THE MAKING OF HER WORLD

Color. Harmony. Beauty.

How does a Puerto Rican girl Riding around in the back seat of her parents’ car end up in Oregon, selling paint out of the trunk of her car, navigating her way to the top of a patriarchal paint industry with her own rainbow of colors and transforming millions of lives with a bucket of paint?

HER BELONGING

Meet Gretchen

Color Baggage is a journey, a creative practice, a paint ritual. It's an embodiment of the only color experiences that can color your world with a beautiful vision of life you are destined to live. 


2001—Gretchen Schauffler creates the cult paint brand Devine Color, Color Therapy From The Northwest. Her paint, known as "Go On Like Yogurt, and Look Like Chiffon," becomes a skyrocketing success and a catalyst in the American paint industry.

2007—Gretchen negotiates a deal with Sherwin-Williams.

2008—The stock market crashes, wiping out Sherwin-Williams’ acquisition of Devine Color.

2009—Gretchen sells Devine Color to Valspar Paint in a Search-and-Rescue Mission, consulting for the company over the next five years.

2015—She’s released with a five-year non-compete in the paint industry. Months later, Sherwin-Williams announced the acquisition of Valspar—along with Devine.

2017—Sherwin-Williams officially acquires Valspar and discontinues Devine Color. Gretchen becomes a board member of the Alzheimer’s Association and develops and implements Color With Benefits—a protocol for care facilities, including Ronald McDonald Houses.

2018—Gretchen launches DIP, Design Is Personal: DIY home improvement products. DIP became a five-star brand, sold online and at major U.S. retailers, including Target, Wayfair, Home Depot, Lowe’s, and Walmart.

2020—Her five-year non-compete ends. COVID begins.

2022—She begins to write a book and creates a new brand based on the name of her book called Color Baggage. She gets her own tinting machine, begins to craft COLORWRIGHT™ paint formulations, launches CB Project Paint at Lowes

2025—Like Taylor Swift, she remasters her version of the original  Devine Colors and brings them to light with her Colorwright®Craft.