We caught up with the brilliant and insightful Crystal Hardy a few weeks ago and have shared our conversation below.
Crystal , appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
We’ve always had a deep appreciation for wine. Over the years, my palate evolved during my military service, with memorable experiences in Germany and California—two regions rich in wine culture. After retiring from the Army and later from Federal Service, I began looking for something meaningful to add to the family ranch I share with my two daughters.
Wine felt like the perfect addition.
Both of my daughters are veterans as well, and like me, they share a passion for great wine. During a visit to Sonoma County—invited by a family member who also makes wine—we had the opportunity to witness a bottling. It was there that I met an exceptional winemaker. We talked, laughed, and shared stories over her incredible wines. The connection was instant.
In that moment, the dream was born.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Living Boldly. Creating with Heart.
I’m someone who lives life in the moment—I don’t hold back. I joined the Army at 21 as a Dental Technician, later becoming a Dental Therapy Assistant (DTA-Hygienist)—a role I truly loved. I stayed in the Army for 22 years before retiring. Both of my daughters followed in my footsteps: one served in the Air Force, the other in the Army National Guard.
After the Army, I began a second career in Federal Service, mostly with Veterans Affairs, continuing my commitment to serve those who served. Along the way, I raised two incredible daughters and faced unimaginable loss when I lost my husband in a tragic accident. After all of that, I found myself ready for something new—something that reflected who I am at my core.
I’ve always loved wine—really good wine. I remember my daughter returning from deployment for my husband’s funeral and bringing a bottle of wine she picked up at a duty-free shop. The quality of that wine stayed with me. I realized then how deeply I appreciated the complexity and joy a great wine can bring.
When we purchased our family ranch in Texas, my daughters and I wanted to create something meaningful—something that represented us, our journey, and the spirit of the land. So, when we were invited to Sonoma County by a family member who bottles his own wine, it felt like the perfect opportunity to explore that dream.
That’s where I met Lisa, an incredible winemaker. We hit it off immediately—laughing, sharing stories, and, of course, drinking amazing wine. Sitting around a picnic table with my daughters and new friends, the name came to me: CMK Cellars. My daughters looked at me like, “Mom, what are you doing?” But I was more certain about this than anything I’d ever done.
Back in Texas, Lisa and I kept in close contact. We discussed every detail—varietals, flavor profiles, oak types, barrel styles, and more. She helped me find grape growers and a custom crush facility where our wine would come to life.
We started with bulk wine—three 2022 varieties: Chardonnay, Cabernet Sauvignon, and Merlot. I didn’t have full control over the process yet, but I was learning fast. By 2023, I was harvesting my own fruit: Cabernet Sauvignon, Merlot, Zinfandel, Pinot Noir, and Chardonnay. I even traveled to Burgundy, France, to witness my French oak barrel being handcrafted and toasted to our exact specifications—a process that gave me a profound respect for the craft.
I made multiple trips to California to taste the wines as they aged. Each barrel, each vintage, became more personal. I was involved in everything from grape to glass. The more I learned, the more connected I became. When I speak about my wine, people often say they can see the passion in my eyes—and I’m proud of that.
In 2024, we expanded even more—adding Rosé of Pinot Noir and Sauvignon Blanc to our lineup. Those last-minute decisions turned out to be some of the best ones yet—they’ve been a huge hit.
Our production has grown faster than I ever imagined. But this isn’t just about wine. It’s about family, legacy, and creating something beautiful from everything life has given—and taken—from us. I’m proud of every bottle, and even prouder of the story behind it.
Can you open up about how you funded your business?
How I Funded My Dream
When I first started this journey, I had no idea how much it would actually take to build a wine business from the ground up. That was my first, and probably biggest, mistake—I didn’t ask the financial questions early enough. I underestimated the cost, and I didn’t fully grasp how many steps (and how much patience) would be involved.
I had savings. I thought it would be enough. I cashed in most of my TSP (a government version of a 401(k)), sold the majority of my real estate holdings, and liquidated other investments. I believed in the dream—and I was willing to risk nearly everything to make it real.
Along the way, I had a close friend step forward and invest in the business. She believed in what I was doing and trusted me with her money in exchange for a higher return. That act of faith meant the world to me. Others followed, too—friends and supporters who believed in me even when the path wasn’t fully clear. Their confidence gave me the wind I needed to soar.
I applied for several grants available to female veterans. Unfortunately, most of what I received were offers or programs that still required significant upfront capital—tools, training, but no direct funding. That was frustrating and, frankly, disheartening at times.
The real turning point came in January of this year when I finally received my TABC license. That process took far longer than expected and delayed everything. But once it came through, sales began—real sales, real customers, and real feedback.
And that feedback has been overwhelmingly positive. People love the wine. They love the story. They come back for more. That, to me, is not just validation—it’s a return on every risk I took to get here.
Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?
Close Calls and Small Miracles
Like any small business owner, especially in the wine industry, I’ve had more than a few moments where things felt like they were hanging by a thread.
There were two times in particular that nearly broke me.
The first was right around harvest season—when my grape payments were coming due. The bills were stacking up, and I was short on funding. I was stressed to the gills. I wasn’t sleeping, just running numbers over and over, trying to figure out how to stretch every last dollar. That’s when my friend—the same one who had already invested in me—came through again. Without me even asking, she stepped in and offered help. I broke down crying. I couldn’t believe how much she believed in me and this dream. Her support quite literally saved the vintage that year.
The second close call came right before a major bottling. I had suppliers waiting on payments, timelines I couldn’t miss, and not enough money in the account to make it all happen. I was sweating. Then, out of nowhere, I received word that one of my past investments had matured. The company was sold, and my payout came just in time. It was more than I expected—and exactly what I needed. Within two weeks, we were bottling. It was like the universe stepped in and said, “Not yet. Keep going.”
Those were the moments that tested me. That showed me what this dream was really going to require. But they also reminded me that sometimes, when you’re putting everything you have into something you truly believe in, the right people—and the right opportunities—show up just when you need them most.
Contact Info:
- Website: https://CMKWinery.com
- Instagram: Cmk_Cellars
- Facebook: Cmkcellars
