Are you ready for some serious inspiration this morning?! We are thrilled to have Shelley Wallace of Hagensborg Chocolate here with us today to tell us how she got started in the chocolate business! The entrepreneur and mother of two was waitressing at the Four Seasons for 10 years before she started her well-known brand. Seriously, who wouldn’t want to be working with truffles? We love how Shelley turned her dreams into a reality and never looked back. Read on below to see where Shelley sees her brand going in the future and amazing advice on how to get started.
We are all definitely in chocolate lover’s heaven when browsing your sweet shop! How did you start Hagensborg?
I was a waitress at the Four Seasons Hotel for 10 years. I wanted to show my children, then 3 and 5 years old, that you can do whatever you put your mind to. I asked some of my customers if they had anything interesting I could sell. One of them had a chocolate factory. Who doesn’t like the thought of working with chocolate all day?! I jumped ship and started selling chocolate. In 2007 I started my own company with Truffle Pig and have been wallowing in Truffle heaven since!
Has chocolate always been a passion?
Chocolate has always been a necessity in my life but it became a passion in 2007!
What’s your process for finding flavors and testing recipes?
It’s quite simple really, I don’t do a lot of market research, however I just go on my taste buds and instinct! I choose cocoa I really like and get inspired by different ingredients and countries. Some of my favorite flavors were inspired by my childhood treats like mint chocolate chip ice cream and peanut butter and jam sandwiches!
How did the idea for the Truffle Pigs come about?
The truth of the matter is quite simple. We produce high quality All Natural European chocolate truffles. When we decided to create a chocolate bar, we researched where the word ‘truffle’ originated from. What we learned is that truffles are a rare mushroom found in the forest, also called the diamond of the kitchen. To find these unique delicacies, pigs were used because they have an innate ability to sniff out these exotic treats. Understanding that chocolate truffles and truffles have nothing in common we decided to bring these two ideas together, thus creating “The Truffle Pig”. Aren’t those pigs smart?
Running a successful business like Hagensborg is sure to take a lot of dedication! What does a typical day look like for you?
BUSY! I have three children and the youngest is 2 years old. Besides juggling their schedules, I juggle multiple rolls in the company, however my top priority is always selling.
How did your past experiences help you launch your own business?
Working for a company like the Four Seasons Hotel taught me how to talk to people of all social classes. I have never been afraid to do a presentation to a buyer or the bank! As well, I think my humble roots have always inspired me to look for help and hire people better than me.
What do you envision for the brand in the future?
Lots of fun chocolate products and character development with children’s books.
What are some of your favorite confections?
Bubble Gum, Black Licorice, Gummy Bears, Starbursts….
We love the princess theme throughout your blog! How were the “Chocolate Princesses” born?
I have to blame my family for my Princess title, they were the ones who created “Princess Shelley.” Growing up, my father was extremely sick with heart disease and was given a very short time to live. Fortunately I was able to share the first 6 years of my life with him before he passed away. During the six years I was able to enjoy with him, he used to call me Pookie. One of our favorite things to do as kids was to put together plays for my parents to watch. My sister, 8 years older, would write and perform them and my three other siblings would help put the sets together and perform. Since I was so young they found a way to keep me involved with out “ruining ” their play. They dressed me up as a princess and put me on a chair in the middle of the stage. I was to stand there and look cute! When I was 5 years old, just starting kindergarten, my teacher did the opening roll call and called my name; Shelley Wallace. I stood up and politely told her that was not my name. I kindly asked her to address me as “Shelley Dawn Pookie Princess Wallace!”
Any tips for other ladies just starting out in the business world?
Success comes to those who hang on when all others have let go. Pick up the phone and make the call!
Photography for Best Friends For Frosting by: Nomo Akisawa
Styling and Makeup by: Jasmine Hoffman
Hair by: @carabunnie
Skirt by: Beautulleful
Jewels by: Jeweliette Shop
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