An Artistic Approach to Floor Color

Imagine beautiful synthetic floors with natural bark tones in three-dimensional wood patterns. Neither too yellow, too orange, or too brown, they compliment not only real wood colors, but colors found in tile and carpet. Gretchen Schauffler, artist and founder of Devine Color, has combined her unique flair for color composition and philosophical point-of-view to turn this imagination into reality with Devine Color Floor. These luxury vinyl color collections give you high wearing fashionable European style and Beauty Underfoot. 


Gretchen and devine color

Devine Color, founded in Portland, OR in 1998, is dedicated to empowering designers and homeowners with luminous, artist-created interior wall colors and floor designs that enhance any decor style. Creative Director Gretchen Schauffler combines her love of impressionism and background in art therapy and graphic design to craft “from canvas to wall” trend-proof color palettes that feel fresh and remain timeless.

When Gretchen was 10 years old, her mother moved the family from San Juan, Puerto Rico to Portland, Oregon. Gretchen grew up flying back and forth, living between two worlds — the Pacific Northwest, steeped in deep mossy nature, covered in gray clouds nine months out of the year; and the vibrant colors of Puerto Rico, where buildings are brightly hued and the Caribbean Ocean sparkles with blues and greens.

Her creativity, experience, and awareness of color culminated in the creation of one-of-a-kind original paint colors for walls, which she continues to call to this day her “Color Therapy From The Northwest.”

Today Gretchen engages in Artist-to-Artist collaborations with other companies who share her artistic sensitivities. Partnering up with European innovator Nick Atkins of mFLOR, she is able to bring her Devine Color Philosophy to Devine Color Floors. These luxury vinyl color collections give you a breathtaking, durable, authentic European style and Beauty Underfoot designed to compliment both commercial and residential settings.

Devine Color Paint is available online and nationwide at independent dealers with an exclusive collection of paint and wallpaper products available at Target. Please visit our website for further information and to find dealers near you.

"Fauxbulous" Colors

Devine Color floors will give you a new sense of color freedom and beauty under foot. These wood patterns and colors are hard to achieve with natural wood. That's what makes them a new and exciting way to be creative and artistic when choosing a new floor.

Stilettos Welcomed

Not all synthetic floors look like the real thing — but ours do. Go ahead and dance all night in your high heels or run around barefoot. In either case your feet and shoes will love how strong, soft to touch, and soundproof these synthetic floors are. They give you a fashionable look, free from the high maintenance of real wood, while being quieter than wood or laminates and completely dent, moisture and fire resistant.

All For One

Your floor should stay strong and be bold against everyday life. But more than anything it should let everyone in your life dance, play, and run like no one's watching, or worrying about what it will do to the floor. And if something does happen to the floor, don't worry, you can just replace it. And when I say you, I mean you.

Do It Yourself

Installing Devine Color Floor is effortless, even Gretchen can do it (and she did, in her own home!) Check out the simple "how-to" video to see for yourself.


Devine Color Floors are not only beautiful and durable, but environmentally responsible. We've put all our products to the test to ensure that they are completely phthalate free and zero VOC. All our floors are therefore Floor Score certified, and satisfy LEED's requirements for their Low-Emitting Materials (Flooring Systems) credit.