Sugarfly is a marketing and business consultancy specializing in luxury, fine wine and travel brands.  Since 2010, we have been working with some of the best brands in the business to take them to new heights.

Mindy Joyce

President + Founder

 From small beginnings in New Zealand, I started my career in Los Angeles as Marketing Manager for Tourism New Zealand, championing the country’s award-winning destination marketing campaign.  In the five years that followed I moved to New York to take on an exciting role as Senior Marketing Director at Travelzoo.  During my time in the travel industry I was named as one of the top 35 executives under 35 in the online travel industry by PhoCusWright.  My career moved into wine in 2011 when I spent a year as Senior Director of Experiences at Lot18, a private sale site for wine enthusiasts.   In 2016 I completed a Diploma of Wine & Spirits from the Wine & Spirits Education Trust (WSET).  Between 2018 -2019, I was the Marketing Director for International Brands at Jackson Family Wines.   For my professional bio please visit my LinkedIn profile.  


Vendors & Partners

Sugarfly collaborates with designers, developers and other vendors in order to execute at the highest level.  

Here is a little about some of our partners.

Pembroke Studios, Inc.

Pembroke Studios is a full-service, bespoke design studio that produces design solutions for luxury brands. Founded in 2000 by Elizabeth and Richard Pembroke, Pembroke Studios specializes in graphic design, branding, website development and advertising.  With the winning combination of Elizabeth’s comprehensive design background and experience in project management, conceptual product design, print, art direction, photo styling, marketing, copywriting, and exceptional organization skills to Richard’s expert eye for design and art, Pembroke Studios offers the complete package.


Wine Works

Wine Works is a full-service website firm with highly specialized design and development experience in the wine industry. They have 20+ years experience in UX Development and they understand how important the story is in building a loyal brand following.  Peter Andres, Principal and Founder, co-founded Vin65 (now WineDirect) and is considered an ecommerce specialist. Peter is trusted and highly respected for his contribution to this field and is able to guide and help brands in all website development decisions.