We caught up with the brilliant and insightful Latoya Jordan a few weeks ago and have shared our conversation below.
Latoya, appreciate you joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?
Success is the intersection of vision, hard work, community, and a commitment to making a dent in the universe. Through my journey with Marble Wines, a female-founded wine label launched in 2023, I’ve discovered that success is not solely rooted in achieving business metrics; it is about remaining committed to your purpose amidst life’s inevitable adversities.
When my business partner Brianna Shelko and I founded Marble Wines, we aimed to create more than just another wine brand. We envisioned breaking down barriers in an industry that needed fresh perspectives, particularly for women and underrepresented communities. This would be the first lesson to success: It is to have a purpose that goes beyond profit. When your mission meets a more profound need in the market, it propels you through tough times.
Distribution has been one of our most significant challenges in the wine world, specifically in Georgia. Distributors are wary of taking risks on smaller brands. However, this challenge also showed me one more important aspect of success: the strength of community and connections. Despite our difficulties with distribution in our home state of Georgia, our hard-won entry into Brooklyn wine shops has come via personal connections with friends who believe in our mission and advocate for us. Success is never done alone; it requires building and nurturing a network of supporters who share your vision.
I learned that patience and flexibility are both prerequisites of success. Everyone wants to go viral overnight, but that is not how it works — one day at a time, one small goal at a time, and celebrate while working towards bigger goals. We got our first retail opportunities in New York after two years of building the brand — it wasn’t just luck; it was grit and persistence.
Most importantly, success requires resources, not just financial capital but emotional support from family and friends, a dedicated team, and the wisdom to know when you need to pivot and when you need to persevere. It’s not necessarily about the quick win; it’s about building something sustainable. By building Marble Wines, I learned that success is not a destination, but an ongoing journey of growth, learning, and impact. It’s about guarding your principles and fighting the pain of creating something meaningful. As we say here at Marble Wines, ‘Different is beautiful.’ — sometimes, when it comes to success, the best road to take is your own, even when it’s not the easiest route.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My path into the wine industry began through my professional work. As a consultant, I was engaged in a project to help a client bring a wine product to market. I immersed myself in learning everything about the industry—from production to distribution, marketing to retail strategy. After months of dedicated work and planning, just as we were approaching the finish line, the client attempted to renegotiate our original agreement in a way that significantly devalued my contribution.
That moment became a turning point. Instead of compromising my worth or becoming discouraged, I boldly decided to take all the knowledge and insights I had gained and create something meaningful. Sometimes, the best opportunities arise from disappointment, and this challenge ultimately led me to co-found Marble Wines with my business partner, Brianna, in 2023.
What started as a setback became a bigger mission than creating another wine brand. We set out to build a female-founded label that would foster connection among women and bring representation to an industry that traditionally hasn’t reflected the diversity of its consumers.
I’m particularly proud of how we’ve approached building this brand. From the grapes we select to the artists we collaborate with, every decision reflects our values of connection, representation, and celebrating individual expression.
What’s been the most effective strategy for growing your clientele?
Building a wine brand, particularly as a smaller independent label, requires creative approaches to reaching your audience. Our most potent strategy has been intimate events, organic word-of-mouth growth, and leveraging our network of passionate brand ambassadors who genuinely believe in our mission.
Our events are more than just wine tastings – they are opportunities for genuine connection. Whether we’re hosting a small gathering at a supporter’s home or participating in more significant community events, these moments allow us to share our wines and the story and mission behind Marble. When people understand that we’re working to create more inclusive spaces in the wine industry and celebrate women’s individuality, they become more than customers – they become ambassadors.
Word-of-mouth has been incredibly powerful for us because our message resonates deeply with our target audience. Women who discover Marble often share it with their friends and networks because they connect with what we stand for.
Our most effective asset has been our network of brand ambassadors. These are women who deeply understand our mission of fostering connection and bringing more representation to the wine industry. They’re not just sharing a product – they’re educating the market about why brands like Marble matter. Their authentic advocacy has helped us overcome traditional distribution barriers and connect with retailers and consumers who share our values.
This community-driven approach has proven that when you create something meaningful and empower people to share in your mission, they become your strongest marketing force. It’s not just about selling wine – it’s about building a movement, and that happens one genuine connection at a time.
How do you keep your team’s morale high?
Managing a team effectively, especially in a startup environment, involves fostering the same values internally that we promote through our brand – connection, representation, and celebrating individuality. My approach to leadership has been shaped by our mission at Marble Wines to create spaces where everyone feels valued and heard.
First, I believe in being transparent about our purpose. Everyone on our team understands that we’re not just selling wine – we’re working to transform an industry and create more inclusive spaces. This shared mission creates natural alignment and motivation. When people understand how their work contributes to a larger goal, it drives engagement and enthusiasm.
Communication is also crucial, but it has to go both ways. Just as we encourage women to see themselves in our brand, I encourage our team members to bring their whole selves and unique perspectives to our work. Some of our best ideas have come from team discussions where everyone felt comfortable sharing their thoughts openly.
I’ve learned that morale stays highest when you lead with authenticity and transparency. This means being honest about both our successes and challenges. This transparency helps everyone understand our business’s realities and how their efforts contribute to overcoming obstacles.
Recognition is also key, but it needs to be genuine and specific. We celebrate the big wins, small victories, and consistent efforts that move us forward. Whether it’s a team member making a crucial connection at an event or someone finding a creative solution to a challenge, we make sure these contributions are acknowledged.
Remember, good leadership, like good wine, is about creating experiences that bring out the best in everyone involved. High morale follows naturally when you focus on building genuine connections and fostering an environment where people feel valued.
Contact Info:
- Website: https://www.marblewines.com
- Instagram: @marblewines
- Facebook: @marblewines
