Michelle Martain shared their story and experiences with us recently and you can find our conversation below.
Hi Michelle, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: Who are you learning from right now?
I think I learn from everyone and everything. I feel that I’m at a point in my life where my eyes and mind are more open, able to see the many sides of a face or a story. You can learn so much from a little bird flying around, from a coach speech, or from a good book; everything in our reality is here to teach us something. Life has been quite a journey, and I’m so grateful for all the lessons, both good and bad. I truly feel blessed.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Michelle Martain, and I’m proud to say that what started as a small dream has grown into the largest importer and distributor of Baja California wines in the U.S. Today, my company represents more than 30 wineries and over 200 unique labels — but it all began with just three.
I was born in San Diego and raised in Ensenada, surrounded by vineyards and winemakers. My family owns Cavas Valmar, one of the region’s pioneering wineries, so the world of Mexican wine has always been a part of me. Promoting and sharing these wines feels less like work and more like continuing a family story that started generations ago.
Back in 2004, my catalog was small, and I was learning everything as I went. Over the years, as Baja wines gained recognition, my business grew alongside them. Today, we distribute throughout California, and through partnerships with distributors in other states, we have expanded into markets like Washington, D.C., Virginia, Massachusetts, Illinois, Texas, Florida, Arizona, Georgia, and Puerto Rico.
We also have LMA Wines, our online shop, where we feature everything from well-known, established wineries to tiny, passionate producers making just a few barrels a year. For me, it’s about more than selling wine — it’s about sharing the stories, people, and places behind every bottle.
Amazing, so let’s take a moment to go back in time. What was your earliest memory of feeling powerful?
I realized that when you truly believe in yourself, anything is possible. When I first started the business, I set simple sales goals to keep going, and every time I reached one, I felt so happy and grateful. Each year, I set higher goals and dedicate my energy and focus to achieving them!
When did you stop hiding your pain and start using it as power?
After hitting bottom a few times, I realized that pain only makes you stronger. In those moments, you have two choices: you can stay on the floor, crying and feeling defeated, or you can get up, wipe your tears, and look at the world with clearer eyes. Pain is only temporary — it’s there to teach us something or to push us in a new direction we might not have seen before.
Sure, so let’s go deeper into your values and how you think. What would your closest friends say really matters to you?
Family, I believe, is the center of my life, everything revolves around it.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope they remember and feel inspired by how a young girl with big dreams started a business with just a simple backpack, three bottles of wine, a trolley, and a very supportive family. Those first small steps I took began to pull more and more people along, and I feel so blessed to have been able to help them at the beginning of their journey exporting wines.
Now, some of them have moved on to bigger leagues, and I feel so proud — like a mama bear!
Contact Info:
- Website: https://www.lmawines.com
- Instagram: @lmawines
- Facebook: @lmawines
