PromZ Vak 4 · 2025 · English edition

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"From stained glass to coffee cups: the story of WMOK"

What do you get when you mix stained glass, an old family business, and down-to-earth Brabant sensibility? That’s right: WMOK. For over twenty years, Hans Voorjans has been leading this Eindhoven-based decoration company. They don’t produce anything themselves, but they bring a whole lot of craftsmanship to the table. “We don’t make the products — we add value to them.”

The company’s roots go back to 1985, when it was still called Van Dommelen and specialized in stained glass windows. After taking over in 2000, Hans added the name WMOK — a nod to his own holding company, “Witte Mok” (White Mug) — and shifted the focus to glass and ceramic decoration. “We started with simple name mugs for Jamin (a Dutch candy store). One colour, one name. And look where we are now.”

Today, WMOK decorates mugs, plates, glasses, and wine glasses for both the hospitality and promotional industries. With a team of 45 persons, a bank of firing ovens, and a solid dose of dedication. “We screen print using real glass and porcelain inks, then fire it at 700 to 800 degrees Celsius. It’s not comparable to digital printing. That may look nice, but scratch-resistant? Dishwasher-safe? Forget it.”

While other decorators struggle with small quantities, WMOK thrives on flexibility. “Whether it’s 36 or 3,600 pieces, we can handle it. The local real estate agent or village pharmacist doesn’t want 500 mugs — they want 50. And we just make it happen.” That doesn’t require a high-tech robot line, but craftsmanship, timing, and human hands. “I’ve got fifteen women in the department who apply transfers by hand every day. Those are golden hands.”

The company sies the promotional market is evolving. “The bulk is increasingly going abroad. You can order everything with one click over there. So we’ve started to move more into the hospitality industry.” Still, Voorjans firmly believes in WMOK’s value: quality, craftsmanship, and short lines. “We still ship out dozens of small orders every day. Not mass production — custom work.”

Embracing new techniques? Absolutely. “We work with partners who do engraving and laser work. But engraving tempered glass is a whole different skill. One mistake and you’ve got a mess on your hands.” Meanwhile, energy prices, raw material costs, and geopolitical tensions continue to pose challenges. “Our ovens consume gas. And if The Hague decides we can’t use that anymore, then I’ve got a real problem.”

Voorjans sometimes misses the craftsmanship of the past. “There used to be beautiful ceramic factories in England — they’re gone. And many in the Netherlands, too. People used to save up for a full dinner set. Now they just buy a new one every year at Action.” Still, he stays optimistic. “As long as there’s demand for quality, we’ll keep going.”

So, what sells best at WMOK? “Wine glasses and plates — especially for hospitality. Promotional? Occasionally mugs or a candy jar. But far less than in the past.”

And the secret to success? “No secret. Just keep doing what you’re good at. Listen closely to your customers. Stay flexible — in quantity, in wishes, in lead time. And above all: in your mindset.”