LuxLife: The Mondavi name is synonymous with great wine. How did you get interested in skin care products?
Carlo Mondavi: The Davi story really begins with my family’s history in the winemaking business. My roots are in Napa, having a hand in everything at the winery - literally - from picking grapes to making wine to marketing and sales. One day, I was shoveling the pommace, the by-product of grape skins and seeds that result from the wine-making process during fermentation, and I started questioning what we do with this. Obviously, there are the benefits to enjoying wine, as it’s known to be packed with antioxidants, which is the key factor in anti-aging for the skin and our overall health. Knowing this, I began further study into the antioxidants found in grapes. After researching UC Davis studies, I confirmed that there are numerous antioxidant ingredients found in the fermented grape extract. Now, to bridge the gap, I have always known that as we breathe we oxidize, and, in order to keep our health up we have to eat fresh fruits, vegetables and drink red wine, but I did know that the number one cause of aging and damage to our skin was free radicals. I soon discovered the long-known fact that the number one combatant to free radicals on the skin is antioxidants. Knowing that we had this fresh, pure antioxidant, I sat down with my Nonno, or grandfather, Robert, to talk about the idea of a skincare product using the health benefits in the grape.
LL: Do you plan to expand your line to more than nine products?
CM: Our focus and single most important objective is to formulate the finest skin care products with the finest ingredients, but there is also a big picture plan that goes beyond a skin health business. We are building Davi into a luxury brand group, taking the LVMH business model but on a more boutique scale. We currently have a stemware line by Waterford Crystal and are making a few barrels of wine
Carlo Mondavi, turned to what he knew best, as a third generation vintner, he has created a line of skincare with roots firmly planted in his family’s vineyards. The result is Davi (daviskin.com), a line of luxury skincare encompassing the by-products of the winemaking process coupled with the latest innovations in modern technology.under the Davi label. Davi will be launching a wine-infused chocolate truffle that comes from a secret recipe. We have developed a leather goods section, accessories and on the beauty side, a fragrance that is inspired by the fresh, deep smells of Napa and its warm grape fermenting cellars.
LL: Right now, Davi is found at Bergdorf Goodman. Do you plan on launching your products with other vendors?
CM: Davi is worldwide in a very select way. We launched Davi in October 2006 at Bergdorf Goodman in New York and May 2007 at Selfridges in London. As of fall 2007, Davi is also available at Lane Crawford in Hong Kong. Locally, Davi is available at Meadowood in Napa Valley, where you can get special Davi treatments.
In addition, in fall 2007 we launched a partnership with Peninsula Hotels with an exclusive in-room amenity line of Davi products.
LL: What are the most important ingredients in your products that set you apart from other skin care lines?
CM: Our point of difference definitely lies in Meritage, our miracle worker. It’s a Davi-proprietary ingredient that we incorporated into every product in the line. Meritage, a microencapsulated anti-aging complex, is a mixture of extremely high-level antioxidants such as grape leaf and fermented wine extracts, grape, green tea, bilberry, black currant oils, olive, raspberry, rosemary and soybean. To get the full benefit of the ingredient in the skincare, the Meritage anti-aging complex is preserved in formula until the moment it is applied to the skin. It then replenishes and feeds skin with wellness for up to nine hours. The Meritage complex is so key to the brand that we felt it was imperative to incorporate it into every product’s formulation, but at its highest level in the le Grand Cru.
LL: What is your definition of luxury?
CM: I was just talking about this the other day. To me, luxury is a lifestyle and it does not have to be a private jet or 150-foot yacht in Cannes, which can end up being a headache. Luxury is the ease of life and overall happiness in daily rituals. It is the ability to follow your dreams and take once-in-a-lifetime chances. It is the perfect glass of wine with family during dinner, or the laughter that continues well into the morning hours.
LL: What is your most luxurious item?
CM: I have a few bottles of 1966 Robert Mondavi Cabernet that was my father and Nonno’s founding year after Charles Krug. Outside of the family memorabilia, a little while ago I bought an A. Lange & Sohne watch that will eventually be passed on to the next little Mondavi kid when he is old enough.
LL: How do you live a LUXLIFE?
CM: I need to be fulfilled in all areas of my life. That means staying active. I like to get out and surf and snowboard whenever I can. It means travel; seeing all of the different parts of the world is enlightening. It means spending time with my friends in LA and beyond, and of course, my family in Napa. Sitting down for a family dinner, having a glass of wine with my grandfather, just relaxing and enjoying the good life.
