We’re excited to introduce you to the always interesting and insightful Tracy Wells. We hope you’ll enjoy our conversation with Tracy below.

Alright, Tracy thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Our mission is to create wines that celebrate family, uplift women, and turn gatherings into charitable moments, but also tell a story of it’s heritage. Each bottle embodies our commitment to quality, authenticity, and the joy of bringing people together.

We believe that Silhouette is more than just a wine; it’s a reflection of our journey together that fosters connection, evokes memories, and enhances the beauty of togetherness. Through Silhouette Wines, we aim to share our family’s legacy and passion with every pour, inviting you to be part of our story.

At Silhouette Wines, we craft exceptional wines that tell a story, our story. Founded by two sisters with a shared love for winemaking. We blend tradition with innovation to create bold, memorable flavors. Every bottle reflects our commitment to quality, authenticity, and the joy of sharing great wine with great company. From our family to yours, we invite you to savor the moment

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?

Growing up, my sister and I were inseparable, not only sisters but best friends.

Over the years, we often talked about starting a business together, envisioning something that would capture our shared passion and make a meaningful impact.

We tossed around countless ideas, but nothing felt quite right.

Then, during one of our many conversations over a glass of wine, I suggested: “Why not wine?” It was something I’d dreamed of, and we both loved the experiences that wine brought to our lives; joy, laughter, a sense of connection, and relaxation. It just felt right. But life was busy, and the idea lay dormant for a while.

One day, we looked at each other and decided, let’s go for it. And, during an evening of brainstorming, my sister came up with the perfect name: Silhouette. It rang true immediately, capturing the elegance and depth we envisioned for our brand. It was our green light. We knew we were ready to go all in.

Silhouette Wines embodies everything we wanted to share: the laughter, the love we feel, and the moments of pure joy that come when you’re with those who matter most. Through Silhouette, we hope to bring that spirit into every bottle, to make it not just a drink, but an experience that brings people together.

We share the fabric of our memories, tears, and laughter and not to mention DNA, this is a created bond.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing Silhouette Wines’ clientele combines three key approaches: targeted partnerships, marketing, and authentic brand storytelling.

First, I would focus on building strategic partnerships with upscale restaurants, boutique wine shops, and luxury hotels, places where the clientele already values quality, experience, and exclusivity. We ensure Silhouette is not just on the shelf but actively recommended.

Second, experiential marketing is powerful in the wine industry. Hosting curated tasting events, wine dinners, and intimate gatherings allows people to connect emotionally with the brand. Once they experience the wines and the story behind them, they’re more likely to become loyal customers and ambassadors.

Finally, I’d leverage authentic storytelling through social media, PR, and collaborations. People buy wine not just for taste, but for the lifestyle and emotion it represents. Sharing the unique story of Silhouette, founded by two sisters with a passion for wine and connection, resonates deeply and builds a community around the brand.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One important lesson we had to unlearn was the idea that if you make a great product, people will automatically find it.

At first, we were so confident in the quality of our wines that we believed word-of-mouth and organic discovery would be enough to drive growth. But we soon realized that in today’s crowded market, even exceptional products need deliberate marketing, relationship-building, and visibility. We had to shift our mindset: success isn’t just about crafting great wine, it’s about telling the story, reaching the right audience, and making sure the right people experience it.

Unlearning that product alone drives success pushed us to become more proactive, strategic, and outward-facing, and it’s been key to the growth we’ve achieved so far.

Contact Info:

• Website: https://www.silhouettewines.com
• Instagram: silhouette.wines
• Facebook: silhouette.wines

Image Credits

Anthropology Photo