Highlight asp.net gridview cell from pivot query

I created pivot query to be displayed in a gridview. I'm used Devexpress to create the Gridview and was able to simply use the HtmlDataCellPrepared to show anything that was zeroed out. But now I want to use a row value in the part number column and highlight the adjacent cell under Medium column. I tried to use the RowDataBound but nothing shows up in my query.
Here is a sample of what i'm looking for. If I wanted the Medium cell for only part number ABC-1243 I want that cell highlighted regardless of the value in the size columns

Here's the code that - I have no errors but nothing shows up:

Sub gridStock_RowDataBound(ByVal sender As Object, ByVal e As GridViewRowEventArgs)
        If e.Row.RowType = DataControlRowType.DataRow Then
            If e.Row.Cells(1).Text = "ABC-123" Then
                e.Row.Cells(6).BackColor = System.Drawing.Color.Red
            End If
        End If
    End Sub

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