40 years of cultivation

Crafting wines of substance, place & heritage, and meant to be shared with the world.

Explore Our Story

Where It All Began

Long before our family name was etched on a bottle, our story began in Armenia, a land revered as the birthplace of wine and one of the earliest cradles of civilization. Rising above the Armenian Highlands is Mount Ararat, steeped in legend as the resting place of Noah’s Ark and long celebrated as a symbol of renewal, endurance, and hope.

Here, history and myth intertwine. Archaeological discoveries at the Areni-1 Cave, dating back more than 6,000 years, revealed the world’s oldest known winery, affirming what this land has always known: wine is not simply made here; it is born of culture, ritual, and time.

It is from this ancient soil that our family’s roots draw meaning. The reverence for land, the patience of craft, and the belief that wine carries memory forward, these are inheritances passed down through generations, guiding everything we do today.

ARMENIA Mt. Ararat

The Beginning of the Journey

In the early decades of the 20th century, as upheaval swept through the region, Sam’s grandfather became one of the few who escaped. He fled first to Iraq, carrying with him little more than resolve and the hope of safety. Much of his family was not as fortunate, a loss that would quietly shape the generations that followed.

In the 1920s, Sam’s grandfather married and began again, welcoming a son and a daughter into the world. That son, Sam’s father, grew up with an unwavering work ethic and an instinct for enterprise. He built a successful shoe business through skill and perseverance, earning a reputation strong enough to draw the attention of the state. Eventually, the government mandated that his production be seized, a turning point that made it clear their future could no longer be safely built there.

Faced with impossible choices, the family sold what they could and fled to Lebanon, setting their sights on the United States. When the moment finally came to leave, they discovered they were short the cost of a single ticket. Rather than abandon anyone, Sam’s father accepted a loan from the Catholic Church, a gesture of compassion that made the journey possible.

Sam often reflects that his family arrived in America with “ two hundred dollars to our name.” What they did possess, however, was far more enduring: unity, humility, and an unshakable belief that through hard work and integrity, something lasting could be built, again.

IRAQ

Building Something from Nothing

In 1973, nine year old Sam arrived in Detroit with his family, newly renamed Simon, carrying little more than determination. At one of their first church services, the priest announced that a family in need was living in the basement. Sam’s father stood and clarified: they did not need charity, only opportunity. By week’s end, he was working at a gas station.

He thrived. What began as a job soon became ownership, then expansion, eventually three gas stations serving the Detroit area. Success followed, though Michigan winters did not inspire the same affection. As plans formed to relocate to Southern California, Sam made a defining choice: he would stay behind to run the family business. At just 16, he stepped into leadership, overseeing nearly 30 employees and embracing entrepreneurship as his calling.

Around that same time, Sam sketched a vision on a napkin, still kept by the family today, outlining a logistics and petroleum delivery company. Despite his father’s reservations, Sam pressed forward. He maxed out a credit card to purchase his first fuel delivery truck, betting everything on belief and grit. From that leap of faith, Atlas Oil was born.

Meanwhile, Nada arrived in Detroit from Armenia as an orphan, without English, and facing an unwelcoming start, challenges that forged her defining belief that failure was not an option. Those early years of hardship became her advantage, accelerating her assimilation and resilience. She put herself through Siena Heights University, where a mentor affirmed her future success, graduating with a degree in business and a minor in fashion merchandising. After a brief start in fashion, Nada chose the automotive path and rose rapidly at Ford Motor Company, becoming one of the first women vice presidents in marketing. Recognized for her exceptional talent, she was later moved into human resources to recruit top Ivy league talent, where leadership also discovered she had never taken a vacation, leading to a mandatory two-week break that would ultimately change the course of her life.

Detroit MICHIGAN

Partnership, Perseverance, and the Discovery of Wine

Nada and Sam were introduced at a Lebanese church long familiar to both of their families. Sam’s business was gaining momentum, and during that first meeting he mentioned he was searching for someone to lead sales and marketing. Nada was unconvinced, but Sam was undeterred. Calls followed, then flowers to her office, until a mandatory two-week vacation from Ford Motor Company gave her the space to take a closer look at Atlas. Within days, she recognized its potential. By the end of those two weeks, she never returned to Ford, committing fully to building the company alongside Sam. What began as a brief introduction became a lifelong partnership and the foundation of the Atlas Oil enterprise.

As Atlas flourished, another influence entered their lives. In 1986–87, Sam was introduced to wine at industry gatherings, where he noticed a shift: once a bottle was opened, business gave way to connection—conversations turned to family, stories, and shared experience. A particular bottle left a lasting impression. When Sam later tried to purchase it, he balked at the price. Nada quietly bought it for him instead, a small gesture that marked a turning point.

Enter the Napa vineyards

In 1989, while attending an industry event in San Francisco, Sam and Nada skipped golf and drove north to the the Napa Valley for the first time, a choice that quickly became tradition. That initial visit ignited a lasting love for Napa wines and this remarkable valley, drawing them back several times each year to learn, explore, and deepen their connection. Their curiosity soon evolved into hands-on winemaking at the Napa Valley Reserve, where they were inaugural members in 2003, marking the beginning of a lifelong relationship with the Napa Valley those who had devoted their lives to the vine.

Napa Valley CALIFORNIA

Double Blessings

For years, Sam and Nada hoped for children, and for years, the answer was no. In true Nada fashion, she refused to accept that this was the end of the story. What followed was a journey marked by extraordinary perseverance: eight rounds of IVF and twenty-one surgeries, each one fueled by faith, determination, and love. When pregnancy finally came, Nada traveled to the Vatican City, praying to Saint Peter for the health of her sons. One name had already been chosen—Michael, after Saint Michael, a symbol of protection and strength. Moments after their birth in 2000, Sam turned to Nada and asked, “What about Peter?” It was kismet. Unspoken prayers answered, their sons were named Michael and Peter, together, their double blessings.

Michael grew into a deeply kind and caring soul, naturally assuming the role of quiet patriarch within the family. With a profound passion for anthropology and humanity, he has traveled to more than 100 countries, seeking to understand people and cultures across the world. Those experiences ultimately led him home, where he chose to follow in the family footsteps, guided by the belief that the greatest impact comes from creating opportunity and sharing success.

Peter, by contrast, is easygoing and ever-smiling, yet intensely driven. With a passion for fitness, health, and performance, he channels his energy into the sports world, where discipline and optimism meet ambition. Together, Michael and Peter embody everything Sam and Nada worked, waited, and hoped for—two distinct spirits, united by love, faith, and resilience.

A Lifelong Friendship is Made

In 2017, Sam and Nada were introduced through friends to Maayan Koschitzky, a meeting that immediately felt familial. Though they were not yet considering starting their own winery, conversations quickly revealed a deep philosophical alignment about wine, about land, and about intention. When Sam later invited Maayan and his wife, Dana Koschitzky, to dinner, the connection only deepened. The families bonded effortlessly, sharing stories, palates, and perspectives, discovering an instant synergy that felt both natural and rare. It was during this time that Maayan encouraged Sam to finally pursue his lifelong dream of becoming a vintner, planting the quiet seed for what would come next.

A Dream Realized

In 2019, a lifelong dream took its first tangible form with the debut of Simon Family Estate. What began as a shared vision became a living expression of purpose, marked by an inaugural vintage of just 800 cases including Cabernet Sauvignon, Sauvignon Blanc, and Rosé of Grenache, each crafted with intention and care. From the outset, these wines were never about scale, but about meaning. Every bottle carried the family’s belief that wine is more than a craft: it is a legacy in the making, a bridge between generations, and a heartfelt expression of gratitude for the journey, the people, and the blessings that made it all possible.