We recently connected with Armon Moore and have shared our conversation below.

Armon, thanks for joining us, excited to have you contributing your stories and insights. We’d love for you to start by sharing your thoughts about the pros and cons of family businesses.

How Supporting My Wife’s Brunch Complaint Strengthened Our Marriage — and Became a Sparkling Family Legacy.

This isn’t a story about saving a marriage in crisis — it’s a story about fortifying one. After becoming parents, we were like many modern couples: stretched thin, drifting a bit, feeling the weight of responsibility more than the joy of partnership.
When my wife mentioned over brunch that the drinks were always disappointing to her and her friends — sugary mimosas, heavy Bloody Mary’s that were a meal in itself, Champagne headaches — I saw something simple, but powerful. An opportunity to create a solution for her. I listened, and I acted. I spent five years researching wines, learning about Lambrusco, and eventually, we built Saint Enzo together. This wasn’t just a business idea. It became a marital project, a source of shared purpose, trust, laughter, and long nights spent designing something we could both believe in. We didn’t just start a brand — we strengthened the foundation of our family. Fast forward, to the launch of Saint Enzo we know have something that the entire family partakes in the success of Saint Enzo our sons are on set with my wife helping creative direct shoots, picking pantone colors and most importantly seeing their parents work together for a common goal.

In a culture that often separates ambition from marriage, our story proves the opposite: that building together deepens love and the legacy of family, and that supporting each other’s ideas isn’t just good for business — it’s good for marriage, for families, and for society.

Armon, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

As a visionary Creative Director and Entrepreneur whose work lives at the intersection of design, innovation, and human connection. I’ve built a career shaping some of the world’s most beloved and forward-thinking companies. From luxury automotive like Bentley Motors to premium grooming brand, Bevel, to global luxury wine and spirits across Asia.

My design philosophy is grounded in empathy, always centering the consumer to build experiences that resonate on an emotional level. I love the process of inventing, defining, designing, and delivering new products and solutions. Tackling tough problems, helping organizations understand their products and brands from the user perspective. I’ve always believed that design is about emotion. Wine, like love, is about feeling something. That’s what we’ve set out to create—wines that tell stories, spark connection, and make people feel seen

As Head of Design for Asia’s fastest-growing luxury wine and spirits company prior to its acquisition by the Bulgari family. I was able to redefine the meaning of luxury in Asia’s wine and spirits industry. I also gained deep insight into the premium wine market, shaping experiences for luxury consumers across China, Hong Kong, Singapore, and Japan while expanding the global presence of luxury wine experiences.

Before this, I served as Creative Director at Bevel, the award-winning grooming brand redefining luxury for men with sensitive skin. There, I led the development of new product lines across skin and hair care, resulting in sell-out launches for the first skin care system for men with sensitive skin and a dramatic increase in retail presence—including a 5x expansion in Target, and historic firsts in Walmart. Helping Bevel earn accolades like the GQ Grooming Award and AskMen Grooming Award, and played a key role in the company’s acquisition by Procter & Gamble.

My next project is also personal and stems from CREATIVITY AND LOVE. Saint Enzo was created as a gift—first to my wife, and through her, to women everywhere. The brand was born out of a moment of pure love and intentionality to put my family first. Saint Enzo carries energy. It’s a tribute to women who lead with grace, who create with intention, who celebrate loudly and love deeply. Every detail, from the bottle to the bubbles, is designed to honor the women who turn everyday moments into something unforgettable.

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We’d love to hear the story of how you built up your social media audience?

Saint Enzo’s social audience wasn’t built overnight. It grew out of a deliberate strategy that combined cultural awareness, creative problem-solving, and authentic human storytelling. The brand faced a crowded wine market where heritage labels leaned on prestige, and mass brands relied on gimmicks. Saint Enzo had to carve out space that was both credible and original. The solution was a storytelling approach that began by identifying the barriers between wine culture and modern audiences—and then turning those barriers into creative opportunities.

Identifying Roadblocks

When Saint Enzo first entered the social space, the biggest challenge was perception. Lambrusco, the Italian sparkling red at the heart of Saint Enzo, carried baggage from the 1980s and 1990s, when mass imports had given it a reputation for being overly sweet and lacking sophistication. That memory lingered among older consumers and created skepticism about the category. At the same time, younger audiences—especially women—were turned off by the “stuffy” tone of traditional wine marketing, which often centered on exclusivity, terroir jargon, and an elitist posture that felt disconnected from their lives.

Another roadblock was the lack of visibility for diverse voices in the wine world. The industry tended to default to Eurocentric imagery and storytelling, leaving little room for women, communities of color, or cultural cross-pollination. For Saint Enzo, this absence was both a challenge and a possibility: if the brand could position itself as a space where many stories could live, it could stand apart immediately.

Creative Workarounds

Rather than fighting those roadblocks with defensive messaging, Saint Enzo leaned into creativity. Instead of shying away from Lambrusco’s complicated history, the brand reframed it: positioning itself as the “original sparkling red” that existed long before Prosecco and Champagne claimed the spotlight. Education became a storytelling tool, delivered in bite-sized, visually compelling posts that celebrated Lambrusco’s centuries-old Italian roots. By reminding audiences that Lambrusco was always there—waiting to be reimagined—Saint Enzo turned a liability into an advantage.

When faced with the stuffiness of wine culture, the brand did the opposite of what was expected. Instead of staged vineyard shots or somber tasting notes, Saint Enzo used humor, flirtation, and fashion-forward aesthetics to speak directly to women in a way that felt alive. This decision wasn’t about pandering; it was about respecting women as tastemakers and cultural drivers. Posts showed Saint Enzo as the bottle you brought to brunch, high tea, or the after-party—a vibrant accessory to a lifestyle, not just a beverage.

And when it came to the absence of diverse storytelling in the wine space, Saint Enzo leaned into community voices. The brand’s feed became a collage of personal narratives: a 74-year-old man remembering Lambrusco before marriage and kids, women pairing pearls with Saint Enzo at high tea, and stylish elders teaching the younger generation about what came before Champagne. These stories from many cultures and backgrounds gave Saint Enzo credibility while humanizing the brand. They showed that wine wasn’t reserved for one type of consumer, but could be an energetic movement where anyone could find themselves reflected.

Building Positionality

The result of this strategy was more than just follower growth; it was the creation of positionality. Saint Enzo’s audience didn’t just drink the wine—they identified with the movement. On social, followers began sharing their own Saint Enzo stories, dressing the bottle like an accessory, and using it to mark celebrations both small and grand. By focusing on authentic voices and a lifestyle rooted in energy and inclusivity, the brand shifted Lambrusco’s image from forgotten to fashionable.

What made this possible was the decision to always return to storytelling. Every creative move, from educational posts to humorous captions, was grounded in real human experience. The brand recognized that wine isn’t just about taste—it’s about belonging, memory, and aspiration. By tapping into those universal human drivers, Saint Enzo built a community that saw itself not as customers, but as co-authors of the brand’s narrative.

Saint Enzo’s social success came from treating roadblocks as story fuel. Skepticism about Lambrusco became a history lesson. Stuffy wine marketing became a playful stage for women. A lack of diverse voices became a chance to spotlight many cultures. Together, these choices built more than a following—they built a movement. In doing so, Saint Enzo didn’t just sell wine online. It redefined how a new generation could see themselves in the glass.

Do you have any insights you can share related to maintaining high team morale?

Leading with Purpose and Passion means showing genuine excitement for nurturing creativity, as a owner I have positioned myself not just as a business leader but as a coach that thrives on seeing others excel. This passion becomes contagious and makes the team feel empowered to rise to the occasion and creates space for innovation. I learned a while back that balancing high standards with playfulness. We have rituals like celebratory tastings, cultural field trips or team “idea sessions”. Combining purpose, creativity, recognition, and play has been created a space were the team doesn’t just work for Saint Enzo they embody the movement.

Contact Info:

• Website: https://www.saintenzo.com/
• Instagram: https://www.instagram.com/drinksaintenzo/

Image Credits

Carter Hiyama
Sannie Celeridad