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Updated Dec 14,
2006
ChocolateBox Café Offers Delectable Delights
Zareh Baghdasarian, owner of ChocolateBox Café in La Cañada Flintridge.
The stunning visual comparisons
that can be drawn between
the ChocolateBox Café in La
Cañada Flintridge and an elegant
jewelry store are no small coincidence.
According to owner/entrepreneur
Zareh Baghdasarian, “We
wanted to present a high-end, highquality
product, and what better
way to display it than in beautiful
cases that invite people to browse?”
Truffles, ganaches, marzipans,
buttermilks and pralines beckon the
discerning connoisseur from artistically
arranged trays and beneath
strategic lights that flatter all facets
of their perfection and delectability.
It is a visit that represents an investment
in good taste…and not one to
be rushed through lightly.
The historical significance of
chocolate’s reputation as a decadent
dessert was not lost on Baghdasarian when he and his partner
first began planning the opening
of this distinctive establishment.
“When chocolate was originally
taken from South America to
Europe, it was consumed as a luxury
item by kings. In the time of the
Mayans, in fact, it was called the
Food of the Gods. Like fine jewels,
only the upper echelon of society
had the privilege of enjoying them.
When people come in, we want
them to make the historical connection
that they are about to select
something with a richness of flavor that is very special.”
All of the chocolates are handmade
and created by a variety of
prestigious chocolatiers. He also
points out that the boxes in which
they are sold can be considered a
luxury item as well. “Some of our
chocolate box designers are actually
jewelry box designers,” he reveals.
Customers can choose the box they
want and then commence the daunting
but delicious task of figuring out
how to fill it with edible treasures.
“We also wanted to create an
inviting ambiance where people can come in and not just enjoy the
chocolate but also treat themselves
to coffee, hot chocolate and our signature
gelatos.” He mimics the
euphoria of someone biting into a
mouth-watering truffle. “Chocolate
gives you an instant feeling of
warmth and contentment. You can
have just one and achieve this,
which you certainly can’t say about
a lot of other foods. It’s also better
for you and less calories than if you
ate an entire pastry or a muffin.”
What accounts for this, he
explains, is that his chocolates are a
high percentage of cocoa and natural
ingredients and very little sugar.
“Chocolate is good for you,” he
says. “And there have been plenty
of medical studies to prove how true
this is.”
As if we chocoholics of the
world ever needed an excuse to
indulge…
The inspiration to open the ChocolateBox Café this past August
came about from Baghdasarian’s
observation that Americans seemed
to enjoy emulating the European tradition
of going out for coffee and
turning it into a social occasion.
Sensing that a marriage of gourmet
coffee and premium chocolates
would strike a popular chord, he
took a trip to Belgium a little less
than two years ago to seek out the
best chocolatiers to match his
unique vision.
He laughs as he confesses that
although he likes chocolate, it’s not
something he consumes when he’s
not in the shop. “I’m not a fanatic or a Willy Wonka! I won’t go out of
my way to find it since I’m always
surrounded by it here.”
What he enjoys about the business
is that it’s a departure from
other enterprises such as engineering
and telecommunications that
have taken his professional time.
“It’s a ‘sweet’ life,” he quips. “It
also appeals to all different age
groups.” His original target market,
he continues, was going to be ladies
between 35 and 55 who wanted a
pleasant place to meet friends. “The
gelato brings the kids in and the
variety of coffees and hot chocolates
bring in business people and
couples.” He emphasizes that it’s
not a chocolate shop but, rather, a
European-style café. “We’re unique,
too, in that our chocolate drinks and
chocolate coffees are all made with
real melted chocolate and not dry
powders or syrups.”
The ChocolateBox Café is open
from 10 a.m. until 9 p.m. every day.
During the holidays, however, it is
open at 7 a.m. for people to get their
coffee and special hot chocolate
drinks and gourmet teas on cold
winter days before they start their
workday.
In postscript, Baghdasarian
adds, “Besides our special
December products and packaging,
our customers can enter their names
in a holiday drawing for a Lucky
Gold Star chocolate cell phone that
works with Cingular and T-Mobile.”
Looking for a one-size-fits-all
gift? Orders placed online can be
shipped in time for holiday delivering
and happy munching ever after.
ChocolateBox Café is located at
714 Foothill Blvd. For more information,
call (818) 790-7918 or visit
www.chocolateboxcafe.com. |
