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Yes, it’s a good idea to use paint primer on your brick fireplace before painting it. Brick is highly absorbent, so your first few coats of paint will likely seep into the surface of your fireplace, allowing the natural color of the brick to seep through. To avoid this, you’ll want to use one or two coats of primer, followed by the topcoat. 

No, you can't apply limewash with a roller and expect good results. Limewash is as much a technique as it is a type of paint, and a freehand application with a brush is part of that technique. Hand brushing a large area can be tiring, but limewash goes on easily and only requires thin coats to be effective.

The best color to paint a brick fireplace comes down to personal taste. However, neutral colors—like white or gray—will open the space and create a bright modern look, making them popular options. However, choosing a bold color can turn your fireplace into a feature piece that will be the talk of all family gatherings. 

Yes, you can limewash surfaces other than brick. Plaster, stone, stucco, and concrete can all also be limewashed. Any porous surface that will absorb the wash is a good candidate for limewash, although it won’t help much with waterproofing. If you choose to limewash over paint, you’ll need to prep before applying it to avoid a powdery, chalky finish. Shiny surfaces like metal or glass can’t absorb limewash, so it’s not suited for these.