When you can't afford excellence, you have to make it yourself...
"What could have been a culture and color clash became a personal mission to make "myself " at home when I quit my job to be with my kids. I created a custom-blend of paint palettes for myself that ignited the minds and hearts of those who were seeking the confidence to do the same."
Hi! My name is Gretchen Schauffler and I'm an entrepreneur, color expert, and founder of brands Design is Personal and Devine Color. My American Dream began with a fusion of culture and color when I moved from San Juan Puerto Rico to Portland, Oregon, in 1980 — colored by personal experience and a vision for what was possible.
What could have been a culture and color clash became a personal mission to make "myself " at home when I quit my job to be with my kids. I created a custom-blend of paint palettes for myself that ignited the minds and hearts of those who were seeking the confidence to do the same.
I became a color consultant; then, a trusted color expert.
By 1998, I was selling my paint brand out of the trunk of my car. Devine Color, Color Therapy from the Northwest, with paint that "went on like yogurt and looked like chiffon," became an overnight success. Globally recognized and revolutionized the American paint experience.
FROM PAINT DRAMA TO PAINT MAMA
In a world of Sherwin William, Benjamin Moore, and Ralph Lauren along came Devine Color. Devine was "girl paint," inspired by my time working as a makeup artist and trainer for Estee Lauder with displays and color tools fashioned after the cosmetics industry. The original "goes on like yogurt" paint recipe quickly turned paint drama into a paint-mama experience that covered in one coat, didn't splatter or sag.
Devine put women in charge of their own paint experience—from beginning to end. Word traveled fast. Women heard about it from their mothers, their sisters, and friends. Strangers heard about it in every significant home décor and lifestyle magazine publication, including notable newspapers like The New York Times and USA Today.
When the market crashed in 2008, I found myself in the middle of our brand expansion and drowning in its wake.
Devine would have sunk had it not been for Valspar Paint, who rescued the brand in 2010 and asked me to come along. Having to let go of the reigns, five years and seven part-time brand managers later Devine Color by Valspar landed on Target shelves, with a small line of specialty paint products and color-coordinated wallpaper. Shortly after, Sherwin Williams swooped in and acquired both Valspar Paint and Devine Color. I found myself-with a non-compete in the paint category until 2020, along with an identity crisis
MAKING DESIGN PERSONAL
I looked to the cosmos and surrendered to the stars.
I began to write, practice yoga, Qigong, and meditation. During one of my meditations, I wrote down the word DIP after images of The Big Dipper Constellation, led by the North Star. The word dip is an ambigram, reading the same upside down. No matter which way you turn it, it reads true to itself. This realization became the acronym for destiny in process and a new company name; Design Is Personal.
I launched DIP Design Is Personal in the spring of 2018, providing easy and customizable DIY home improvement products that are now sold across all major online US retailers, including Target, Wayfair, Home Depot, Lowes, and Amazon. DIP Color Paint went live 2-1-21 with the most seamless color paint system under the rainbow and the first ever paint gallon to be sold in a recyclable bag. My new exclusive ultra-dense color formulas are better than any paint I've ever created.
It has been a long-time dream of mine to offer paint in a bag. I first thought of the idea to put paint in a bag after buying a bagged margarita cocktail from Costco in 1998. Around the same time, I was beginning my paint brand, ‘Devine Color,’ and I found success using small pouches to offer sample paint to my customers. The Devine Mini Paint Pouch was an easy way for my customers, especially women, to sample my colors, build trust in my brand, and feel empowered in the ability to paint their homes. Despite this success, I was never able to expand on my sample pouches to replace the full standard paint gallon tin can. With DIP Color Paint and our revolutionary gallon bags, I have made my own wish come true.
Wishing you a no haste, waste, or stress paint day!
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