The Journal
Joey is photographed wearing our Patrick Popover Henley in White Vintage Jersey and our Catherine 29" Full-Length Favorite Sweatpant in British Royal Navy.
JOEY: I have always loved accessories, design, patterns, and art. I studied at Vanderbilt with a major in Human and Organizational Development and a minor in art. I started making jewelry in college and selling to friends. I moved to London after college for an internship in jewelry and I quickly became the lead jewelry designer!
JOEY: I have always loved accessories, design, patterns, and art. I studied at Vanderbilt with a major in Human and Organizational Development and a minor in art. I started making jewelry in college and selling to friends. I moved to London after college for an internship in jewelry and I quickly became the lead jewelry designer!
JOEY: In my role as a trend director at the Jones Group, I would travel a lot for work and find the coolest designers from all over the world. I wanted to bring my finds to the U.S. Food trucks were taking off and I loved the idea of delivering to the customer directly!
ESHA: Those experiences taught me to approach design as something poetic. Mumbai instilled a love of vibrancy and craft in me, New York sharpened my discipline and drive, and Florence deepened my appreciation for history and artistry. Together, they shaped how I think about creating pieces with a strong point of view and a clear design DNA.
Joey is photographed wearing our Montecito Classic Pullover Sweater in Cream, layered with our Eileen Relaxed Button-Up Shirt in White Casual Cotton, and our Limerick Wide-Leg Carpenter Pant in Olive.
F&E: You’ve since transitioned into the wine business with Wölffer Estate. (And it’s the COVETED wine of the summer by the way!) How did that shift happen for you, and did it feel like a leap or a natural evolution?
JOEY: It’s been a shift over the years. I took over the business with my brother, Marc, after our father died in 2008. It was a scary leap, but I couldn’t give up on the dream of building a family legacy to pass on to my kids. We had very little experience in the wine world, but I knew fashion and design, and my brother had an incredible hospitality background. My husband, Max, jumped in as CEO, and winemaker Roman Roth joined us as a partner. Our first new products were Summer in a Bottle and our cider, which immediately catapulted into a different style of business–especially after quickly getting the cider into Whole Foods. We were naive, but we were dreamers with a great core and sense of place in our business. Together, we took that vision and made it into what it is today!
F&E: Taking over your father’s wine business with your brother in commitment to carrying on your family legacy is deeply personal. What did that decision mean to you?
JOEY: As a first generation American, it was important to have something that my kids could see that we built in a place that has always meant so much to me. I don’t even think I understood the gravity at the time because I was only 26, but I understand it so clearly now.
JOEY: I am truly happy in nature and the outdoors, as are my husband and kids. You see firsthand that we are destroying our earth. We have to do what we can to make changes even if they seem so small. Sustainability is part of who we are at our core. I really don't know any other way to live. We have to be conscious of all that we do.
JOEY: I am truly happy in nature and the outdoors, as are my husband and kids. You see firsthand that we are destroying our earth. We have to do what we can to make changes even if they seem so small. Sustainability is part of who we are at our core. I really don't know any other way to live. We have to be conscious of all that we do.
Joey is photographed wearing our Eileen Relaxed Button-Up Shirt in White Casual Cotton and our Wexford Wide-Leg Linen Pant in White.
JOEY: I don’t think I would be where I am now if any part of my life hadn’t happened. I always knew that I didn’t want to climb the corporate ladder. I was certain I could do it, but it wasn’t my dream. I wouldn’t have had that feeling had I not worked in the corporate world and excelled. I remember my boss telling me she didn’t want me to leave, but that she knew corporate wasn’t for me. If my father hadn’t died tragically, I don’t know if I would be living the life I am living. So much of who I am is having been through that tragedy and come out on the other side with this awesome business that we built with heart and passion.
JOEY: I don’t think I would be where I am now if any part of my life hadn’t happened. I always knew that I didn’t want to climb the corporate ladder. I was certain I could do it, but it wasn’t my dream. I wouldn’t have had that feeling had I not worked in the corporate world and excelled. I remember my boss telling me she didn’t want me to leave, but that she knew corporate wasn’t for me. If my father hadn’t died tragically, I don’t know if I would be living the life I am living. So much of who I am is having been through that tragedy and come out on the other side with this awesome business that we built with heart and passion.
F&E: You’ve built your career and business in a way that feels really aligned with your values. How have you stayed intentional about that as things have grown?
JOEY: Thank you for saying that. I think because I’ve been through multiple tragedies, I have a more grounded perspective towards death. I honestly want to die knowing that I did my best for this world and that I put my best foot forward to do right by underserved communities. Being successful is not just about what you have accomplished financially or in your career, there is SO much more. I always dreamed of being in a place in my life that I could give my time to others. I am not sure that I have that much extra time, but any minute I do have, I want to give others who don’t have the opportunities I have had.
F&E: How would you describe your personal style these days, and has it evolved alongside your career and motherhood?
JOEY: I used to call myself bohemian chic–which was basically glitzy London boho. After kids, I refuse to wear oversized tent dresses. My style is cleaner as I grow up. I use accessories to personalize my style, but I am happy in a Frank & Eileen denim shirt, jeans, and a blazer. I will add a vintage neck scarf and some big jewelry for personality. I don’t need to stand out, I just need to feel confident.
JOEY: I want to show my kids that hard work can bring you happiness. It’s not just about money, but it’s about confidence and satisfaction in your life. I want them to dream and learn how to see those dreams through. Before kids, I was more timid, I care less what people think of me now. I rarely take no for an answer.
JOEY: I want to show my kids that hard work can bring you happiness. It’s not just about money, but it’s about confidence and satisfaction in your life. I want them to dream and learn how to see those dreams through. Before kids, I was more timid, I care less what people think of me now. I rarely take no for an answer.
Joey is photographed wearing our Montecito Classic Pullover Sweater in Cream, layered with our Eileen Relaxed Button-Up Shirt in White Casual Cotton, and our Limerick Wide-Leg Carpenter Pant in Olive.
Joey is photographed wearing our Patrick Popover Henley in White Vintage Jersey and our Catherine 29" Full-Length Favorite Sweatpant in British Royal Navy.
JOEY: I think it's easy to get distracted by the invites, the likes, and the attention of building and showing the world what you’re doing! You feel important, but at the end of the day most people are out there for themselves, so don’t lose sight of your people and who your authentic self is.
JOEY: I think it's easy to get distracted by the invites, the likes, and the attention of building and showing the world what you’re doing! You feel important, but at the end of the day most people are out there for themselves, so don’t lose sight of your people and who your authentic self is.
F&E: What does being a woman entrepreneur mean to you?
JOEY: I honestly find it so frustrating that women entrepreneurs are still so underfunded compared to men. I hate that I still have to convince people that I own the business with my brother. The wine business is male dominated, so for me it’s a constant battle with myself trying not to feel defeated in a room. I believe in women and hope one day I can help fund and build more women-owned businesses.
F&E: Looking ahead, what’s next for Wölffer Estate, (that you can share) anything you’re looking forward to this summer?
JOEY: We just launched Watermelon Sea Salt Cider and it’s delish! We are doing a fun partnership with Bon-Bon and The BAR by Bridget Bahl. We are also working on something else VERY exciting, but I absolutely cannot tell you yet!
Thanks for cozying up for 'a cuppa with' Joey!
To keep up with Joey and her brand:
wolffer.com
@joeywolffer
@wolfferwine
Photography by Kylee Yen
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