A Groot Heart in Kleinmond

August 11, 2025

Zellen Art Products (https://www.linkedin.com/company/zellen-art-products/), a testament to authentic craftsmanship and unwavering dedication to artists, is nestled in the charming seaside town of Kleinmond.

This boutique paint factory was established more than 20 years ago by Hazel and Len, the couple whose names inspired "Zellen." It has a reputation for excellence that is well-known within South Africa's creative community.

I had the honour of meeting with the Prinsloos who currently own and operate the Zellen business and had the opportunity to view the factory where the magic happens.

Origins & Evolution: From Zelcol to Prelude and Beyond

What began as Zelcol, an artist-grade oil paint range exclusively in-house, quickly gained a reputation for its stiff, non‑oily texture and vibrant pigment load. Building on their early success, Zellen expanded into Zelcryl, artist-grade acrylics, followed by student-focused Prelude acrylics which opened up a world of possibilities by offering accessible, affordable yet professional tools for emerging creators.

A notable milestone was the acquisition and rejuvenation of Crisitex fabric paint. Zellen breathed new life into this line, restoring it to vibrant, reliable form. Alongside Crisitex, the Zelcraft craft acrylic range has also flourished, offering a huge selection of bright, bold colours perfect for hobbyists, schools, and decorative artists.

Handmade, Artist-Tested Quality

Every Zellen product begins with raw pigment powder, meticulously transformed into ink in-house. From there, each paint line is developed using proprietary formulas that balance shelf‑life, stability, and performance.

Quality control is inherently personal. A small, close-knit team oversees every batch, blending traditional techniques with precision. This hands-on method guarantees consistency and integrity, setting Zellen apart in a world driven by automation.

I was genuinely interested in the science that went into ensuring standardised drying times across pigments. Typically, different hues dry at different rates due to the pigment ingredients, but Zellen's formula tweaks ensure uniform drying, making paint application more predictable and studio sessions more efficient.

Collaborations That Elevate Mediums

Zellen’s commitment to their artist community shines through in their mediums. While Zellen doesn’t supply directly to artists, they co‑develop and test these products, even featuring artist artwork on the packaging, celebrating both the medium and its muse.

Why I’m Proud to Resell Zellen

I’m genuinely thrilled to partner with Zellen and offer paints/ mediums that are locally made, artist-focused, and crafted with passion and integrity. Zellen isn’t just a manufacturer; it’s a collaborator in every artistic journey, from student painters exploring their first strokes to professionals refining their craft.

Keep an eye out as there are exciting new locally produced products on the horizon which is evidence that Zellen continues to innovate while staying rooted in their handcrafting traditions.

In Summary

From humble beginnings, through artistic collaboration and chemical innovation, to now supporting a vibrant community of painters, Zellen represents the heart of South African artistry. As your reseller, I am honored to champion their quality, creativity, and familial spirit. Let’s paint South Africa’s future together, one tube at a time