Roots of Resilience: How a New York City Couple Found Prosperity in the Luberon
Rooted in the Luberon: How a New York Couple Planted a Wine Legacy in Provence
Tucked away in the rolling hills of the Luberon Valley, far from the towering skyscrapers and incessant sirens of New York City, lies the picturesque village of Bonnieux. At first glance, it’s the kind of scene that makes “social media influencers” weep with joy—ancient stone houses baked golden by the sun, swallows swooping between weathered shutters, and locals debating Olympique de Marseille’s latest performance with a level of intensity typically reserved for matters of state. All while nursing tiny cups of espresso, of course.
But beneath this idyllic postcard exterior lies a story of reinvention, a tale of two city dwellers who swapped management and retail for vineyards and traded the frenetic pace of Manhattan for the slower, richer rhythm of village life. Enter Pierre and Jessica, a Franco-American couple who left behind corporate careers to open Racines, a wine shop that has since become a cornerstone of the community.
A Pandemic Epiphany: The Leap from Wall Street to Wine Country
If I told you that a couple from New York moved to rural France to open a wine shop during a global pandemic, you might roll your eyes and say, “Of course they did.” After all, isn’t that the plot of every book we devour when dreaming of escape? Jessica, in fact, had recently read *A Year in Provence*, and like so many before her, found herself fantasizing about village markets, sun-drenched vineyards, and impossibly long lunches under plane trees. When COVID-19 turned New York into a claustrophobic pressure cooker, the couple asked themselves the question we’ve all pondered at some point: *What if we just… left?*
And so, they did
From City Lights to Vineyard Vistas
Pierre, being French, had a home-court advantage—connections, language fluency, and an ingrained understanding of terroir. Jessica, however, was no stranger to reinvention. Having managed a high-net-worth family office in New York (a job requiring more diplomacy than a UN peacekeeping mission), she was ready for a new challenge. Together, they packed up their lives and embarked on an entirely new adventure in the heart of Provence.
Racines: A Wine Shop with a Soul
Nestled at the base of Bonnieux, their shop, Racines—French for “roots”—is aptly named. It represents not only Pierre’s return to his homeland but also the deep roots required to grow exceptional vines—and, by extension, exceptional wines.
Starting a business in a tiny French village is no small feat, let alone during a time when the world seemed to be holding its breath. Small-town skepticism was inevitable. Outsiders, especially ones with big city ideas, can be met with raised eyebrows. But as anyone who’s spent time in France knows, a good bottle of wine has the power to smooth over almost any reservations. And that’s exactly where Pierre and Jessica excelled.
Curating a Collection Worth Traveling For
Racines isn’t just a wine shop—it’s a love letter to the best of French winemaking. Pierre, leveraging his finance degree and years working for an esteemed New York wine retailer, spent months traveling across France, visiting vineyards, and handpicking wines that reflect the artistry and passion of their makers. These aren’t the mass-produced bottles cluttering supermarket shelves; they are small-batch, artisanal creations, each with a story to tell.
Jessica, with her razor-sharp business acumen and an eye for detail honed in the world of high-stakes management, ensures the shop’s selection is both exquisite and approachable. No wine snobbery here—just a warm welcome and the assurance that whatever bottle you leave with, it’s going to be something special.
From Newcomers to Village Pillars
It didn’t take long for Bonnieux’s business community to embrace the new kids on the block. In small villages, word spreads faster than the mistral wind, and soon, Racines had a loyal clientele—locals, second-home owners, and the occasional tourist lucky enough to stumble upon it. Before long, their shop became more than just a place to buy wine; it became a meeting point, a hub for conversations about everything from the latest vintages to the best boulangerie in town (fun fact -there’s only one).
As Racines’ reputation grew, so did its reach. Visitors from surrounding villages began making special trips to sample the handpicked selection. Regular tasting events followed, with plans now underway to expand into cheese pairings and curated dinners designed to highlight the perfect wine and food combinations.
Passion, Perseverance, and the Power of a Great Bottle
What makes Racines special isn’t just the wine—it’s the people behind it. Pierre talks about wine the way some people talk about their children: with a mixture of pride and reverence. He isn’t just selling bottles of fermented grape juice; he’s sharing a slice of French heritage, a connection to the land, and the centuries of tradition poured into each vintage.
Jessica, meanwhile, brings a level of professionalism that ensures every detail is thoughtfully executed, from the curation of the shop’s selection to the way customers are guided through their choices. The result? A space that feels less like a shop and more like a gateway into the world of exceptional French wine.
The Reality of Running a Dream
Of course, it hasn’t all been sunshine and rosé. Running a small business is exhausting, and the romanticized vision of village life often collides with the reality of long hours, bureaucracy, and the unpredictability of retail. But through it all, Pierre and Jessica have built something lasting—something that has not only survived but thrived.
Two years after opening their doors, Racines is a vital part of the village fabric. On any given day, Pierre can be found chatting with customers about the latest Rhône releases, while Jessica ensures every visitor leaves with both a perfect bottle and a memorable experience.
As I sit here, sipping a glass of red that Pierre assures me is *not to be missed*, I can’t help but marvel at what they’ve accomplished. In a world that often feels uncertain, their story is a reminder that sometimes, the best thing you can do is plant yourself somewhere that feels like home and grow something meaningful.
So, if you ever find yourself in the Luberon, make a stop at Racines. You’ll leave with more than just a bottle of wine—you’ll leave with a taste of Provençal life, a sense of connection, and perhaps a renewed faith in the power of following your roots.
P.S. For those interested, the images accompanying this post were captured using the Leica SL3, Leica Q3, and Leica Q3 43. Because when you’re documenting something this beautiful, only the best will do.
Cheers,
M.
