De Mairo
De Mairo Ltd is a family-owned Canadian manufacturer of genuine Afghan lapis lazuli pigments and artist paints (watercolor, gouache, oil), sold globally through DTC e-commerce, a Mississauga studio, and retail partners to professional artists, conservators, and hobbyists.
- Company typePrivate
- Founded2014
- HeadquartersOakville, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What De Mairo does
De Mairo Ltd is a privately held, family-owned Canadian manufacturer and retailer of genuine lapis lazuli pigments and artist paints, headquartered in a studio workshop in Mississauga, Ontario. The company was established in its current form in 2014 by Muhammad Irfan Qureshi, who relocated to Canada after a decade developing lazurite extraction expertise in Pakistan, and now operates with 11-50 employees under the De Mairo and De Mairo Colours brands (previously De Mairo Pigments). Its core product is ultramarine pigment refined from authentic Afghan lapis lazuli sourced from the Sar-e-Sang mines in Badakhshan, processed using traditional hand-refinement methods inspired by Cennino Cennini's historical techniques to produce five distinct shade grades (Fra Angelico, Azure, Blue, Indigo, Ash) at ideal particle size for direct use.
The product portfolio spans loose mineral pigments in jars ranging from 30g to 1,000g, ready-to-use professional artist paints in watercolor (15ml), gouache (15ml), and oil (40ml) formats across Series 5 and Series 8 grades, curated color sets (e.g., Sar-e-Sang Blue Collection, 5-Shade Pigment Set at $335), complete DIY paint-making kits at $495, and in-person educational workshops priced $110-$424. De Mairo serves a fragmented customer base of professional artists, conservators, iconographers, art students, wellness/mindfulness practitioners, and hobbyists across North America, Europe, Asia, Oceania, and the Middle East, with no significant B2B anchor accounts.
The business operates on a pure one-time-purchase revenue model across five streams: DTC pigment sales, ready-to-use paint sales, paint-making kit sales, workshop fees, and a recently formalized wholesale/bulk channel. Distribution is primarily through the demairo.com Shopify storefront with worldwide shipping (duties pre-paid to USA and Canada), supplemented by one owned studio in Mississauga and two authorized retail partners (Gwartzman's Art Supplies in Toronto and Orontes Fine Arts in Granada, Spain). The company is bootstrapped, holds no patents or trademarks disclosed, and is a member of NAMTA. The value proposition rests on provenance transparency, ASTM I lightfastness, small-batch handmade production, and vegan/non-toxic binder systems rather than technology differentiation.
De Mairo firmographics
Firmographics- Name
- De Mairo
- Legal name
- De Mairo Ltd
- Website
- https://demairo.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- De Mairo Ltd is a family-owned Canadian manufacturer of genuine Afghan lapis lazuli pigments and artist paints (watercolor, gouache, oil), sold globally through DTC e-commerce, a Mississauga studio, and retail partners to professional artists, conservators, and hobbyists.
- Ownership category
- akta.pro rank
Where De Mairo is headquartered
LocationHeadquarters
- HQ city
- Oakville
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
De Mairo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pigment Sales: Sale of pure mineral pigments in various grades (Fra Angelico, Azure, Blue, Indigo, Ash) in weights from 30g to 1000g. One-time purchase of physical product.
- Artist Paint Sales: Ready-to-use artist paints including watercolors (15ml tubes), gouache (15ml tubes), and oil paints (40ml). Product lines include Series 5 and Series 8 professional grades.
- Paint-Making Kits: Complete do-it-yourself paint-making sets containing gemstones pigments, vegan gum arabic binder, calcium carbonate for gouache, glass muller, ceramic mixing plate, and supplies.
- Workshop Revenue: In-person educational workshops at De Mairo studio including Gemstone Paint-Making Masterclass ($150), Art & Wellness Workshop ($110), and Kids Summer Dream Camp ($424).
- Wholesale/Bulk Orders: Wholesale and bulk inquiries for pigments and paints for retailers, distributors, and large-scale projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Genuine Lapis Lazuli Pigments |
| Unit Pricing | Pay-as-you-go | Ready-to-Use Artist Paints |
| Unit Pricing | Pay-as-you-go | Colour Palettes and Sets |
| Unit Pricing | Pay-as-you-go | Workshops and Classes |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
De Mairo product offering
Product offeringCore offering
De Mairo manufactures and sells genuine lapis lazuli mineral pigments (in five shade grades) and ready-to-use artist paints including watercolors, gouache, and oil paints, all refined in small batches in Canada from authentic Afghan lapis lazuli sourced from the Sar-e-Sang mines. The company also offers DIY gemstone paint-making kits and in-person educational workshops on traditional paint-making techniques at its Mississauga studio.
Product overview
De Mairo is a manufacturer of fine art pigments and artist paints made from genuine lapis lazuli gemstone and other natural minerals. The product portfolio consists of pure mineral pigments (including Fra Angelico Blue, Ultramarine Indigo, Ultramarine Ash, Ultramarine Azure, and Ultramarine Blue shades), ready-made artist paints (watercolors, oil paints, and gouache in various series), curated color palette sets, and paint-making workshops. All products are sourced from the historic Sar-e-Sang mines of Badakhshan, Afghanistan, and crafted using traditional refinement methods in Canada. The offerings range from loose pigments for artists who prefer traditional paint-making to ready-to-use tube paints for immediate artistic application.
Differentiator
Problem solved
Functional benefit
Products and services
- Genuine Lapis Lazuli Fra Angelico Blue Pigment The lightest, purest, and most luminous grade of genuine natural ultramarine pigment, refined from authentic Afghan lapis lazuli. Pre-refined to ideal particle size with no further grinding required, sold in 30g, 500g, and 1000g sizes for professional and restoration artists.
- Genuine Lapis Lazuli Ultramarine Indigo Pigment Deep blue pigment with subtle violet undertones that forms naturally during traditional extraction of ultramarine from lapis lazuli. A rare and limited-edition natural mineral pigment.
- Genuine Lapis Lazuli Ultramarine Ash Pigment Soft grey-blue tone produced during the final stages of traditional ultramarine extraction, composed of natural mineral remains of lapis lazuli and ideal for underpainting and tonal groundwork.
- Genuine Lapis Lazuli Ultramarine Azure Pigment Luminous, light blue ultramarine pigment refined from authentic Afghan lapis lazuli, prized for its brightness, transparency, and atmospheric quality.
- Genuine Lapis Lazuli Ultramarine Blue Pigment The deepest and most intense shade in the lapis lazuli pigment family, known for its rich, luxurious blue and exceptional color intensity.
- De Mairo Genuine Lapis Lazuli Ultramarine Watercolor Series 8 professional-grade gemstone watercolor handcrafted in Canada using 100% genuine Afghan lapis lazuli from Sar-e-Sang mines, with high pigment concentration, smooth flow, and excellent lightfastness.
- Genuine Lapis Lazuli Fra Angelico Watercolour Paint Ready-made Series 8 watercolor paint in Fra Angelico shade, 15ml tube, milled by hand using the same genuine lapis lazuli pigment.
- Genuine Lapis Lazuli Ultramarine Oil Paint Natural ultramarine pigment dispersed into oil medium, Series 8 in 40ml tubes, particularly suited to glazing, layering, and classical oil painting techniques.
- Lapis Lazuli Ultramarine Gouache Opaque gemstone gouache with matte elegance, made using natural pigments following historical and traditional methods to deliver soft opacity, depth, and balance.
- Lapis Lazuli Charcoal Blue Gouache Series 5 genuine gemstone gouache in charcoal blue shade, sold in 15ml artist tubes.
- Lapis Lazuli Azure Blue Gouache Series 5 genuine gemstone gouache in azure blue shade, sold in 15ml artist tubes.
- Sar-e-Sang Blue Collection – Genuine Lapis Lazuli Oil Paint Set Curated set of 3 Series 8 oil paint colors (Azure Blue, Midnight Blue, Charcoal Blue) representing the historic Sar-e-Sang blue collection of Afghan lapis lazuli shades.
- Lapis Lazuli Blue Pigment Set – 5 Ultramarine Shades Curated set of 5 natural gemstone ultramarine pigment grades (Fra Angelico, Azure, Blue, Indigo, Ash) priced at $335 for professional artists.
- Gemstone Pigment Paint-Making Set Complete DIY paint-making kit containing five genuine gemstone pigments (Lapis Lazuli Fra Angelico, Malachite, Canyon Red, Yellow Gold, Green Jasper), vegan gum arabic solution, calcium carbonate for gouache, glass muller, ceramic mixing plate, palette knife, brush, and watercolor pad. Allows users to make their own watercolor and gouache from real stone.
- Gemstone Paint-Making Masterclass Hands-on workshop experience at De Mairo Studio in Mississauga with lapis lazuli pigments and traditional artist materials, guided by historical techniques and contemporary practice, priced at $150.
- Gemstone Art & Wellness Workshop Intuitive painting workshop at De Mairo Studio combining gemstone-color art with therapeutic and meditative benefits, priced at $110.
- Kids Summer Dream Camp Cursive, gemstone paint-making and watercolor program for children at De Mairo Studio, spanning 2 weeks and priced at $424.
Quantifiable outcome
- Excellent lightfastness (ASTM I) - proven stability for centuries in Renaissance and Persian artworks
- +1 more outcomes
Companies that use De Mairo
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
De Mairo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
De Mairo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Gwartzman's Art SuppliescoreAuthorized retail partner in Toronto, Ontario. Carries De Mairo lapis lazuli pigments and artist paints for walk-in customers in the Canadian market.
- Orontes Fine ArtscoreAuthorized retail partner in Granada, Spain. Stocks De Mairo lapis lazuli pigments and handmade artist paints for European customers.
- NAMTA (National Association of Art Materials)minorTrade association membership in the art materials industry, providing industry networking and credibility.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
De Mairo competitors and assessment
Company assessmentBroad incumbents
- Sennelier: French premium artist paint brand with heritage in supplying the world's masters. Comparable on artist-grade watercolors and oils, and similar emphasis on luxury pigment sourcing and traditional formats.
- Winsor & Newton: One of the largest global artist paint makers (Professional, Cotman lines). Comparable on professional watercolor/oil format and historic brand recognition, but offers synthetic ultramarine rather than genuine lapis lazuli.
- Old Holland: Dutch premium artist paint manufacturer using traditional formulations and high pigment loads. Overlaps with De Mairo on classical oil-paint techniques and professional-restoration customer base.
- Golden Artist Colors: US manufacturer of professional artist paints (QoR, Williamsburg lines) including historic pigment reproductions. Comparable on archival-grade positioning and artist education programs.
- Schmincke: Premium German artist paint manufacturer (Norma, Horadam lines) with broad professional artist following. Comparable on artist-grade positioning and traditional craftsmanship, though product range is catalog-wide rather than gemstone-focused.
Emerging players
- Earth Pigments Company LLC: Niche US supplier of natural mineral and earth pigments for artists and conservators. Partial overlap with De Mairo on natural-pigment retail and small-scale artisanal positioning, though with broader mineral catalog.
Direct peers
- Kremer Pigmente: German manufacturer of historic and natural mineral pigments including genuine lapis lazuli ultramarine. Directly comparable to De Mairo in target market (professional artists, conservators), product format (raw pigments plus binders), and historical-authenticity positioning.
- Daniel Smith (excerpt from Kr asian): Premium artist paint manufacturer widely known for stocking genuine lapis lazuli ultramarine among its exotic pigment range. Direct overlap on both natural ultramarine SKU and premium watercolor positioning.
- Rublev Colours: Maker of natural earth and historical pigments (a sub-brand of Natural Pigments). Comparable small-batch philosophy, traditional binder systems, and focus on period-authentic paintmaking recipes.
- Natural Pigments Inc. US-based manufacturer and distributor of natural and historical pigments for fine art and restoration. Overlaps with De Mairo on natural ultramarine sourcing, traditional processing methods, and professional conservator customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
De Mairo social profiles
Digital presenceDe Mairo financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Mairo leadership team
Management profileNumber of profiles
Profiles1 record
De Mairo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Mairo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about De Mairo
What does De Mairo do?
De Mairo manufactures and sells genuine lapis lazuli mineral pigments (in five shade grades) and ready-to-use artist paints including watercolors, gouache, and oil paints, all refined in small batches in Canada from authentic Afghan lapis lazuli sourced from the Sar-e-Sang mines. The company also offers DIY gemstone paint-making kits and in-person educational workshops on traditional paint-making techniques at its Mississauga studio.
Is De Mairo a public or private company?
De Mairo is a private company. It is classified as family owned and is currently operating.
When was De Mairo founded?
De Mairo was founded in 2014. It employs 11 to 50 people.
Where is De Mairo based?
De Mairo is headquartered in Oakville, Canada, in the North America region.
How does De Mairo make money?
Five revenue lines are on record. Pigment Sales are the primary driver. The others are artist Paint Sales, paint-Making Kits, workshop Revenue and wholesale/Bulk Orders.
Who are De Mairo's main competitors?
Broad incumbents on record are Sennelier, Winsor & Newton, Old Holland, Golden Artist Colors and Schmincke. Earth Pigments Company LLC is listed as an emerging player. Direct peers are Kremer Pigmente, Daniel Smith (excerpt from Kr asian), Rublev Colours and Natural Pigments Inc..
Does De Mairo have an API?
No public API is recorded for De Mairo.