It’s New to Us by Jean Stratton

PAINT PLUS: “We are the only dealer in New Jersey to have Mythic Paint. There were only three stores with it in the U.S. in November, and now there are 55.” Ronica Sethi, owner of the Mythic Paint dealership in Princeton North Shopping Center, stands in front of a display of paint samples.

Non-Toxic, Durable Mythic Paint Offers State-of-the-Art Technology

What are VOCs? Do you have to worry about them? What is off-gassing? Is it harmful? Even without lead, are paints still a health concern?

These are questions that Mythic Paint Company hears all the time, and which it answers as it educates customers about its new line of environmentally-friendly, non-toxic paint.

“We are the only high performance paint that requires no warning label whatsoever. There are no toxins at all,” says Ronica Sethi. Owner of the Mythic Paint dealership located in the Studio Green Design Center at Princeton North Shopping Center, Ms. Sethi is excited about the opportunities ahead for the new paint store, which opened in April.

“Even the safer traditional paints and those without lead, still have off-gassing, even after four or five years,” she points out. “Off-gassing is the release of VOCs (volatile organic compounds) which can be harmful to people, pets, and the environment.”

Cows and Trees

Some VOCs are greenhouse gases and contribute to global warming; a few VOCs occur naturally from cows and trees, but many come from manufactured products, such as paint thinners, paints, varnishes, and dry cleaning solvents. These VOCs can contribute to human health problems, including eye, nose and throat irritation, liver, kidney, and central nervous system damage, and cancer.

The environment is also at risk from them. According to reports, the Paint Quality Institute has estimated that the VOCs in traditional paints make up 10 percent of the ozone-depleting substances in the U.S.

What is different about Mythic Paint is that it is the result of a new process, explains Ms. Sethi. “What other paints have done is to tweak their basic formula in order to become less toxic. Mythic has a whole new method of making the paint. It is based on technology that improves latex paint at its core. It is scientifically formulated to offer all of the premium qualities of conventional water-based paints without the need for toxic solvents.

“It was developed in cooperation with the University of Southern Mississippi, a national leader in Polymer Science. It took them six years, with money contributed by the University and various government grants, but they finally came up with Mythic’s proprietary paint technology.

“And Mythic Paint is the only paint that doesn’t make you give up performance for health,” she adds. “Mythic is the only product that does not contain any toxins or VOCs and performs better than any paint on the market.”

Durability is a key factor, points out Ms. Sethi, and Mythic meets that criterion as well. “Marshall Lab, an independent laboratory, did a test for durability, including Mythic and the best regular paints, both eco-friendly and premium lines, and the results were very favorable to us.

“Scrub Test”

“The ‘scrub test’ for resistance and durability is the industry’s gold standard in paint performance testing. Mythic Paint substantially out-performed its competitors by 1.5 and 8 times for durability in these tests”

Mythic has a complete line of exterior and interior paints, with a 1,232 color palette. All sheens from flat to high gloss, ceiling paint, and interior drywall primer are available. Paint comes in quarts, and one- and five-gallon containers.

“We can match any Fandex (color wheel) of any paint store,” says Ms. Sethi, “and if customers have a special color they like, we can match that too. I love to mix the paint. With our high tech machines and computers, it’s fun and easy.”

Mythic Paint is already making a name for itself, she reports, and it is used in a number of hospitals, museums, schools, theaters, and even the Pentagon, among other institutions and facilities.

Good Reviews

It has received good reviews from consumers, as well as coverage in The New York Times, The Wall Street Journal, Martha Stewart Living Magazine, Architectural Digest, and other publications.

“We expect our customers to be both commercial and residential,” reports Ms. Sethi. “We have already had a very good response just in the few weeks we’ve been open. Architects, designers, and builders are all interested in the paint, and we are seeing a demand from them. Every day, someone comes in and says, ‘This is just what I needed!’ It’s wonderful hearing the reaction of people who have tried it and think it’s fabulous.”

Mythic Paint’s location in the Studio Green Design Center is a perfect setting. The idea of architect Dan Dunzik, the Center will be home to a variety of environmentally-friendly businesses, offering solar panels, windmills, a “green” kitchen, alternative flooring, geo-thermal systems, windows, and office furnishings, all dedicated to sustainable life and work environments.

Mythic Paint’s prices are competitive, adds Ms. Sethi. “We plan to have a grand opening the end of May or early June, and we look forward to introducing more people to this great paint. It’s so important for them to know that toxins from paint can affect their health, and Mythic is toxic-free. As our logo says: ‘Stronger, Safer, Smarter Paint’!”

Hours are Monday through Friday 8:30 to 5; Saturday 9 to 2, and by appointment. (609) 921-0011. Website: www.mythicpaint.com.

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