We caught up with the brilliant and insightful Faizah S. Carr, Ph.D. a few weeks ago and have shared our conversation below.

Hi Dr. Carr, thanks for joining us today. How did you come up with the idea for your business?

Washington, D.C. is an extraordinary metropolis with superb fine dining found in every quadrant. There’s no limit to the international cuisine, celebrity chefs, food festivals, restaurant weeks, boutique bars, and pop-up happy hours based in the area. The hospitality industry is engrained in the culture. Naturally, I became more epicurious. I wanted to know more about wine, the art of pairing with cuisine, and have the ability to order without total help from a sommelier.

During this era of exploring the D.C./Maryland/Virginia restaurants, dating, and domestic and international traveling, I thought there may be other friends interested in learning about the world of wine as well.

I started the Connoisseurs Club membership in March 2011. I personally contacted friends and friends of friends who showed some spark of interest in wine. This idea turned into a 30-person gathering in my home and the wine club launched from that point. Many of the original members are still active today.

As members of the wine club navigated their careers and power positions, I wanted Connoisseurs Club to be a fun unpretentious, no judgment forum to learn about wine. The goal is for us to self-educate and informally share information about wine pairing while exploring our surrounding local wine scene.

Dr. Carr, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I live in the Washington, D.C. Metropolitan Area by way of Los Angeles, California. By trade, I am a health policy researcher and strategist. By passion, I am The Wine Connoisseur.

I am the founder of Connoisseurs Club, an edu-social club for high-powered professionals who prefer to “un-wine” in their free time. I curate luxury experiences surrounding wine. I also host private wine education and tastings for groups and corporate events.

Connoisseurs are always dressed for the occasion, wine festival, or vineyard. The ConnoisseursClub.Shop website is an extension of the Wine Connoisseur brand that currently features wine statement tees, tanks, and sweatshirts. Connoisseurs Club merchandise will soon be available at wine trade shows and festivals. The website will be a one-stop shop for patrons to reserve private wine tasting events.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Connoisseurs Club is all about community: A virtual and tangible place to share experiences with wine in mind.

I value a personal touch and believe in exquisite details and wine club members receive custom wine gifts and handwritten messages. This year, VIP members were presented with the first-ever wine club anniversary gift box as a “thank you”.

Members enjoy the social business with none of the planning on their plate. From monthly events to wine retreats, Connoisseurs Club provides seamless experiences with first-class hospitality.

Connoisseurs Club fosters brand loyalty through ritual events, learning about our members interests, and incorporating wine education into their hobbies and pastimes. We use social media outlets and presentation to connect, foster conversations, and advertise upcoming events. Current and prospective members interact through public and private Facebook groups. Event advertisements are posted on Facebook and Instagram. We provide monthly recaps to summarize the most recents events paired with pictures to commemorate the member experience.

An annual survey and routine ad hoc polls give members a voice to provide feedback on events and the strategic direction for the following wine club year.

Have you ever had to pivot?

I was a full-time employee, full-time student, with side ventures and Connoisseurs Club was one of them. As I reached the final stages of my doctoral program I was faced with a decision to allow the wine club to dissolve, risk not finishing my degree or delegate multiple responsibilities as an entrepreneur to keep the business afloat.

Graciously, multiple members of the wine club filled in major roles for event execution, financial stewardship, and maintaining social media presence. Without them, momentum would have been lost. Although I attended events, developing the plans and logistics would have been near impossible during the final stages of my dissertation. Following that time of transition, the world was faced with another challenge. The COVID-19 pandemic impacted the wine club in multiple ways. Some were positive. During COVID-19, the wine club met virtually to host wine tastings online to encourage connection and celebrate new wine brands that emerged into the market.

During the pandemic I also transitioned to delve deeper into the wine industry with wine education, networking in the wine industry, and exploring wine events. I researched courses, certification, and diplomas to decide my niche and direction. I began with the Wine & Spirit Education Trust (WSET) Level 2 certification. I enrolled in a course with the Capital Wine School, picked up my student package, and started virtual classes at the same time I graduated from the University of Maryland, Baltimore County.

After WSET 2 certification, I researched scholarships and awards in wine with a clearer idea of how I could use the knowledge to strengthen my brand, promote my business, and create exquisite experiences for my current community.

I was awarded WSET 3 course scholarship through a partnership between the African-American Association of Vintners and the Napa Valley Wine Academy and I’m now interested in a focus on certain varietals.

In the wake of the COVID-19 pandemic, I am most proud that Connoisseurs Club adapted to the new normal. The first wine club meeting took place in my home. However, March 2020 changed the way we meet and interact. Now that we are back to social business, it is in a hybrid manner. The ultimate plan is to take Connoisseurs Club on the road.

Contact Info:

• Website: https://www.ConnoisseursClub.Shop
• Instagram: www.instagram.com/wine_connoisseurs_club
• Facebook: https://facebook.com/groups/connoisseursclub/