Meet lashonda modest | Owner of Melanated Wine & Spirits & Wine Negociant

We had the good fortune of connecting with lashonda modest and we’ve shared our conversation below.

Hi lashonda, we’d love to hear more about how you thought about starting your own business?

I started Melanated Wine because I wanted to be apart of creating a more inclusive and diverse wine industry. I believe that everyone should have the opportunity to enjoy wine, regardless of their race, ethnicity, or socioeconomic background.

I also wanted to create a brand that would resonate with people of color. I felt that there was a lack of representation in the wine industry, and I wanted to create a brand that would be relatable and approachable for people who might not be familiar with wine.

Finally, I wanted to create a business that would give back to the community. I believe that it is important to support organizations that are working to make the world a better place. I am committed to donating a portion of Melanated Wine’s profits to organizations that are working to empower people of color.

I believe that Melanated Wine is a unique and valuable brand that is making a positive impact on the wine industry. I am proud of what we have accomplished, and I am excited to continue to grow our business and make a difference in the world.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My journey into the wine industry began with a simple love for my community and our experience with wine. I started out as an avid wine drinker always eager to learn more about the different varietals, regions, and winemaking techniques. Over time, I developed a deep appreciation for the artistry and craftsmanship involved in creating a truly exceptional wine.

As my knowledge and passion for wine grew, I began to envision how I could be apart of the change i want to see in the industry. I envisioned a space where people of all backgrounds could come together to enjoy wine, learn about its history and culture, and simply connect with one another. I wanted to create a brand that would be inclusive, approachable, and representative of the diverse community I am a part of.

The road to starting Melanated Wine was not without its challenges. As a Black woman in a historically white-dominated industry, I faced skepticism and resistance from some who doubted my ability to succeed. I also encountered obstacles in securing funding and navigating the complex regulatory environment surrounding the wine industry.

Despite these challenges, I never gave up. I was fueled by my passion for wanting to create a wine that represented my culture, my belief in the importance of diversity and inclusion, and the unwavering support of my family and friends. I worked tirelessly to educate myself about the industry, build relationships with key players, and develop a solid business plan.

In 2021, I finally opened the doors of Melanated Wine, Durham’s first Woman and Black-owned winery. It was a moment of immense pride and satisfaction, knowing that I had overcome the odds and created something truly special.

Since opening Melanated Wine, I have been overwhelmed by the positive response from the community. People from all walks of life have come to our tasting room to experience our wines and learn about our story. We have hosted numerous events, including wine tastings, educational workshops, and private parties.

I am most proud of the impact that Melanated Wine has had on the community. We have created a space where people of color feel welcome and celebrated. We have also helped to educate the public about the history and culture of wine, and we have inspired others to pursue their dreams of entrepreneurship.

I am excited about the future of Melanated Wine. We are currently expanding our wine selection and are planning to launch lots of new things coming soon. We are also committed to continuing our efforts to promote diversity and inclusion in the wine industry.

Here are some of the lessons I have learned along the way:

Never give up on your dreams. No matter how many obstacles you face, never lose sight of your vision. Believe in yourself and your ability to achieve your goals.

Be passionate about what you do. When you are passionate about your work, it shows. Your enthusiasm will be contagious and it will inspire others to believe in your vision.

Build relationships. The wine industry is all about relationships. Get to know people in the industry, attend events, and network with others who share your passion.

Be prepared to work hard. Starting your own business is not easy. It requires hard work, dedication, and long hours. But it is also incredibly rewarding.

I want the world to know that Melanated Wine is more than just a winery. It is a movement to promote diversity and inclusion in the wine industry. It is a place where people of all backgrounds can come together to celebrate the rich culture of wine.

I hope that our story will inspire others to pursue their dreams and make a positive impact on the world.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Day 1: Arrival and Exploration

Morning: Breakfast at Briggs

Afternoon: Head to the Durham Farmers Market for a taste of local produce, artisanal goods, and live music.

Evening: Enjoy a delicious dinner at Ekhaya, savoring African cuisine and vibrant atmosphere.

Day 2: Art, Culture, and Outdoors

Morning: Visit the Nasher Museum of Art at Duke University, showcasing African, American, European, and Latin American art.

Afternoon: Take a stroll through the Sarah P. Duke Gardens, a tranquil oasis with diverse plant life and stunning scenery.

Evening: Catch a captivating performance at the Durham Performing Arts Center, known for its Broadway shows, concerts, and dance productions.

Day 3: History and Food Adventures

Morning: history at the Duke Homestead and Tobacco Factory, exploring the lives of enslaved people and the tobacco industry’s impact.

Afternoon: food tour, savoring Durham’s diverse flavors from local restaurants and food trucks.

Evening: Experience the Durham Bulls baseball game at the iconic Durham Bulls Athletic Park.

Day 4: Heritage Wine for a wine tasting

Morning: Escape to Eno River State Park, where you can hike, bike, kayak, or simply relax by the scenic river.

Afternoon: craft beer tasting at Proximity Brewing

Evening: dinner at Pizzeria Boricua Soul.

Day 5: University Charm and Local Delights

Morning: Wander through the beautiful Duke University campus, admiring the architecture and exploring the Duke Chapel.

Afternoon: Sample the local flavors at the Durham Central Park food hall, offering a variety of cuisines from local vendors.

Evening: Catch a live music performance at The Pinhook, a renowned venue for local and touring bands.

Day 6: Day Trip and Unique Experiences

Afternoon: Visit the Museum of Durham History to delve into the city’s past, from its early settlement to its industrial and cultural development.

Evening: Enjoy a unique and memorable dinner experience at Mike D’s BBQ

Day 7: Departure and final stops

Morning: Treats from Small Cakes
Afternoon: Do some last-minute shopping at Southpoint Mall or indulge in retail therapy at the Streets at Southpoint.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
As the owner of Melanated Wine, I am incredibly grateful for the support and encouragement I have received from so many people throughout my journey. Here are a few individuals and organizations that deserve special recognition:

My family and friends: I am so fortunate to have a strong and supportive network of family and friends who have always believed in me. They have encouraged me to pursue my dreams, offered me guidance and advice, and always been there to celebrate my successes.

The wine community: I have been warmly welcomed into the wine community, and I am so grateful for the mentorship and support I have received from experienced winemakers, distributors, and retailers. They have shared their knowledge and expertise with me, and they have helped me to grow as a wine professional.

The Black wine community: I am particularly grateful for the support I have received from the Black wine community. They have been instrumental in helping me to develop my brand and reach my target market. They have also inspired me to create a more inclusive and diverse wine industry.

Melanated Wine’s customers: I am so grateful for the support of our customers. They believe in our mission to make wine more inclusive and accessible to everyone. Their purchases help us to continue to grow and invest in our community.

I would also like to give a shoutout to the one book that inspired me:

“The E-Myth” by Michael E. Gerber

I am constantly learning and growing, and I am excited to see what the future holds for Melanated Wine. I am committed to continuing to make a positive impact on the wine industry and the community.

Thank you to everyone who has supported me along the way!

Website: www.melanatedwine.com

Instagram: @melanatedwine

Linkedin: @melanatedwineandspirits

Twitter: @melanatedwine

Facebook: @melanatedwineandspirits

Yelp: Melanated Wine

Youtube: Melanated Wine