Pamella Roland debuted its initial couture collection for the Fall of 2002 to a warm reception from critics and buyers alike. The collection received the prestigious 2003 Gold Coast Award, a tremendous feat for an organization in its second year of operation. Positive response has continued to follow the brand and has grown significantly to the present, making Pamella Roland a label of choice among retailers such as Bergdorf Goodman, Neiman Marcus, and Saks Fifth Avenue, as well as the finest domestic and international specialty stores. A-list celebrities including Angelina Jolie, Taylor Swift, Angela Bassett, Jennifer Hudson, Lady Gaga, Lily Collins, Issa Rae, Kate Hudson, Priyanka Chopra, Madonna, and many more have been seen wearing Pamella Roland designs.
In 2010, as the brand’s CEO, President and Creative Director, Pamella Roland DeVos was inducted into the Council of Fashion Designers of America (CFDA). In 2013, Kendall College of Art and Design announced the Fashion Studies program would be named "The Pamella Roland DeVos School of Fashion." Since the brand's inception, Pamella has received numerous awards, including the "Top Woman-Owned Business" and “Women of Influence” awards in her home state of Michigan, which is a source of great pride for her.
In 2023, to mark 20 years of the Pamella Roland brand, Pamella released the coffee‑table book “Dressing for the Spotlight.” This debut highlights two decades of cocktail dresses, evening gowns, and women’s resort wear. Each page offers a look inside her creative process, featuring sketches, inspirational references, and memorable moments from both the runway and the red carpet.
In 2024, Pamella took on the challenge of designing for the stage with “The Devil Wears Prada: The Musical,” based on the best‑selling novel and hit film, with an original score by Sir Elton John. She designed a range of costumes that blend runway glamour with the functional needs of live performance, including most of the looks worn by Vanessa Williams in her role as Miranda Presley, as well as additional pieces for the ensemble cast.
Over the years, Pamella has committed her time and talent to many different organizations and boards, including the Joffrey Ballet, Whitney Museum of American Art, John F. Kennedy Center for the Performing Arts, Grand Valley University Foundation, the Grand Rapids Griffins Youth Foundation, Grand Rapids Art Museum and many others.