Nichelle and Nicole Nichols are creating magic in the most uncertain times. These twins are the co-founders of The Guilty Grape (TGG), a new direct to your door wine company.
Originally from Chicago, the Nichols twins are building not only a delicious product, but a lifestyle. TGG operates on the tagline, “sometimes guilty, always good,” and it really speaks to the heart of the co-founders and the legacy they want to create.
“I mean we really are an untraditional company in untraditional times, but we make it work,” Nichelle Nichols told The Block, “Our word of the year has been pivot.”
And pivot they have. The Nichols twins have started to cultivate a brand that shows Black and brown people in luxury.
In addition to a pandemic, the twins have been overcoming the challenges of moving into a predominantly white male space, being young, and being Black women. Yet, through it all, not only have they managed to rebrand, but they have also made their way onto Ellen’s 2020 Holiday Gift Guide.
“You have to learn to become a savage,” Nicole Nichols laughed. “In a difficult business, one cannot rely on their wits. Instead, you have to be surrounded by the correct team that can buy into the vision and legacy.”
The twins reiterated that this business [the wine business] is not easy, and it’s expensive. But, you have to be hungry for it, and it takes building it to get it all together. Aside from their wine products, candles and glassware, TGG is creating a new standard for branding and marketing.
“Our culture changes any industry we enter,” Nichelle shared.
Being in tune with this, they have consistently looked to work with Black and brown people, and share a different narrative. Their branding shoots, and even their team consists of people of color, and their team is all women. But, when you are tapped into the culture, it is easy to find the talent.
TGG is all about building a legacy, and something for women and people that look like them. The ladies have graciously accepted the advice and mentorship of the McBride Sisters, and encourage developing a mentor/mentee relationship that will help you grow. They have found that within this industry, women have been the most supportive. The support is not limited to women of color, but all women. These women want to see change, and they are helping each other open the doors to success. As the doors are open and wine is being added to customer’s carts, TGG is working to make new cultural norms that encourage client loyalty and newcomers.
The Guilty Grape is not looking for competition, but rather community, because “there is room for all of us,” as Nicole states.
“We want our customers to feel invited to be part of this. The community is not exclusive, but rather inclusive of all people, and leading with Black and brown individuals. WE are meant to be here.”
As we continue to advocate to shop Black-owned and support small businesses, The Guilty Grape is the perfect gift to send to someone you love (including yourself). It’s a party with The Guilty Grape girls, come join them and be part of a new community. Stay up to date on new launches, and giveaways on their instagram account @theguiltygrape, and be sure to place your order at www.theguiltygrape.com.
