. We participate in international initiatives such as Responsible Care and support standards like the European Ecolabel. Our laundry solutions focus on lower alkalinity, reduced water usage, and lower washing temperatures. This not only reduces environmental impact but also extends the textile lifecycle, which is both sustainable and economically beneficial for customers.

With your commitment to environmental standards, ongoing training, and delivering a state-of-the-art product, I know Seitz is not positioned as the lowest-cost option in the marketplace. How do you justify the investment to your clients?

Price alone does not reflect real cost. Lower-quality products often require higher dosage, higher temperatures, and stronger alkalinity to achieve similar results. This leads to higher energy and water consumption, increased chemical use, and faster fabric wear and shorter textile life. Seitz products are designed for performance and efficiency, meaning lower overall operating costs, better fabric care, and more consistent results. In the long term, customers save more by investing in quality.

And to finish, how about a few rapid-fire questions? What is your favourite Seitz product or a product that most dry cleaners or fabricare professionals should be using?

For dry cleaning, it’s a process, not a single product: the two-bath dry cleaning cycle. The first bath focuses on deep cleaning with a dry-cleaning activator, while the second bath conditions the garments using a specialized detergent. This process delivers exceptional cleaning quality, fabric feel, and overall garment appearance.

What do you like to do for fun or in your spare time?

I practice karate, enjoy video games, and like watching movies.

Seitz is a German company, do you speak German or any other languages?

I have completed a beginner German course. My native language is Arabic, and I am currently learning French.

I love that Seitz uses bright coloured bottles, what is your favourite colour?

Neon green — just like the colour of our Seitz neckties!

---