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Meet Lyssa Hurvitz of Wishes & Wine in Burbank

Today we’d like to introduce you to Lyssa Hurvitz.

Lyssa, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I first fell in love with wine when I was studying abroad in Florence one summer in college. Since then, over the past eight years, I had become increasingly interested in the world of wine and how complex it is. Late in 2018, I decided to create an Instagram account, meant to just be personal, where I could take photos of the wines I was trying and do my own little reviews. My intention was just to use it to connect with other wine lovers and get recommendations for wines I should be trying.

Within about a month or two, I had accumulated only about 150 followers but quickly discovered that there was a niche community on social media of wine-lovers and bloggers. I decided to step up my game in an effort to really get more involved in the community and created my blog. I dove into the world of Instagram analytics and strategy and in the past six months have accumulated over 4,000 more followers around the world. I’ve also met a handful of other wine ‘influencers’ and have made a bunch of friends through it.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Trying to create a brand via Instagram is definitely a challenge. Not only do you have to worry about constantly engaging with your audience, you also have to consistently focus on trying to attract new followers. Instagram also has all sorts of algorithms that can either help your content gain more eyeballs or hurt it by hiding it from potential new followers.

It’s also difficult to balance expectations from different brands. Some wineries are happy to send you complimentary bottles in the hopes you’ll post about them, but others want to set terms and requirements without offering payment. It can be frustrating if a winery you really want to work with will only send you a bottle if you post three times and use specific language — content that should technically be considered a paid Ad. In the ever-changing world of social media, standards of advertising and promotions aren’t necessarily well-known yet. It’s a lot of managing expectations and sticking to a standard.

Please tell us about Wishes & Wine.
Wishes&Wine is my modest little Instagram where I showcase wines (primarily from California) and travel destinations. My aim is to make wine more approachable for the average consumer and wine enthusiast without any formal schooling. I do plan on getting training in the wine industry at some point, but for now, I’ve been focusing on self-learning and going to tastings with friends in the community. Being a wine enthusiast doesn’t mean needing to be a “wine snob,” and I try to aim on showcasing affordable and approachable wines on my page.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My boyfriend and a few of my friends have been incredibly helpful in helping me create content. I have a DSLR and am really particular about photo quality on my page, so I often need someone to help me with taking photos. They all get paid back by getting to share my wine!

Contact Info:

Image Credit:

Photo credit: Lyssa Hurvitz / Wishesandwine

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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