Ground and Gesso Co. – Jolene and Eric’s Story
My name is Jolene, and I am the co-founder of Ground and Gesso Co., and I wanted to share with you why we started making our own art panels. I used to paint on whatever I could get my hands on. Sometimes I would find scraps of wood or MDF board and gesso them. Once, I even repurposed a large roll of wallpaper and gessoed over it, then stretched it out like a canvas. Mostly, I relied on clearance panels from craft stores. In art school, I was proud of that hustle. I believed materials did not matter as long as I showed up for my work.
That changed the first time I experienced using a linen mounted panel that did not fight me. I have always preferred panels over stretched canvas because I am rough on materials, and they are much sturdier than fabric. I did not realize it could be even better.
It was a casual moment, a gift from our co-founder, Eric, after he learned that I had never tried painting on linen before, and the difference was immediate. The brush moved with ease, the paint stayed luminous, and I realized just how much energy I had spent wrestling with second-rate materials. The surface AND support matter. I did not even realize this option existed. I said out loud, half-joking,
“We are in the wrong business.”
And that stuck. That is why we started making our own art panels.
Building From the Ground Up
We started experimenting with what we thought we needed. A roll of cheap linen, some pre-cut panels from Amazon, and trial and error. We learned a lot on the way to completing our first board. Eric took the lead in perfecting our panel-making process through hands-on experimentation, while bringing years of experience as a freelance web developer to build our online presence from the ground up. I focused archival research on sustainability, storage, and surface performance, refining our methods and materials as we went.
The imperfect panels did not go to waste. I use them for live painting at markets and demo videos, so people can watch me work and see the surface in action. I also use started using them in my own fine art, which you can check out here! Even these imperfect boards are superior to what I was using before and remind me why we started making our own art panels.
Over time, we invested in better materials. When a local art supply store closed, we picked up a roll of professional-grade linen on liquidation. Through trial and error, we have improved our tools and processes. I used my background in archives to help solve issues with materials and climate. We created a low-humidity microclimate in a closet to stabilize the boards. We developed systems for flattening warped panels and salvaging flawed ones for samples.
Eventually, we pulled a batch of linen panels that came out perfect. We both looked at them and knew: this wasn’t just a DIY fix anymore. This was a real product.
Expanding Into Watercolor
After refining our linen panels, we realized watercolorists deserved the same attention to quality and detail. We started experimenting with rigid wood panels, layering them with premium absorbent ground. The goal: a vibrant, durable surface that doesn’t buckle or warp under pressure.
We created two options for our watercolor panels. Our flat panels are lightweight and perfect for plein air work. Our cradled panels are truly a unique product and are coming soon to our shop. They are ready to hang the moment your painting dries. No framing. No fuss.
These boards changed the way I approach watercolor and the result shows why we started making our own art panels. The surface does not buckle like paper, and takes heavy washes and multiple layers without breaking down, and allows you to paint in multiple sittings because of this durability. I had never painted with water on a rigid surface like this and I did not have to sacrifice any luminosity to the paint.
These are the boards we reach for every time.
The Dynamic That Makes It Work
Eric and I are both artists: curious, relentless, and deeply invested in what we create. Our strengths are different, but they complement each other well.
Eric is a builder, designer, painter, photographer, and videographer. He developed our website, introduced me to SEO, and manages our online presence while I refine the copy. Eric has always been obsessed with art materials and constantly searches for better tools and surfaces.
I am a painter and have been working with oils since I was a child, spending weekends at my grandmother’s house. I have a passion for experimenting with new art mediums and exploring processes and materials. I am also a researcher and have nearly 15 years of experience in archival preservation. My focus has been on the quality, longevity, and presentation of our products. I also shape our blog content to keep it clear and honest, and I give live painting demonstrations at events.
Our roles overlap, and that is what makes it work. Eric makes the magic, and I make sure it lasts. Our passion and love of art are why we started making our own art panels.
Why Now?
Because artists deserve better.
Because we know how frustrating it is to waste time, energy, and vision on low-quality materials.
Because we’ve used the cheap stuff, and we’ve learned how different it feels to use something that elevates your work instead of sabotaging it.
We’re not making craft boards or mass-produced surfaces. Eric and I make professional tools for artists, shaped by experience, because we know what it’s like to create in less-than-ideal circumstances, and we want to put better options in the hands of artists who care about what they’re making.
This isn’t a side project; this is our mission.
And it started with a brush, a board, and a quiet realization:
