{"id":116903,"date":"2019-06-05T09:00:30","date_gmt":"2019-06-05T13:00:30","guid":{"rendered":"http:\/\/digiblocks.ca\/29secrets\/?p=116903"},"modified":"2023-09-29T13:07:26","modified_gmt":"2023-09-29T17:07:26","slug":"whats-her-secret-erica-blumenthal-and-nikki-huganir-of-yes-way-rose","status":"publish","type":"post","link":"https:\/\/digiblocks.ca\/29secrets\/wellness\/whats-her-secret-erica-blumenthal-and-nikki-huganir-of-yes-way-rose\/","title":{"rendered":"What\u2019s Her Secret: Erica Blumenthal and Nikki Huganir of Yes Way Ros\u00e9"},"content":{"rendered":"

After moving from Baltimore to New York City to pursue careers in the fashion industry, childhood besties Erica Blumenthal and Nikki Huganir fell in love with ros\u00e9 wine. They loved how refreshing, versatile, and accessible\u2014not to mention how pink!\u2014it was and the beverage was soon at the heart of so many get-togethers and inside jokes. They began documenting their love of ros\u00e9 on Instagram as @yeswayrose<\/a> in 2013, and the account quickly developed a large following and evolved into an entire lifestyle brand.<\/p>\n

Nowadays, they oversee a pink empire of branded products such as sweatshirts, ros\u00e9 scented candles, tote bags, their own line of ros\u00e9 wine, and the latest addition: a hardcover book titled Yes Way Ros\u00e9: A Guide to the Pink State of Mind<\/em><\/a>.<\/p>\n

In a culture in which female friendships are often portrayed as catty and competitive, Nikki and Erica\u2019s brand puts the spotlight on collaboration and positivity, and I knew I needed to get the inside scoop on their business. I chatted with them over the phone from their office in Brooklyn\u2014which, they tell me, has white walls, a big window, and lots of pink things in it\u2014all about their business, Instagram tips, why ros\u00e9 should not be seen as just a summer drink, and how their friendship evolved when they joined forces to launch Yes Way Ros\u00e9.<\/p>\n

Let\u2019s start from the beginning. How did the two of you meet?<\/strong>
\nN: Erica and I met in 8th grade in Baltimore. We grew up together. We both ended up after college in New York City working in fashion. I was doing graphic design for magazines and Erica was a writer in fashion. We became best friends, hanging out all the time.<\/p>\n

E: Yeah! We always had an easy-going rapport and we have always been friends. And it was during that time that we were working for magazines that we discovered our passion for ros\u00e9.<\/p>\n

Why did you decide to launch @yeswayrose on Instagram in 2013?<\/strong>
\nE: When we\u2019d go out prior to that, we\u2019d order the house white, the house red, and we didn\u2019t know anything about wine. And then we started drinking ros\u00e9 and it changed everything. It was so beautiful, and it was inspiring so many inside jokes in our lives, and so much joy, so we thought that others would really appreciate it too. Instagram was taking off at the time, and it was the perfect place to match the beauty of ros\u00e9 with our humour.<\/p>\n

And what about you, Nikki, what is it about ros\u00e9 that you loved so much? <\/strong>
\nN: I think, as a designer, I\u2019m a very visual person, so the fact that it\u2019s so beautiful definitely helps\u2014the colour, how it photographs, and all of that. Also, it\u2019s kind of a gateway into the wine world. I think it was something that got me interested in wine and learning more about that was exciting.<\/p>\n

What do you guys think it is about ros\u00e9 that millennials love so much? It seems like it has had a bit of a renaissance over the last few years. <\/strong>
\nE: Well, I think that the colour is definitely something that has allowed it to be so popular and pervasive, because as Instagram has blown up, and it\u2019s so beautiful. That was initially what drew us to it. We couldn\u2019t believe this colour existed. It was the perfect peachy pink that you wanted to wear. It\u2019s the colour you turn when you\u2019re blushing. I think that millennials, as we\u2019ve learned, are really drawn to those photogenic moments and ros\u00e9 makes it easy. And it\u2019s also a very accessible luxury. So, it\u2019s kind of like a lipstick in that it could be $15, it could be $20, it could be $30, but it\u2019s still makes an entire situation feel more fabulous.<\/p>\n

\"\"<\/p>\n

How did Yes Way Ros\u00e9 evolve from an Instagram account to a full-on lifestyle brand? <\/strong>
\nN: Well, from the beginning, the same summer we started the Instagram, we also started making some products. I designed the logo for a tote bag<\/a> that we made. We started selling them and that really took off. People would stop us on the street and ask us where we got our bags and so we started selling them online. Then we expanded into tee-shirts<\/a>, hats<\/a>, and all of the above.<\/p>\n

E: We drank ros\u00e9 in person, and Instagram was a digital thing, and we wanted what we were doing to exist in real life too. So, it very quickly became a brand because we wanted something tangible to express all of these feelings we were having for ros\u00e9. Kinda like wearing a team jersey or something. Like being of the ros\u00e9 appreciation society.<\/p>\n

So how did you break into developing your own ros\u00e9 wine?<\/strong>
\nN: When we first started the Instagram, we never thought that we could actually have our own wine, but it certainly was a dream. We were researching all the different ways to make it and how that would work. We found a really amazing partner that was able to help us and make this beautiful ros\u00e9 from France that we\u2019d always wanted.<\/p>\n

Erica, was there anything that surprised you about the wine-making process?<\/strong>
\nE: When we started Yes Way Ros\u00e9, we didn\u2019t have that much knowledge about wine in general, but we wanted to become experts because we had this ros\u00e9 Instagram and people were asking us for recommendations. So, I think the biggest takeaway early on was that ros\u00e9 can be made anywhere in the world where red wine is made, and it\u2019s made with grapes for red wine in almost all cases. We were having ros\u00e9 from Argentina and Australia and New Zealand and everywhere. So that was really incredible because we were initially very drawn to French ros\u00e9s, but it has opened our eyes to all the places around the world where ros\u00e9 comes from. It has guided our travels.<\/p>\n

Do you guys visit these places yourselves? How hands on are you with the process? <\/strong>
\nE: We\u2019re very hands-on. We travel to the south of France during the harvest and work with our wine-making team on the blend. And it\u2019s based on the flavour profile that we bought. So, we\u2019re there to really decide what is Yes Way Ros\u00e9, and that\u2019s what we bottle.<\/p>\n

What are your favourite products from the Yes Way Ros\u00e9 line? <\/strong>
\nN: I love our cans that just came out in Target over the last couple of weeks. We introduced our new logo symbol and a new monogram rose symbol which is printed on the cans. So that was really fun to design. And their just so fun and they photograph so well, and they taste delicious. It\u2019s the perfect summer drink\u2014I can\u2019t wait for it to warm up so I can throw some in my bag and go to the beach.<\/p>\n

E: I would say our sweatshirt<\/a>. I wear it every day, pretty much. I love it so much. It\u2019s so soft. It\u2019s cool. It lets you wear our logo, but I don\u2019t feel like I\u2019m wearing a logo tee. I feel stylish.<\/p>\n

As a company that owes its foundation to Instagram, could you tell us a few of your tricks to building a digital presence\/brand?<\/strong>
\nE: This is actually something we talk about in our book. We have elements of Insta-style. One thing is definitely consistency with the voice. So obviously the photos are a big deal, but it\u2019s also the captions. With our own Instagram, our one rule is always that we try to make each other laugh. That\u2019s like our barometer. So, if we can at least get a giggle out of the other one. Or sometimes we need to be relaying information and that\u2019s a whole other story, but that can be consistent with your voice too, and that part takes a lot of effort. Sometimes an on-brand joke doesn\u2019t just roll off the tongue.<\/p>\n

N: I think something that we do that has been appealing to other people is the authenticity of it. It\u2019s very natural. It\u2019s based on my friendship with Erica and how we talk to each other. And so, I think it\u2019s very relatable because of that, and that comes through in our photography and through our voice, as Erica said.<\/p>\n

E: Also, stylistically, we prefer natural light and not too many filters. Luckily, ros\u00e9 is a beautiful muse, so we think that you\u2019ve nailed a good picture if you don\u2019t need to doctor it up too much.<\/p>\n

What are your top productivity and time management hacks? <\/strong>
\nN: I like to listen to music and put my headphones in. When I need to design something, I really need to tune out everything else, not check my email\u2014we get a lot of email, and it\u2019s so easy to get caught up in the day-to-day things of running a business. So, I really need to carve out that design time for myself when I put my headphones in, put my feet up, and just get into it.<\/p>\n

E: When we have a lot going on, I really like to work on the weekends and get ahead. So, when there are no emails coming through and I have quiet, that really helps me focus and be as productive as possible and start the week off strong.<\/p>\n

How do you both define success? And do you feel like you\u2019ve reached your idea of success with Yes Way Ros\u00e9, or do you still have a lot of goals to reach? <\/strong>
\nE: I think we have always had very ambitious goals for Yes Way Ros\u00e9, so it\u2019s definitely a work in progress. But I think that especially with this year, we feel like we\u2019ve reached success\u2014last year we introduced our Yes Way Ros\u00e9 wine, the book came out, the can is such a joy, and all these pieces that we had worked towards are coming together and it\u2019s been such a beautiful journey that we get to be on together. So, I think we define success by just being able to come to our office every day, travel together, and get to do this. I mean, it\u2019s a dream business to get to work on.<\/p>\n

N: I think there\u2019s two things: one, having an idea, and two, seeing it come to life and seeing other people enjoy it. It definitely feels like a success. And then in the larger sense, just being our own bosses and running our own business and having this as what we do full-time it\u2019s pretty incredible. That feels pretty good.<\/p>\n

Let\u2019s turn to your new book. It\u2019s really beautiful! Tell us a little bit about it. In a nutshell, what\u2019s the book all about? <\/strong>
\nE: Yes Way Ros\u00e9: A Guide to the Pink Wine State of Mind<\/em> is a lifestyle book that captures all of the different ways to enjoy ros\u00e9 and incorporate it into your life with a sense of humour and playfulness. There\u2019s ros\u00e9 101, there are cocktail recipes, astrolog\u00e9, and lots of food pairing suggestions and specific wine suggestions as well.<\/p>\n

\"\"<\/p>\n

What inspired you to write it? Where did the idea come from to write the book? <\/strong>
\nN: We wanted to write the book that we wanted to read or that we wished had been around when we discovered ros\u00e9. We wanted something that was accessible, that had some wine knowledge in it, but not too intimidating. Something that really captured the whole lifestyle and ros\u00e9 vibes, as we call them, that were so enticing to us about the wine. And then, being such a visual brand and starting on Instagram, it was really awesome to be able to create all the photography with a professional team and make that come to life.<\/p>\n

E: I think that there are so many people that love ros\u00e9, but they don\u2019t necessarily know why. I think we give every answer for why you love ros\u00e9 in this book.<\/p>\n

Who is your reader?<\/strong>
\nE: I think that the reader is anyone who wants to incorporate more ros\u00e9 vibes into their life or is like us and can\u2019t get enough of ros\u00e9.<\/p>\n

What is one thing that would surprise people about the history of ros\u00e9 that you talk about in the book? <\/strong>
\nN: We have a fun fact in there in a little sidebar called Ancient Histor\u00e9. In the year 600 BC, the ancient Greeks in France were making wine, and the wine they were probably drinking was ros\u00e9. I thought that was pretty cool to think about.<\/p>\n

One of the things that I love about your brand is that your friendship is at the centre of it all. How do you feel that your friendship comes into play in your business model and branding? <\/strong>
\nE: We have a very sisterly relationship, so there\u2019s a lot of trust. Like any relationship, it\u2019s one that we work on. I think we want to carve out time to be friends and enjoy our friendship. We have to be founders and business owners together as well. We are finding that balance that works for us. We\u2019ve learned a lot about each other along the way. It\u2019s a marriage of sorts.<\/p>\n

N: I think it comes back to what I was saying earlier about the authenticity of it all. Our friendship is really at the centre of it. And so many people enjoy ros\u00e9 with their friends. It\u2019s something that you sit around and open at a party, or at book club, or whatever it is. So, I think ros\u00e9 and friendship pair really well together.<\/p>\n

How has working together made your friendship grow? <\/strong>
\nN: It definitely changes things to start a business with your friend, for sure [laughing]. I think we\u2019ve learned a lot about each other, about how we work and how we\u2019re different, and how we need to work together. So that\u2019s been a fun challenge.<\/p>\n

E: The best part though is that we\u2019ve known each other for so long, so we can be in a serious meeting or there could be a lot going on and someone we see will remind us of someone we went to high school with and we can just crack up. So sometimes it\u2019s really serious but we can always lighten it up and bring our friendship back into it.<\/p>\n

Have there been any challenges you\u2019ve faced working together? Anything that should be on our radar, particularly for those of us who may be considering joining forces with our besties? <\/strong>
\nE: I think that you have to expect that your relationship is going to evolve, and you have to be open to that. Our relationship is so different from what it was from when we started Yes Way Ros\u00e9 and we made a commitment to each other that we were in it to win it and that this is our work and our business. You know, sometimes you\u2019re friends and sometimes you\u2019re business partners. And sometimes it\u2019s not the same thing.<\/p>\n

What would you say to people who find the whole wine world a bit inaccessible? <\/strong>
\nN: I would say pick up our book [laughing]. I think ros\u00e9 is really an accessible wine. You can get really good ros\u00e9 for under $20. It\u2019s easy to drink, it\u2019s easy to understand and enjoy, and it\u2019s not too serious. I think if you like ros\u00e9 and you start there and you start learning about it, then you learn about the wine-making process, and you learn about what\u2019s different about red and white wines, and then you can develop your palette, taste different wines, and go from there. But definitely just tasting different ros\u00e9s from different parts of the world made from different grapes\u2014you\u2019ll be surprise by how much you can learn.<\/p>\n

When at the store, staring down rows and rows of bottles of ros\u00e9, what should we look for? Do you have any tips for picking a good ros\u00e9?<\/strong>
\nE: If we\u2019re standing in the grocery store, I think we\u2019re drawn to starting with a dry ros\u00e9. One way you can ensure a ros\u00e9 is dry if it doesn\u2019t say it on the label, or if someone is not available to help guide you with your selection, is to look for a light-hued pink colour from the south of France or the Provence region. That would probably guarantee that you\u2019d start with that very classic dry ros\u00e9 that\u2019s crisp and refreshing and a pure joy to drink.<\/p>\n

I read that Drew Barrymore is your \u201cguardian ros\u00e9 angel.\u201d What was that about? <\/strong>
\nN: So, Erica once asked me, probably back in 2013, who I thought would be our celebrity brand ambassador. Just like, you know, having fun. And I was like, \u201cwhat are you talking about?\u201d She said: \u201cDrew Barrymore. I think she would get it; I think she just fits the vibe.\u201d I was like \u201cOkay. Awesome.\u201d And then I don\u2019t even know how long later, but just months later, Drew Barrymore started following us on Instagram. I kid you not. So, Erica is a little physic. But also, intuitive. So, one of her people reached out to us and said they really liked what we were doing, they wanted to know more, and we sent her a sweatshirt. Then she wore it on her Instagram. Drew has her own ros\u00e9, so she\u2019s a huge ros\u00e9 fan. And she\u2019s just always been really supportive of us as female entrepreneurs and wine makers. So, when she posted a picture of herself wearing our sweatshirt and holding her ros\u00e9 on her Instagram, we got so many followers and sold so many sweatshirts from that one post. It really did change our business. She posted about us a couple times, and that\u2019s been really amazing.<\/p>\n

Since ros\u00e9 is typically known as a summer drink, how can we live in a \u201cpink state of mind,\u201d as you guys would say, all year round? <\/strong>
\nN: We like to say, \u201cno way seasonalit\u00e9.\u201d We drink ros\u00e9 all year round. We think everyone else should too. It seems to be catching on and taking its rightful place alongside red and white as sort of a standard category. But we think opening a bottle of ros\u00e9 in the winter can really transport you to a better place. We highly recommend breaking out ros\u00e9 bubbles for Thanksgiving or the holidays or Valentine\u2019s Day. It\u2019s always an occasion for ros\u00e9.<\/p>\n

Do you have a favourite way to drink ros\u00e9? Do you have any top pairing tips? <\/strong>
\nE: Ros\u00e9 is so versatile that it pairs as well with pizza as it does with oysters. I really like sparkling ros\u00e9 with a New York City pizza on a friend\u2019s roof. And I love drinking cans of ros\u00e9 on a warm summer day by the pool. I love to incorporate ros\u00e9 into cocktails or froz\u00e9s, making ros\u00e9 ice cubes, and then using it to chill down a glass of ros\u00e9.<\/p>\n

I love that the book has all sorts of recipe options. Do you guys have a favourite recipe?<\/strong>
\nN: One our favourite drinks has always been an Aperol Spritz. And so, in our book we have a version that we call Spritz in the City. It is basically an Aperol Spritz but we make it with our Yes Way Ros\u00e9 Bubbles<\/a>. It\u2019s quite delicious and refreshing.<\/p>\n

E: They say that the Aperol Spritz is the ros\u00e9 of cocktails, so it\u2019s a hybrid of ros\u00e9 and the \u201cros\u00e9 of cocktails.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

After moving from Baltimore to New York City to pursue careers in the fashion industry, childhood besties Erica Blumenthal and Nikki Huganir fell in love with ros\u00e9 wine. They loved how refreshing, versatile, and accessible\u2014not to mention how pink!\u2014it was and the beverage was soon at the heart of so many get-togethers and inside jokes. 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