Joey Wölffer’s The Road We Travel Pop-Up Shop at Platform LA


A couple of my favorite things: Wölffer Rosé, Wölffer No. 139 Dry Rosé Cider and jewelry!

Whenever I’m in NYC and dining out, I always order a glass of Wölffer Estate’s Rosé and/or my absolute favorite, the No. 139 Dry Rosé Cider. It’s very common to find in NYC restaurants and bars. I’ve always wanted it to come over to the West Coast though!

While Californians still can’t purchase Wölffer Estate wines in their own state, we do have time to shop for new clothes at Co-Owner Joey Wölffer’s pop-up, The Road We Travel at Platform LA. Joey curates a Hamptons-meets-boho collection from an array of her favorite luxe designers.

If we can’t sip on a glass of Wölffer Estate Rosé in LA, we can at least dress like we do! I had a moment to chat with Joey about this pop-up among other things.

Joey Wölffer and myself!

Joey Wölffer at Platform
8830 Washington Blvd, #101, Culver City, CA  90232

JG: How will this pop-up be different from your Sag Harbor and Nantucket locations?

JW: My ascetic is always the same. But LA is sophisticated and glamorous, so for this pop-up, I added a little sparkle to my boho ascetic. I haven’t been able to showcase here, so I’m very excited for that. When Platform reached out to me, I thought “to be amongst these other brands is so great.”

JG: It’s the perfect opportunity to get your brand out among LA locals! Any spots you’re excited to check out while you’re in LA?

JW: Pasadena flea market for sure and Sugarfish by Sushi Nozawa.

JG: How hectic is it trying to juggle the wine business, clothing retail, and a child?

JW: I wouldn’t be as productive as I am if I didn’t do both. I love keeping busy, but I can admit, I feel too stretched out sometimes. I’m lucky to have a good team. In fact, this is a pop-up location only, so I can do multiple things.

JG: Rosé has grown in popularity so much over the past decade. How does Wölffer Estate separate themselves from the other vineyards that are trending?

JW: We don’t want to be a trend. We want to be around forever. We produced our first rosé back in 1995. When we did a Provence-style rosé, people thought we were crazy. And look at the popularity of our rosé now! Our goal is to serve quality wines and for guests to enjoy the vineyard.

JG: Were you there when Real Housewives of New York showed up to the Wölffer Estate? If so, who’s your favorite Housewife?

JW: I wasn’t but they’re great! I’ve known Luann for a few years; she’s a friend to my dad. So I have to pick her! It’s nice they (Bravo) supports us so much. There was no drama, luckily, the ladies were well behaved in this scene.

JG: Any advice for women pursuing anything in the creative field?

JW: I encourage anyone going into the creative field to make sure you learn at a bigger level. Make mistakes and have some experience before you go out on your own. It’s also very important to make sure your product is authentic and original.

Check out Joey Wölffer’s The Road We Travel at Platform LA and sure to follow her Instagram page here.


Actress and Founder of Girls on Food: I was born and raised in the suburbs of Sacramento, California. I grew up a typical “McDonald’s kid”. I was very picky about what I ate and refused to try new foods. No fun, I know. My Mom started taking me on trips to Europe when I was a teenager and that’s when my palate for finer foods began to develop. Some of my most memorable favorite meals include Veal Bolognese in Rome, Gyros in Athens, Paella in Lisbon and Duck L’Orange in Paris. While this helped me grow out of a fast food phase, I still eat out quite a bit. I know I should be at home cooking, but I love dining out. I started working in restaurants in various front of the house positions at age 15. Since my start, I’ve worked in every casual restaurant setting you can think of: a teriyaki stand, brewery, sushi nightclub, trendy Mexican, family-style Italian, American diner, pizza parlor and even a BLT themed food truck. I can't help but notice that many of the LA food bloggers don't have any sort of background working in a restaurant. A lot of my perspective on food and dining out comes from my years of experience in the biz. Since starting this blog, I have shot appearances on a couple of cooking competition shows as a taster (including MasterChef Junior and another upcoming show). We have also started producing a Youtube Channel. IMDb page here: For this site I contribute content from all over Los Angeles (and the world) to showcase my favorite fine-dining spots, steakhouses, exclusive supper clubs, Hollywood nightlife and our very own #GOFx events, which I plan and coordinate.