Interview with Maaike van der Maden: Specialist in concrete look paint and Staalmeester Brushes

Can you briefly introduce yourself and tell us how you got started with painting?

“I’m Maaike van der Maden, 33 years old, and I live in Zwolle. Painting was never something I initially aimed for, but like many people, I wanted a beautiful interior with colors that matched my style. I always found it fun to pick out paint colors, but the result on the wall often turned out different than expected. When I started working part-time at a paint store in Zwolle, I was introduced to concrete look paint, and that changed everything for me. I fell in love with the product and began getting more projects where I applied concrete look paint at customers’ homes.”

What attracted you to specialize in concrete look paint?

“I became fascinated by the unique effects you can achieve with concrete look paint. It’s amazing how you can create such a raw yet refined finish with just paint. My employers at the paint shop would often call me ‘golden hands,’ and I gradually took on more responsibility, giving advice on color, materials, and techniques. I also enjoyed showing customers how to paint a section themselves to experience the effect.”

What inspired you to pursue a career as a painter?

“During a long trip, I decided it was time to start my own business, both for the commercial and residential market. Through the paint store, Instagram, and word of mouth, I started getting more and more inquiries. I love working on the commercial side, where I transform businesses all over the country with concrete look paint. There’s nothing more rewarding than creating a complete makeover in a short amount of time.”

What are the most challenging projects for you?

“I always aim for a stylish result. Concrete look paint fits many interiors, and on-site I assess which color works best with the space. For small accent walls, it’s often desirable to make the concrete look more prominent, whereas for larger areas a softer finish is usually preferred. My biggest challenge at the beginning was my perfectionism. I was very critical of my own work and therefore not the fastest. Now, after a lot of practice, I’ve developed a stable and efficient technique without sacrificing quality.”

How did you come across Staalmeester brushes?

“During my time at the paint store, we tested many materials, and only the best products made it to the sales floor. That’s how I discovered the Staalmeester block brush. It almost never loses bristles, which is a common problem with cheaper brushes. Since then, I’ve used them for all my projects.”

What does a typical workday look like for you?

“I usually start by visiting the site, bringing large color samples to see how they match with the interior in natural light. Afterward, I apply the concrete look primer and then the concrete look paint. Before I begin, I analyze the wall to see what it needs. It’s all about the technical details and understanding the space.”

Which Staalmeester brushes do you use the most for your concrete look projects, and why?

“I mainly use the soft block brush, 3×12 cm from the Original series. It’s perfect for evenly distributing the paint without leaving brush marks. The brush fits comfortably in my hand and rarely loses bristles, which is crucial for a clean finish. For the primer, I use a wool roller, and for smaller corners, I use the smaller brushes from the same series. If I need to apply a protective coating on top of the concrete look, I use Staalmeester’s lacquer rollers.”

What techniques do you use to create the best concrete look?

“I always work with L’Authentique concrete look products. It’s all about how you distribute the paint with the block brush; it’s really something you develop a feel for. The product is designed for DIY use, but it does take practice. The key is not to work in systematic strokes, which can be a bit of an adjustment. A good brush is also essential—it really makes all the difference.”

Do you have any tips for DIY-ers who want to use concrete look paint at home?

“Always use high-quality concrete look paint and don’t skimp on your brush. The paint has a thick, gel-like texture that you need to spread evenly to create a softer effect. Start with a good concrete look primer, as it provides the texture that the paint needs. It’s always a good idea to seek advice from a specialist and check colors in real lighting, as digital samples don’t always reflect the true effect.”

Where do you get your inspiration from? Do you have a mentor or someone you look up to?

“My former employers and colleagues taught me a lot about color and combinations. Pinterest is also a big source of inspiration for me. I love Italy too, where the warm tones and textured walls are just beautiful. Playing with color and constantly evolving my skills is what I enjoy most.”

Do you have any tips for choosing the right colors?

“Create a mood board of things you like and take it with you to the store. Then bring samples home and check them in daylight to see if they match your interior. Most people end up choosing a lighter color than they initially thought. When I visit business clients, I always look for the colors that align best with their interior, branding, and company mission.”

What are common mistakes people make when painting with concrete look paint, and how can they avoid them?

“A common mistake is ordering products online without seeing a good example of the color or finish. Another mistake is cutting costs on materials, which affects the overall result. It’s really important to get proper advice before starting a project.”

Gebruik je naast kwasten ook andere tools van Staalmeester, zoals rollers of scrapers?

“Ja, ik gebruik de lakrollers van 10 en 18 cm om coating aan te brengen op betonlookverf in ruimtes zoals badkamers en keukens.”

How important is the combination of good paint and quality brushes for your work?

“That’s everything. I use L’Authentique concrete look paint because it creates the most realistic effect. People are often surprised that you can achieve such a finish with just paint. However, it’s crucial to use the right brushes and rollers to apply it properly. Without good tools, you can’t achieve a perfect result.”

Do you use any other Staalmeester tools, such as rollers or scrapers?

“Yes, I use the 10 and 18 cm lacquer rollers to apply coatings on concrete look paint when necessary, especially in bathrooms and kitchens.”

Can you describe a project you’re particularly proud of where Staalmeester brushes played a key role?

“I’m really proud of a project I completed for a home decor store in Apeldoorn. I painted a 60 m² wall in beige concrete look. The result was stunning, and the wall remains a focal point in the store. I can drop by often, and each time the space looks different because of the changing furniture.”

Do you find it difficult to be visible in the commercial market?

“I get a lot of inquiries from individuals through social media, but in the commercial market, it can be a bit harder. Concrete look is still often associated with gray tones, but once clients see the options in warmer colors, they usually get excited about the possibilities.”

What trends do you see in concrete look painting, and how do you adapt your work to them?

“Concrete look paint started out with mostly gray tones, but beige shades have become very popular in recent years. I’ve also noticed that gray is slowly making a comeback. There’s also growing demand for Mediterranean colors like terracotta, which give interiors a warm and stylish look.”