JJ welcomes back Sheila Donohue for a conversation that blends entrepreneurship, lifestyle, and the art of curated Italian wines and foods. Sheila shares how her company, Verovino, sources small-batch, farm-made wines, olive oils, and specialty foods—many not readily available in the U.S.—and delivers them to both consumers and businesses across America.
In This Episode
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Meet Sheila in Bologna: Sheila shares her life in Bologna, Italy, where she's lived since 2001, and how Italy shaped her expertise and relationships with producers.
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What Verovino does: Verovino curates and imports authentic, sustainably made, small-batch products—primarily from Italy, plus select producers from other countries and California—selling B2B and direct-to-consumer.
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From fintech to food & wine: Sheila explains her background in financial technology (fintech), her sommelier training in Italy, and how her personal immersion in artisan food culture inspired the company.
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Starting from a "clean slate": In 2017, after major life changes, Sheila began building Verovino—funded through savings—and took early action by importing product and going door-to-door to find customers.
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How the business grows: Sheila emphasizes the importance of continuity (repeat business), building scale, and covering operating expenses. She explains how an omni-channel strategy helps stabilize the business:
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Distributors nationwide
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Wine stores & restaurants (especially in California)
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Direct-to-consumer shipping across the U.S.
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Corporate gifting & events
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Marketing & education that compounds: Verovino invests in education and storytelling through digital marketing—especially their blog and YouTube channel—to build long-term brand trust and demand.
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Product philosophy: As a sommelier-led team, Sheila curates for variety and distinction: reds, whites, rosés, orange wines, sparkling (dry and sweet), plus standout olive oils—including single-varietal olive oils with specific pairing profiles.
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Events as a growth engine: Sheila shares how tastings, fundraisers, private events, and collaborations introduce people to the products—because tasting creates appreciation and connection.
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Specialty foods: The conversation highlights a Piedmont hazelnut producer offering toasted hazelnuts, caramelized hazelnuts, hazelnut creams, pasta, and pestos—plus JJ's enthusiasm for pistachio cream and clean ingredients.
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Wine club & gifting: Sheila describes Verovino's monthly or quarterly wine club, curated shipments with insider notes and stories, and a growing trend of gifting memberships (including personalized letters).
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Gift sets: Verovino offers curated gift sets—popular in December—and a standout option that pairs wine + olive oil, plus expanded options for non-wine drinkers.
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A second brand line for broader appeal: To avoid being pigeonholed and to meet different market needs, Sheila shares how Verovino expanded into a separate line for more "recognizable" wines, including Prosecco and kegs—ideal for events and high-volume restaurant service.
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Advice for new producers: Sheila emphasizes the need to stand out in a crowded market—especially as the wine industry faces headwinds—and to clearly differentiate your product and message.
Memorable Moments
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JJ connects her own journey as a winemaker (High Vibrational Wines) and discusses why she values small-batch, purpose-driven production over mass distribution.
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A fun community collaboration emerges: JJ invites Sheila to co-create a March event in Ojai with "Women Behind the Business: Real Conversations," potentially adding a wine tasting experience—and they discover their birthdays are both in March.
Connect with Sheila / Verovino
Closing: JJ encourages listeners to explore Verovino for personal discovery, gifting, and creating meaningful food-and-wine experiences that bring "a taste of Italy" home.
