Liam Eisenberg for BI
Jon Sebastiani saw fancy marshmallows for the first time in Paris, and thought they looked like money.
A scion of a big-deal winemaking family from California, Sebastiani was already rich. He ran one of the family wineries for a while, but that wasn't his big hit. "When you grow up in a small town like Sonoma, in a notorious family business where everybody knows who you are — it was important to me to carve my own path," he says.