We recently connected with Estelle Tracy and have shared our conversation below.

Hi Estelle, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My chocolate journey started with a simple challenge. In June 2015, I set out to review 37 U.S.-made chocolates by my 37th birthday on Halloween. At the time, I wasn’t thinking about starting a business – I was just following my curiosity. But that challenge ended up changing the course of my professional life.

As I tasted those 37 bars, I realized that chocolate was so much more than just one flavor. Some bars had flavors so bold that they stopped me in my tracks. As the challenge unfolded, I started connecting with chocolate makers, who are the people transforming cacao beans into finished chocolate. By the time I had reviewed the final bar, I made it my mission to share the flavors and stories of the people behind chocolate.

In 2016, I decided to start delivering on that mission by creating a chocolate blog. I launched 37chocolates.com in January, and just a month later, a journalist featured my blog and put me on the cover of a newspaper. That article caught the attention of a local librarian, who invited me to host a chocolate tasting. I accepted, not realizing I would be compensated for it. I remember thinking, “Wait, I can make money doing this?” That was the moment I realized this could become a business.

From there, I had a lot to figure out, from crafting clear offerings to finding clients. I became a regular presenter at the library, where an attendee introduced me to a prestigious golf club, which opened my eyes to private clubs as potential clients. But building a business takes time, and it took four years for things to really take off.

Since then, I’ve hosted hundreds of tastings and spoken to thousands of people all over the world.

Estelle, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I bring people together through chocolate. I host chocolate tastings and wine & chocolate pairing events, both in person in the Philadelphia area and online for guests all over the world. I also offer curated gift boxes and run an online shop where I sell some of my favorite bars: 37chocolates.bigcartel.com.

I consider myself a chocolate sommelier, which means I serve chocolate in a hospitality setting. For a long time, I referred to myself as a chocolate educator, but I realized that there’s a difference between simply knowing about chocolate and crafting a thoughtful tasting experience that respects each guest’s palate.

In the wine world, a sommelier is someone who serves wine in a restaurant, selecting bottles that align with a guest’s tastes and preferences. If someone is knowledgeable about wine but isn’t actively serving it, they are no longer a sommelier in the traditional sense. The same idea applies to chocolate.

As a chocolate sommelier, my role is to carefully select chocolates that match my guests’ tastes and suggest pairings that elevate the entire experience. My focus is always on the attendees. I guide them toward a deeper appreciation of chocolate. That personalized approach is what sets a chocolate sommelier apart from other chocolate professionals.

At its core, my work is about helping people experience chocolate in a new way, one that is intentional and deeply enjoyable. You can learn more about what I do at www.37chocolates.com.

Can you talk to us about how you funded your business?

37 Chocolates exists thanks to the emotional and financial support of my husband. His salaried job provided the stability that allowed me to take risks, experiment, and grow the business without the immediate pressure of making it profitable. In the early years, his support gave me the freedom to focus on refining my craft, building relationships, and figuring out how to turn my passion into a sustainable business.

How about pivoting – can you share the story of a time you’ve had to pivot?

I often joke that chocolate gave me the gift of wine. When I realized the high demand for wine and chocolate pairings, I saw an opportunity to expand my expertise. I dove into learning about wine, and today, wine and chocolate pairings are one of my core offerings

Contact Info:

• Website: https://www.37chocolates.com
• Instagram: http://instagram.com/37chocolates
• Facebook: https://Facebook.com/37chocolates
• Linkedin: https://www.linkedin.com/in/estelletracy/
• Youtube: https://www.youtube.com/@mrscroissant