Elika Rowell Jamsheed Wines
Jamsheed opened in Preston eight years ago as Melbourne’s first fully functioning urban winery. Its unique mix of minimal-intervention wine and seasonal food in an industrial setting has since become a community staple.
After nearly two decades in hospitality — from coffee to cocktail bars to fine dining — Elika Rowell found her home in Preston as General Manager and co-owner of Jamsheed Wines, along with her partner Gary Mills.
For Elika, who once trained as a graphic designer before the Global Financial Crisis nudged her towards her true calling, Jamsheed is the culmination of everything she’s learned about genuine hospitality: creating spaces where people feel cared for.
We speak with Elika about Preston’s special sense of community, how true hospitality shapes her work, and what’s next for Jamsheed as it continues to evolve its place within the community.
Mosey Guide (mg): What is your connection to Preston?
Elika Rowell (er): Truly, there was no initial connection. I have spent most of my adult life living in Brunswick, and when we found this space to set up the Urban Winery, I was adamant I wouldn’t move here! That changed pretty quickly, and of course, we love it here. It’s our home.
It’s been 8 years since we got the keys to 4 Albert Street, and since we moved our lives here too!
We stay because we want our son to grow up here.
(mg) What does Preston mean to you?
(er) Community. It’s funny, community looks so different in so many places and cultures, and I often hear comments about how Australia lacks community. I think here it’s that you have to choose to be part of a community, because that is what you want your life to look like. You want your life to be enriched by other people, and you want to share yourself too. I think Preston, and its surrounding suburbs, is a very special place with a lot of like minded humans that want to love each other.
I think Preston, and its surrounding suburbs, is a very special place with a lot of like minded humans that want to love each other.
(mg) How does being in Preston shape what you do?
(er) I think when you start to understand the people in your community, you can better cater for them. I’ve never really worked in spaces that catered, more so they broke boundaries and were sought after — I truly don’t think there is anything wrong with this, this is progress. But for me, there’s nothing better than getting to know someone, how they like their martini made, and giving them a space where they feel safe and taken care of.
(mg) What does your perfect day in Preston look like?
(er) Morning class at Soul Rebel, coffee at Outer Circle, walk along the Darebin Creek with our doggos. Drop the kiddo at daycare so I can have lunch at Umberto’s, and a negroni at Peaches. Or for the PG version, a big park hoon at Penders Park with the little one, followed by an ice cream at Luther’s Scoops. A beer in the courtyard at Surly’s, and then Pizza from Pizza Elettrica.
(mg) Who are the other makers, creators, or people in the area that inspire you?
(er) The thing that draws me to other businesses, or honestly, places or people that I want to give my very hard earned money to, is if they offer a sense of hospitality. In its true form: “The friendly and generous reception and entertainment of guests, visitors, or strangers”.
Elisse Lancaster, the queen of curly cuts, is my hairdresser and owner of One Hope Street hair studio — absolutely incredible human being, she’s like the biggest warmest hug you’ll ever get. Aliy and Ben from Crossfit Soul Rebel Thornbury have made a space that’s incredibly welcoming and makes it easy to love and take care of your body. Justin from Outer Circle Social Club, he is what true hospitality is all about! But of course be ready for some shit talking.
(mg) What are you working on right now that excites you?
(er) We’ve been slowly but surely building up some community events, to be held at Jamsheed! From music to arts, to kids activities, and talks of a Greater Darebin Field Blend vino — if anyone out there is growing grapes in their backyard, keep your eyes peeled! I feel like it resonates so well with how Jamsheed runs as a business and how people feel when they walk in the doors, so I am thrilled to be putting my energy into it at the moment!
For me, there’s nothing better than getting to know someone, how they like their martini made, and giving them a space where they feel safe and taken care of.
(mg) What is the most memorable trip you’ve taken?
(er) In 2016 I won Melbourne Food and Wine’s Hostplus Hospitality Scholarship, which allowed me to travel to three different countries to learn from three different hospitality spaces. At the time I owned a coffee roastery and was a green bean buyer. I travelled to Brazil, Colombia and Nicaragua to learn more about the farming process. It was my first big trip of many, that gave me access to a lot of things you wouldn’t see as a tourist. It was incredibly eye-opening, possibly more on a human connection level. The things I learnt on this trip, and many more after, about relationships, is something that I’ve carried to and implemented through Jamsheed, both as a venue and as wine makers.
(mg) How has travel changed the way you see the world?
(er) For me, it just solidified the fact that we’re all human beings, trying to live a nice life.
(mg) If you could recommend anywhere in the world for a mosey, where would it be?
(er) Rwanda. It will surprise you in so many ways, it’s impossible to accurately describe the feeling you have been in that country — with the wounds that are still healing to this day, to the incredible strength and community that now exists.
The things I learnt on this trip ... about relationships, is something that I’ve carried to and implemented through Jamsheed, both as a venue and as wine makers.
Local knowledge
Favourite local ingredient or product:
Flowers or garlic braids from Farm Raiser! Or INCREDIBLE mushrooms from the Melbourne Mushroom Emporium in Brunswick!
Best coffee in the neighbourhood:
Outer Circle Social Club (Fairfield)
Favourite shop:
Pinky’s
Go-to spot to reset or find inspiration:
A walk or run along the Darebin Creek! In case you can’t tell, love the river...
Neighbourhood must-eats:
MKS Preston
Pasta from 12pm at Pausa Pranzo
Pizza Elettrica
Preston’s best kept secret:
Bellfield, but just over the river — Farm Raiser is an urban farm, just 7 minutes from Jamsheed! They have a little shop there where you can buy incredible produce, and during the warmer months they have You Pick flowers, where you and your little ones can go and collect a bouquet of flowers!
24 hours in Preston:
Obviously Jamsheed! We’re very proud of our space, and it’s very unique and honest. I don’t think there is much like it.
