From Spain, with Love
An Unconventional Journey from Fashion to Spanish Fine Wine, Beer and Beverages!
From Spain, with Love
I’ve often been asked how a woman like me found her way into the wine and beverage industry after spending a lifetime as a fashion designer, overseeing large-scale production worldwide. The truth is, my journey has been anything but ordinary.
When I launched IYLIA, it didn't start with wine—it began as a luxury fashion brand, a concept that I always imagined growing into a far-reaching luxury lifestyle collection. In 2019, over a lunch in the West Village with my sister and a brand consultant, I first voiced my vision out loud. I expressed my desire to expand IYLIA beyond fashion, into wine, beer, candles, homeware, and more. At the time, it seemed like a far-off dream, because as any entrepreneur knows, starting a business is a massive undertaking in itself, let alone diversifying into new industries.
As I delved deeper into the prospect of venturing into the beverage world, which I knew nothing about at the time, it felt almost preposterous. After all, I had just signed a deal to manufacture my shoe collection in Spain, the same facility producing pieces for Louboutin. I was riding high, filled with excitement for the future of my fashion line. But life has a way of unfolding in unexpected ways, and Spain was about to become far more than just a business place for me—it would become the heart and soul of IYLIA's transformation.
A Love Affair
My love affair with Spain began 15 years ago, on a business trip to Barcelona. I was working for a fashion company at the time, and had been encouraged to visit the city for design inspiration. As I checked into my boutique hotel on Las Ramblas, eager to soak up the city, I was met with an unexpected cultural phenomenon—the infamous 'siesta'.
Ravenous after my transatlantic flight, I decided to forgo my usual post-travel shower and seek out a local recommendation from the concierge. To my surprise, I learned that everything was closed in the middle of the day until sometime after 4 pm. Even the hotel's room service was limited to tostada, with a choice of toppings I had to select quickly before the staff left for their own midday break.
As a well-traveled New Yorker, I wasn't entirely naive to the world's varying cultures, but the idea of an entire country essentially shutting down for hours each day was a mind-bender. How could a major city function this way? It was a stark contrast to the non-stop pace I was accustomed to.
Yet, what started as frustration and bewilderment soon gave way to a growing admiration. As I wandered the streets later that day, I began to appreciate the beauty of this cultural practice. The vibrant colors of the buildings, the lively chatter of locals, and the aroma of fresh tapas wafting through the air created an atmosphere that was both enchanting and inviting. I found myself drawn to the local markets, where vendors proudly displayed their goods, from fresh produce to artisanal cheeses. Each stall told a story, and I felt a connection to the people and their traditions. This was not just a place; it was a living tapestry of history and culture.
It wasn't a fashion capital like Paris or Milan; it was a city rooted in rich tradition. The more I explored, the more I realized that Spain was not just a backdrop for my design inspiration; it was a source of creativity and passion. I fell in love with the architecture, the vibrant colors, and the warm, welcoming people. I remember going back to New York and realizing how absent Spanish wine was from my local wine shop. It wasn't readily available, and that moment planted a seed in my mind, one that would eventually blossom in unexpected ways.
The Pivot
Fast forward to 2020, and that seed would have the chance to grow in ways I never anticipated. At the beginning of the year, I was already six years into manufacturing IYLIA in Spain. I had chosen Europe, and specifically Spain, for its smaller production lines and proximity to luxury materials, as well as the country's rich tradition and culture.
As I traveled back to Spain in early 2020, preparing for my spring production, I was blissfully unaware of the seismic shift the world was about to undergo. When the COVID-19 pandemic hit, and I chose to remain in Spain during the lockdowns, everything changed. As weeks became months, and we all observed the ways in which life would never be the same, fashion began to feel less relevant. I intrinsically knew consumers were going to shift toward more meaningful experiences—food, wine, and travel. I felt this way myself.
This marked the moment for IYLIA's next evolution. The alcohol industry was considered an essential business, so production continued to churn. I needed a project, and if there was ever a time to 'pivot' into the beverage industry, it was now. Every industry was bracing for uncertainty, which meant there could be an opportunity to take meetings with these facilities as they might be open to new business ventures. So, I threw myself in, meeting with wineries, distilleries, and production facilities across Spain to find the perfect partners for what would become the IYLIA collection.
I visited sun-kissed vineyards in the countryside, where I learned about the meticulous process of winemaking, from grape selection to barrel aging. Each sip of wine told a story of the land, the people, and the dedication that went into its creation. I knew then that I wanted to incorporate this rich heritage into my brand.
The Spanish Way of Life
As the COVID restrictions began to loosen and stores reopened, Spaniards returned to their "Alegría de Vivir" (joy of life). People hosted one another, and the celebration of life resumed. As I delved deeper into the world of wine and beverages, I discovered the art of pairing flavors. I envisioned creating a line of wines that would not only reflect the essence of Spain but also complement the lifestyle I was building with IYLIA.
I was no longer an outsider looking in, or someone who visited a couple of weeks at a time and left; I was now essentially living in Spain, immersed in the local community. I spent time with my Spanish friends and their families, taking in the landscape and traveling the countryside for pleasure. It was a unique experience; the Spanish way of life is unlike anything I had ever experienced before. Their passion for life is unparalleled.
I wanted to offer my customers that essence, that passion, that uniqueness for life and living. I envisioned creating an experience that went well beyond just a product - a bottle of wine, beer, or beverage. After all, there are still unique varietals that are indigenous to Spain which you will find nowhere else. I wanted to create moments of joy and celebration, where people could come together to enjoy good company, delicious food, and our exceptional IYLIA wines, beers, and other beverages.
I wanted to share this Spanish way of life, this zest for living, with my customers in an authentic and immersive way. It was no longer just about launching a brand; it was about capturing the spirit of Spain and sharing it with the world.
A Journey
Building IYLIA into what it is today has been an incredible journey. It's about more than just wine. It's about connection, culture, and celebrating the richness of life. Every bottle of IYLIA wine represents the vibrancy, warmth, and tradition of Spain. As I continue this journey, I invite you to join me in raising a glass to life's shared moments. From Spain, with love, cheers to the adventure ahead!
This journey has been transformative, not just for my brand but for me. I have learned to embrace the unexpected and to find beauty in the moments that challenge my understanding. Spain has taught me the importance of slowing down, savoring life, and appreciating the little things. It has inspired me to create a brand that embodies these values, one that encourages others to explore, indulge, and celebrate the richness of life.
As I continue to grow IYLIA, I am excited about the future. I see endless possibilities for collaboration and innovation. I want to share my love for Spain and its culture with others, inviting them to experience the joy of wine, the warmth of community, and the beauty of a lifestyle that celebrates the finer things in life. My journey is just beginning, and I can't wait to see where it leads.
By the way, in case you’re wondering, I chose the name IYLIA for its meaning: sublime, superb, and a person of high standing. Salud!
Oxo,
Layla-Joy
Founder of IYLIA.
Hello Pat, I hope this message finds you well.... https://iylia.com. Thank you :-)
Where can i purchase this wine? I live in Akron, OHIO 44319