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It’s hard not to have fun with chocolate, but like any passion it can be taken to a very serious level. The Chocolate Box, opened in June of 2007, offers seriously good chocolate in a fun setting. Michel and Valerie Brotman have created a retail space to die for, filled with high-end local chocolates. But it’s more than just a place to shop; it’s an espresso, tea, gelato stop and bakery. Four local chocolatiers are featured and you’ll often find them onsite.

Photo: Michel and Valerie Brotman

"I wish the story of how the store came about was sexy," smiles Michel, "but it’s pretty straight forward." Michel is the owner of "Simply Seattle," on the corner of First and Pine streets, a store filled with "gifts that say ‘Seattle’." He started the store 18 years ago and understands the neighborhood, downtown and tourism. "I believe in tourism and the economy of Seattle, but I also wanted to feed people," he explains. Simply Seattle’s landlord approached him when another space in the building became available and he began thinking how he might use it.

"The chocolate trend was building on a number of levels," says Michel. "I’d been selling gourmet foods at Simply Seattle and was seeing it at food shows. Seattle chocolatiers were at the forefront of the trend—companies like Theo and Fran’s were winning industry awards. You could get their chocolate all over the country. Seattle’s chocolates are like Microsoft’s computers and Starbucks coffees. I decided to celebrate local chocolatiers by creating a retail and food environment."

Michel’s merchandising background (through fashion stores like Jeffrey Michael, Bottoms, Bernie’s and Special Tees) shines at the Chocolate Box. "This type of food has huge merchandising potential," Michael explains. "It looks decadent. People can eat with their eyes; we cater to those ‘non-dangerous’ cravings."

Even when he didn’t have a real business reason for being at gourmet food shows, Michel would attend. "I just love the creativity and passion in this business and am thrilled to be part of it now." Long before the idea of this store was born, he would start his mornings with a cup of tea and a bit of dark chocolate.
 

Photo by Casey Berg: in-store display

Featured chocolatiers are Fiori of Bellevue, Theo from Fremont, Chocolat Vitale of Interbay and Oh! Chocolates from Mercer Island. "These were the small companies that not only were creating incredible gourmet chocolates, they were also the most passionate about their product and this concept," says Michel. "They were excited to have another, or their first, retail outlet and happy to use this as their testing ground. They come in for events or to be here for sampling." Along with loose chocolates like truffles, there are bars, teas, Chocolate Vitale’s "Drink of the Gods," chocolate candles and so much more. If you can’t make up your mind, there are great packages filled with a variety of items from the various chocolatiers and the store in almost any size. Coffee, tea and chocolate mugs overflow with a variety of items. All items are also available on their online store.

Non-featured chocolates are available also. Fran’s, Godiva, Dilettante and items like Bloomsbury chocolate bars with wrappers that say "Things get more exciting in the dark," and "Chocolate is the new black" are also carried. Michel Cluizel of Paris is represented here as well. He is the chocolatier’s chocolatier and is a great marketer as well with chocolate mushrooms and "corks" that are chocolates filled with bourbon. The Chocolate Box is adding a new line from Portland, Moon Struck, that’s doing some innovative things like their pigs in a box with "hay."

On the "stay and have a bite" side of things, there are pastries, gelato, tea, hot chocolate and Zoca espresso/coffee. Front window counter seats offer spots to savor your indulgences. "We work with a stable of local bakers right now," says Michel. "It’s a challenge because when you’re new you don’t know what to expect in terms of volume. We have them bake for us, but when it’s gone, it’s gone. Ultimately, we’d like to do at least some of the baking ourselves." It’s hard to resist cupcakes, pies and croissants when they look this good. The hot chocolate they sell to drink in-house is the Vitale they sell to take home. Just looking at the gelato can make you happy—it’s twisted and sculpted and looks creamy and delicious.

"Chocolate is a very interesting business to be in," laughs Michel. "People are passionate about it and they have firm opinions. Some people think you’re crazy if you eat anything that isn’t 100% from Tanzania. They love having these small indulgences in their lives and really need them. People pour in here about 3 p.m. for their afternoon pick-me-up."

Michel and Valerie have been pleasantly surprised by the depth of feeling people have about chocolate. "In all my years in retail, I’ve always thought that people thanked me for providing something by giving me their money. No one has ever verbally thanked me before and now they do."

Photo courtesy of The Chocolate Box

As they move through their first year, they’re learning what to expect in various seasons and "chocolate holidays." As Michel says, "I’ve been telling the staff we don’t know what to expect for Christmas but it’s like Mount St. Helens. We can hear it coming, we just don’t know how big it will be." They’re hoping people shop early so they won’t have to stand in long lines. Confectionary chocolates have a shelf life of a couple of months and gourmet chocolates a couple of weeks. Of course, there’s no guarantee that you’ll get them home without eating half of them.

Although the Chocolate Box has an upscale, sophisticated feel, the Brotmans and staff are here to have fun. Next summer, they’ll stay open later with an expanded dessert menu and they’re planning outdoor seating. They’d love to expand into a larger space within the next few years. Seattle’s sweet life is just beginning.

Connie Adams, Nov/Dec 2007

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