by Celia Sin-Tien Cheng
May 17, 2005
7to3chocolates.com launched in January 2004. This chocolatier is unique in that it currently distributes solely through the web.
Yelena Malcolm is the owner/executive chef who runs a one-woman show. She designs and makes her own chocolates, handles the packaging, has designed the website, and manages the e-commerce orders and shipments. She has exquisitely refined taste buds and an eye for careful detail. Her delightful creations and personal touches are evident in the 7:3 Chocolates experience. All the bonbons are the same shape, but ornately decorated with a hint of the ingredient to indicate the filling inside, whether it be a sliver of grapefruit peel or a sprinkle of thyme. This not only makes it easier to identify the flavors, but also adds a touch of charm to these adorable chocolates.
A self-taught pastry chef in the French tradition, Yelena eagerly experiments with ingredients to find innovative and challenging mixes of flavors that surprise the palate while still attaining balance. Her part-Lebanese heritage enables her to unabashedly introduce spices commonly used in Middle Eastern cuisine that may be less familiar to the American audience.
Yelena loves to surprise people with startling combinations, and succeeds brilliantly. She plays with spices and savory ingredients and combines them with traditional ones to achieve enjoyably complex and unexpected sensations. When tasting some of her creations, the palate is initially shocked but pleasantly so, and the brain then follows with “Wow! I never thought of that, but it really works.”
Even though one’s experience with 7:3 Chocolates is conducted virtually through the web and postal delivery, one can feel the personal touch that Yelena has infused in her chocolates every step of the way. Allergies or dislikes can be duly noted in placing an order to avoid any bad experiences. How many chocolatiers are that considerate in their boxed chocolates?
Also take note of the fun names of the chocolates like “The Movie Star” for ginger and “Play It Cool” for peppermint and “Dali” for thyme & honey.
Click here to read about our craving from Yelena Malcolm at 7:3 Chocolates.