Isabelle Simi kept SIMI Winery growing since she inherited it in 1904, helping it thrive in the face of prohibition, opening the first tasting room in Sonoma, at a time where women didn't have jobs. She was a boss, in the purest sense of the word. However even with all the progress we've made, female success is categorized with loaded language and a dialogue that cheapens their success—from “Girl Boss” to "gold sparkles" and "main character energy". Support for working women has often meant calling out their gender. So in 2022, owning female success is actually about dropping the "female". 
*The Bring Out That Boss campaign is still rolling out. I will update with collateral and performance as they happen.
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