book cover - women who run with the wolves

An interview with Dia Simms

Southern Glazer’s Bridget Albert talks to Dia Simms about Women’s History Month and her book recommendation, Women Who Run with Wolves: Myths and Stories of the Wild Women Archetype.


Dia Simms is an advocate for all women in the hospitality industry. She is the Chief Executive Officer of Lobos 1707 Tequila and Mezcal. Dia shares her reflections on the importance of Women’s History Month and her recommendation of the book Women Who Run with Wolves: Myths and Stories of the Wild Woman Archetype as a MUST read.


What are some of the important events in women’s history?


My viewpoint is the most important event has yet to happen.  History will be made once we see full parity, autonomy, and equal access to opportunities. This month let’s celebrate those women in the spirits industry who have tirelessly advocated for the advancement of women.  


Why is women’s history important to you?


As a female CEO and minority in the spirits industry, it’s women’s involvement in leadership and in executive roles. I am grateful to have been the first in many rooms, but the goal is the ensure that I am not the last. As we build for the future, it is imperative we build for the women pioneers. My grandmother, Betriz, laid a footprint before me, as she was rumored to be a bootlegger. We all take inspiration from the women that came before us.


This month allows us to reflect, celebrate historical wins, and leverage these wins to catapult a brighter and better future for women. 


Tell our readers about Women Who Run with Wolves: Myths and Stories of the Wild Woman Archetype


This book unlocks a way for women to pursue freedom in all areas of their lives. The amazing author, Clarissa Pinkola Etses, reinforces why women’s stories are valid and necessary in the joint pursuit of cultivating a successful society. The contributions and collaborative efforts of women not only benefit us, but society as a whole. 


What was your “aha” moment from Women Who Run with Wolves?


Women will draw doors where there are none and open them and pass through into new ways and new lives. Because the wild nature persists and prevails, women persist and prevail.” 


Leave us with a toast!


Salud to all the” Alpha Women'” – I toast to you. Cheers to the women that were thrown to the wolves and came back leading the pack... All for the pack!



About Dia Simms


Dia Simms serves as the CEO of Lobos 1707 Tequila & Mezcal, a new independent spirit’s brand that launched in November 2020. Simms leads Lobos 1707 alongside Founder and Chief Creative Officer Diego Osorio with early backing by sports and cultural icon, LeBron James. Lobos 1707 Tequila & Mezcal is named after the Spanish word lobos, meaning "wolves", and dedicated to celebrating the strength of the pack. Simms brings an impressive track record of building successful brands, combined with her entrepreneurial spirit and deep expertise in the spirits industry to Lobos 1707.


In May 2021, Simms Co-Founded Pronghorn, a 10-year initiative to drive diversity, equity, and inclusion in the spirits industry. Pronghorn, backed by the world’s leading spirits producer, Diageo, seeks to help participants within the Black community achieve the goal of generating $2 billion in economic value in the U.S. Simms spent almost fifteen years working alongside Sean “Diddy” Combs at Combs Enterprises, starting in 2005 as his executive assistant. She grew within the company while building multiple brands and businesses under the Combs Enterprises umbrella.


In 2017, Simms was named President of Combs Enterprises, making her the first president in the company’s thirty-year history other than Sean Combs himself. In her role as President, she oversaw multi-billion-dollar brands under the Combs empire, including CÎROC Ultra-Premium Vodka, Blue Flame Agency, AQUAhydrate, Bad Boy Entertainment, Sean John and Revolt TV. Of note, Simms led the transformation of CÎROC UltraPremium Vodka taking the previously unprofitable brand to a $2 billion retail value. Simms serves on the board for the Maryland organization THREAD, which provides underprivileged Baltimore area high-school students resources to help foster their academic advancement and personal growth. She often speaks on the importance of diverse leadership and accelerated brand building. Simms graduated with a bachelor’s degree in Psychology from Morgan State University. She obtained a master’s degree in Management from the Florida Institute of Technology. Simms now resides in Georgia where she lives with her husband, daughter, and dog.




Purchase Women Who Run with Wolves: Myths and Stories of the Wild Woman Archetype:



Listen to Dia’s episode here:



Follow Dia on Social: @diasimms @lobos1707