Stepan Baghdassarian, the president of Rio Joe’s Brands, transitioned from a 14-year law career to the wine industry in 2005. His passion for wine stems from its natural variability and cultural significance, which he believes fosters connections among people.

Based in Van Nuys, Baghdassarian’s company specializes in niche e-commerce platforms like WinesOfArmenia.com and the upcoming WinesOfGeorgia.com. These sites focus on importing and distributing specific regional wines directly to consumers across the United States.

Initially, Baghdassarian faced challenges competing against larger companies as a generalist in the online wine market. However, his strategic pivot towards specialization has positioned Rio Joe’s as a go-to source for Armenian and Georgian wines, which he attributes to the company’s success.

He emphasizes the importance of learning from mistakes and adapting to market changes. For aspiring entrepreneurs, Baghdassarian offers key advice: stay focused, seek mentorship, avoid negativity, be ready to pivot, and practice delayed gratification.

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