We are excited to introduce you to Nicole, the face behind Instagram’s @GrapeChic. Nicole leverages her Wine knowledge with personal experiences as an outlet to share her love for the oldest spirit in the world. Check out our interview with her to get to know her better.
Nicole, please tell us a little about yourself and how you found yourself immersed in the world of wine.
ND: Born in Rochester, NY, I had studied dance my whole life. After graduating from the University of Buffalo with my BFA, I set off into the world as a Professional Dancer working for companies like Carnival Cruise Lines, Princess Cruises and Disney. While traveling the world, I was exposed to new and exciting things like wine & fashion.
It was in my late 20s when I had decided to move to New York City to pursue my dreams of working in Fashion (there was a man too, of course). Although I had successfully worked my way up the corporate ladder, there was something missing. Not dancing anymore left a piece of my soul empty that no job or person could fill it. Cue wine.
Learning about wine has fulfilled me in ways I could never imagine. Wine to me has become a place, an emotion, a connection and a feeling. I truly believe that once you discover this, your wine journey begins.
Why did you start your Instagram account?
ND: I noticed that every time I would post a bottle of wine on my personal account, I would receive a big response. My friends and random strangers were interested in what I was drinking and why. It was for that reason I started my Instagram account. At first, it was just going to be a page logging the wines I was drinking, but then I realized people wanted to put a face behind the bottle. That is how “Grape Chic” was born.
What has been your most memorable wine experience thus far? and most memorable wine bottle?
ND: My most memorable wine experience thus far was having Alessia Antinori herself pour me a glass of the 1973 Villa Antinori Chianti Classico at a 1973 vintage party with the top collectors in New York City. Both the experience and the wine is something I’ll never forget.
You are the founder of the Chelsea Wine Society. Can you tell us a little more about that.
ND: I love this question! The Chelsea Wine Society started when fellow wine blogger, Charlotte Kristensen of @thelondonwinegirl invited some “Instagramers” and fellow WSET classmates for a Chapel Down tasting in lower Manhattan. Upon getting to know each other, we realized most of us were either enrolled in a WSET course or were about to be in the near future. We decided it would be great to meet every few weeks and taste through different regions for study purposes. We called ourselves the Chelsea Wine Society because two of the members lived in Chelsea and that’s where we would usually meet for our tastings. As more people heard of our group, the more people wanted to join in. Since last summer, Charlotte has gone back to London, but myself and the 2 other founders have kept the CWS going strong! Our group now includes more wine influencers and our events are slowly but surely getting sponsored!
What advice would you give wineries or wine companies looking to use the Instagram social media platform to grown their brands image?
ND: Stay true to yourself or your brand, be relatable, and invest in a good camera! I’ve seen too many people “give in” for the likes or engagement, but you’re really attracting the wrong crowd that way. Be patient…the followers will come! I also always tell people to invest in a good camera Instagram is such a visually charged platform…you want to make sure you’re evoking a feeling through your photos.
What is “success” or “successful” for you?
ND: There are so many ways to define success in the wine world! I think it’s important to always remember the small and big victories of this crazy ride. There will always be someone with more wine education than you, more followers than you, and the means to try more exclusive/expensive wines than you, but if you are achieving the personal goals you set for yourself, you are successful.
What are your favorite varietals and why?
ND: I’m a sucker for Sangiovese. I love how it can be a total fruit bomb or very complex with oak aging. Every time I have a sip of Brunello I am instantly transported to a Tuscan hillside.
What is your favorite travel destination and why?
ND: I would have to say Paris is my “spirit city.” The architecture, the history, the food and the romance is second to none. There are so many wine bars and opportunities to try so many premium French wines. You can also take a quick train to Champagne or the Loire Valley as well!
The greatest lesson you’ve learned in this business is….
ND: Community is everything! To be immersed in this community has brought me friendships and opportunities I never thought would be possible. Whether you’re a sommelier, retail associate, blogger, or enthusiast, you have something important to bring to the table. I wouldn’t be where I am today without my fellow peers lifting me up and teaching me new things everyday. Connect with other wine bloggers in your hometown, and go to those wine store tastings you see advertised on Facebook. The wine world is a beautiful place of like-minded people, and I guarantee it will only lift you higher.
On a personal note, what are some of the most important things in your life?
ND: My friends & family will always be my #1. Shout out to my “Instagram Husband” Michael for always being there to snap the perfect shot.
We absolutely love your photos on Instagram. Do you have a tip for other influencers when it comes to photography for their gram or their blogs?
ND: Absolutely! Consistency is key! I found that people respond more positively to a cohesive feed. I was able to achieve this look by purchasing a Lightroom preset. Some of the top bloggers out there sell presets, but you can get them for much less on Etsy. As mentioned before, it’s also worth investing in a nice camera and lens. The lens I use is a 24-70mm f/2.8L.
What do you think is the most important quality for the influencer to possess?
ND: Being your authentic self is far more valuable than giving your audience something false because that’s what you “think” they want to see. They’re there because of YOU and what you have to offer. I have also learned that my audience expects things from me, and if I want to keep going, I need to acknowledge what those things are. A beautiful post of a wine bottle will never be as successful as a post of me in there holding that wine bottle. My audience better relates and connects to the face behind the name, so it’s important for me to acknowledge this and make sure I’m creating content in that direction. Everyone’s audience is different and it takes time to get things figured out. At the end of the day, however, you also have to do what fulfills YOU. This is a creative outlet after all.
