Founder’s Story: What the Wine Industry Was Missing—Until Now | Episode 234

Hosts: IBH Media
Guests: LaToya Jordan and Brianna Shelko, Co-Founders of Marble Wines
Release Date: June 20, 2025

Introduction

In Episode 234 of Founder’s Story, hosted by IBH Media, listeners are introduced to LaToya Jordan and Brianna Shelko, the dynamic co-founders of Marble Wines. The episode delves into their journey of building a wine brand that not only stands out in a saturated market but also fosters community and representation for women in the industry.

Genesis of Marble Wines

Host's Inquiry:
The episode kicks off with the host expressing enthusiasm for delving into the origins of Marble Wines, particularly intrigued by their expansion into New York.

LaToya's Backstory ([00:31]):
LaToya shares her initial foray into the wine industry, which began with assisting others in launching their wine labels. However, she found herself with minimal returns despite gaining valuable knowledge and contacts. This experience ignited her desire to create something of her own, leading her to collaborate with Brianna.

Brianna's Collaboration ([01:15]):
Brianna elaborates on her longstanding professional relationship with LaToya, stemming from her time owning a social media agency where LaToya was a client. Their seamless rapport and mutual trust made the transition to co-founding Marble Wines a natural and exciting step for Brianna.

Transitioning to the Wine Industry

Host's Curiosity ([01:42]):
The conversation shifts to how LaToya and Brianna transitioned from their previous careers into the wine industry, highlighting challenges and adaptations.

LaToya on Industry Dynamics ([01:59]):
LaToya describes the wine industry as a "slow grind," emphasizing the patience required to introduce a new product to the market. She enjoys the social aspects of the business and mentions leveraging third-party partnerships to handle regulatory compliance, allowing them to focus on growth and community-building.

Navigating Challenges and Innovations

Addressing Distribution Hurdles ([02:59]):
LaToya identifies distribution as the primary challenge, noting that distributors often act as gatekeepers in the marketplace. This realization necessitated a strategic approach to navigate the complex distribution landscape.

Creating a Transitional Wine ([02:59]):
To cater to consumers hesitant about red wine, Marble Wines developed a "transitional wine"—a red blend designed to appeal to those who typically avoid red wines. This innovation aims to broaden customers' palates and introduce them to the versatility of red wine.

Brianna on Representation ([04:01]):
Brianna adds that through focus groups, they discovered a lack of female representation in existing wine brands. This insight became a cornerstone of Marble Wines’ mission to create a brand that women can relate to and feel represented by.

Fostering Community and Representation

Creating a Safe Space for Women ([04:52]):
The host probes deeper into how Marble Wines is building a community for women beyond just providing wine.

LaToya on Visual Representation ([04:52]):
LaToya explains that the label features an artistic drawing of a woman with gold metallic sunglasses, allowing each woman to see a reflection of herself in the bottle. This creative approach enhances personal connection and representation.

Hosting Inclusive Events ([04:52]):
LaToya recounts hosting their first Galentine’s Day event, bringing together women from diverse backgrounds to foster conversations about careers, families, and friendships. These events are designed to empower women and build a supportive community around the Marble Wines brand.

Marketing Strategies and Target Audience

Shifting Marketing Focus ([06:05]):
The host is impressed by Marble Wines' unique representation strategy and inquires about their marketing approach, especially in contrast to traditionally male-focused wine brands.

Brianna on Social Media Engagement ([06:35]):
Brianna shares that their social media primarily engages women, many with entrepreneurial or culinary backgrounds. They are exploring both online and in-person avenues to connect with their target audience, recognizing the importance of experiential marketing in conveying the quality of their wine.

LaToya on Brand Diversity ([07:55]):
LaToya highlights the unique brand story of two women from different generations and ethnic backgrounds collaborating to create Marble Wines. This diversity resonates with a broader female audience, demonstrating that representation comes in many forms and fostering inclusivity.

Expansion into New York

Ambitious Growth Plans ([09:21]):
The host praises Marble Wines as potentially the fastest-growing wine company in the U.S. and inquires about their current activities in New York.

LaToya on New York Distribution ([09:34]):
LaToya reveals that Marble Wines has secured distribution in two Brooklyn retail stores: Happy Cork and Bed Vine. She announces upcoming tasting events at both locations, inviting the community to engage with their brand firsthand.

Engaging the Community ([10:10]):
Both LaToya and Brianna encourage listeners to connect via social media platforms and attend their free tasting events to experience Marble Wines' offerings and community-driven initiatives.

Conclusion

The episode wraps up with the host expressing excitement about Marble Wines' trajectory and anticipating future successes. LaToya and Brianna leave the conversation by inviting the audience to participate in their upcoming events and to follow their journey both online and in the heart of New York.

Notable Quotes:

• LaToya Jordan ([02:59]): “We encounter people who say, you know, I don't drink red wine, or I don't like red wine. Our red blend is a transitional wine that can open your palate to new experiences.”

• Brianna Shelko ([04:01]): “Women felt like they were not represented in the brands. That was a cornerstone we really wanted to conquer while we were in business.”

• LaToya Jordan ([07:55]): “When we go out to events, we meet different women and connect because they see two very different women working together and having fun together. That's what wine should be—a social experience.”

Connect with Marble Wines:

• Website: www.marblewines.com
• Instagram: @MarbleWines

Join Marble Wines at their upcoming events in Brooklyn and be part of a community where wine meets representation and empowerment.