A New Look For Chocolates By Aarti

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.

Get it?!

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.

Aarti Khosla, with her creations.

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.

The new color scheme, and Aarti’s always-wonderful chocolates.

8 responses to “A New Look For Chocolates By Aarti

  1. Aarti is an amazing chocolatier
    Impeccable quality
    Anyone that hasn’t tried it, can’t call themselves a true chocolate lover
    I have given her chocolates as gifts to clients and friends.
    No one has e we been disappointed
    It’s my go to place for a quick pick me up
    Thank you Aarti

    • Thank you Karen, it’s always a pleasure to see you and share my chocolate creations. I appreciate all the support and encouragement over the years. Hope to see you on Saturday.

  2. Aarti’s chocolates are wonderfully delicious. She is a master chocolatier!

  3. Annette Norton

    Aarti is always super sweet to my daughter and her friends when they go to her shop! We are so lucky to have such a wonderful chocolatier downtown!

  4. Good local chocolate for a while seemed to be yet another casualty of Westport’s spreading retail blight. While I forget the names, the place on Post Road near where Pier 1 used to be went under, then the little store on Railroad Place across from the train station followed it down. Then Atari appeared and seems to be holding her own. Her store is small but her product is excellent, and I hope she’s able to stick it out for a long, long time.

  5. Arti’s Chocolates are absolutely exquisite in both taste and presentation!
    Not only does she produce a beautiful product, but she is a thoughtful and generous person. As a small business owner, she still finds a way to support numerous local causes that need assistance, though it must be a challenge. How lucky are we have to have this shining gem of a store in our town!!

  6. Thank you Annette, it’s always a pleasure when the youngsters stop in at the store to try my chocolate creations.