Capitol Hill is inundated with bars and other places to enjoy a drink, but La Cha-Bliss stands out for its commitment to selling products with a story. Just one block north of Vi Hilbert Hall at 1412 12th Avenue, La Cha-Bliss, a wine shop owned by local entrepreneur Howard Russell, can be found. The cozy shop, named after Russell’s renowned drag persona, Ladie Chablis, offers a wide selection of wines and hosts tastings for visitors to try a variety of unique (and, according to reviews, delicious) wines. La Cha-Bliss uplifts and highlights underrepresented voices in the wine industry, especially those of women, BIPOC and LGBTQ individuals.

La Cha-Bliss serves wines from a variety of wineries and locations, and Russell is able to tell customers about the stories and ingredients behind each one. He works with his distributors to build partnerships with a number of local, minority-owned and small businesses. On top of that, he makes sure he knows the history behind each bottle he sells. 

“I love that the store not only features local winemakers but also helps promote and support small wine producers,” Laura Morris, a friend and supporter of Russell, said. 

Surprisingly, Russell didn’t always work in the wine industry—in fact, he used to work in the pharmaceutical industry as a liaison between doctors and patients. But a trip to Puerto Vallarta, Mexico, inspired him to risk everything to pursue a goal he hadn’t realized he had. 

“We went past this little wine shop, me and my friends, and I said, ‘Oh my God, that’s a really cute wine shop,’” Russell said. “My friend said, ‘Well, you should open your own shop.’ And I said, ‘You know what? I wouldn’t mind opening up my own shop.’ And that’s all it was.” 

When Russell returned from vacation, he set to work turning that dream into reality. He obtained a business permit, contacted distributors and even dipped into his retirement savings in order to purchase the location La Cha-Bliss now operates out of. His dedication and hard work paid off: La Cha-Bliss had its grand opening in May of this year. 

Now that La Cha-Bliss is up and running, Russell continues to make his shop a welcoming, inclusive and uplifting space for nontraditional winemakers. As part of that mission, at least half of the bottles in stock at any time come from women, queer and BIPOC distributors. 

“This industry has always been dominated by older white men,” Russell said. “But I’m not QFC or any of the other liquor stores out there—I want to cater to diverse groups.” 

Russell’s commitment to creating an accessible and warm environment shows through in every tasting he offers, a “Meet the Producer” event he hosts and the organization he works with. He works closely with his distributors, from a woman-owned winery in South Africa to a vineyard in Woodinville, Wash., owned by a queer couple.

“Wine without a story is just another bottle of alcohol,” Richie Welson, a longtime friend of Russell’s and customer at La Cha-Bliss said. “Howard [is] unique because he has so many stories to tell and share.” 

The people in Russell’s life are impressed by and proud of the business he has managed to build. Both Welson and Morris shared delight when asked their thoughts on Russell’s success. According to Russell, several friends have been inspired to pursue their own businesses after witnessing the success of La Cha-Bliss—one has already begun the process of opening his own accounting firm. 

But no one is prouder of La Cha-Bliss than Russell himself, whose success still manages to bring him joy. 

“My favorite part about this business is actually opening it up every day. When I sit down and I look around the store, I’m always just completely in awe of what I’ve accomplished,” Russell said. 

While Russell’s wares are only available if you are 21 or older, those of drinking age may enjoy making a visit to La Cha-Bliss to chat with Russell and learn the stories behind the wines they purchase. The shop is open Tuesday through Saturday from 12 p.m. to 6 p.m., and Russell is always eager to speak with customers.