Chocolates that seduce the palate and captivate the eyes make for much more than just sweet treats

GODIVA’s history began more than 85 years ago in Brussels, Belgium when master chocolatier Joseph Draps founded a chocolate company named in honor of the legendary Lady GODIVA.

According to legend, in 1057, the people of Coventry were suffering from extremely heavy taxes imposed by their lord, Leofric the Dane. Leofric’s sympathetic wife, Lady GODIVA, was determined to convince him to reduce the taxes, while Leofric believed her shameless to plead for the unworthy serfs. Lady GODIVA responded by saying he would discover how honorable the serfs were and struck a deal: Lady GODIVA would ride unclothed through the streets of the city, “clad in naught but my long tresses,” and if the citizens of Coventry remained inside shuttered buildings and did not peek at her, their tax burden would be lifted. The following morning she made her famous ride and the citizens of Coventry graciously stayed inside to spare Lady GODIVA any feelings of shame. Leofric kept his word and reduced the grateful people’s taxes. Today, in Europe, Lady GODIVA is celebrated in countless works of art, including tapestries, paintings, sculptures and literature.

Anyone who has seen a bitter and rustic cocoa in the raw will agree that it looks like nothing more than an ordinary bean. But with imagination and incredible gastronomic talents of a cocoa confectioner, they turn from ordinary seeds into extraordinary morsels packed with excitement and surprise.

With incredibly creative flavours, the modern-day luxury candy has become as much as a gourmet treat as it is a lifestyle essential. Coming in tantalizing shapes and beautifully packaged, each cocoa creation delights the taste buds and teases the senses.

Walking pass the shop front of GODIVA, it is hard not to be captivated by its vast selection and colourful designs. Resisting one of GODIVA’s chocolate treats is nearly impossible.

Shoppers may not know what exactly it is about the chocolatier’s creations that are so irresistible, but the brand’s Regional Connoisseur Master, Mr. Wong Yim Yin, knows the secret to the brand’s appeal.

“To surprise and delight our clients, we are always creative with our chocolates. Each season, our team in Belgium and the US will design and create different flavours through their research from around the world. We want to put different cultural inspirations in our chocolates,” Wong explains.

Products such as chocolate mooncakes are the perfect example of catering to the needs of a specific region. These special flavours are sampled and critiqued by in-house master chocolatier Thierry Muret before they reach the palates of consumers. “Thierry Muret will decide if the flavours are appropriate for a specific occasion. Chocolate mooncakes are not just pieces of chocolate, they need to convey the sentiments of the Mid-Autumn Festival,” says the ambassador.

Almost as important as flavour, packaging is also a big part of GODIVA’s delectable brand image. Colourful boxes and beautifully wrapped hampers and baskets will instantly remind shoppers of the joy that comes with each holiday. “We want our customers to be visually stimulated as well. Pieces of chocolate will be decorated to match the holiday mood.”

But as the ambassador explains, the best way to understand what flavours will appeal to customers is to ask them. And to maintain a good relationship with chocolate lovers is an important aspect of GODIVA’s success. The brand’s Sales Operations Director, Mr Chris Choi, encourages the shop front staff to sample chocolates and to take note of customer feedback.

“Every time we have a new product, we provide clear guidelines to our staff about each chocolate and we encourage customers to sample them,” says Choi.

Through understanding the products, Choi believes the staff will be better able to cater to the specific tastes of each client. “Even with our most experienced sales representatives, we are constantly training and educating them with new knowledge about chocolate. This helps refresh their knowledge as well as give them the opportunity to taste new chocolates,” he explains.

When the brand brainstorms new ideas for seasonal and new flavours, headquarters often turn to local shop staff for ideas. “This is because they know best what our customers like and dislike. We often discuss this information and put them to use when developing new chocolates,” says Choi.

The brand also changed the culture of holiday gift-giving in the city. While the Chinese culture is all about traditions, GODIVA has been able to change the mindset of gift giver; many now turn to chocolate treats for even the most traditional of Chinese holidays. Hampers filled with cocoa goodies like chocolates, cocoa drinks, biscuits and even chocolate dipped fruits make for impressive and delicious gifts for Chinese New Year, Mid Autumn Festival as well as western holidays like Christmas and Valentine’s Day.

“We create a sense of joy through our chocolates. They are emotional creations that will add to the festive spirit of any holiday,” says Wong.

Indeed, the exceptional creativity and cultural inspirations make GODIVA’s chocolate treats so irresistible. And with GODIVA committing to bring out the best creations each year, we have yet to experience more delectable and more exquisite flavors in the years to come.

FAST FACTS
• With exquisite taste, premium quality, seasonal packaging, exclusive boutiques and innovative products, GODIVA Chocolatier is dedicated to over 85 years of excellence and innovation in the Belgian tradition.

• Recognized around the world as the leader in premium chocolates, we bring the most ultimate chocolate experience and emotional appeal of gifting to chocolate lovers worldwide.

• GODIVA Chocolatier produces many different chocolate pieces that fall into different categories and are often mixed and matched to create a wide range of collections for personal, sharing, holiday and special occasion use.