Devine Color

A friend of ours tipped us off to Devine Color paint, with the intriguing factoid that the colors were developed to work with the unique quality of light in the Northwest.

While we couldn't find anything on the website or anywhere else to corroborate this claim, it's a little tricky to figure out exactly what Devine Color is on about, but it's got something to do with yogurt. As in, it "goes on rich like" the same.

The company's owner, Gretchen Schauffler, is clearly devoted to paint that feels as good as it looks, and looks as true in paint chip as it does on the wall.

To that end, Devine Color has three ways to sample color that are notable in the thought put into it: large, 8"x11" color pages; a finger-painted paint palette, where colors from the same palette are smeared onto a card with an actual finger; and recyclable mini paint pouches containing enough paint to cover a 4'x4' area on a wall.

Adding to their green cred, the paint meets the strictest VOC regulations in the nation, those of South Coast Air Quality Management District (Los Angeles Basin).

We enjoy their inspiration gallery, where the owner and customers have posted pictures of their home paint projects.

Comments (10)

Although I never rubbed it over my body, they DO come in awesome colors, and it looks GREAT on my walls.l

I have Shimmer in my livingroom, and Grapes & Beans in my bedroom. I LOVE IT.

My kitchen and bath are other makers, but I still LOVE Devine.
I recommend Devine to anyone.

Oh yeah... the best thing about their paint chips is that you get the REAL color. No figuring out what it REALLY looks like.
The paint a 8 1/2 x 11 sheet with the actual paint color.
Too cool.

I used their "Green Tea" to paint the exterior of my house and I LOVE it!!!!!

We used Devine Paint throughout our entire house and LOVED them! LOVED LOVED LOVED them. Phenomenal stuff, I've never used anything like it. You can check out photos, etc. on our blog www.creekhouseporject.blogspot.com. We used Gecko, Peanut, Roast, Grain, Reflection, and Ale.

My youngest sibling works in a paint store and highly recommends this paint to all of his customers. I haven't seen it for sale anywhere in San Francisco though- has anybody else?

frederickson hardware on fillmore has a separate paint store that had devine last time I was there

with the intriguing factoid that the colors were developed to work with the unique quality of light in the Northwest.

I'd also heard this, but the closest I can come to this story on the company's Web site is the founder's story about how colors on chips never looked right on the wall, so she formulated colors that did look right on the wall.
http://www.devinecolor.com/frames/i/istory_palette.html

She's in the Northwest, and the walls are in the Northwest, so logically that adds up to the colors being formulated for Northwest light, even if she doesn't say that in so many words.

I second that emotion. The paint tone and quality really is amazing. It doesn't seem to dry the same as other paint - it still has something of a rubbery feel to it. Has anyone else experienced this?

Ah thanks sassy!
I had looked in Fredrickson's but didn't realize the paint was in a seperate store- no wonder I couldn't find it

I work for Devine Color and Gretchen says she developed deep warm colors that would glow in a room despite the grey outside lighting during much of the year in the Northwest. Devine offers 3 fabric-like finishes that reflect different percentages of light based on how slick or muted you want your walls to be. Also, the company now offers a "Green" line of paint with 42 new colors, that is 99.9 percent VOC free.