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From Artist to Entrepreneur

Gretchen Schauffler, a stay-at-home mother of two, found success as an artist creating unique mirror-collage pieces. She realized her passion for color could translate into a business, but the transition from artist to entrepreneur wasn't easy. It wasn't until a customer asked her to "do for walls what she did for those art pieces" that she began to explore the commercial realm of interior design.

The Birth of Devine Color

Gretchen initially offered color consulting and even painted interiors herself. However, after a contractor used the wrong paint, she realized she needed complete control over the color and quality of her product. This realization led to the birth of Devine Color, a paint company that embodies her artistic vision.

A Marketing Innovation: The Mini-Pouch

Gretchen challenged the industry standard of tiny, dry paint samples by introducing the "mini-pouch," a Ziploc bag filled with enough paint to cover several square feet. This innovative approach allowed customers to truly visualize colors on their walls, setting Devine Color apart from the competition.

The Need for a Manufacturing Partner

Gretchen's business was growing, but she realized that mixing paint by hand would limit her growth. She knew she needed a manufacturer to scale her business. Gretchen's entrepreneurial spirit led her to seek out a local, reliable manufacturer that would treat her like a partner.

Partnering with Miller Paint

Gretchen initially approached Miller Paint, but they weren't receptive to her idea. Discouraged, she opted to use another company's paint with her brand, but quality inconsistencies soon arose. Gretchen knew she had to find the right partner to bring her vision to life.

Seizing the Opportunity

When new management took over at Miller Paint, they saw a newspaper article about Gretchen's success with the "wet-sample" idea and her struggles to secure a manufacturer. They were immediately impressed and quickly partnered with her. The new partnership allowed Gretchen to bring her brand, colors, and recipe for a smooth, creamy, odorless paint to over 450 stores by the end of 2004.

The Power of Simplicity

Gretchen believes that color names should be simple and expressive. Instead of using elaborate labels like "Naples Yellow," she opts for names that evoke everyday experiences, like "Cabernet," "Chiraz," and "Merlot." She emphasizes that her color philosophy is a simple, everyday approach that transforms walls into a beautiful reflection of life.

Key Takeaways for Entrepreneurs

• Identify your unique value proposition: Gretchen's artistic background and passion for color set her apart in the paint industry. She created a distinct niche with her unique color palette and innovative marketing techniques.
• Build strong partnerships: Finding the right manufacturing partner was crucial for Gretchen's business success. She searched for a company that shared her vision and would treat her as a partner rather than just a customer.
• Be innovative and challenge industry standards: Gretchen revolutionized the paint industry with her mini-pouch concept, providing a more realistic way for customers to visualize colors. Don't be afraid to think outside the box and disrupt traditional approaches.
• Embrace simplicity: Gretchen's straightforward approach to color names makes her products relatable and appealing. Don't overcomplicate your brand or messaging.