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

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.

“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.