Who We Are
Supplying South African industry with quality minerals and fillers since 2007.
Our Story
Serina Trading has been a trusted source of industrial mineral fillers and extenders in South Africa since 2007. That track record isn’t accidental. It’s built on decades of hands-on expertise, going back to the Serina Kaolin mine in Noordhoek, Cape Town. This is where the technical knowledge behind our products, its grades, its behaviour, its applications in industry, was first developed and proven in the field.
When Jenny Jay, the mine’s Marketing Manager, established Serina Trading in 2007, she built the business on that same foundation: technical depth first and reliable supply. Starting with a small team, Jenny grew Serina Trading into a specialist supplier that manufacturers could depend on, and that same standard we hold today.
We know the industry
We work with established principals like ASCOM Carbonates and FP Pigments, and distribute from Cape Town, Durban and Johannesburg, giving manufacturers across paints and coatings, construction, rubber and plastics, ceramics and paper consistent access to the products they need, wherever they’re based. That’s the reputation Serina Trading has built: not a company still finding its footing, but one that already knows this industry inside out, and shows up the same reliable way, shipment after shipment, year after year.
That same depth of knowledge and reliability is what keeps us looking forward. The paints, coatings and construction industries are constantly refining their formulations, chasing better performance, lower environmental impact, new regulatory standards. We track those shifts closely, working with our principals to bring the right new products into our range as the market’s needs change, so our customers get the reliability they’ve always had from us, plus access to whatever innovation their next formulation demands.
Our Values
Technical Expertise
Deep, hands-on knowledge of the minerals we supply, not just their specs, but how they perform in real applications.
Reliability
Consistent stock and consistent service, so customers can build their production plans around us.
Partnership
We stay involved after the sale, helping formulators solve problems, not just fill orders.
Forward-Thinking
We track where the paints, coatings and construction industries are heading, so our product range keeps up with what our customers need next.
AEO Certified
Serina is recognised by SARS as an Authorised Economic Operator, a status reserved for trusted, low-risk traders. It means faster customs clearance and fewer delays getting product to you.
It’s a customs compliance programme reserved for traders who can demonstrate sound operational processes, a clean compliance record, and solid financial and technical standing, and it puts us in a small group of businesses SARS trusts to move goods with less red tape.
It’s also a formal recognition of something we’ve built our name on for almost two decades: doing things properly, consistently, and by the book.