Greetings ,

tl;dr In this episode, vintner Jamie Rajo shares how she’s disrupting Napa Valley’s wine industry with Trois Noix by championing community-driven business practices, B Corp certification, and authentic leadership focused on social impact and inclusivity.

Legacy and Leadership

For many, Napa Valley conjures images of tradition: grand estates, storied family legacies, and wines with pedigrees as old as the vines themselves. But in this episode of Business as UNusual, host Aicila sits down with Jamie Araujo—vintner, adventurer, and unapologetic disruptor—to reveal how the modern wine business is being reimagined from the inside out. Jamie, whose journey began abroad and led her back to her roots, shares how instinct, serendipity, and a dash of rebellion created Trois Noix, a winery built on unconventional practices, B Corp ethics, and a community-first spirit. If you’ve ever wondered what it takes to roll out social change in an industry steeped in status quo, Jamie’s “foam roller” approach to tough conversations and breaking the mold will keep you hooked.

What sets this conversation apart is Jamie’s refreshingly frank perspective on balancing heritage with transformation—and her willingness to tackle crunchy topics like generational shifts, industry inequities, and the power of visible leadership. From forging meaningful connections with new, deeply skeptical consumers to championing inclusive mentorship and living her values as Napa Vintners’ first openly gay chair, Jamie proves that success isn’t about blending in, but standing up—and standing out—for what matters. Tune in for a behind-the-barrel view of business as a force for good, and discover why authenticity, transparency, and a little bit of luck may be the ultimate secret ingredients in today’s fast-evolving landscape.

Listen Here to This Week's Episode

And remember- stay unusual-- Aicila

PS Curious about how I can help you bring ease into your workflow? Stop in at my Plaza room to learn more.