About Us
Our Values & Mission
Built on Service. Focused on You.
At Serame Mouldings, our business has always been built around a simple idea:
Look after the customer.
Products, technology and markets change, but the fundamentals of good business do not. Our customers need dependable stock, good products, fair value, knowledgeable support and a supplier they can rely on.
Those principles guide the way we operate every day.
Our Mission
Our mission is to be a trusted long-term supplier to the picture framing, décor and interior finishing industries by providing quality products, dependable stock availability and service that makes doing business with Serame easy.
We continuously develop our product range, manufacturing capabilities, systems and distribution network so that we can better support the businesses that rely on us.
What We Value
Service Comes First
Service has been at the centre of Serame since the business began.
For us, good service means more than simply being friendly.
It means:
- Answering when a customer needs help
- Having knowledgeable people available
- Processing orders efficiently
- Resolving problems when they arise
- Communicating clearly
- And doing what we say we are going to do
We want customers to know that when they deal with Serame, there is a team behind the order.
Stock Matters
Our customers cannot sell, manufacture or install products they cannot get.
That is why stock availability is one of our most important priorities.
We invest heavily in inventory across our Johannesburg and Cape Town operations and continually monitor our ranges to keep the products our customers depend on available.
We would rather hold the stock so that our customers don’t have to.
Quality We Can Stand Behind
Whether a product is manufactured in our own factory or sourced from one of our suppliers, we want it to be something we are comfortable putting the Serame name behind.
Quality means consistency.
A moulding bought today should perform like the moulding bought before it. Machinery must do the job it was designed to do. Materials need to perform properly. And when we introduce a new range, there must be a reason for it.
Our goal is not simply to offer more products.
It is to offer the right products.
Long-Term Relationships
Many of our customers have dealt with Serame for years, and in some cases for generations.
We don’t take that loyalty for granted.
Our business has grown alongside the businesses of our customers, and we believe the strongest supplier relationships are built over time through trust, consistency and mutual success.
We want to be more than somewhere you place an order.
We want to be a supplier you can build your business with.
We Keep Improving
The way our customers do business continues to change, and Serame needs to change with them.
We continually invest in:
- New products
- Better machinery and manufacturing
- Improved warehousing
- Technology and systems
- Online ordering
- Distribution
- Product knowledge
- And more efficient ways of serving our customers
We respect the experience that has brought us this far, but we are always looking for a better way to do things.
We Understand the Trade
Serame has been part of the picture framing industry since 1998.
That experience matters.
We understand that a professional framer, retailer, installer or manufacturer needs more from a supplier than a catalogue of products.
They need technical knowledge, consistency, availability and people who understand how the products are actually used.
As we expand into new markets, we carry that same approach with us.
Fair Value
Being competitive does not simply mean having the lowest price.
It means supplying a product that performs properly, at a fair price, with the stock availability and service to support it.
Our aim is to create long-term value for our customers, allowing them to remain competitive and profitable in their own businesses.
Our Commitment
We are proud of how far Serame has come since 1998, but our focus remains firmly on what comes next.
We will continue to invest in our people, our products, our manufacturing capability, our stock and our systems.
And through all of that growth, one commitment remains unchanged:
Put the customer first.