ABOUT US

"Schauffler is a different type of entrepreneur. What she brings to the table is a color sense born of a childhood in Puerto Rico, a background in art and a craving for intense hues that comes from living in the rainy Northwest. She also has a savvy sense of how to appeal to women, who make most decorating decisions and who, Schauffler says, see their homes as sanctuaries from the pressures of daily life."—USA TODAY 2004

DIP Design Is Personal is a leading do-it-yourself (DIY) style and home improvement brand whose goal is to provide easy-to-use and customizable products for customers’ ever-changing interior design needs. Headquartered in Portland, Oregon, the brand was founded in 2018 by professional color expert Gretchen Schauffler, the original creator of the renowned paint collection Devine Color in the late 1990s.

Gretchen’s professional success story as a Latina entrepreneur is rooted in her background as a U.S. immigrant from Puerto Rico when she began her first color paint collection, Devine Color, in the garage of her home in 1998. Her brand was acquired by paint industry titans Valspar Paint and Sherwin Williams, the former of which she held the position as a brand consultant. Following the brand’s elimination due to Sherwin Williams’s acquisition of Valspar, Gretchen walked away with a five-year non-compete in the paint industry until 2020, thus ending her chapter with Devine Color.

While awaiting her re-entry into the paint industry, Gretchen launched DIP Design Is Personal in the spring of 2018. She provides easy and customizable DIY home improvement products sold across all major online U.S. retailers, including Target, Wayfair, Home Depot, Lowes, and Amazon.

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ABOUT GRETCHEN SCHAUFFLER

 

 

My name is Gretchen Schauffler, and I'm the artist, writer, entrepreneur, color expert, and founder of 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 that ignited the minds and hearts of those 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. By 2003, 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. 

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, reaching cult status from beginning to end. 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, Wall Street Journal, 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 swooped in, rescued the brand in 2010, and asked me to come with. Five years and seven part-time managers later, Devine Color landed on Target shelves, with specialty paint products and color-coordinated wallpapers. Within months Sherwin Williams swooped in and acquired both Valspar Paint and Devine Color, and I walked away with a five-year non-compete in the paint category until 2020, along with an identity crisis.

All I could do was surrender to the stars.

I became a writer, practiced yoga, Qigong, and meditation. I reconnected to my art. During one of my meditations, images of The Big Dipper Constellation splattered across my mind, and I wrote the word dip, an ambigram word that reads the same upside down as right side up, remaining true to itself. 

I couldn't think of a better name for a future paint line. 

My acronym for destiny in the process became DIP Design Is Personal Style & Easy DIY Products in the spring of 2018. Two years later, my story and products were featured in the 2020 November issue of The Atlantic Magazine. Our customizable DIY home improvement products are sold through all major online US retailers, including Target, Wayfair, Home Depot, Lowes, Walmart, and Amazon. Our online store has had 1.6 million visitors.

 In 2021, our DIY world was finally anointed with color. We launched DIP color paint products and patterns, including wall paint, furniture paint, wall glazes, and wallpaper patterns. 

This is just the beginning.

My products, coupled with my color consulting services, bring a new DIY interior design customer experience to market, focusing on making design personal. My memoir will be published in 2022. Stay tuned! Don't forget to sign up for updates.

Best,

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