DesignHER is a platform that celebrates the vision, craftsmanship, and innovation of women in design. By curating stories from leading female designers, artisans, and creatives, our latest series, in collaboration with Women Create, offers an intimate look at the diverse paths these women take to shape their industries and their own businesses. Through thoughtful interviews and features, the platform illuminates the artistry and technical mastery that define their work, while exploring the deeper narratives of creativity, resilience, and leadership. DesignHER honors the unique perspectives of women, fostering a community where design excellence and empowerment intersect to inspire the next generation of trailblazers.
The journey of Neverstill Wines began in 1994 when Christy Counts had her wine revelation. Introduced to the vintner world by John Williams of Frog’s Leap Winery in Napa, her fascination with wine’s complexity grew as she explored wine regions and attended various events over the years. Though her passion led her to a career in animal welfare, the dream of owning a winery lingered.
In 2014, Christy and her husband Ben Morton moved to Bedford, New York, and began exploring the Finger Lakes wine region, drawn to its potential for cool climate wine production and its welcoming culture. In 2020, Christy pivoted her career, pursuing advanced certification through the Wine Spirit & Education Trust (WSET).
By 2022, Christy and Ben shifted their winery dream from California to New York, setting up shop in Hudson; its vibrant art and culinary scene made it the perfect spot for their tasting room. That same year, Nova Cadamatre, a well-known Master of Wine, joined the team as winemaker, with Bryce Lianna later joining as assistant winemaker. Together, these three women are dedicated to showcasing world-class wines from New York. Learn more about Christy in today’s DesignHer.
The crisp and refreshing 2022 Chenin Blanc from Neverstill Wines.
aspire design and home: What are the most important values or principles that guide your work?
Christy Counts: Integrity is the most important value I feel guides not only my work but also my life. In almost every tough decision I ask myself, “What is the right thing to do here?” In that question, I always find my answer. Often the answer is the hardest road; but it is the road that lets me always go to sleep with zero shame. The most important principle that guides my work is a dynamic way of being. Forging ahead and learning/trying new things is always what keeps me inspired on a daily basis.
adh: What role does storytelling play in your art, and how do you weave your personal narrative into your pieces?
CC: In the wine world, storytelling is everything. What attracted me to wine originally is the sheer magic of all the blood, sweat, and tears that go into every bottle of wine that ends up in the consumer’s hands. The story begins with the growing season and what the vine faced in that particular vintage regarding the weather patterns. The story continues with what the vine had to overcome in order to produce the spectacular fruit that we all hope for each season. The story finishes inside the winery with every person’s hands that worked with the wine throughout the process and each decision that went into the final outcome in the bottle. The consumers care about where the wine comes from, who made it, and why they made it. In all my conversations with customers, I give them details of how our story began and why we are standing here today.
Neverstill’s Hudson tasting room, designed by Amy Llias, features a beautifully designed fireplace area. The warm and intimate space reflects the brand’s dedication to both comfort and artistry.
adh: How do you incorporate feedback into your creative process while staying true to your vision?
CC: This is an area that I think women can be especially well-suited. I am always asking for feedback and very interested in the opinions of our team as well as our customers. All of us can become very tunnel-visioned and risk not seeing what is right in front of us. I do feel that women tend to be more naturally team-oriented and open to feedback. For me, I like to listen to what feedback I am receiving and incorporate it if it can enhance the journey and/or our product. When you are creating something, you know immediately if something jeopardizes the vision, and in that case, it’s okay to let it go and discard the feedback graciously.
adh: Are there any particular themes or messages you aim to convey through your art?
CC: This is such a personal project for me and the notion of being “never still” is the core theme. The continuous effort to keep moving, searching, creating, answering your own questions, and creating personal challenges is what Neverstll is all about. We try to convey this through the art on the labels, the design of our branding materials, the messaging on our social media, and even in the design of our spaces. Additionally, every single one of the women who have collaborated on Neverstill are truly never still. So, I think each one of us identifies with the brand and thus understands each other.
adh: What advice would you give to your younger self at the start of your journey in this industry?
CC: I would tell my younger self to enjoy the actual process of the journey and sink into the big moments that come at you unexpectedly. In my youth, I spent all my energy looking at the end goal and found myself missing the good stuff in between.
adh: What role do you think community and collaboration play in your creative process?
CC: This is a big one for me. My entire career has been based on the support of local communities and collaborations within those communities. It is through the collaborations that the real magic happens. What a lonely road this would be if we didn’t have the feeling that we are all in this together. My very favorite victories have always been on collaborative projects. This particular project is a team full of the most magical women I’ve come across. We have all collaborated together and created something that is truly magical.
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