ami aran is a self-described modern gentlemen. >> a modern gentlemen seamlessly traverses work, play, family, friends, different social settings and appreciates the finer things in life whether it is food and wine, spirits and cigars, beautiful cars, nice time pieces. >> his san francisco-based company, wing tipped, which is half public retail store and half private social club, is focused on making sure that that gentlemen and some ladies too have a place to go that fits their lifestyle. what are you guys selling here? it is not just that you are selling whiskey and shoes. you are selling something bigger? >> at its most simplest level, we are selling an experience. >> wingtip started in 2004 as an ecommerce store curated by ami who always appreciated fine wines, cigars and fancy clothes. after a few years, he had enough funding to open his brick-and-mortar store. in 2010, he started the members only club. was it scary for you to make the investment that this club required? >> i would say it was an educated gamble. >> educated, because ami had developed an incredibly loyal customer b