How Andrew Roberts built Prestige Wine Cellars into the go-to firm for high-profile buyers who demand discretion and exceptional design
The NDA is ironclad.
No names. No addresses. No photographs without explicit approval. No social media posts. No casual mentions at industry events. The celebrity client pays premium rates for exceptional work, but they’re paying just as much for silence.
Andrew Roberts signs these agreements regularly.
As founder and principal designer of Prestige Wine Cellars, his client roster includes celebrities whose names would instantly be recognized. But you’ll never hear him say them. “I have designed and built for celebrities whom I can’t name for NDA purposes,”
Roberts explains.
The restraint is deliberate, professional, and absolutely necessary in luxury markets where privacy isn’t just preferred but required. That discretion, combined with exceptional design execution, has made Prestige Wine Cellars the choice for high net-worth individuals and top hospitality groups across Texas and beyond.
Red Ash.
The Guest House. Boa Steakhouse. 1618 Asian Fusion. Cambria Hotels. Muckleshoot Casino. Projects that demand flawless execution because reputation and brand image are on the line. The celebrity market operates by different rules than standard residential projects.
Timelines are often compressed because schedules are unpredictable. Design specifications can be highly particular because personal brand matters. Communication must be handled through managers, assistants, or representatives. And above all, confidentiality must be absolute.
Roberts navigates these requirements with a maturity that belies his age. At 31, he’s the youngest wine cellar design and build firm CEO in the world, competing for projects against firms run by designers in their 50s and older.
His youth could be a disadvantage in an industry where experience and established reputation typically matter most. Instead, Roberts has turned it into an asset by approaching wine cellar design differently than his older competitors. “I approach my craft as functional art, creating truly custom one-of-one wine cellars that blend the client’s personal taste, style, and life’s work with a piece of my own heart and soul,” Roberts states. “This is a legacy for me.”
That approach resonates particularly well with celebrity clients who want spaces that reflect their personal brand and aesthetic vision. They’re not looking for traditional wine cellars that could belong to anyone. They want singular spaces that feel as unique as their careers.
Roberts delivers that specificity through design choices his competitors often overlook. Integration with contemporary architecture. Technology that connects to existing smart home systems. Lighting that creates ambiance beyond basic functionality. Materials and finishes that align with the client’s overall interior design aesthetic.
Each project becomes a collaboration between Roberts’ creative vision and the client’s personal style. The result is wine cellars that function as both storage and statement pieces.
The path to building celebrity clientele didn’t follow a traditional trajectory. Roberts is a military veteran who experienced homelessness before entering the wine cellar industry. A friend secured him an interview with a California company, leading to training in Irvine and eventual relocation to Austin to open an office.
He excelled quickly, landing major projects and proving he could compete in luxury markets. But within a year and a half, Roberts recognized the company owner was running an unstable business. He left to launch Prestige Wine Cellars.
Starting a luxury design firm as a young veteran with limited capital seemed improbable. Building a client base that includes celebrities and top hospitality groups seemed even more unlikely. But Roberts possessed qualities that money can’t buy and experience doesn’t always teach.
Hunger.
Having experienced genuine hardship, he approached every opportunity with intensity that comes from knowing what it’s like to have nothing.
Creativity.
Without decades of established patterns, he could experiment with design approaches that challenged industry conventions. Discipline. Military service instilled work ethic and attention to detail that translated directly to luxury craftsmanship.
Those qualities attracted clients who wanted more than just competent work. They wanted exceptional design executed with precision and maintained with absolute discretion.
The hospitality clients present different challenges than celebrity projects but require similar attention to brand alignment. When Boa Steakhouse or Red Ash invests in a wine cellar, they’re not just storing inventory. They’re creating an experience that reinforces their brand positioning and justifies premium pricing.
Roberts understands that dynamic. Each commercial project must consider customer perception, operational efficiency, and long-term maintenance. The wine cellar becomes part of the restaurant’s story, visible to patrons who appreciate the investment in proper storage and presentation.
Prestige Wine Cellars has scaled rapidly from Austin to Dallas and Houston, with aggressive expansion plans targeting California, Las Vegas, Arizona, and Florida over the next five years.
The goal is to become the nation’s leading custom wine cellar designer and builder.
That vision requires maintaining the balance between growth and quality that defines luxury brands. Scaling too quickly risks diluting the personalized service that attracts high-profile clients. Growing too slowly leaves market share for competitors.
Roberts is navigating that balance by focusing on markets where luxury buyers already understand the value of custom design. California, Las Vegas, and Florida all have established high-net-worth populations who invest in premium home features. Showrooms in each market will provide visibility while maintaining the exclusive positioning that celebrity clients expect.
The NDAs will continue.
The client names will remain confidential. The photographs will stay private. But the reputation will spread through the channels that matter most in luxury markets: word of mouth among people who can afford the best and know where to find it.
For Andrew Roberts, discretion isn’t just professional courtesy. It’s the foundation of a business model built on trust, exceptional execution, and understanding that some clients pay as much for what you don’t say as what you create.
Connect with Andrew Roberts:
Website https://www.theprestigecellars.com/
Instagram: @prestigewinecellars
Facebook: @prestigewinecellars
YouTube: @prestigewinecellars
Email: andrew@theprestigecellars.com
