Over the past 5 years, Aarti Khosla has built up a wonderful, popular business.
But the name — Le Rouge Chocolates by Aarti — was a mouthful.
So the new year — and new decades — brings a new look.
The new name could not be more delicious: Le Rouge Aartisan Chocolates.
Aarti began using chocolate to showcase the rich diversity of Indian desserts. She worked in a rented commercial kitchen, and sold through farmer’s markets, chocolate shows and holiday boutiques.
After introducing European ganache cakes, she opened the small shop at 190 Main Street — a few steps from Joe’s Pizza, and underneath Ron Provenzano’s barber shop.
“I feel humbled and very fortunate to be accepted, appreciated and embraced by the community,” Aarti says.
“It has been a blessing to meet so many people from all walks of life, and make innumerable friends along the way.”
Her bold black and white polka dot brand is well known. But, she says, it does not fully communicate the building blocks behind Le Rouge Chocolates: her Indian heritage, passion for world travel, and love of French food artistry.
Randy Herbertson of the Church Lane design firm TVB helped her capture the essence of her inspirations.
The new logo’s lotus flower and dome are nods to India. The elaborate scrollwork is inspired by Paris’ iron balconies.
The skyline combines those of India and Paris. She came up with the tagline: “Paris to Punjab.”
Using royal blue with red “elevates the packaging to look royal — just like my hand-painted chocolate gems,” Aarti says.
Condensing “Chocolates by Aarti” to “Aartisan Chocolates” was the brainchild of her good friend Joelle Berger.
She also took the suggestion of photographer/marketing guru Dave Matlow to incorporate the word that represents her core business — “chocolate” — in the new logo and website.
The new website — http://www.lerougechocolates.com — will be ready soon. A launch party — also celebrating Valentine’s Day month — is set for Saturday, February 8 (11 a.m. to 5 p.m.).
In the meantime, as Aarti transitions to Artisan Chocolates, she’s open for business.
Some things never change.