Who We Are

Built on Service. Focused on You.

Serame Mouldings was founded by Emil Rossouw and Charles Gray on 1 September 1998, operating from a small factory in Roodepoort, South Africa.

What started as a specialist manufacturer of solid wood picture frame mouldings has grown into a national supplier to the picture framing, décor and interior finishing industries.

More than 25 years later, we remain focused on the same principles on which the business was built: quality products, dependable stock and exceptional service.

From Manufacturing to a Complete Trade Supplier

Manufacturing remains an important part of who we are.

From our factory and main distribution centre in Lea Glen, Johannesburg, we manufacture wooden picture frame mouldings using a combination of modern production equipment, skilled workmanship and carefully selected raw materials.

But Serame today is much more than a moulding manufacturer.

Our range has expanded to include:

• Wood, synthetic and aluminium picture frame mouldings
• Matboards and sheet materials
• Picture framing supplies and hardware
• Picture framing machinery and equipment
• Artglass specialist glazing
• Artiteq hanging and display systems
• Interior wall panelling
• Waterproof skirtings and architectural mouldings
• Aluminium mirrors
• Print finishing equipment

This allows our customers to source a large part of what they need from one supplier.

Johannesburg & Cape Town

Our Johannesburg facility is home to our manufacturing operation and main distribution centre, carrying a substantial portion of our national stockholding.

Our Cape Town branch and warehouse carries our product range locally and services customers throughout the Cape.

Together, the two branches allow us to supply customers throughout South Africa and beyond.

Built Around the Trade

Serame has always had a strong relationship with the professional picture framing industry.

We understand that our customers rely on us not only for good products, but for consistent stock availability, reliable supply and knowledgeable support.

Over the years, that same approach has extended into the décor, interior design, architectural moulding and display markets.

Whether our customer is an established picture framer, gallery, interior designer, installer, retailer or contractor, our aim remains the same:

Make it easy to do business with Serame.

Stock You Can Rely On

A wide product range means little if the products are not available when they are needed.

For that reason, stockholding has always been a major focus at Serame.

We maintain extensive inventory across our Johannesburg and Cape Town warehouses so that our customers can order with confidence and minimise unnecessary delays.

Combined with our national distribution network, this allows us to service customers throughout South Africa quickly and efficiently.

Quality Without Compromise

From the mouldings produced in our own factory to the international brands we represent, we look for products that we are comfortable putting the Serame name behind.

Our focus is not simply on adding more products.

It is on building ranges that offer our customers the right combination of:

Quality. Reliability. Availability. Value.

More Than 25 Years – And Still Growing

Serame has changed considerably since that first small factory opened in 1998.

Our facilities are bigger.
Our product range is broader.
Our technology has changed.
And the industries we serve continue to grow.

But the principle behind the business has remained remarkably simple:

Look after the customer. Keep the right products in stock. Deliver consistent quality. And do what you say you are going to do.

That is how Serame was built, and it remains how we do business today.