Annie Sloan, CBE, is renowned worldwide for inventing Chalk Paint™ in 1990, revolutionizing furniture painting with her innovative formula, and has continually refined it over the years. Recognized as a leading authority in paint, color, and style, her expertise has significantly influenced interior design, culminating in her 2023 appointment as Commander of the Order of the British Empire (CBE) for her contributions to the field.

I had the awesome opportunity to have a n inspirational interview with Annie Sloan about her paint factory and constant activity

1. You live in Oxford next to your paint factory. Congratulations on your 35 years of making Chalk Paint! How was the adventure? During your creative journey, what was your proudest moment?

The adventure started after I left art college, where I studied fine art. I was living in an artist’s collective in East London and painting murals for a living. I started learning about pigments, paint and different paint techniques and my interest led me t writing my first book, The Complete Book of Decorative Paint Techniques. It became the industry bible on the subject, and I began teaching paint techniques. I soon realised there was a gap in the paint market for a paint that would do everything. A chance encounter in Holland led me to finding a paint factory in Belgium who could make the versatile Chalk Paint for furniture I was looking for and Annie Sloan Interiors was launched in 1990. I was an early adopter of online and social media opportunities, and my Chalk Paint quickly gained a global demand. The business moved from a small shop to a warehouse and paint factory in Oxford where, over 30 years later, my family run business is still based.

It has been an up and down journey with high points and low points, but it’s been a complete blast!

I am of course very proud of launching Annie Sloan in Romania 10 years ago. My local Stockists (distributors) have created a wonderful community of painters who have spread the word about my Chalk Paint in this part of the world. The wonderful shops, showrooms they have and workshops they have run and their vibrant and active social media channels are testament to how hard they have worked to encourage people to pick up a paint brush and have a go at decorative furniture painting! In addition, the website chalkpaint.ro has educated and informed painters to give them the confidence to try different techniques.

My proudest moment was being awarded a CBE for Services to Interior Design from the King of England in 2023.

2. You started with 12 colors; how did you start to create new ones?

I follow my gut instincts. I see where there are gaps in my colour palette for a new colour and then create a new colour.  I don’t follow trends but inevitably there will be some degree of following the zeitgeist. If neutrals are in fashion, I will probably focus on bringing out a new neutral. My colours are based on my own colour triangle so I look to see where I have gaps in my ‘triangle’.

3. From your point of view what is trending?

Bright colours are being used more than ever at the moment. I think as an antidote to all the horrible news around the world. We want something bright and happy in our homes in times of trouble.  I think people also want to feel grounded and that’s why we are seeing lots of earthy browns, reddish paprika shades and oranges.

I think people have gone away from bright whites and greys because they feel those colours are a little sterile.

4. In an interview you stated that people need guidance, what color would you recommend for a fresh design?

I’ve always been passionate about colour – it feels essential to me that a home should be alive with a rich mix of shades. However, I think you must always have a neutral that you love in any room and add to that the colours you love.

To me, colour in an interior is like music: there’s rhythm at the foundation, highs and lows that balance each other, soft and strong notes, and the occasional crescendo to bring drama.

Every space needs contrast—cool tones that quietly recede and warm tones that step forward with energy. Painted furniture can be the element that transforms a room, bringing either warmth and character, a striking focal point, or a subtle sense of calm. The wall colour—whether neutral, pale, dark, or bold—sets the backdrop, shaping how your furniture will be seen and felt.

5. When we talk about Annie Sloan, we talk about a Chalk Paint™, a revolutionary furniture paint that has transformed furniture and decor restoration. Since its inception, you continually refined the formula, establishing yourself as one of the world’s foremost experts in paint, color, and style. Where do you take your inspiration from, and how is a new color created?

I was the first woman to create a paint brand. I have a factory In Oxford where I make my paint with my incredibly knowledgeable team. A new colour starts with me being inspired – by art history, interior design, historical interiors, art or places I have visited on my travels. I then start to play with pigments until I have made the colour I want. I never copy an existing paint, and I never look at paint charts from other paint companies. That just confuses me. My paint comes from me and my fine art background, so I mix colours as if they were oil paints on an artist’s palette. Once I have created a colour I work with my team using pigments until we get a colour we can make in the factory. We don’t use black in our paints so you can mix all my colours to make new shades. There is lots of testing and quality control before we release a new paint colour. Because I work in my factory every day I am involved at every stage.

6. Chalk Paint™ is an ideal solution, offering versatile application on various surfaces such as wood, glass, metal, brick, and laminate, with the convenience of drying and waxing within a single day. Your color curation secret is: “for great results use fewer colours”. What colors are the ones that you would use most of the time?

The colours I keep going back to are greens. I find them lovely and easy to live with. Capability Green – created to represent the greens of the English landscape is one of my favourites. I also love Aubusson Blue, named after the beautiful deep grey blue found on the classic 18th and 19th century Aubusson rugs from France. It is such an elegant colour that works well as a dark neutral also always use Old White to tone colours down so it’s always one of my most used hues.

I do also absolutely love bright and earthy oranges – Barcelona Orange and Paprika Red are favourites.  And I do find I often go back to earthy pinks like my new Jaipur Pink.

You see I can’t really choose my favourite colour. I love them all!

7. What do you think is the greatest challenge for a product designer working with Chalk Paint?

Creating paint is a craft that lies at the intersection of art and science. The greatest challenge is achieving colour accuracy time after time—every batch must match perfectly. While each shade is produced from a precise “recipe,” we also keep master samples of every colour to ensure consistency and to check against every tin that leaves the factory. Advanced machinery and technology help us reach the exact shade, but ultimately, it is the trained human eye that provides the final and most important judgment.

8. Revista Atelierul is a renowned Romanian publication, showcases diverse interior design philosophies, design products and creators, highlighting both minimalist approaches that emphasize simplicity and elegance, as well as maximalist styles characterized by vibrant colors, abundant art pieces, and eclectic decor. This variety reflects the Romanian broad spectrum of aesthetic preferences among interior designers and design creators. What colour advice would you give to a homeowner that prefers a less is more design? And to homeowners that prefer an eclectic interior design?

Colour advice for less is more:

Paint a feature wall if you don’t want to put much colour in your house and decorate the rest of the room in neutrals. A colour on one wall which you then pick up in the rest of the room in some way will create a simple uncluttered look.

Colour advice for eclectic interior design:

Start with a strong colour on the walls and you can go pretty mad in the rest of the room. But you must have a coherent theme. Don’t just throw lots of colour at a room. Choose complementary colours (opposite sides of the colour wheel) and your room scheme will always work. So, if you paint a wall blue, think about complementing it with orange or pink in the room. You can’t lose.

9. Annie Sloan’s ‘Painters in Residence’ program was established to foster collaboration with talented individuals and demonstrate the creative potential of Chalk Paint™, inspiring others through innovative techniques and showcasing diverse applications in interior design and furniture restoration. What can you tell us more about the residence? What are the key points for the selected residents?

I launched the Painters in Residence programme to collaborate with creative individuals and highlight the imaginative, inspiring ways Chalk Paint™ can be used.

Introduced in 2014, the concept takes inspiration from the traditional idea of an “artist in residence” at a gallery or museum – someone invited to live and work in the space, creating art in response to their surroundings.

In my version, selected painters don’t move into my HQ. Instead, they work from their own studios, pushing the boundaries of decorative furniture painting. Each Painter in Residence is handpicked by me for their artistry, originality, and the quality of their work. With unique approaches to colour, texture, and style, they represent a wide range of perspectives from across the globe.

I would love someone from Romania to be a Painter in Residence.

10. Our public also comprises young creative designers, architects, artists; what advice can you give to someone wanting to start a creative business?

I have a few simple tips:

Learn about social media –you can connect with your audience and build a following from which to launch your business. Tell your story and be authentic.

Learn as much from other people in other like-minded businesses. Listen to advice but follow your gut.

Learn to take wonderful photography. Great images are so important in creative businesses. Buy a good camera and lighting and learn the basics.

Thank you very much Annie Sloan for the interview.

Main image: Fine artist and paint legend Annie Sloan CBE is excited to announce five new Chalk Paint™ colours on 15th April 2025 to celebrate 35 years since she invented her revolutionary new decorative furniture paint, perfect for upcycling and revamping all kinds of furniture.

And if you want to become a distribuitor for Annie Sloan in România, check the website.