About Seela's

Family owned and operated with pride since 1954

Over 60 Years Experience

Seela's Paint and Wallpaper is here to make you look your best with your client. As a family owned business with Over 60 Years Experience, we understand the value of personal relationships. This goes for our relationship with you, but also your relationship with your client.

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Our History

“Paint without advice, is worth only half the price,” is the motto of Seela’s Paint & Wallpaper Company, founded by Al Seela in 1954. It was Al’s belief that his expert knowledge and advice as well as being well stocked with quality products was the key to building a successful paint and wallpaper business. Since then, Seela’s Paint has grown along with Wayne and the surrounding community.

Back in September of 1954 when Hamburg Turnpike was lined with farmland and grazing cows, Al Seela opened his doors to the public. Al understood that it could be perplexing for a homeowner to navigate all the decisions involved in their painting project. This is why Al’s philosophy was to spend the time educating the customer throughout the process, from picking the perfect color, selecting the appropriate product for the job, and selecting the right tools to get it accomplished. As the town of Wayne grew up, so did Al’s family. His son Bob came aboard the business followed by Al’s grandson Jeff who is currently carrying forward the family tradition.

Quick Accurate Service

Adding to the local color since 1954. Seela’s Paint has always been the place to come when you need to select just the right color. Seela’s paint can help you find just the right color to bring your project together. The color selection area has thousands of colors and balanced lighting to aid in the color selection process. There is ample space to lay out tiles, carpet and fabric samples. This coupled with the assistance of the experienced staff allows you to have the confidence to make a difficult process easier.

Seela’s Paint stocks items of high quality and value such as Benjamin Moore Paints, Wooster brushes, Purdy rollers, Festool dust extractors, sanders, and abrasives in addition many other quality brands. As a specialty retailer, they take pride in their wide array of tools and supplies for the DIY or professional customer, in most product lines offering a choice of good – better - best.

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Some of the products and services we provide are:

  • Competitive color matching, virtually all paint brands
  • Environmentally friendly options
  • In-Home Color Consultations
  • Computer Color Matching
  • Custom stain matching
  • Festool

Computerized Color History

One of the modern services Seela’s introduced at the turn of the century is their computerized color history. Going back twenty years, Seela’s keeps a color history of each customer’s color formulas labeled with room names and project details. This is extremely helpful in the event of damage to a wall that requires a touch up where an accurate color and finish are required. In the event that a paint color cannot be identified in the color history, Seela’s can match a color sample with our spectrophotometer, or if necessary, with an experienced eye.

Seela’s Paint also custom blends and matches stain colors using trusted brands such as Old Master’s and Zar.

More than just paint

Seela’s Paint also offers one of the largest selections of wallpaper books in New Jersey, offering collections from Brewster, Patton, Thibaut, York, and Wallquest. Some of the many designers include Candace Olson, Antonina Vella, Ronald Redding, Magnolia Home, Scott Living, and A-Street Prints. In addition, there is an array of tools and supplies dedicated to your wallpaper project. We can also recommend experienced installers to hang the wallcovering with precision.

Since 1954, Seela’s Paint & Wallpaper Company, adding beauty and value to your home, one gallon at a time.


While you're here don't forget to
say hi to Calcio, our store mascot.

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