These days, (almost) every brand and company is on Instagram. At least, it’s become such a go-to component for promoting goods and services that you’d be hard-pressed tonot to find a brand on the social media giant. But, many companies are examples of strategies designed for existing products. It’s rarer to find a brand that was built first on Instagram, and the product followed later. That’s the case with Yes Way Rosé.
The Yes Way Rosé wine and lifestyle brand is the creation of Erica Blumenthal and Nikki Huganir, two friends who bonded over their shared love of rosé wine. The two launched the Instagram account @yeswayrose in 2013 after one too many inside jokes about rosé and the realization that others must share their love of the blush pink wine.
What followed was a community of like-minded rosé fans, a tote bag, and, earlier this year, their own wine. The Yes Way Rosé wine became available in March at Target stores and this October, the duo announced its Yes Way RoséBubbles release, a sparkling rosé for the holidays.
In this week’s Shortlisted, we asked the duo behind Yes Way Rosé to share their favorite mantras and the products they can’t live without.
Erica Blumenthal: Maya Angelou’s powerful pearls of wisdom really resonate with me as mantras. A few favorites:
“Nothing will work unless you do.”
Also, “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style” and “Be present in all things, and thankful for all things.”
“When they go low, we go high.”
It’s amazing and kind of sad how often this Michelle Obama quote is applicable, including in business, but it has helped me make some good decisions.
EB: I’m all about daily sunscreen application and keep Glossier’s Invisible Shield with me at all times. I love a sun-kissed look, but burning is torture.
NH: I have really sensitive skin, so it’s hard for me to find products that don’t irritate it, but Purpose Gentles Cleansing Wash is super gentle and inexpensive.
EB: The New York Times’ The Daily podcast for the big news stories. Being up on current events is essential even if it isn’t exactly fun listening.
NH: I must confess, I don’t listen to podcasts! I listen to music when I’m working so I can get in the zone, otherwise I find myself having to rewind half the podcast every 15 minutes because I missed something during a stretch of concentration.
EB: I’m usually going for a New York, meets California beach, meets South of France, type of vibe because it meshes together the styles of my favorite places. This summer that means a lightweight white sundress, a big light pink Gigi Burris straw hat, and kind of tough black or silver sandals (or barefoot, if appropriate!) Oh, and either a Yes Way Rosé tote or raffia Chanel boy bag that brings me quite a bit of joy.
NH: I have been collecting white t-shirts this summer and going through a rotation, pairing one with high waisted black shorts, white jeans, or a summery skirt pretty much every day. My current fave is an alternative apparel men’s shirt with some light distressing around the collar, the perfect “vintage” tee.
EB: The Art of Gathering by Priya Parker is an incredible guide to hosting any kind of event whether it’s a business meeting, birthday party, product launch, or wedding. She offers great tips on how to create meaningful and thoughtful gatherings and as we host more events I will be consulting it regularly.
NH: Cardi B’s invasion of Privacy (privacé) has been on heavy rotation in the YWR office. It’s perfect for when you need to get into a boss-bitch mood 🙂
EB: I eliminate any potential distractions when I need to get in the productivity zone. I will turn my phone off and the WiFi off of my computer. Not looking at my phone or email allows me to really get stuff done. When I really need to spend a few totally uninterrupted hours busting something out, I’ll stop by our WeWork office on the weekend. It helps when little to no emails or calls are coming in to get a head start on the week.
NH: Working out of our WeWork office is a great source of creativity and inspiration. We’re surrounded by people who are all hustling like us. But if I really have to focus on a design project (lately it’s been layouts for our book, coming out in spring 2019) I listen to music on my headphones which helps me tune everything else out and fully focus.
EB: Instagram, obviouslé. We were able to create our brand by using Instagram as a launching pad and we have formed the best community of passionate rosé lovers.
NH: Instagram for me too, followed by the NY Times Crossword app. I’m addicted!
EB: A keratin treatment every three to four months makes my hair shiny and super easy to manage. It majorly speeds up the getting ready process in the morning so more than for vanity purposes it’s good for business.
NH: I’m pretty low maintenance in the hair department, but a good detangling and de-frizzing spray is a necessity. Davines OI All in One Milk is the jam.
EB: I’m a heels or wedges kind of gal. They help me feel pulled together!
NH: Flats! Comfort is Queen.
EB: Sometimes it’s yoga, staying in on a Friday or Saturday night, a beach trip, massage. I try hard not to look at my phone for an hour after I wake up in the morning. I helps me have some me time carved out every day. This helps me to stay calm because I’m not on high alert from the first moment of the day.
NH: I am obsessed with getting massages from a place near my apartment when I’m feeling tense. It specializes in Chinese “body work.” I always leave feeling amazing! It’s only $40 an hour too, so I can afford to go on the regular.