Lydia Mondavi may have married into a legacy of wines, but her intellect and razor-sharp business ideas continue to pave her way toward the lucrative beauty industry, which she loves so much.

A decadent and captivating  spirit surrounds the vineyard-lined roads of Highway 29 in Napa Valley. This world-famous territory offers vibrant landscapes, regional charm, and a love for soil that inspired Lydia Mondavi to fashion her elite new grapeseed beauty line, 29 Cosmetics. Though roused by West Coast allure, 29 hails from Atlanta. A fifth generation Atlanta native, Mondavi made a name designing spas and cosmetics for leading skincare companies around the world. A marriage to Robert Mondavi of the internationally recognized Robert Mondavi Winery established a new home in Napa Valley and a genuine ardor for wine. After 13 years of experience in the field of beauty (and a vineyard in her backyard), Mondavi combined her passions to create a beauty vision with the benefits of wine.

Now if a business owner can speak of the allure needed in an appealing market, many would vow their business plan would be primarily executed by a good idea. Mondavi agrees; however, she also believes it comes down to marketing and its research. “For some time, I have been consulting spas and beauty lines and the one thing I find in common amongst them all, is the need for strategic marketing,” she says. “You simply can’t live without it. If truth be told, how many times have you seen a horrible product receive esteemed profits from our nation? Some dumb-down our arenas, while others provide some intellectual stimulation yet all have the key to promotion. That doesn’t necessarily mean it’s the right key, but promotion is indeed in place.”

Don’t confuse what Mondavi is saying though, a unique idea will always hold its rank. In fact, when it comes to her creation, fruit from the vine is already receiving rave reviews from doctors and scientists, boasting a rich compilation of antioxidants that benefit the body. Nevertheless, the innovative use of these antioxidants in a color cosmetics line is the first of its kind. Plus, fusing it with the Mondavi legacy? Brilliant, indeed.

Another vital piece of Mondavi’s pie is education and representation. “Knowing my potential clients and their need wasn’t an easy fete. You know how real estate calls for location, location, location…opening a business calls for research, research, and more research,” she laughs. “I needed to implement a fixed call to action when each customer called, requested or visited one of my cosmetic counters. I knew that I couldn’t succeed without one thing and one thing only: proper education of my product line, fused with poise. I knew Neiman Marcus already had a trained staff on the clientele that I was targeting, yet they needed to be fully trained by me in order to sell 29 Cosmetics.”

Notice how Mondavi knew about Neiman Marcus’ trade on their staff. She didn’t run into Target’s corporate offices and pitch the idea of carrying her products. By all means we are not degrading them; Target knows who to target. Neiman and Mondavi also know who will hold the position of a “client” for 29 Cosmetics.

But it doesn’t stop here at Neiman Marcus for Mondavi’s vision. With an extensive background in spa design and a passion for Atlanta, it is no surprise this city is home to the very first 29 Spa. “I always wondered, what comes first? The spa or cosmetic line…I decided cosmetics, especially since no cosmetic line within the market contained

grapeseed extract. I was the first, which is fundamental for a successful business growth. As for the spa, it was a given I would create, design, and orchestrate one like no other, plus, it provides balance for my cosmetic line and my portfolio continues to grow.”

Once again, savvy Mondavi selected correctly. In conjunction with the opening of The Mansion on Peachtree, A Rosewood Hotel & Residence–a multi-million dollar mixed-use high-rise in the heart of Buckhead, 29 Spa opened its doors in 2008. “[The Mansion] is dedicated to providing the ultimate in luxury and is a natural fit for the first 29 Spa,” Mondavi says. Luxury is in every detail or might as well identify luxury as a marketing tactic. Treatment rooms feature heated waterbed tables with exquisite 29 linens, of course. Music compilations, even personalized iPod mixes, and lighting all can be adapted to the comfort of each guest. As for the menu, grapeseed extract comes to mind.

“29’s menu of spa services is customized to meet each and every guest’s desires,” Mondavi says. “I specifically designed each spa treatment as a custom creation within each treatment room, with each guest. In fact, this translates to ‘repeat customer’ guaranteed.” What else would you expect from a company driven to enhance natural beauty and motivation of the mind? There’s something about this beauty company that is so…well, smart. It’s no wonder, then, its tagline proclaims, “Knowledge is beautiful.”