Sunset Hill Stoneware: Handcrafted tribute to family mentors


Tom Dunsirn holding a mug from Sunset Hill Stoneware with shelves of mugs behind him

Tom Dunsirn studied business in college but he had already seen first-hand proof that a degree wasn’t needed to achieve success in the real world.

His father (Duane) had bypassed college yet leveraged an unyielding curiosity, work ethic and entrepreneurial spirit into an uber successful business partnership with his uncle.

Little did young Tom know at the time but that collaboration between his dad and his uncle (Dunsirn Industries) would indirectly help pave the way for his own entrepreneurial future.

Entrepreneurial Footsteps

A photo on the wall of Tom’s office shows his grandfather Bob Dunsirn, a co-owner at a successful Neenah business for many years. “I was brought up at Mid-America Tag & Label watching my dad and grandpa work,” said Tom. “That was our weekends, spending time boxing and making labels.”

After high school, Tom enrolled at UW-Milwaukee but admits his brain was always turning and looking for an idea to continue the family’s entrepreneurial heritage. He dabbled in landscaping and pressure washing for a time but always wanted to be on his own.

In 1998, Tom said, “I fell upon the idea of pottery and handcrafted stoneware. I learned how to do the medallion process, putting logos on each piece. I knew I had a niche with these medallions and being able to customize a customer’s brand. I was kind of on my own, didn’t have a lot of guidance. I just started buying some of the equipment and went for it.”

Originally located in a former fire station in the Town of Dale (west of Appleton), the small business was successful but had space and other limitations. Clay dust, improper ventilation and a lack of air filtration systems were issues that needed to be addressed. “Business was not really going anywhere – making about 300 pieces a day. We had kind of hit the wall.”

“There were a lot of things working against me to get to that next level,” he said, including a lack of investment capital. Fortunately for Tom, his father and uncle had sold Dunsirn Industries a few years earlier and he subsequently had more time to share as a mentor and advisor. “My dad said, ‘I’m retired and I have some capital. I’m going to come in and be your business partner.’ So, I gave up controlling ownership to my father. He decided to be the bank, the engineer and really propel us onto a bigger scale here.”

Tom described his father as “a self-taught engineer,” who ended up developing three patents and other proprietary processes while working almost two decades with his father, a World War II veteran and also self-taught engineer. “If a machine broke down at Mid-America, my dad was the one that had to fix it. He would rip off his tie, climb under a machine and fix it. He was always building something. It was just phenomenal to see. They could take junk and make it work like brand new. Dad can not only think of something but he can design it and a lot of times build it himself.”

With deep admiration, Tom said, “Without dad’s help, knowledge and capital, Sunset Hill never would have gotten as far as we did.”

Art Meets Technology

Relocating to a building in the Town of Menasha (now Fox Crossing) in 2010, triggered an infusion of technology and efficiency improvements, to the otherwise handcrafted process that starts with a lump of clay on a potter’s wheel. “My dad tipped one of the potter’s wheels over one day and said, ‘We’re going to make this computer-driven.’ Today, we can speed them up and slow them down and they require less maintenance. It’s technology nobody else in the world has.”

Fluctuating temperatures, humidity and dust issues that had been long-standing problems are now controlled by a computerized building automation system that keeps the clay from drying out and cracking. It also helped create an employee-friendly working environment despite the use of several high-temperature kilns to dry and harden the finish on the mugs.

“After he became my business partner, we bought this building and completely gutted it,” said Tom, marveling at his father’s manufacturing ingenuity that transformed the business. “You can see how clean everything is. He really fined-tuned not only the equipment but how this place operates. There’s no thermostats and no fans. All these racks and tables – everything – is custom built.”

It takes approximately 5-6 days to transform a lump of clay into a finished product stamped with the Sunset Hill Stoneware logo on the bottom and ready to ship.

About five years ago, Tom resumed complete control of the business but his dad still drops in regularly to see how things are running and troubleshoot any issues – just like he did with his father a half century earlier. It’s an image from his past that conjures up admiration and pride.

Tom takes credit for starting Sunset Hill Stoneware but is grateful and proud of his dad for instilling an entrepreneurial spirit and setting him and the business on a path for future success. “He’s been the reason why we are where we are at today,” Tom said.

With 35 employees currently, the facility can produce up to 1,300 handcrafted mugs per day. Tom is excited about the future and working on ideas to continue growing with the assistance of his financing partner, Community First. He said success is due to “being surrounded by extremely talented people,” including Jason Sonsthagen, who was recently promoted from Chief Operating Officer to President. “Everybody pitches in.”

A new e-commerce website currently in design will enable customers “to do everything right online, including customizing the mugs and placing orders directly.” 

Another new option in the works is some one-of-a-kind mugs with seasonal or holiday themes, like Christmas with an image of Santa or snowflakes. “It will be small batches – 500 and they’re gone,” Tom said.

It's another opportunity to show the creative side of the handcrafted process.

“We don’t have machines that are making anything,” said Tom. “We are creating art with our hands, with our potters and glazers. It’s an art product yet it’s a very beautiful high-end art piece if you will.”

Backed with flexible financial products, creative, individualized solutions, and local market expertise, Community First Credit Union’s Business Services Team is equipped to serve your company, non-profit organization, or municipality – no matter the size. Our professional staff is proud to assist and guide Sunset Hill Stoneware along its journey of success! 

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