The Patrón Way: From Fantasy to Fortune—Lessons on Taking Any Business from Idea to Iconic Brand; The Untold Inside Story of the World's Most Successful Tequila

Formerly known as "Mrs. Patrón," Edelstein (founder, IE Financial Services) recounts how she helped Martin Crowley (and his partner, John Paul DeJoria, the owner of John Paul Mitchell Systems) to grow Patrón tequila into an unstoppable luxury brand. At the same time, she was Crowley's partner in love, and much of this business memoir relates that story, in addition to anecdotes about the couple's obsessive attention to the details of Patrón's production and marketing. Sadly, the story didn't end well—Crowley's and Edelstein's relationship failed, partly because of their unmarried status and an unsuccessful lawsuit, and she was cut off with no restitution. Prior to her involvement with Crowley and the invention of Patrón, Edelstein worked as a financial advisor. Although business lessons echoing "know who the true tastemakers are, and use them wisely" are sprinkled throughout the book and its brief appendix, most readers will appreciate the informal "tell-all" style that reveals an emphasis on doing some paperwork to cement their role in any business they help grow.