Joann Serafini


Joann Serafini is a native of Albany, New York and holds a BA in Communications from SUNY New Paltz, New York. Her varied and diverse career spans both the east and west coasts and is filled with hard work and great experiences.


Currently Ms. Serafini owns and runs Shibumi Knoll Vineyards, located in St. Helena, and worked with her late husband at HMI Cardinal, a manufacturing company headquartered in Louisville, Kentucky with over 600 employees. Originally purchased in 1970, HMI Cardinal began as Hoskin & Muir in 1946 and remains today the largest shower door manufacturer in the US with seven locations across the country.

Prior to her husband's passing in 2016, the couple created Shibumi Knoll in 2013 – acquiring the name from their favorite book to reflect the Japanese concept of “effortless perfection.” The vineyard produces 1,000 total cases of estate cabernet, chardonnay and pinot noir and received a 97 point score from the Wine Spectator for their 2005 chardonnay, effectively putting Shibumi Knoll on the map.

With an extensive career in marketing, sales, and management, Ms. Serafini has worked with international brands including ABC Entertainment, Motorola OEM, and SBC Wireless. She is passionate about all aspects of her life and has developed a strong core of business principles over the years that include:

  • Always be positive.

  • The toughest times provide the greatest opportunity for growth and success.

  • Sales run the business.

  • Be relentless in stimulating progress towards tangible results and achievement.

  • Be deeply passionate.

  • Confront brutal facts.

  • The right technologies accelerate momentum.

  • Practice attention to detail and follow a pattern of discipline.

  • Treat others with respect.

  • Have fun at what you do.


As an avid hiker and kayaker, Ms. Serafini is an outdoors enthusiast and adventure seeker. She is deeply committed to animal advocacy and is creating a fund to assist local families who cannot pay for the veterinary care of their pets. Featured in Wine Country Women of Napa Valley, Ms. Serafini is passionate about helping others and is a strong supporter of both the V Foundation  and the Jamison Animal Rescue Ranch as well as her alma mater, The Albany School for Girls, the oldest all girls’ school in the country founded in 1815.