About Us

With over 23 years of experience in the self-adhesive labelling industry, Richard Jones recently established Advanced Labels, a labelling company specialising in Pharmaceutical, Home & Personal Care, Chemical, FMCG, ‘Peel & Read’, ‘Coupon’ and on pack ‘Booklet’ labels, servicing clients throughout South Africa. In addition to Richard’s expertise, the company is also built on the mindset that the customer is the most important part of the business. Underlying the company’s success is the staff of Advanced Labels, and Richard’s commitment to offer continuous in-house training sessions on the latest machinery technology.

Beginning his career as an Operator on a rewinding machine for Star Labels, a company established by his father Allan Jones in 1978, Richard was given the role of Print Assistant, then headed up the Quality Control department before moving on to become the Production Manager. It was here Richard learned the importance of establishing and maintaining positive relationships with customers.

In 2002, Star Labels merged with FlexoPrint where Richard continued managing the Production Department with the responsibility of 12 flexographic machines, 3 offset litho machines and led a team of 130 employees. FlexoPrint was acquired by Uniprint in 2005 and Richard resigned a year later.


Richard then partnered with Sandra and Vaughan Cumming, Richard’s sister and brother-in-law. The couple were previously running a small-run label business called Shafton Labels in Howick, with the very same machine (2-colour flexo die cutter) that Richard’s father Allan had launched Star Labels with. As a result of business growth, Sandra and Vaughan moved to Pinetown, Durban and together with Richard renamed the business First Impression Labels. The company has since grown into a successful organization producing labels for well-established and key brands in variety of industries. Richard’s involvement in First Impression Labels as Key Technical Director included Production, Sales, Estimating and Training.

In 2010, Richard left First Impression Labels to pursue a different market in the self-adhesive labelling sector, namely pharmaceutical labelling and established Advanced Labels. First Impression Labels remains an extremely successful and well recognised company and continues to work very closely with Richard and his new company. Advanced Labels main target market is pharmaceutical; however, the company also specializes in a fairly untapped market in South Africa of “peel and read” labels, coupon and booklet labels.

Through the establishment of Advanced Labels, Richard continues his commitment in offering customers high quality, cost effective and innovative labels along with the support of his dynamic team.