We caught up with the brilliant and insightful Shiquon Collier a few weeks ago and have shared our conversation below.
Shiquon, appreciate you joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
Originally, Chocolate Covered operated under the name Delectable Edible Creations. I initially had concerns about the lengthiness, but I was adamant about keeping the acronym (D.E.C) which aligned with its status as a subsidiary of Designs and Events by Collier. After transitioning to doing business as Delectable Edible Creations, the name just didn’t resonate as intended. Seeking a more fitting identity, discussions ensued with various individuals eventually leading to a late-night brainstorming session with my best friend and other close friends. During this creative exchange, we deliberated on several name and logo options. In the wee hours of the morning, around 3 am, a consensus was reached that the new name would be Chocolate Covered. This name deeply resonated with me; it was not only easier to pronounce but also carried a polysemous quality. It signified the process of covering food in chocolate while simultaneously symbolizing melanin, highlighting the fact that the business is black-owned.
Shiquon, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Chocolate Covered is a woman-led, black-owned business committed to crafting chocolate products suitable for any occasion. Our journey began with a focus on dipped treats and has since expanded to include fruit platters and arrangements, with plans to introduce charcuterie boards in 2024. Chocolate Covered is a subsidiary of Designs & Events by Collier, which specializes in event planning and design.
As the owner and founder, I see myself as a creative with a blend of business acumen. With a bachelor’s degree in business management, certification in event management, and a master’s in hospitality and tourism management, I think I always knew that I wanted to be in the entrepreneurial arena. However, I never anticipated my professional trajectory leading me to chocolate treats. The inception of Chocolate Covered was a result of my desire to always explore and try new things. This led to a successful stint in a seasonal position at a company specializing in dipped treats. This experience laid the foundation for what Chocolate Covered is today.
When creating Chocolate Covered, I recognized society’s growing emphasis on individuality, I understood the importance of customization. Deloitte’s consumer research revealed that over 50% of consumers seek personalized products in certain categories. Empowered by technology and social media, consumers now desire a hand in shaping the services and products they consume.
Chocolate Covered offers a unique avenue for customization, allowing customers to tailor their chocolate experience. From an array of toppings and being the only North Florida business offering completely vegan dipped chocolate products, we cater to diverse preferences. Our signature chocolate boxes can be personalized with any of our treats, making them perfect for any occasion. In essence, Chocolate Covered is not just about creating chocolate treats; it’s about creating unique experiences that cater to individual tastes and celebrating the joyous moments of life.
Our commitment extends beyond product quality and creating unique experiences for our customers; we take pride in our team’s collective 35 years of experience in education. At Chocolate Covered, we not only prioritize the excellence of our products but also invest in nurturing the youth, reflecting our passion for making a positive impact on the community.
What’s been the best source of new clients for you?
The most effective channels for attracting new clients have honestly been word of mouth and social media. I receive direct messages from individuals mentioning that they were referred by a specific person or expressing their admiration of a particular picture I posted, inquiring if I can create something similar for them.
Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?
One notable incident that comes to mind occurred on a Valentine’s Day a few years ago. To provide some context, Valentine’s Day is akin to Black Friday for many treat businesses, making it the busiest day of the year for us, with Mother’s Day following closely behind. Despite having ordered additional materials, a crucial component—our main boxes—had not yet arrived. Initially confident that they would arrive on time, given my previous experiences, I found myself facing an unexpected predicament when they failed to show up. In an ironic twist, they ended up arriving a day after Valentine’s Day. So, with really no time to spare, the night before Valentine’s Day, I was on mission find boxes. I went to multiple stores, predominantly Michaels, to purchase any available boxes. This task was particularly challenging as I typically order boxes in bulk, and finding enough three-pack counts of boxes was both expensive and time consuming. It also meant that we were short-staffed by one person since I was out searching for boxes. This experience served as a valuable lesson, prompting me to ensure that everything is well-stocked at least three weeks before the anticipated rush.
Contact Info:
- Website: thechocolatecoveredco.com
- Instagram: collier_chocolatecovered
- Facebook: chocolatecoveredco