I'm sorry I ruined Christmas.
Okay, maybe not the whole holiday—but certainly the part where you would have strolled into my shop (or website), breathed in that chocolate filled air, and left with a big enough stash to justify calling it “gifts for other people".
As many of you know, I’ve been on the hunt for Top This Chocolate’s next home since closing the doors last May. While I’ve been working hard to find the perfect space, one that makes economic sense, is functional, and capable of supporting my growth ambitions, I’m sad to say that I didn’t find it in time for Christmas or Valentine’s Day. But I promise I’m working on a grand comeback worthy of all the cravings I’m causing. Also if you need a gift or stash, please read (or skip) to near the end of this blog post.
A Quick Note on the Final Days at Ventura Harbor
Thank you so very much for the sweetest possible goodbyes a chocolatier could get. So many of you came in, spoke from your heart about what the store meant to you and wished me well. I loved hearing every story. One lovely customer even brought me flowers and a card to thank me 🥰. The level of online ordering and shelf-clearing can only be described as heroic. By closing day, there wasn’t a single lonely chocolate square left. I had planned to have a closing day sale but even with all available Chocololgists taking shifts, we were unable to keep the shelves stocked. I would have loved to have kept producing but it was time to clean and wrap up the equipment so I could turn in my keys on time. As I packed and people continued to trickle in (mostly hoping there were still chocolate covered Oreos), I continued to sell the leftover toppings followed by the decor. Eventually everything was gone. I was sent off in the best way imaginable: shelves empty, heart full.
A Huge Thank You for Filling Out the Survey
When I closed I invited you to share your feedback through a customer survey, and wow, did you show up! Your stories, suggestions, and kind words were energizing. They’ve truly shaped my vision for what comes next. I’m grateful for everyone who took the time. I read every single survey and email response to my closing announcement (though I may have been too burnt out to respond). When I see comments like “I found my passion for chocolate with Fruit Loops and Goldfish mixed together,” I know I’ve accomplished my mission. I gave people freedom in chocolate and by so doing expanded their chocolate horizons. It’s also nice hearing comments like, “I get bonus points from the people I gift these to.” The best thing I could’ve wished for in the survey data is that when I asked you to rate the value for the money one a scale of 1 to 5, the majority of you rated it at 5 even though we all know that my chocolate isn’t inexpensive. Delivering value is of huge importance because chocolate prices are not coming down. In fact, on my last day, my main supplier sent a notice that on the next order the prices would be 30% higher! Boy did I close at the right time. Though chocolate prices were eventually exempted from tariffs and have stabilized, I know that when I do reopen I will not be able to keep the prices where they were. As long as you still feel you’re getting good value for the money, I hope it won’t have an outsized impact on sales.
Belgium Travels
After turning in my keys, I was burnt out. I slept for two weeks, took care of closing paperwork and affairs for two weeks, attended family events on the east coast and finally felt human again after a six year slog. Then I travelled to Copenhagen for fun (oh the pastry!) and Belgium to do chocolate “research”. There really are five chocolate stores on some blocks in Brussels. I went into as many as I could and took notes on window display, shelving and product packaging. In one bakery, I got inspiration from a cookie plated in edible gold. It was priced at 25 Euros and meant for special occasions. I would like to do something similar with 24k gold flakes on a chocolate bar as a "super premium" topping. I learned in the chocolate museum that Belgians eat a lot more chocolate per capita than Americans. We have to step it up!
New Location Search
Since returning to US I’ve been in serious location scouting mode. I have no less than four real estate brokers in four cities searching for the perfect space. I’ve travelled for meetings with large corporate malls in both Nashville and Charlotte. While they are interested, I am not in a place yet to take on a rent of over $16k per month. I’m using data analytics to explore medium-sized centers and waiting for the right square footage opportunity with the right foot traffic at the right price. Openings in these centers come infrequently. Then when they do I compete with large franchises. However, chocolate businesses are rare and add well to the overall mix of businesses in malls. Plus, Top This Chocolate is extremely unique (as you know) and most landlords recognize that it would make a fantastic addition to their center. I believe something great will come up shortly. Please remain deliciously patient with me.
Treating Your Acute Choc-olate-itis
Before Christmas I did look into a temporary production space so I could reopen the website. It turned out the permitting fees and other startup costs were prohibitive for the short amount of time I anticipated being open. I thought about opening from home but cannot plug in my industrial equipment at home. Without my equipment, the chocolate making process is slow and I cannot handle the kind of volume that the website would generate. However, I am getting your emails and calls asking how you can get a stash. I even got one frantic call at 6 pm on the Wednesday before Thanksgiving from a mother who didn’t know the store was closed asking for an emergency order of six name bars for the kids table. I wish I could've helped. So I now have a cottage food license to prep from home and am taking orders by email. If you need a fix to tide you over (esp since you’ve read this far), email me at Info@TopThisChocolate.com. Accepting Paypal, Venmo and Zelle. Prices are high and I’m eating some of them. I'm keeping the prices the same as at close.
I miss you. I’m rooting for a new location soon, and can’t wait until the day I reopen with shelves full again, smiles ready, and not a ruined Christmas in sight.
With love and lots of chocolate dreams,
Shana Elson, Chief Executive Chocolatier
Toppings Available: Almonds, Cashews, Pecans, Walnuts, Cranberries, Blueberries, Pineapple, Caramel Pearls, Toffee, Peanut Butter Chips, Oreo Pieces, Marshmallows, Gummy Bears, Sour Gummy Worms, Crushed Peppermint, Potato Chips, Pretzels, Rainbow Sprinkles, Sea Salt and if it’s missing from this list, feel free to ask if I have it. Making bars, name bars, mini bars, and chocolate covered Oreos.