Marcela Jiménez jokes that her concepts, Aperitivo by Carta and Carta Wine Bar, were both born out of a midlife crisis. After earning her MBA at Wharton, she spent years at Goldman Sachs and Google, but she found herself looking for purpose beyond her job title.
“I couldn’t find meaning anymore in the corporate world. I was looking for purpose and beauty, and where does that happen?” Jiménez shares. “Well, it happens when I’m sitting down, eating food, drinking wine, and sharing with my friends and family. I wanted to bring happiness to others … I believed it would bring happiness to me, and I still think that’s true.”
Two years ago, Jiménez pivoted. She left the safety of a stable paycheck and benefits to pursue her dream of creating a “third place”—a sanctuary between work and home for others. Her best friend, Rebecca Powelson, had been her catalyst.
“It got to the point where I said, ‘If this is your dream, then why wait?'” Powelson recalls. “Jiménez loved New York. She was so invested in the community there. It just felt right. New York is hectic, and it’s not easy to live there; it’s exhausting and magical all at the same time. For her to pursue her dream of creating a third place where people who have small apartments can get out and come somewhere that feels like home is amazing.”
Enter Carta Wine Bar, which pays homage to Jiménez’s Colombian roots. The name means “map” in Spanish and Italian—a nod to her love of travel across the Mediterranean. It’s a sleek wine bar nestled in the West Village of New York City, focusing on cheese, charcuterie, and tapas. Its 2024 launch was a hit, prompting a second concept to open nearby: Aperitivo by Carta, an all-day café that transforms into a cozy 24-seat wine bar after 5 p.m.
Jiménez describes opening two concepts in two years as a serendipitous occasion—delivering on her mission to create multiple neighborhood anchors where people feel at home.
Powelson serves as partner, head of education, and wine director. A veteran of the wine industry with over 20 years of experience, she carefully selects wines from around the world and prioritizes supporting sustainable family-owned producers—from robust reds to sparkling champagnes from esoteric corners of the globe.
“We’re not looking for large-scale producers without heart or story. We want handcrafted wines with a commitment to sustainability, organics, and biodynamics,” Powelson says. “We like to show people they can find incredible wine at varying price points—whether it’s a quick glass of wine or a lingering moment where you’re thinking about what you’re drinking and paying for history and prestige, we want to cater to you.”
This commitment to intentionality extends to every corner of the business. For the coffee program, Jiménez and her team tasted over 200 different coffees before settling on specialty brews roasted by Paloma Bakery. For executive chef Silvia Garcia-Nevado, building three distinct menus that flow seamlessly throughout the day requires incredible balance and care.
“We make everything in-house, so freshness is paramount. No matter what time of day it is, we ensure the quality of product—breakfast is not any less than dinner,” Garcia-Nevado says. “We’ve gotten to know our regulars and the experiences they crave. You’ll have two couples come in at 8 p.m., one wanting wine and oysters and another wanting a chai latte, and we’re able to deliver on both. That’s something hard to find in New York.”
This spirit of intention and flexibility is mirrored in the space’s design, in partnership with Anatomy Studio. The room transforms throughout the day with ritualistic precision.
“The feeling we want to evoke is one of escape. Throughout the day, we change the lighting to mirror what you’re supposed to feel—bright and airy in the morning for coffee, soft and warm at night to allow you to wind down after a long day,” Jiménez says. “We have customers who get their Saturday night glass of wine with us, and you’ll see them the next morning in their sweatsuit, grabbing coffee and eggs. It’s important to us to follow their drumbeat.”
Jiménez hasn’t looked back since leaping into hospitality—and in a place like New York, having a strong support system has been her secret to success. Partners and friends like Powelson and Garcia-Nevado, alongside her fellow managing partner George Guzman and a host of good lawyers and accountants, have been essential.
“Don’t do it alone. Don’t even attempt it,” Jiménez says. “You need to take the first step, and don’t look back, but make sure you build alongside your community. I have so many people from my past life asking me how I was able to leap with no regrets, and I always say I couldn’t have attempted to do it alone.”
