IN THE NEWS
That's the core of Gretchen Schauffler's strategy to build a new brand of house paint. In the past three years, she has takenDevine Color Inc.'s paint from a nonentity to a boutique brand available on the Web, in West Coast stores and through more than 300 dealers nationwide. Schauffler saw an opportunity to reinvent wall paint and the way it's sold in the mid-90s when she and her friends were decorating their houses and getting frustrated with the paint available. Because traditional paint companies offer thousands of shades on tiny strips, there were too many choices. Schauffler, 42, and her friends would make choices according to the chips and end up with walls that looked nothing like they expected....