Virginia Wine Shop Provides a Welcoming Community Space
When the COVID-19 pandemic hit, longtime friends Kristen Gardner and Lance Lemon put their plans to open a wine shop on hold and launched RichWine, an online delivery service offering natural and biodynamic wines throughout Virginia. In 2022, after the success of that venture, they cofounded Penny’s Wine Shop, a brick-and-mortar wine bar and restaurant serving as the extension of RichWine. Tucked into a historic Richmond storefront, Penny’s offers organic and biodynamic wines, gourmet seasonal fare, and a welcoming space for conversation and community.
Carrying more than 400 responsibly farmed wines from around the world, Penny’s quickly became a local favorite. In addition to offering curated food and wine, the shop’s eight expert employees help their health- and quality-conscious customers approach, explore, and appreciate wine.
Digital tools play a major role in connecting Penny’s with customers and streamlining operations. The team uses data-powered Google Ads and boosted Instagram posts to reach new visitors likely to be interested in their store and attract foot traffic, while Google Workspace helps them track orders and expenses. Kristen also uses Google’s Gemini chatbot to help draft newsletters for the shop’s wine-club members. “Gemini turns our long-winded reflections, fun facts, and tasting- and pairing-notes into concise, engaging text that our readers appreciate,” she says.
Kristen has been speaking out about the importance of policies that support small businesses’ use of digital tools and technology, and traveled to Washington, D.C. to meet with legislators. “AI and digital tools help me compete and grow,” she says. “Lawmakers need to ensure small businesses like mine can keep using these tools so we can focus on growing our businesses and serving our communities.”
Learn more at pennysrva.com.
