BRIEF COMPANY TIMELINE
2001— Gretchen Schauffler creates the cult paint brand Devine Color, Color Therapy From The Northwest. Devine achieves sky rocketing success and becomes a catalyst in the American Paint Industry.
2007— Gretchen negotiates a deal with Sherwin-Williams.
2008— Stock market crashes washing away Sherwin-Williams’ acquisition of Devine Color.
2009— Gretchen sells Devine Color to Valspar Paint in a Search-And Rescue Mission. She consults for the company for 5 years.
2015— She is released with a 5-year non-compete in the paint industry. Sherwin-Williams announces the acquisition of Valspar along with Devine.
2017— Sherwin-Williams buys Valspar and discontinues Devine. Gretchen becomes a board member of the Alzheimer's Association, develops and implements Color With Benefits, a protocol she develops for care facilities, including Ronald McDonald houses.
2018— Gretchen creates and launches DIP, Design Is Personal DIY home improvement products. DIP becomes a five-star brand sold online across major U.S. retailers, including Target, Wayfair, Home Depot, Lowes, Walmart.
2020— Five-Year non-compete ends. Covid begins.
2022— She creates a new brand called Color Baggage and writes a book by the same title.
2023— She gets a book agent. Crafts COLORWRIGHT™ paint finishes and gets a color tinting machine. Launches Color Baggage along with CB Project Paint on Lowes.com
A Devine Story
Hello, I'm Gretchen Schauffler, and I'm thrilled to share the story of Color Baggage. This journey began with my beloved Devine Color, a paint line that has touched many people's walls, hearts, and lives over the past 25 years. The incredible thing about these colors is that people who have lived with them still crave them today.
The original Devine Color, Paint That Went On Like Yogurt, And Looked Like Chiffon color palettes and formulas do not exist today.
New environmental requirements and supply chains over the last 25 years have changed color formulas and paint formulations. All paint companies have matched and have versions of the old Devine colors, making them particularly hard to touch up or feel the same as the original.
Devine Colors are still craved today because they transform empty shells or spaces into cohesive, beautiful reflections of your people's lives, not just a single wall or a room. My color work as an artist and paint colorwright expert comes together to create a seamless, stunning environment that is impossible to forget or live without.
After receiving countless emails from loyal customers who don't want to repaint their places; they just want to touch up and maintain the same beautiful hues they still love after all these years, I created a beautiful, colorful universe again once my non-compete was up.
I wanted people to once again experience a divine love-at-first-sight relationship with themselves and their homes, baggage, and all. I wanted people to once again live in their limelight!
The first thing I did was commission a new paint formulation and named it Seashell Matte Finish. My latest finish is the epitome of color luxury for your walls, with a natural organic richness that resembles the smooth limestone qualities of a seashell. This organic luxury for your walls creates a gorgeous, super matte, super fine texture that's completely unique in today's market.
Color Baggage builds upon the beloved legacy of Devine Color, offering not just a new Seashell Matte finish but also incorporating my evolved color philosophy, advanced COLORWRIGHT™ paint formulations. And a focus on personal color attractions to create more harmonious and emotionally resonant living spaces.
Choosing Color Baggage and My Devine Colors means you're not just painting your walls but creating spaces that reflect the best version of yourself and your home for years to come.
Warm regards,
Gretchen Schauffler
Feel free to contact me at gretchen@colorbaggage.com and share your Devine Color stories and how much you loved them in light of true love. If you have a request, I will put it at the top of the list.
From my bag to yours,
G