Mark Lipton of Tremont Paint Supply, may have fallen into the family business, but he’s just as enthusiastic about it as his great-grandfather was in 1912. With two shops located in New York City, the company offers a full range of painting products from tarps and brushes to high-quality paints. He has something for everyone, including low-end apartment house owners and managers to exactly matched paints for high-end uses.

To keep things running smoothly, he has two machines to blend paints with varying degrees of accuracy. There’s also a dedicated employee who will work with customers blending and reblending until the paint is an accurate match to the customer’s sample.

He doesn’t believe that buying paint online is a viable choice, so he’s not concerned with that competition. Because computer screens aren’t calibrated with retail outlets’ websites, the customer has no guarantee the online-purchased paint is the right color, and the shipping costs would be prohibitive.

He also has long-term contracts with manufacturers, so he can offer great variety to his clientele. Keeping his ear to the ground for trends, he can keep up with whatever the latest demand is.

Lipton has also embraced social media. He has a blog and a podcast for advice and commentary and has written for trade publications. He’s now planning a video channel once he gets the equipment. Eventually, he will monetize his sites and use target ads and sponsorships.

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