Have you always dreamed of having a wine cellar filled with the finest vintages? That’s exactly what Madame Wine, Sophia Risch, offers through her self-proclaimed title as a “wine expert.” With her company, Madame Wine, she provides a tailor-made service to all wine enthusiasts. It’s a success story we all love.
Madame Wine is to wine cellars what a personal shopper is to meticulously curated wardrobes. This company specializes in creating prestigious wine cellars with a feminine touch. And its founder, Madame Wine, Sophia Risch (formerly known as Zaïme), is not only a woman but also 100% Moroccan. Shoelifer couldn’t miss the opportunity to have a conversation with her.
A passion that stems from afar
Sophia Risch grew up in Casablanca, where she received what she describes as a “rigorous” education. While her parents were particularly strict and concerned about her success in daily life, the young girl noticed that a mysterious elixir had the virtue of relaxing them. “During weekends, they often had their friends over, and it was always an occasion to open a bottle of wine. What struck me the most in those moments of conviviality was the outpouring of joy and the invisible connection that wine seemed to create among people.”
At the age of 12, without ever having tasted a drop of alcohol, she was already fascinated by the product. She devoured books on oenology (starting with “Wine for Dummies”) and discovered a genuine passion for the wine world. In high school at Lyautey, where she pursued her studies, she was convinced that she would work in the wine industry in the future. However, in her final year in Paris, her career counselor had a different perspective and directed her towards a more conventional path.
After completing her baccalaureate, Sophia Risch found herself in a preparatory class for business school. She then landed in a business school where she followed a rather traditional path (with a specialization in finance). However, her passion for wine never left her. She quickly joined her school’s oenology club and seized the opportunity to gain professional experience in a wine cellar in the United States.
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As they say, old habits die hard.
You may wonder why she chose the States. Well, it was because an alumni of her school had built his business in the wine industry there. At the age of 22, while she was only seeking a simple internship, she unexpectedly found herself as the manager of “Happy Wine,” a wine cellar in Miami. Suddenly, she was thrown into the deep end, having to navigate on her own (and manage 9 Cuban employees, among other tasks).
After facing a few obstacles and drawing on her Moroccan background to connect with her colleagues, this rising “Moroccan of the World” managed to establish herself in this seemingly hostile and exclusively male-dominated industry. She became so comfortable that she no longer had any desire to leave. However, a few weeks later, Caves Legrand contacted her for an interview. She spent four years in this renowned Parisian institution, steadily climbing the ranks to become the Sales Director, before deciding to spread her wings.
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“Someone takes care of my wine.”
In 2013, Sophia Risch founded Madame Wine, a personalized service that assists individuals in designing their own prestigious wine cellars from A to Z. “During my experiences, I noticed that despite France being the epitome of wine country, 99% of French people didn’t truly understand wine. I wanted to be that trustworthy person for those who didn’t have the time or sufficient knowledge to create their own wine cellars.”
So, how does this “Moroccan of the World” work? Mainly through word of mouth. And practically? She receives clients in her offices located between George V and the Champs-Élysées. “People come alone or as couples. They sit on my couch, and we have conversations, much like therapy”, she laughs. Those who seek her services have various reasons to consult her: sometimes it’s for convenience (not wanting to go out every evening to buy a bottle), but it’s also about prestige:”Someone takes care of my wine”. And it’s also about the pursuit of quality above all else.
Based on discussions about their tastes and motivations, Sophia Risch designs her clients’ unique wine cellars. Contracts are established for the long term (a minimum of 12 to 18 months). Her customers business owners, celebrities, Michelin-starred chefs, as well as palaces located around the world, whose names she naturally keeps confidential. What sets her apart? Her expertise in wine selection and sourcing, as she allows her clients to access the world’s finest wines through a carefully nurtured network within the wine industry. In fact, 30% of her work involves traveling the roads of France (and the world) in search of the great wines of tomorrow.
Gradually, “Madame Wine” has become a hallmark of wine quality. She even recently participated in the series “Les rois de la démesure” (The Kings of Excess), where she accompanies wedding planner Fabrice Orlande from Cocoon Events (who also has a subsidiary in Marrakech). It’s worth watching if you want to learn more about Madame Wine.
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Her three favorite wine references are :
– Silex 2015 from Domaine Dagueneau (white wine)
– Domaine de la Grange des Pères, 2018 (red wine)
– Les Carelles from Maison Selosse (champagne)
Photo (c) : Madame Wine
