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One of the oldest chocolate stores in New York City. aigner chocolate has been providing chocolate confectionery and other sweets for 93 years. When Rachel Kellner and her husband Mark Libertini bought and took over the store in her 2015, they explored ways to continue to inspire future generations while maintaining the store’s identity. I had to explore.
Mark is a pastry chef and restaurateur, while Rachel is a former social worker with no experience in the food industry. Rather than seeing her non-traditional background as a mismatch, she used it to bring a new perspective to her shop.
“Business is really all about networking. It’s all about building relationships, and I love doing that,” said Rachel. “As a therapist, that is your role. The therapist-client relationship is based on the trust and safety you build with your client.”
Despite different owners, many of the Aigner chocolates are the same. Mark and Rachel use all the same recipes as the original owners, so customers have been eating the same classic chocolates for years.
In terms of store evolution, Rachel rebranded, updated her website, and built a stronger store. online presence. She also single-handedly expanded her media relations and produced press releases.
“I’ve had those relationships, and now I’m literally texting media people and saying, ‘Hey, what’s going on here?’ and pitching them stories. ‘ said Rachel. “There are so many terrible things going on in the world that no news can go on without good news, so we can always provide it.”
Rachel continues to expand her Aigner chocolate presence online. use media coverage, she still believes that the store’s strength lies in the customer’s face-to-face experience. She prioritizes staff training and treats them like family. Customer interaction.
For Yelp Community Manager Samantha B, the in-person experience has always been preferable to ordering Aigner chocolates online. She loves coming to the store because of the relationships the staff have built over the years.
“I’m a people person by nature, so it’s always a pleasure to walk into a physical store and see a smile,” said Samantha. “During the pandemic, we were very comfortable just sitting behind screens, but I’m not that kind of person.”
In addition to treating every visitor as a valued customer, Aigner Chocolates engages with the community by frequently giving back to local charities and organizations. Queens Progress Center and a local hospital.
Rachel sees these efforts as a way to combine her social work background with new experiences in the food industry. During the pandemic, the store donated chocolate worth a total of about $30,000. Today, Rachel sets a donation budget and chooses local organizations that align with her business and values.
“We have been given a wonderful opportunity to run this business and carry on the tradition. Spreading joy is my husband’s and my social responsibility,” said Rachel. “We’re just trying to put it into practice in every possible way and find a way to make it happen.”
Other creative strategies for Aigner Chocolate to engage with the community include:
- Host community events. Aigner Chocolates often organizes fundraising activities in partnership with local schools and organizations. Hosting these events is a great way to raise awareness of both your business and the causes you care about.
- Hire members of your local community. Rachel frequently recruits students from local high schools and partners with local colleges to provide internship opportunities for college students. Providing jobs and professional development opportunities can strengthen the connection between small businesses and their communities.
- Treat your customers like family. The staff at the long-established Aigner Chocolates strive to make old and new customers alike feel welcome. Prioritize customer service Help every customer feel like a valued member of your community and create loyal, repeat customers.
To hear directly from Rachel and Samantha, listen and subscribe to the episode below. behind the review Every Thursday, you’ll find more information from new business owners and reviewers.
Available on: spotify, apple podcast, google podcasts, Stitcherand sound cloud.