of wine country and candles. greenfield created not just the store, but a place to hang out. >> we've got the space to do a listening party for a new r&b artist coming out with an album. we've also for good or for bad we've actually hosted a memorial service because we're redefining the concept of the wine store, the liquor store in an inner city neighborhood. we have the creativity and the latitude to do whatever we would like to do. >> for greenfield, opening a wine store was not the obvious choice. >> j.j. from harlem vintage. i just wanted to put in an order. >> after earning business degrees from wharton and kellogg, she became a successful trader at one of wall street's most prestigious investment banks. a big job with a big paycheck and a big future. when she told her family that she wanted to give it all up to open a wine store, they thought she was crazy. ♪ who do you think you are ♪ ha, ha, ha, bless your soul