We caught up with the brilliant and insightful Dena Roché a few weeks ago and have shared our conversation below.
Hi Dena, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
It’s been a journey through the wrong jobs and the wrong path to find my purpose. I was never the 9-to-5 corporate type, though I tried to jimmy myself into that role. I’ve always had an independent streak, a love for travel and the ability to write, which led to a career as a travel journalist. Through that, I was exposed to many new things, including wine. I was fascinated by how the same grape could lead to many different expressions. I started to study wine, earned a Sommelier designation and focused on wine and travel writing. Once I decided to lean into this, my path became clearer. I could marry travel, wine and storytelling with my passion for educating others. I’ve done this by offering unique wine tastings. In Vin Roché classes you don’t just taste wine, we go on an adventure Down Under, explore the chateaux of Bordeaux or savor a night in Italy. It’s a total sensory experience designed to take your tastebuds around the globe without ever leaving town.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
I bring the world of wine to wine lovers in Phoenix. My unique wine classes invite you to spend a night in Burgundy, explore the rolling hills of Italy or soak up the Mediterranean sun by enjoying the wines of the region, hearing the stories of the winemakers behind the wine and learning more about the destination itself. I offer classes to corporations, community groups and private parties.
I also offer a VIP private walking wine tour of the tasting room in Scottsdale. For groups, I curate an individual experience where you’ll not just taste the best wines produced in Arizona, but actually learn about the history of Arizona wine and the backstory about the winery and wines you’re tasting.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
I’d say tenacity, assertiveness and resilience. Anyone who has their own business needs these skills to survive the ups and downs inherent in entrepreneurship. As someone who has spent the bulk of her career as a writer, it’s even more important. Journalism has died a thousand deaths while I’ve still tried to make a living doing what I love. The changing nature of the business required that I constantly reinvent myself, and now use the skills and experiences I’ve had as a journalist to move outside of writing with classes and tours.
While these might be personality traits, I think young entrepreneurs can hone them by sticking with things, even when it’s hard and continuing to believe in yourself and your ideas. While this self-confidence is important, you also need to be able to anticipate and react to ever-changing markets and pivot when you need to refine your model.
What was the most impactful thing your parents did for you?
I won the lottery with my parents Marlene and Leonard Rochwerger. They always expected me to do my best, but also understood when my best wasn’t that great, like my work in high school geometry! What this taught me was to embrace my talents, but perfection wasn’t expected. Though they both followed a traditional career path, they were my greatest champions and cheerleaders as I struck out on my own in a career field that wasn’t easy. Never once did they tell me to go get a “real” job or make me feel success = salary. They celebrate all my success and have always made me feel I’ve done them proud.
Contact Info:
- Website: www.vinroche.com
- Instagram: @denaroche
- Facebook: @vinrochewine
- Linkedin: https://www.linkedin.com/in/denaroche/
