We caught up with the brilliant and insightful Aamira Garba a few weeks ago and have shared our conversation below.
Hi Aamira, 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?
The LoveLee journey began with me making the first-time choice to prioritize myself. As a young mom and executive, I had immersed myself in the demands of the world, inadvertently neglecting my own needs. I reached a point where I no longer recognized the essence of who I was. I pondered on the dreams of the little girl within me and questioned what I enjoyed beyond my roles as a mother and professional. When did I stop having fun?
After a profound period of soul-searching and personal development, prompted by a lack of fulfillment, I had a realization—I have the privilege of living the life I desire. I have the opportunity to embrace joy, pursue passions, and nurture dreams and aspirations. This journey isn’t an obligation; it’s a choice. I am empowered to live for myself, and in doing so, I create a legacy for my children.
My aim is to impart a lesson to my daughters—to break free from the expectations and burdens that society often imposes on Black women. We have the right to be liberated emotionally, spiritually, and financially. I am committed to being, doing, and having whatever I want in life, setting an example of purposeful living.
In the end, I want to reflect on my life and proudly declare that I lived with intention and purpose, leaving behind a legacy that echoes the freedom to choose, to live, and to be true to oneself.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
LoveLee Wine stands proudly as a certified Minority Owned wine brand, specializing in all aspects of wine and wine culture. Garnering recognition, the brand has been featured on Forbes.com and secured two victories at the Wine & Culture fest. What began as a mere idea and dream transformed into a determined reality, producing award-winning wines intended to inspire individuals to lead lives filled with passion and purpose.
We recently launched our first collection titled the Elevate Collection. This collection is made of 4 exquisite wines that truly represent the essence and spirit of the LoveLee Brand. The Regal Rose, Luxe Chardonnay, Pure Joy Pinot, and Winemakers Select Red Blend are not only expertly crafted wines, but they each represent the levels we plan to take the brand to this year and beyond. Elevation, luxury, joy, and exclusivity are just a few of the attributes that make up the LoveLee brand.
Navigating the complexities of owning and growing a wine business brings challenges, particularly in terms of capital and compliance. The absence of a clear blueprint for people of color in the industry, coupled with limited representation from the past few decades, means building the plane while flying it. The journey has taught me the importance of community and seeking help when needed. I’ve realized that I don’t have to tackle everything on my own.
One of the key lessons learned is to hold onto the vision. Amidst uncertainties and challenges, having a clear vision for the brand—something placed within by a higher force—serves as a guiding light. This vision, a gift from God, demands commitment to see it through, regardless of the obstacles encountered along the way. LoveLee Wine is not just a brand; it’s a testament to resilience, community support, and the unwavering pursuit of a divine vision.
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?
Reflecting on my journey as the CEO and winemaker of LoveLee Wine, three qualities stand out as particularly impactful:
Passion: Passion is the driving force behind everything we do at LoveLee Wine. It fuels our creativity, dedication, and resilience. Without a deep passion for winemaking and the wine industry, it would be challenging to overcome the inevitable obstacles and setbacks that come with the territory. My advice to those starting their journey is to cultivate and nurture their passion. Spend time exploring and understanding what truly ignites your enthusiasm within the wine world. Whether it’s the artistry of winemaking, the science behind fermentation, or the joy of sharing wine with others, let your passion be your guiding light.
Continuous Learning: The wine industry is constantly evolving, with new techniques, trends, and technologies emerging all the time. To stay relevant and competitive, it’s essential to embrace a mindset of continuous learning. Throughout my journey, I’ve made a concerted effort to expand my knowledge through courses, workshops, seminars, and networking with other industry professionals. My advice to those starting out is to never stop learning. Take advantage of every opportunity to deepen your understanding of winemaking, viticulture, marketing, and business management. Stay curious, ask questions, and be open to new ideas and perspectives.
Resilience: Building a successful wine brand requires resilience, especially for Black women who often face additional hurdles in accessing funding and resources. Despite systemic barriers, many Black women in the wine industry have demonstrated remarkable resilience, carving out their space and making significant contributions. My journey as a Black woman CEO and winemaker has been marked by challenges related to funding, discrimination, and lack of representation. However, resilience has been key in overcoming these obstacles.
It’s essential for those starting their journey to recognize the realities of the industry and the additional challenges they may face due to their identity. Developing resilience means acknowledging these challenges while refusing to let them define or limit you. Seek out organizations and initiatives that support underrepresented voices in the wine industry, leverage networking opportunities, and advocate for yourself and others like you. While the road may be more difficult, every success becomes a testament to your strength and determination.
Who is your ideal client or what sort of characteristics would make someone an ideal client for you?
My ideal client is Beyonce! I dream of her one day enjoying my wines! lol But on a serious note, my ideal client is open minded, has a real interest in wine and discovering their palette, and loves enjoying a glass of wine with friends. They understand and enjoy the social aspect of wine. They also buy LOTS of wine!
Contact Info:
- Website: loveleewine.com
- Instagram: instagram.com/loveleewine
- Facebook: facebook.com/loveleewine
Image Credits
@bycestlazee @nesbitdigital
