Meet Joshua Montoya

Alright – so today we’ve got the honor of introducing you to Joshua Montoya. We think you’ll enjoy our conversation, we’ve shared it below.

Joshua, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I come from a family where hard work was a fundamental value. We didn’t have the luxury of wealth, so everyone in my family worked full-time, and nothing was ever handed to us. I started working at 15, bagging groceries in Texas, and from that moment on, I understood the importance of dedication and perseverance. Watching others enjoy things that were out of reach for us—like fancy meals, designer clothes, and vacations—motivated me to put in the extra effort to create a better life for myself. Over the years, I’ve continued to work full-time, driven by the desire to build a more comfortable lifestyle. Now at 34, I still approach each day with the same determination, knowing that success in a challenging environment like Los Angeles requires hard work, resilience, and a commitment to never settling for less.

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?

Vin on Rose is truly my passion project, and watching it grow and evolve has been one of the most rewarding experiences of my life. The concept began with a simple idea: to create a place where you can find everything you need to host or attend a small, intimate dinner party. Whether it’s wine, cheeses, charcuterie, pasta, flowers, candles, cards, or gifts, I wanted to offer the neighborhood a curated selection of my favorite things. This journey has been incredibly fulfilling, not just in terms of the business itself, but in the knowledge I’ve gained and the amazing people I’ve met along the way, including talented winemakers from all over the world. We’re working on some exciting new developments, with many fresh offerings coming later this fall. I’m thrilled to share what’s next with everyone—stay tuned!

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?

The most important lesson I’ve learned throughout this journey is to trust my gut and instincts. While it’s essential to stay open to feedback and new ideas, I’ve found that staying true to my vision was crucial. There were many times when people told me not to pursue certain paths or to avoid taking risks. If I had listened to all those voices, I wouldn’t be where I am today. Trial and error has been invaluable, but so has understanding that progress doesn’t have to be immediate or perfect. The brand has evolved significantly over the past five-plus years, and it’s only gotten better with time. Patience has been key to this growth, allowing the brand to develop organically and in a way that truly aligns with my vision.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

I’m passionate about collaborations, especially when it means working with people who are genuinely excited about their industry or product. It’s incredibly refreshing to come together and create something unique. In the past few years, my most rewarding collaborations have been with winemakers. At Vin on Rose, my team and I partner with winemakers we admire, blending their incredible juice to craft wines that truly capture the essence of our brand. Each wine we create is deeply personal, representing someone special in my life—whether it’s my two corgis, my black cat, or my parents.

So far, we’ve crafted 10 wines, with the 11th set to release this October. It’s been an exciting journey, and I invite everyone to stop by and check out our lineup. Some of the amazing wineries we’ve collaborated with include Catch & Release, The Marigny, Jumbo Time Wines, and No Love Lost. Each collaboration brings something new and exciting to the table, and I’m always looking forward to what’s next.

Contact Info:

• Website: Coming Soon Fall 2024
• Instagram: vinonrose