"Come back to your WHY" with Dana Spaulding
/
In April 2017, Dana Spaulding, certified level II Sommelier, founded Wander + Ivy. Wander + Ivy is a certified woman-and the disability-owned company providing premium wine in upscale single-serve packaging.
Prior to creating W+I, Dana spent 7 years with J.P. Morgan’s Private Bank, managing assets for ultra-high net worth families. Most recently, Dana was a Vice President in the J.P. Morgan Rockies Market, covering the food and beverage industries, among others.
ana studied Economics and Business Administration at Fordham University in New York City and graduated Summa Cum Laude. While at Fordham, Dana also danced with the Alvin Ailey American Dance Theater. Dana currently lives in the Denver Highlands with her husband, Gus, daughter, Maelyn, and boxer, Tedy. In her spare time enjoys yoga, running, skiing, cooking, and traveling with her family.
Wander + Ivy is the rapidly growing, certified woman- and disability-owned wine company disrupting the wine industry. All Wander + Ivy wines are produced by award-winning, family-owned vineyards around the world and feature elegant patented glass packaging. Wander + Ivy donates 1 percent of gross profits annually to a nonprofit providing healthy food to those in need.
In 2021, Wander + Ivy:
❖ Grew revenue 250% year-over-year
❖ Closed over $1 Million fundraising
❖ Named the exclusive wine of the Senior PGA Championship
❖ Sold in San Francisco and Portland International Airports
❖ For sale in national retail stores, including: Whole Foods, Natural Grocers, Total Wine, Safeway, Kroger, and Walmart.
Can you tell our readers about your background?
In April 2017, I founded Wander + Ivy. I am a Level II Sommelier with a love for wine.
Prior to creating W+I, I spent 7 years with J.P. Morgan’s Private Bank, managing assets for ultra-high net worth families, including entrepreneurs in the food and beverage industries, among others. I studied Economics and Business Administration at Fordham University in New York City and graduated Summa Cum Laude. While at Fordham, I also danced with the Alvin Ailey American Dance Theater
I currently live in the Denver Highlands with my husband, Gus, and daughter, Maelyn. We love cooking, hiking and traveling together!
What inspired you to start your business?
I initially created the brand out of a need that I personally had. One evening my husband asked me, "Are you really going to waste another bottle of wine?" I was frustrated because, yes, I wanted to enjoy a nice glass of wine after a long day; but yes, I hated to admit, he was right. I would likely waste the bottle by not finishing it.
I love wine. He loves whiskey. So we often find ourselves wasting bottles, because hey there is a time and place to have a full bottle of wine to yourself and for me it's not a weeknight! I sought out single-serve options, but found low-quality wine in cheap packaging and no organic options.
I soon discovered that many people were searching for a more premium, convenient and organic glass of wine to enjoy at the end of a long day. Hearing the positive response from and engaging with customers across the country is one of my favorite things about building this brand.
Where is your business based?
We are based in Denver, where I live with my husband, Gus, daughter, Maelyn, and our boxer, Tedy.
How did you start your business? What were the first steps you took?
After the initial spark, I spent about 6-9 months building a business plan, seeking advice from other founders and mapping out the finances with my family. After I took the leap and left my day job in finance, the next step was obtaining my Somm certifications. It was really important to build a strong base of industry knowledge.
What has been the most effective way of raising awareness for your business?
We have two sales channels: direct to consumer and wholesale distribution. The strategies of raising awareness are quite different for each. There is no one answer here and candidly, the team and I are always working on new and creative ways to increase brand awareness across the country.
What have been your biggest challenges and how did you overcome them?
My biggest challenge early on was balancing my time as a mom, wife and CEO, while also finding time for self-care. I really needed to figure out what worked best for me (and this is something that I continue to work on!)
The key solution for me has been consistent time-blocking. For example, every day between 5-7pm is dedicated time with my daughter. I hop back online after she is asleep and my team is aware of this commitment to my family. This flexibility works best for me; it brings my joy and leads to the most productive sustainable business.
How do you stay focused?
Constantly circling back to my top priorities (both personally and professionally) and ensuring I dedicate time to those. Saying NO to things that are not top priorities is difficult but necessary.
How do you differentiate your business from the competition?
Wander and Ivy stands out in the category in several ways. Our innovative, patented glass packaging is unlike anything on the shelf, and the premium wine inside the bottle is made with certified organic grapes. Each wine varietal offered by Wander + Ivy is hand-picked from award-winning, family-owned vineyards around the world by Wander + Ivy’s renowned winemaker and team of certified level II Sommeliers.
In a male-dominated industry, we are also extremely proud to be certified woman-owned, as well as disability-owned.
Lastly, from the beginning, we have been rooted in our mission to give back to our community. Wander + Ivy donates 1% of sales to charitable organizations delivering food to those in need.
What has been your most effective marketing strategy to grow your business?
I have an extraordinary Chief Marketing Officer. We have been successful in a variety of marketing strategies, but one, in particular, is influencer marketing. We partner with influencers who have an audience that aligns with ours. They share our story in an authentic way that resonates with the target demographic.
What's your best piece of advice for aspiring and new entrepreneurs?
● Make sure you as a leader and the team around you carve out time for R&R. Building a business is a marathon and in order for it to be sustainable, you MUST find time to recharge.
● Come back to your WHY. Amidst the chaos of scaling a business in this challenging world, it’s so important to slow down, reflect and stay focused on the brand mission.
What's your favorite app, blog, and book? Why?
I don’t spend a lot of time on different apps - but you’ll find me regularly using instacart for groceries (such a time saver!).
I love the Tone it Up Health and Wellness Blog. The two female founders are super inspiring.
One of my favorite books is “Killing It: An Entrepreneur's Guide to Keeping Your Head Without Losing Your Heart,” by the former CEO of Clif Bar and Co-founder of Plum Organics. I read it shortly before I founded my company almost 5 years ago and I still think of little lessons I learned throughout the book.
What's your favorite business tool or resource? Why?
Dropbox currently holds all of our corporate data. Our Chief of Staff did an amazing job building us this easy and very useful internal database.
Who is your business role model? Why?
Too many to name! I seek inspiration and advice from as many entrepreneurs as possible, particularly female founders, who are building and scaling innovative companies. I turn to my personal network and listen to stories via podcasts like How I Built This (a favorite of mine!)
How do you balance work and life?
Time blocking!
What’s your favorite way to decompress?
Massage!
What do you have planned for the next six months?
Expansion! New product launches, new states of distributionm and new team members.
How can our readers connect with you?
@wanderandivy