Selena S. Cuffe: Redefining Entrepreneurship and Cultural Impact

1. Could you share a little bit about your journey and, specifically, what inspired you to co-found Heritage Link Brands?

My journey has been shaped by my family, personal experiences, and an unwavering drive to create impact. I was raised in Los Angeles by my mother. My father passed away when I was just a toddler. Growing up, I didn’t fully understand what I was missing, but I observed the role fathers played in the lives of my friends. My grandmother played a pivotal role in the course of my life. She has an incredible story packed with resilience—growing up in the Jim Crow-era South, leaving Louisiana as a young mother, and building one of the first Black fashion houses in the U.S. She worked with legends like the Jackson 5, Janis Joplin, and Cher, which has made her a true role model for me.

Despite this exposure to entrepreneurship, I never saw myself as an entrepreneur. I initially wanted to be a doctor like my father, but a high school visit to a chiropractic college made me realize medicine wasn’t my path. Instead, I pursued international relations at Stanford, a journey that included studying abroad in Colombia, Brazil, Guatemala and Ecuador.

During my sophomore year, a tragic accident changed my life. I was driving from Stanford to U.C. Berkeley when my car spun out of control, resulting in the death of my dear friend Jessica. The weight of guilt that came after nearly broke me, but Jessica’s mother embraced me instead of blaming me. She became my guardian angel, pushing me to move forward and honor Jessica’s legacy. This act instilled a new sense of purpose in me—one that later led me to co-found Heritage Link Brands, LLC.

During and after college, I worked in banking, then transitioned into corporate America with United Airlines and later Procter & Gamble, where I developed sales and marketing expertise, then later into non-profit education management. While doing the latter, a trip to South Africa opened a new door for me—one that led to the creation of Heritage Link Brands.

2. What inspired you to focus on African wines and South African producers?

While working for an international education firm, I noticed that out of the 50,000 students we placed in U.S. exchange programs, less than 50 were from Africa. Determined to change that number, I traveled to South Africa. On my last night there, I saw an ad for the first annual Soweto Wine Festival and decided to attend it.

I had no idea that South Africa had a $3 billion wine industry, rich with history. Napoleon favored its wines, and its vines established Australia’s wine industry. I remember being at my hotel in Sandton, South Africa, flipping through a newspaper when I saw an advertisement for a wine festival. My curiosity led me there, and I discovered an industry with a deep heritage and untapped potential.

At the festival, I fell in love with a Pinotage Rosé and asked the winemaker where I could buy it in the U.S. My now business partner, Vivian Kleynhans of the Seven Sisters Vineyards, was surprised and said they were struggling to get distribution even in South Africa. That was my lightbulb moment. Maybe all my experiences—from working in marketing at Procter & Gamble to learning about global supply chains—had prepared me for this.

I called my husband and told him, “I found the perfect opportunity for us.” When I got home, we invested all our savings and launched Heritage Link Brands, LLC in 2005. Three weeks later, I found out I was pregnant. It was incredibly overwhelming, but I used that time to research and strategize. In 2007, we officially began importing wine into the U.S. with Whole Foods as our first major retail partner. By the end of that year, we had expanded to 26 states.

The timing was perfect. People were eager to understand South Africa’s evolving democracy, and what better medium than wine—a delightful product that naturally brings people together for conversation. Our company quickly expanded distribution, leading to more opportunities, including with clients like Walmart, Whole Foods Market, and Sodexo.

4. How has the experience been introducing diverse cultural narratives to global consumers through your brand?

It has been an incredible journey. People in the U.S. are always eager to try something new, and introducing them to South African wines has been exciting. Due to apartheid and the economic sanctions that followed, the American market has had limited exposure to these wines.

The biggest challenge, however, has been access to capital. Investors and distributors often support brands they already know, which makes it difficult for underrepresented businesses to break through. The wine industry is highly commoditized, and countries like France and California receive significant subsidies for promotion. South Africa, on the other hand, has limited marketing resources. Competing in this space requires creative storytelling and persistent advocacy.

Despite these hurdles, we have stayed true to our mission. We continue supporting the Seven Sisters Farm in Stellenbosch, ensuring that future generations have the opportunity to continue our legacy. Success in the wine industry often takes multiple generations, and I am committed to creating something lasting for my children and the broader community.

Through Heritage Link Brands, I connected with SodexoMagic, a joint venture between Sodexo and NBA legend Mr. Earvin “Magic” Johnson. In 2020, they invited me to lead the venture, empowering me to diversify supply chains beyond wine, impacting food, beverage, and various industries. The role expanded my influence from a small business to a $600 million enterprise. Today, I am Chief Growth Officer of Blackstone Consulting Inc., a black-owned $900 million managed services firm. My goal is to grow it to $3 billion by 2030 while mentoring the next generation of leaders.

5. What do you do to unwind and recharge?

I love live music, especially jazz and soul music festivals. I also enjoy playing board games with my family—Monopoly, Dominoes, and Jenga are some of our favorites. Recently, we’ve been playing a game called Black Wall Street, which educates my kids about the tragic destruction of the Black business district in Tulsa, Oklahoma, while also encouraging a light-hearted, fun game of play.

And, of course, I love to eat! My husband is the best cook in our house. I always enjoy a great meal.