Fired Earth - Plastic non-stick "paint"

I was recommended by the paint consultant at a hardware store to use Fired Earth cabinet & furniture paint to repaint my previously painted wooden bedroom furniture. He assured me I don't need a base coat. With great excitement I started on the first bedside drawers. It took about 5 layers to get the whiteness I wanted. I left sufficient time between each layer so it took me about 1 week to complete that one. I then left it for 7 days to dry properly. I then moved into my new apartment & accidentally bumped the cupboard. To my horror the paint came off. In the meantime I started painting the rest of the furniture as well. Tonight when I started the 4th layer I saw on the one cupboard something touched the paint. When I moved it away the paint literally peeled of. Almost like when you peel after sunburn. Anyway yesterday I sent a message to Fired Earth on their website. I have had NO response. I have wasted my money & time & have ruined my furniture.