ANTWERP, Belgium – A mountain of discarded crockery, much of it still in perfect condition but deemed dated, sparked an innovative idea for Charlotte van Hoecke, 37, and Sander De clercq, 40. Witnessing this waste, they envisioned a way to breathe new life into old tableware. Their solution: Stock,a Ceramiekatelier located in the Antwerp Air Ball,within the buildings of customized company Stroom Maatwerk. This unique workshop focuses on repurposing old crockery, offering a sustainable option to discarding perfectly usable items.

unlike conventional ceramic studios filled with turntables and wet clay, Stock employs a different approach. Their process involves collecting old plates, bags, and bowls, meticulously sanding away the existing glaze, and then applying a fresh, new layer. This conversion gives the dated pieces a contemporary appeal, ready for a second life in modern homes.

The inspiration for Stock came during a visit to a Kringwinkel warehouse approximately two years ago. “A good two years ago we visited the Warehouse of the Kringwinkel,” said Charlotte and Sander. “What is together on plates, bags and bowls that even they can do nothing more because they are loose, dated pieces: remarkable. for us that was an eye -opener. We took a few boxes home and almost immediately started thinking what we could do with it.” The sheer volume of discarded, yet functional, crockery ignited their entrepreneurial spirit and set them on a path toward sustainable innovation.

van Hoecke and De Clercq, friends and former colleagues, previously worked together at a design agency specializing in sustainable and circular product growth. “We worked together for a design agency that did sustainable and circular product development,” said Sander. “There we noticed how many good ideas ended up in the Frigo for all sorts of reasons. too tough. Not feasible. I think we felt the drive extra hard to make this succeed.” This shared experience fueled their determination to bring Stock to fruition,overcoming the challenges that often stifle innovative projects.

Initially, their plan involved sanding and re-glazing the crockery. “We soon thought it would be logical to sand the plates and to glaze again. Why not?” Charlotte explained. Driven by this simple yet powerful idea, they embarked on a journey to explore production possibilities, even visiting ceramic factories in Portugal. Tho, their enthusiasm was met with skepticism. “We started very naively at the elaboration of that plan, took matters into our own hands and started visiting various ceramic factories in Portugal,” Charlotte added.

Despite facing rejection from producers who “declared us crazy,” Charlotte and sander remained undeterred. “We put our idea on the table, but one by one that producers declared us crazy,” they recounted. They found encouragement in consumer feedback. “Because the production side made us like a cold stone,consumers always responded positively. people are indeed open to this.” This positive reception reinforced their belief in the project’s potential and motivated them to persevere.

The disappointing trip to Portugal prompted a strategic shift. Rather of pursuing traditional manufacturing, they sought partnerships with customized companies that employ individuals facing barriers to employment. “As if we wanted to scale up our production, we needed both people and infrastructure for that,” they explained. This approach not only addressed their production needs but also aligned with their commitment to social responsibility.

Ultimately, they found a suitable partner in Stroom Maatwerk.”In our eyes, linking the social economy to our production process is even an extra win within our sustainability vision,” they stated. This partnership resonated with the values of Flanders and the city of Antwerp, leading to subsidies that supported the purchase of necessary machinery and the further development of their project.

Joy Mariën, 33, exemplifies the positive impact of this collaboration. For a year, Joy has been working at the sandblasting machine in the Stock studio every Friday.Selected through VOURT Customization, she removes the old-fashioned glaze from the crockery that Charlotte and Sander acquire in bulk from recycling centers.

“I’ve been working for electricity for almost fourteen years,” said Joy. “As soon as I completed my high school, I started working here. I’ve really done everything. For example, I worked in a medical company, where I helped with the gluing of prostheses. I packed boxes for a while and I also worked in the harbor, where I turned warehouses. That was very hard work and not really my thing,” she says somewhat shy.

Joy finds satisfaction in her work at Stock. “My job in the studio I combine the other working days with the mounting of electronics,” she explains.“I am pretty handy and I both like it.But when I can sand blasting here, that gives me a lot of satisfaction. First I remove the drawing and then I clean the plates and bags. In the beginning I thought that was quite a tough task. You may not shine too hard but also not too soft. But now that I get the hang of it, I think it’s grate. The end result is unrecognizable and I can perform this task in peace, on myself. I think that’s great.”

Jonny Coulon, CEO of power customization, expressed his support for the initiative.“More and more customized companies are taking the step to grow together with young entrepreneurs,” Coulon said.”Stock is a unique concept. It is a dream story and we can help as a customized company to make that beautiful story come true. This is more than band work. Our people here contribute to a sustainable story. We want to focus even more towards that in the future.”

Stroom Maatwerk is responsible for providing guidance to Joy. “We provide new…”

The Transformation process

The journey of each piece at Stroom begins with a careful stripping of the old service from outdated stoneware. This crucial task is handled by Joy, who meticulously prepares the pieces for their modern makeover. Charlotte emphasizes the importance of this step, stating that Joy is given “challenges and variety so that she can grow personally.” This approach highlights Stroom’s commitment to employee development and creating a supportive work surroundings.

A Modern Twist with New Glaze

Once Joy has prepared the stoneware, Charlotte and Sander step in to give it a contemporary look. “In our spray cabin we give the plates and bags a new glaze layer,” Charlotte explains. Currently, Stroom opts for a “uniform, fresh glaze layer” to create a cohesive brand identity, given the variation in shapes. This ensures that customers recognize the pieces as a Stroom product.

Crafting Their Own Enamel Recipe

Stroom is on the cusp of an vital development: creating their own glaze. Until now, they have purchased glaze from a producer.”But the intention is that we will soon be able to make our own glaze,” Charlotte says. They are collaborating with a ceramist to develop a recipe tailored to their process. Finding someone “open to working on a glaze recipe that works for our process” was a challenge,but they are nearing the final phase.

The ability to create their own glaze opens up exciting possibilities for Stroom. “And when our recipe is on point, we want to experiment,” Charlotte notes. This includes exploring new colors and collaborating with artists for exclusive, painted series, further enhancing the uniqueness of their products.

The “Stock” Collection: A Sustainable Vision

Charlotte and Sander’s “Stock” collection is more than just a product line; it’s a testament to their passion for sustainable design. the collection utilizes discarded crockery,transforming it into unique and eco-amiable tableware. This approach not only reduces waste but also gives new life to items that would otherwise end up in landfills. The “Stock” collection embodies the principles of a circular economy, where resources are reused and repurposed to minimize environmental impact.

Henry van de Velde Award: Recognition for Sustainable Design

On January 21, Charlotte and Sander’s “Stock” received a silver Henry van de Velde Award in the ‘Habitat’ category. These awards recognize flemish designers, companies, and projects that demonstrate a positive influence on society, the environment, and the economy through innovative design. For Charlotte and Sander,”Stock” is their “passion project,” and they acknowledge that “We don’t earn anything yet and it is often our evenings and weekends that are all about stock.” The silver Henry van de Velde Award serves as a “nice recognition and a boost for their self -confidence.”

empowering Employees through Skill Development

Stroom is dedicated to the growth of its employees. Once Joy is proficient in stripping the old service, Sander and Charlotte plan to teach her the glazing process. Charlotte envisions Joy eventually receiving assistance from a colleague, allowing Stroom to “set up further.” She emphasizes a gradual approach: “Because that is how customization works: step per step,the employees get new skills. And in turn we get the freedom to experiment here at Stroom so that we can make our process more efficient.”

From Oven to Webshop: The Final Steps

after glazing, the stoneware is baked at 1150 degrees Celsius. If prosperous, the pieces are ready for sale. “People can currently purchase our service through our webshop,” Charlotte explains.With their production process refined, Stroom aims to broaden its brand awareness in the coming year and offer its products at select points of sale in Antwerp. “Because people like to take a look at service in real life before buying it. we want to meet that question.”

Targeting the Hospitality Industry

Stroom’s ambitions extend beyond individual customers. They are also targeting the hospitality industry, especially “restaurants and catering companies that spread a sustainable story.” charlotte believes that their service provides “an extra asset to continue that story in their service.”

Looking ahead: A Vision for Sustainable Tableware

Charlotte and Sander have aspiring plans for the future. “You can go so many directions if you think out our concept further,” Charlotte says.“in the long term we hope to go for a fully sustainably set table. From crockery to table linen and glasses. There are so many possibilities and we still have 1001 ideas.” stroom’s commitment to sustainability extends to restoration as well.“For example,we recently received the question from a customer to restore an old service to which she was very attached,” Charlotte recounts. Despite clear signs of wear, Stroom managed to preserve the print, remove the upper glaze layer, and apply a new finish. “The result was pretty amazing. The signs looked like new again,” she says, highlighting their dedication to preserving cherished items.

Early Success and Future Growth

Stroom experienced initial success last year, fulfilling orders beyond their immediate network during the holidays. “Certainly during the holidays, we were allowed to send our stock service to people outside our own network for the first time.A very nice moment,” charlotte and Sander shared with a laugh. This milestone underscores the growing demand for their sustainable and customized ceramics.