Founder Behind Oprah-Approved Yedi Houseware to Headquarter Online Wine Shop in DTLA

The new online outlet will go live in February and will operate out of South Park
Wines from Darioush in Napa Valley, along with a slew of other exclusive options, will be available on the upcoming website | Photo: Darioush on Instagram
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Bobby Djavaheri, the founder of Oprah-approved appliance site Yedi Houseware, is launching a new online wine boutique called The Wine Turtle, which he says will go live next month. Wines will be stored and shipped from a facility at 318 W Pico Blvd.

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“My family and I have been fortunate to travel to Napa every year since I was little,” Djavaheri told What Now Los Angeles. “Throughout those years, my family and I have made a lot of friendships with some of the best winery owners in Napa and in my opinion, the world.” 

Among brands that will be sold on the website are Caymus, Darioush and Orin Swift. Djavaheri said that his relationships with Napa vintners will facilitate this acquisition of hard-to-find wines for the site — he also stressed, however, that the selection would be “very price conscious.”

Elegant packaging will punctuate users’ experiences with the service — a description of the upcoming packaging, Djavaheri said, “wouldn’t do it justice.”

So, wine is self-explanatory, but why is “turtle” in the new e-commerce outlet’s name? “Some people tell me I look like a turtle but I like to think my 15-month-old son looks like a turtle, we call him a little turtle,” said Djavaheri.

Christina Coulter

Christina Coulter

Christina Coulter is an eager journalist from Connecticut with dogged tenacity and the sensibilities of a small-town reporter. Before and after graduating from Marist College in 2017, Christina covered local news for a slew of publications in the Northeast, including The Wilton Bulletin, the Millbrook Independent, The Kingston Times, The New Paltz Times and the Rockland Times. For nearly four years before the onset of the COVID-19 pandemic, Christina was the lead reporter for The Saugerties Times, living and breathing the goings-on of the 20,000-strong Hudson Valley community. Christina weathered the pandemic in Atlanta, where she got a taste for the city's people and flavors. After a brief stint covering news in Connecticut and New York once more with The Daily Voice, Christina was taken on by What Now Atlanta and What Now Los Angeles, where she aims to unweave the intricacies of both cities' bright restaurant communities.
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