IPRIMA Principal - Antonia (Toni) Sims

Toni's clients value her ability to quickly grasp what they are trying to achieve, and to speak at their level - from CEO's of multinationals, through to scientists, engineers, and women entrepreneurs. Toni's experience allows her to add value to her client's businesses, at a variety of levels.

The Principal of IPRIMA, Toni Sims, joined the IP profession in January 1988. During that time she has worked with many Waikato & North Island clients, and been with many from their beginning through to export to international markets.

Her experience has included prosecuting NZ patent applications for many foreign companies and multinationals on a wide range of subject matters. She has also represented many foreign and NZ companies in patent oppositions - preferring a hands-on approach where she considers her expertise in a variety of subjects to offer a significant advantage to her clients.

While capable of dealing with the full range of IP issues that her clients have, Toni prefers to deal with her strengths of patent drafting and oppositions, helping clients with IP strategies, and making IP accessible to all. Toni's creative side enables her to often add value and direction to the branding and trademark plans of many businesses, and is happy to work in with existing brand agencies to ensure her client's interests are best interested, and that new brand and design work will not present legal issues for the client.

Toni is also an aspiring artist, making use of both her creative nature and technical drawing skills. It makes a change from viewing and drawing patent plans and diagrams, or designing new logos for the firm. You are likely to see Toni at various art events and exhibitions around the regions.