History of GANA Mirror Division
     The Mirror Division of the Glass Association of North America (GANA) started its existence as the National Association of Mirror Manufacturers (NAMM), when it was chartered in Virginia in 1958. This was an important first step in the industry’s effort to revitalize mirror usage. By the middle of the 20th century, mirrors were, for no apparent reason, considered passé and usage had experienced a discernible decline. Understandably, the mirror industry and its suppliers were anxious to reverse the trend. Initially, promotional activities were limited to full-color brochures and feature articles in trade publications. As the association grew in stature and importance, it expanded its promotional efforts to include exhibiting at the National Association of Home Builders (NAHB) and the National Home Center Show (NHCS), where mirrors were consistently the talk of the show! The exhibits were extremely effective in demonstrating the design flexibility and utility of mirrors as an esthetically pleasing building material.

     The American Society of Interior Designers (ASID) was later added to the exhibition schedule and NAMM worked very closely with ASID members in sponsoring design competitions that provided dramatic demonstrations of the creative adaptability of mirrors. The design competition generated hundreds of imaginative uses for mirrors and following the contest each year the more unique entries were illustrated in a full-color brochure and distributed to 15,000 ASID members and other major buying influences. The mirror industry soon became known by the quality of its promotional brochures and exhibits.

     Concurrent with its exhibiting activities, NAMM retained the services of Will Tiller, a prominent marketing executive, to inform homebuilders and glass dealers throughout the United States and Canada of the benefits mirrors offer home and building owners. Mr. Tiller’s activities were later augmented by Pamela Heyne-Widell, a design architect, author and mirror historian with an international reputation for creatively using mirrors in interior design. Mrs. Heyne-Widell served as NAMM’s spokesperson with the media and interior design groups for a number of years. The efforts of Mr. Tiller and Mrs. Heyne-Widell combined with the association’s ASID activities contributed significantly to the growth of mirror usage in residential and commercial construction over the last half of the 20th century.

     NAMM has consistently led industry efforts to protect the interests of individual companies, members and non-members alike, against unreasonable regulation and unfair business practices. With the advent of federal environmental regulations, NAMM members were required to test mirror cullet for extractable lead by the Toxicity Characteristic Leaching Procedure (TCLP), EPA procedure 1311. From the beginning, the mirror industry experienced difficulties in obtaining reproducible and reliable results from the analysis of mirror cullet using the EPA test method. The variations in test results were attributed to the TCLP extraction procedure. The problems associated with using the TCLP test method came to a head in 1994 and NAMM retained A. T. Kearney, a nationally recognized environmental consulting firm, to review the TCLP extraction process and develop modifications that would withstand regulatory and quality assurance scrutiny. Both the state of North Carolina and EPA subsequently approved the modified TCLP test method.

     In 1987 the Consumer Product Safety Commission included mirrors used in hazardous locations as one of the products to be regulated under its 16 CFR 1201 safety glazing standard. The new standard required mirrors installed in hazardous locations to be backed by a wall or a door, or be made of a safety glazing material, primarily tempered or laminated glass. NAMM customers were heavily involved in developing the safety-glazing standard, but it ultimately had little affect on mirror usage.

     In 1985, mirror imports from Europe, Asia and South America increased dramatically and were being sold in the United States at prices well below what they were being sold for in the country of origin. NAMM, on behalf of the entire domestic mirror industry, initiated legal action that ultimately lead the countries alleged to be involved in dumping to desist without adjudication. Forcing foreign mirror manufacturers to reconsider their approach to marketing mirrors in this country was an important victory for the domestic mirror manufacturers, one that would have a positive affect on the industry for years to come.

     In addition to its other activities, NAMM served as the industry sounding board for addressing technical issues that could potentially adversely affect mirror usage. The association’s effort to modify the original TCLP test method was just the first in a series of technical challenges that the association’s Technical Committee has successfully addressed. The committee’s technical recommendations for cleaning mirrors served to dramatically reduce black edge (deterioration caused by cleaning solution migration) damage. As part of its ongoing technical service to members, the association continues to provide periodic updates to its technical recommendations on the handling, care and installation of mirror products.

     NAMM historically met twice a year to share ideas and exchange information with peers and suppliers. Meetings are a valued membership resource and serve to unify the industry’s effort to effectively compete with other building materials. Since becoming a division of GANA in 2001, the mirror manufacturers and their suppliers meet early each year at Glass Week, an industry meeting that brings together the glass distributors, installers and fabricators of tempered, laminated and insulating glass products. The Mirror Division meets a second time each year at the GANA Fall Conference where it conducts its divisional meeting.

     By becoming a division of GANA in 2001, NAMM members joined other major mirror companies in pursuing a stronger, more unified voice for the mirror industry. The industry has struggled in the years leading up to the close of the 20th century and looks to the future with guarded optimism.

© GANA Mirror Division