Sandra comes from a strong line of Portuguese farmers and business owners who dedicated their lives to the upholding of Portuguese culture and traditions. Her early years were spent working in her father's wine business in New York where she gained sales and operations experience while developing relationships that serve as the foundation of her blossoming career. With an eye on the future, she launched Diniz Cellars, Los Angeles’ premiere Portuguese wine importer and distributor, where she oversees all aspects of the sales, marketing, and operations. Sandra is also a leading authority in Portuguese wine education in Southern California.

Prior to Diniz Cellars, Sandra worked for some of the top Hollywood Studios, talent agencies, and high- level executives, honing her skills in creative advertising and marketing. At her core, Sandra is a true Portuguese woman with a deep desire to share her culture and love of all things wine with everyone she meets. She holds an undergraduate degree in Communications from William Paterson University, Certified Specialist of Wine credentials from Society of Wine Educators, and a Wine MBA from Sonoma State University. More recently Sandra served as President of Women For WineSense, LA Chapter – a US based non-profit organization focusing on wine education with an emphasis on highlighting female leaders in the US wine industry. She also launched the first annual Portuguese Wine Week in June 2024, which celebrates and promotesthe exceptional quality, rich diversity, and cultural heritage of Portuguese wines to the vibrant Southern California community of wine enthusiasts, industry professionals, and end
consumers.