Ha Shokolad Shel Sara can be found at www.chocolad.co.il
and at the Rehovot mall twice a week, and Malcha mall in Jerusalem once a month.
I have had three encounters with Ha Schokolad Shel Sara [HSSS]. The first was buying some of their chocolates at a crowded booth at the Chocolate Festival and taking them home to try. They looked just like any other chocolate--the traditional molds, no fancy colors or gimmicks. Due to their unassuming appearance, I hadn't anticipated that they would stand out. But I was pleasantly surprised at the sheer freshness of the ingredients-especially the nuts, as well as really tasty couverture. My second encounter with HSSS was my interview with Sara Kfir, who was delightful and as pleasant a person as you could want to spend a morning at the mall with. The third encounter was the second tasting of HSSS chocolate with a more objective palette, slightly less impressed than during the first tasting, leaving me with the overall impression that HSSS is at her best when working with fresh nuts. The mystery ganaches are, on the second tasting, a bit marshmallowy. These chocolates are real crowd pleasers, and I think that she is well-placed in a mall where people will probably expect more standard fare.
What is the source of your chocolate, why? Callebaut, Freubel and Valrhona.
Kosher? Ingredients are kosher--no certificate.
What career did you have before chocolate?
I was a dental assistant on a kibbutz--there I was the boss. The dentists were employed b me. After leaving the kibbutz, the dentist was always the boss, and he was the age of my son. I saw the movie "Chocolat" three times about five years ago and said to my husband "that's what I want to do". He said "What, are you crazy?", but I am a very strong person and if I decide something, then it will be.
What are your most popular products?
Young people like white and milk. Middle aged people like dark. Gift certificates are popular.
What do you find interesting about chocolate?
It's tasty and smells good. It is very creative.
I noticed that your chocolates have an impressively consistent finish, with very few bubbles and perfect feet [the bottom of the truffle where it is sealed].
My husband is a quality control manager, so it affects the way I make chocolate.
Where did you learn how to make chocolate? How did that influence your style?
I studied with Estella [a woman specializing in chocolate sculptures for pastry decorations, also the teacher of Keren Sason of Katan Ve Tov--CS] She's great. When I studied I just wanted to learn how to work with chocolate. She taught me the basics.
What are the personal touches that you add to your chocolate?
Working with my imagination and my ideas I touch and smell the chocolate. Seeing the tempering machine work all day--I love that.
Do you feel a sense of competition with large chains such as Max Brenner?
No.
What do you think draws people to your products?
The visual and taste [aspects]. I don't make chocolate like everybody--I don't use cream in my couvertures--I don't make ganache-I use something else, but it is a secret.
Are your products shelf-stable?
The pralines will last four weeks--they last longer than others because they are not made with dairy. The sweet blessings [solid chocolate hearts and other shapes with handwritten messages] last quite a bit longer.
Why did you decide to sell at malls? Do you plan on expanding to others?
Because it is cheaper than a storefront. I am in Malcha once a month and Rehovot twice a week. I can't expand because I have to make them all myself and there's only so much I can do.
Do you have plans for opening your own store?
I have it in my mind, but I don't know when or where.
Who is currently buying your chocolates?
I get orders for weddings, and b'nai mitzvot. The people who come to the mall buy my chocolates. I also teach workshops for birthday parties--I will come to their location, or they can come to me.
How much of your business comes from the internet?
Maybe 25%
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