Denton County woman helps homeowners put their passion on display

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Lori Jones designs and builds custom wine cellars. (Photo by Helen’s Photography)

Building things has never been hard for Lori Jones. So, it’s no surprise she has been succeeding in a business one might associate more with men.

Growing up working in her father Dalton Morris’ refrigeration and air conditioning business in Southeast Texas– and, later, working in the same industry for 20+ years after moving to North Texas– she has combined those talents in Fainting Goats Wine Cellar, Inc.

The current Ponder resident, who previously lived in Argyle and Flower Mound, has been designing and building custom wine cellars and rooms throughout North Texas and beyond since 2014.

“I’ve always felt comfortable in that environment,” she said. “I was never treated any different. I was fortunate enough to have the confidence and wherewithal to be able work with subcontractors, bid for jobs and lead the people; and, it’s been very successful.”

Jones honed her skills by designing and building ice cream and gelato shops, while developing ties to imported Italian goods manufacturers. Plus, a love of wines connected her to people in Napa Valley, California, so it all was a natural fit.

Once she knows if a customer wants to collect and store wine, or display in a customized space, she puts together design ideas and prepares the project for the customer’s taste to match their home. Once accepted, she works with local builders and specialized trade professionals to create the perfect wine cellar in any space.

Projects take about two- to three-months from idea to completion and can feature all types of woods, metals and/or glass and finishes. Humidors and other custom items can be included. She typically has three to six projects going at once throughout the Metroplex with four employees helping with accounting, bids and construction.

And, about that name … turns out there is a breed of goats called myotonic, that have a genetic condition causing their muscles to tighten up when they are surprised. She bought two in 2013 from people in California originally for her farm and when it was time to name her business, it all clicked in her mind.

“It’s a fun business,” said Jones, who also is a registered home care/hospice nurse. ”I’m an entrepreneur at heart. That’s what I do. People are happy when they relax and enjoy wine.

“It wasn’t something I thought would expand so much, but when you are doing something you enjoy, it expands easier for you.”

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