Paris/Île de France

Oh, là, là, just ran across this in the Wall Street Journal today. Has anybody been to La Chocolaterie de Jacques Genin or tried its merch?

The Chocolate Rebel: Although Jacques Genin Considers Himself a Foundry Man, His Wares Enliven Palates and Linger in Customers' Memories

...The big surprise in Paris this Advent is that the most talked-about chocolate-maker of the moment -- Jacques Genin -- is not a qualified maître chocolatier but a self taught and self declared "rebel" whose career in food began not in a kitchen, but in a slaughterhouse....

From his tiny workshop off the gourmet track in the 15th arrondissement he has built up his business to become a supplier of chocolates and petits fours to about 200 top hotels and restaurants around France, including the grandest establishments in the capital such as the Crillon, Plaza Athénée and Le Meurice. Outside catering circles, however, he was unknown.

That is, until 12 months ago when, in the full bite of the recession, he opened La Chocolaterie de Jacques Genin -- a 400-square-meter temple to chocolate created within the shell of a 17th-century building in the fashionable Marais district. Mr. Genin admits the first year has been difficult. "If it hadn't been for my team who work here with me, there were days when I would have felt like giving up."

In keeping with his original approach, there's no sign of tinsel, let alone a Santa Claus, when I visit his premises. On stepping into the high-ceilinged sanctuary of honey-toned ancient stone and blonde-oak parquet, the first impression is of a luxury accessory boutique. Indeed, the architect, Guillaume Leclercq, has designed interiors for Louis Vuitton.

On the ground floor of La Chocolaterie, beneath spot lighting, elegant black-clad assistants confer earnestly with customers peering into glass showcases. They're looking at polychromatic mosaics. On closer inspection, these mosaics are made up of two-centimeter squares of chocolate, hand painted with delicate patterns and displayed in single layers in silver metal boxes.

Alongside the chocolates are jewel-colored candies and caramels, and immaculate-looking pastries, all of which can be consumed on the spot in a tea-room area of fawn leather chairs and dark wood tables.

High overhead, there's a flicker of movement. I lift my gaze to see a svelte young woman, pony-tailed and in chef's whites, descending a spiral metal stairway from the upper floor, bearing chocolates. She looks like a messenger of the gods, but in fact she's simply executing Mr. Genin's just-in-time business model. His products are all freshly made in airy kitchens above the shop and brought downstairs as required.

full piece: http://online.wsj.com/article/SB126109555019996343.html#

Replies

David Paul Appell December 18, 2009 at 4:37pm

Oh, là, là, just ran across this in the Wall Street Journal today. Has anybody been to La Chocolaterie de Jacques Genin or tried its merch?

The Chocolate Rebel: Although Jacques Genin Considers Himself a Foundry Man, His Wares Enliven Palates and Linger in Customers' Memories

...The big surprise in Paris this Advent is that the most talked-about chocolate-maker of the moment -- Jacques Genin -- is not a qualified maître chocolatier but a self taught and self declared "rebel" whose career in food began not in a kitchen, but in a slaughterhouse....

From his tiny workshop off the gourmet track in the 15th arrondissement he has built up his business to become a supplier of chocolates and petits fours to about 200 top hotels and restaurants around France, including the grandest establishments in the capital such as the Crillon, Plaza Athénée and Le Meurice. Outside catering circles, however, he was unknown.

That is, until 12 months ago when, in the full bite of the recession, he opened La Chocolaterie de Jacques Genin -- a 400-square-meter temple to chocolate created within the shell of a 17th-century building in the fashionable Marais district. Mr. Genin admits the first year has been difficult. "If it hadn't been for my team who work here with me, there were days when I would have felt like giving up."

In keeping with his original approach, there's no sign of tinsel, let alone a Santa Claus, when I visit his premises. On stepping into the high-ceilinged sanctuary of honey-toned ancient stone and blonde-oak parquet, the first impression is of a luxury accessory boutique. Indeed, the architect, Guillaume Leclercq, has designed interiors for Louis Vuitton.

On the ground floor of La Chocolaterie, beneath spot lighting, elegant black-clad assistants confer earnestly with customers peering into glass showcases. They're looking at polychromatic mosaics. On closer inspection, these mosaics are made up of two-centimeter squares of chocolate, hand painted with delicate patterns and displayed in single layers in silver metal boxes.

Alongside the chocolates are jewel-colored candies and caramels, and immaculate-looking pastries, all of which can be consumed on the spot in a tea-room area of fawn leather chairs and dark wood tables.

High overhead, there's a flicker of movement. I lift my gaze to see a svelte young woman, pony-tailed and in chef's whites, descending a spiral metal stairway from the upper floor, bearing chocolates. She looks like a messenger of the gods, but in fact she's simply executing Mr. Genin's just-in-time business model. His products are all freshly made in airy kitchens above the shop and brought downstairs as required.

full piece: http://online.wsj.com/article/SB126109555019996343.html#
David Paul Appell May 10, 2009 at 8:14pm

Here's a video I just came across about eating affordably in pricey Paree...

- YouTube

Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.

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