6 minute read
GEM CHOCOLATES
When Glenn Knowles and I last spoke in 2011, he had recently opened Gem Chocolates; now, Glenn is thinking of selling his well-loved, award-winning business perhaps in the next year or two, to enjoy his well-earned retirement.
In 2009, Glenn decided it was time to do something dramatic and live life with no regrets. Leaving behind his job as director of back-office operations at the stock exchange, he traded in his business attire for a Euro chef shirt and registered at the Vancouver-based Ecole Chocolat. Soon after graduating with honours in an online Master Chocolatier program, Glenn sold his chocolates online and wholesale to such impressive clients as the Fairmont Pacific Rim Hotel.
In 2011, he took his dream one step further and opened his artisan chocolate shop. Kerrisdale came out as the winner when he chose Gem Chocolate’s location. The anticipation of the shop opening was high from customers and local merchants, who were extremely supportive of his new business.
Glenn says, “After almost 13 years, I feel very happy to have created something from scratch in an entirely new industry and developed new skills. Shifting from my previous career into retail food was hardly a linear progression.”
Initially, I gave myself five years to do this as I had long wanted to work with food, but now after 12 years, I clearly enjoyed it.
“Small business isn't easy, but for me, it is a much better ride than corporate, though it lacks the same safety nets. You learn a lot about yourself on such a journey and meet many great people, too. It’s given me a chance to be creative, not just with the products I produced, but in how I approached building the brand, products, packaging, style, and being 100% responsible for everything. I have used my business experience and MBA studies to quickly adapt to market changes and economic uncertainties, with an eye on brand recognition and profile.”
Gem Chocolates has contributed to Kerrisdale's mosaic of unique owner-operated businesses.
“Due to the high number of regular, loyal customers that we know by name, it sometimes feels like a “Cheers” episode where patrons are recognized with their order started without asking. We value these personal connections, solidifying the Kerrisdale neighbourhood feeling.”
Glenn worked solo for the first few years, which presented a challenging work-life imbalance. It was a milestone when he hired staff dedicated to front-of-house sales and never looked back. He feels very fortunate to have had many great people work on his team.
“Several had childhood dreams to work in a chocolate shop. So the Willy Wonka dream lives on!”
Over time, the product line has expanded into chocolate bars, barks, nuts, dried fruits, and figs.
I take inspiration from nature, other foods, flavours, and smells and pair them with chocolate.
Glenn welcomes suggestions from customers. One loyal customer, Mimi, suggested he pair chocolate with figs. Thanks to her suggestion, this evolved into dried figs filled with ganache dipped in chocolate, which are very popular.
“In all, we have made over 150 different flavour creations from the wild and wacky (e.g., sun-dried tomato and basil pesto, black garlic (gold medal), and European black licorice with raspberry flavours (silver medal) to the tried and true (rich espresso, blueberry and of course, salted caramel).”
“I strive for Gem Chocolates to be known for bold, true, natural flavours; I didn't want to make flavours that are light, insipid and difficult to distinguish, rather relying on a person’s palate to be the flavour map versus a printed collection card. That is a testament that I won't skimp on ingredients and cost to deliver the true flavour. If you're going to do it, do it with commitment.”
“We have had famous people come in under the radar and filled orders from several celebrities. Once we achieved an “Adele” moment. We personally gave a box of chocolates to Adele while she performed onstage at Rogers Arena. She quipped, "Mr. Security Man, please pass me that blue box. Mmm, chocolates, thank you so much."
Glenn experiences countless moments of pride running his artisan chocolate shop.
“I never tire hearing how people react to viewing and tasting the chocolates from the "too pretty to eat" or "food-gasmic" to "the friend I gave them to just loved them.” I love it when customers bring in friends to introduce them to Gem Chocolates. They are my muchvalued ambassadors!”
“Each time an out-of-towner says somebody recommended they visit my shop I feel that I have accomplished something. It surprises me that so many people from outside of B.C. know about Gem Chocolates, yet nearly every day, someone from the Kerrisdale neighbourhood comes in for the first time asking if we just opened. What makes me most proud is how many customers have become personal friends, their loyal following, and the personal referrals they make.”
What comes next for Glenn?
“I don't plan to slow down, just take a break. I currently grow blueberries, haskap berries and other fruits at a hobby farm. I'll spend more time working outdoors after spending so much time indoors. I'll also travel more to visit family and spend time in countries where I can improve my language aptitude. I love learning new things, and no doubt will continue to study languages and take some courses at UBC just for enrichment. “
“Gem Chocolates has been a rewarding journey. Thank you to my customers for your loyalty, referrals, kindness, and friendships. It's a pleasure working in your community, welcoming you into the shop, creating chocolates to tantalize your palates, and making Gem Chocolates your chocolate home/go-to place. Thank you for giving an upstart business the chance to prove itself and shine.”
Visit Gem Chocolates in the next year and experience the flavours for yourself.
Gem Chocolates
2029 W 41st Avenue
Vancouver, BC V6M 1Y7
Phone 604-263-9878
www.gemchocolates.ca
Story by Sarah Gordon. (Feb 2024) @PALLAMEDIA
