4 minute read
Crown & Stem
ByKaren B. Gibbs
THE BERG FAMILY’S GEM OF A WINE
The Berg family is known for providing extraordinary attention to Lee Michaels’ customers. But did you know that they’ve also channeled that same energy to create their own blend of fine wine? In the lush Napa Valley region of California, they sipped and swished numerous varieties of wine to create their signature blend of Crown & Stem. In the process, they learned a valuable lesson.
“I blended the first bottle of Crown & Stem with friends but this year I wanted to involve my sons,” says Lee Berg, founder of Lee Michaels Fine Jewelry. The trip to Napa Valley for sons Ryan and Scott and their wives was an easy sell.
“One of the many things that Dad, as our patriarch, tries to instill in us is that we are a family and we should get together often,” says Ryan, Lee Michaels co-president. “Working together can be challenging at times. This trip was an opportunity to continue bonding on more of a personal level.”
“For me, the best part was being able to spend time with family, relaxing and sharing that great experience,” says Scott, Lee Michaels co-president. “Building the flavors to find the best blend is similar to how we run our family business. You take all the strengths and blend them together.”
“That’s so true,” adds Ryan. “In our business there’s a lot of compromise, a lot of trust and a lot of communication. The same is true when blending wine. No one’s palate is better than the other, it’s just different. Because each of us gave our opinion on the taste, it resulted in a better wine.”
While at the Wine Foundry for the blending process, the family not only discerned the subtle nuances of various wines, they also noted the Foundry’s impressive attention to detail. “All we needed for the tasting session—various wines, glasses, water, crackers, spittoon—was set out in preparation for us. That reminded me of what we do at Lee Michaels,” says Lee. “When showing a fine timepiece to a customer, our associates wear gloves, place the watch on an elegant tray and have a mirror so customers can see how the watch looks on them.”
The family continued to notice this attention to detail that evening when sharing an exquisite meal at the world-famous dining establishment, The French Laundry. “From the minute we entered the door until the minute we left, the staff of the restaurant was attentive to our every need,” says Lee. “Our dining room was decorated with beautiful flowers. The table was perfectly set. The staff asked if we were celebrating a personal occasion. During our dining experience—it was much more than a meal—the staff made sure we were enjoying every course. They catered to us and truly wanted to develop a relationship with us. We felt valued and welcome. I realized that’s no different than the relationship we work hard to develop with our customers. We take pride in helping them find the perfect gift to celebrate the special moments of their lives. There’s a story in every Lee Michaels box, and we love being part of it.”
“Our clients are really our friends,” says Ryan. “In many ways, they translate into family. Because we don’t live in the same city with our family any more, we’ve got to find ways to make other connections. As a family, that’s what we like to do.”
Another similarity between their business and The French Laundry became apparent when they met chef and owner Thomas Keller. “We noticed that he was wearing a Rolex with an Oysterflex bracelet—the same bracelet watch from Rolex that Dad, Mom, Ryan and I were wearing,” says Scott. “It was kind of neat to learn that Tom is an avid Rolex enthusiast like us. Naturally, we took a picture with all of us showing our Rolex watches.”
Tom Keller’s leadership style also struck a familiar chord with the Bergs. “He leads the process from the front which is the way Dad taught us to lead the company,” says Ryan. “He’s in the kitchen dressed in his full chef’s outfit, paying attention to every detail, seeing things and helping. We, too, lead by example and are involved on the front lines of every aspect of the business—serving customers, setting up displays, merchandising. We don’t just sit in an office and pull levers— and neither does Thomas Keller.”
World-class businesses such as these cater to their guests on a very elevated level. That’s what made the Napa Valley experience very memorable and extraordinary for the Berg family. And that’s what they want to continue to do for their own family of customers. “There are many things we took away that we can ultimately implement in our business,” says Ryan. “At Lee Michaels, catering to our customers is a continual learning process, an evolution.”
Here’s to that evolution—and here’s to toasting your next Rolex with a glass of Crown & Stem.
— RYAN BERG
