I stumbled into wine during the 2012 harvest, spending my days racking barrels and my lunch breaks crocheting beanies for my cellar mates because… why not? That first harvest hit me like a lightning bolt. I bounced through cellar gigs, eventually taking over the East LA market for more than a decade, fueled by an obsession with great wine, even better people, and telling the stories that make both unforgettable.

Itri Cellars is the natural result of my “screw the rules” approach. With no formal education and no money—just grit, hustle, and main-character energy—I bootstrapped a brand that reflects exactly who I am: bold, colorful, inclusive, and unapologetically authentic. Itri is party wine made by a misfit who believes wine should be fun, never intimidating, and always shared with the people who make life taste better.