Finding His Voice Again: How John Robbertse Brought His Art Online with JohnRtelier

For Pretoria-based artist John Robbertse, creativity was never a choice, it was something that simply wouldn’t stay quiet. Born in Rustenburg and raised on a farm, he calls himself “a proud Afrikaans boertjie,” surrounded by heritage, tea sets, and wide horizons. Yet his journey from farm life to fine art, and now, into the digital realm, feels beautifully inevitable.

After years of teaching visual arts, John took a bold leap back into his first love: painting. Today, through JohnRtelier.com, he shares intricate miniature artworks that merge realism, nostalgia, and personal reflection, often painted on antique teaspoons and porcelain teacups.

Painting Identity and Memory

John’s art captures the tender interplay between who we are and where we come from. Deeply rooted in Afrikaans culture, his pieces explore personal identity, heritage, and belonging, especially through the lens of a queer artist.

“To be a good artist, you have to work from what you know,” John explains. “I’m inspired by my culture, the good, the bad, and the tongue-in-cheek. Nostalgia connects people.”

That sense of nostalgia threads through his collections like AppelKoos, Spoon-Feeding, and High Tea, each one a homage to South African domestic culture. From floral china to wallpaper motifs, his work stirs memories of Sunday tea and family warmth.

Tiny Canvases, Big Conversations

Working on the curve of a spoon or the base of a teacup might seem limiting, but for John, that scale creates intimacy. “Miniature painting has been around for centuries,” he says. “It draws you in, you have to spend time with it.”

A formative moment came during his studies, when mentor Jan van der Merwe described John’s painted spoons as “jewels being revealed from a box.” That image shaped his philosophy: art as keepsake, conversation starter, and heirloom.

“By subverting something as ordinary as a teacup, I want people to look at familiar things differently, and talk about them,” John says.

Each piece becomes an invitation: to reflect, laugh, or simply feel something familiar in a new way.

Taking Art Online with Serrewet Consult

In June of 2025, John made another leap, from classroom to creative studio, from sketchbook to professional artist website. Like many South African artists, he knew the digital shift was vital.

“If you talk about a mental shift, for me it was a mental leap,” he laughs. “But having a proper website gave me credibility. It made me feel established.”

Working with Serrewet Consult, a UX and website design consultancy helping South African artists and small businesses build their online presence, John launched JohnRtelier.com, a virtual gallery that feels distinctly him.

“The collaboration was amazing,” John says. “They gave me creative freedom but also guided me when something needed refining. It really brought my dream to life.”

For Serrewet Consult, the goal was to design a platform that mirrors John’s artistry, authentic, nostalgic, and proudly local, while optimising for visibility and e-commerce readiness.

Lessons for Artists Taking the Digital Leap

John’s journey into the digital world mirrors that of many artists trying to balance creativity with entrepreneurship. His advice:

1. Start somewhere. Don’t wait for perfection, just post, share, or upload your first piece.

   
   

2. Ask for help. “Put pride aside and reach out. There are people who can make the process less overwhelming.”

   
   

3. Have a vision. Know where you want to go, even if the steps aren’t clear yet.

He also emphasises finding the right digital partner. “I had no idea how to build a website or what was possible online,” he says. “Having someone who understands both the artistic and the technical makes all the difference.”

Looking Ahead for JohnRtelier

As he builds his online audience, John is focusing on new original collections, collaborations with photographers and galleries, and upcoming exhibitions. “I want to find my voice again,” he says. “After 10 years of teaching, this feels like rediscovering myself.”

Future plans include expanding into online art sales and connecting directly with collectors. “It’s about creating, connecting, and celebrating small, familiar things in new ways.”

Closing Reflection

At Serrewet Consult, we believe every creative deserves a digital home that reflects their story. Helping John bring JohnRtelier to life reminded us that websites aren’t just marketing tools, they’re living portfolios that let art travel further, reach wider, and inspire deeper.

Explore John’s work at www.johnrtelier.com or follow him on Instagram at @johnrtelier, and if you’re a creative ready to take your craft online, contact Serrewet Consult to start your own journey.