Devine Color: Color Therapy For The Northwest

Devine Color: True Love in a Bucket

Gretchen Schauffler, the founder of Devine Color and Color Baggage, has always believed that color is more than just paint—it’s a transformative experience. Her journey into the world of color began during sunlit car rides in Puerto Rico, where she fell in love with how light painted skies, turned palm leaves into feathers, and filled the ocean with glitter. These vivid memories became her "color baggage," shaping her unique perspective on color and inspiring her to create a paint brand that would forever change how people experience color in their homes.

From Artist to Entrepreneur

In the 1990s, Gretchen was an artist creating colorful collages that celebrated moments of bliss. When a client asked her to "do for walls what she did for her art," Gretchen took on the challenge. Frustrated by the lack of paints that felt like true love for her own home, she decided to create her own.

Devine Color was born—a line of luxury paints designed to roll on like yogurt and look like chiffon. Gretchen introduced innovations like the "mini-pouch," allowing customers to test colors directly on their walls instead of relying on tiny chips. This simple yet revolutionary idea empowered homeowners to take control of their color choices, turning their homes into sanctuaries of beauty and belonging.

Confidence Through Color

Devine Color wasn’t just about paint; it was about confidence and connection. Women, who often make most decorating decisions, found themselves celebrating their individuality through personal color choices that felt timeless and authentic—like true love. Devine Color palettes were harmonious and forgiving, giving homeowners and designers alike the freedom to experiment without fear of making mistakes.

Like watching a sunset flow seamlessly from one hue to another, Devine Color transformed spaces into environments that felt remarkable—greater than the sum of their parts.

From Devine to Color Baggage

After selling Devine Color in 2010 and stepping away due to a non-compete agreement, Gretchen watched as her beloved brand was discontinued in 2018. Emails and phone calls poured in from people who couldn’t find replacements for their favorite colors or recreate the harmony they had fallen in love with.

Inspired by these stories—and her belief that true love lasts a lifetime—Gretchen launched Color Baggage. This new chapter brings back her classic colors while introducing fresh shades designed to help people fall in love with their homes all over again.

What Makes Color Baggage Different?

At Color Baggage, we don’t just sell paint—we transform how you experience color. Gretchen’s philosophy is rooted in emotional connection, individuality, and harmony:

COLORWRIGHT™ Formulations:
Every shade is crafted with unparalleled depth, reflection, and character. These paints are personally harmonized by Gretchen herself and tested on real walls before reaching yours.

Advanced Techniques:
Gretchen doesn’t rely on basic harmonies like complementary or analogous schemes. Instead, she uses techniques inspired by her life experiences.
Colorizing Shadows: Inspired by Oregon’s gray skies, she mutes hues to create subtle contrasts that feel timeless and sophisticated.
Harmonizing Light: Drawing from Puerto Rico’s brilliance, she fine-tunes brightness and darkness to ensure colors interact beautifully with light and shadow in any space.
Reflecting Temperature: By blending warm and cool tones, she creates palettes that guide the eye and evoke specific emotions—like the warmth of a sunset or the serenity of a shaded forest.
Breaking Traditional Rules: Combining unconventional hues, Gretchen creates harmonious relationships that feel alive and personal in your space.

Skip the Paint Store Guesswork

With Color Baggage’s innovative Paint Pops sampling system, you can test up to 8 shades directly on your walls without waste or guesswork. No more harsh fluorescent lights or endless trips for quart samples—just mindful sampling that reduces waste while giving you confidence in your choices.

Paint That Feeds Your Soul—and the Planet

Color Baggage paints aren’t just beautiful; they’re purposeful. Designed for durability and sustainability, they reduce waste by lasting longer and requiring fewer repaints—all without sacrificing quality or vibrancy.

Reclaiming True Love in Paint

Just like Taylor Swift reclaiming her music, Gretchen is reclaiming her colors—remastered for today’s world while staying true to their original harmony. She invites you to share your Devine Color stories or request your favorite shades at gretchen@colorbaggage.com because your experiences remind her why she fell in love with paint in the first place.

Join the Devine Experience

Color Baggage isn’t just paint—it’s a philosophy rooted in love, belonging, and transformation. Let us help you create spaces where every shade balances perfectly with your story—baggage and all.

Delivered straight to your door so you’ll never need to drive to a paint store again.