A way of marrying tradition and modernity

Aun angle of rue de Faubourg-Montmartre, in Paris, the shop has the mother's family was the cave of Ali Baba. Classified historic monument, its former façade to the iconic green it is trailer proclaiming in letters of gold "manufactures chocolate", "specialties of honey and jams" or "confectionery and desserts". Inside, furniture of the 19th century and the jars are full of chocolates, chestnuts, nougats, breads of spices and other colourful calissons. And for good reason: in this holiday period which account for some 30 of annual sales, the number of references, usually 1.200, explodes.

Dating back to 1761, equipped with a credit to the iconic former, confectionery has become a Parisian institution. Under the impetus of the Dolfi family, which it has taken over a decade ago, it is expand. In total, the sign appears now 8 Parisian places. If the original store has kept its old stamp, it was not question copying the style elsewhere. The last, a corner in the spring of Haussmann, unfolds in Brown and orange, the colour of the mark. "We don't want to fake ancient, artificial patina, not misleading the consumer", says Steve Dolfi, one of the Directors General and one of the four children of the buyer of the sign. Because, as its name suggests, the company is a true family history. The current logo, a mother and her four children, was composed from the face of five of its members on the model of the coat of arms of the House. And, already, the grandfather, André Dolfi, was a confectioner.

"Hen to the egg of gold".

The façade is, it only on some boxes of sweets. A way of marrying tradition and modernity. "For chocolate, which represents 60 to 70 of our sales, we are not trying to surprise. "We prefer francs tastes," added Jane Dolfi, Director-General also, and in the business for a few months. Is no flavour Basil or camembert in production, in Tours. And the last novelty, the Palets de Montmartre, a very fine piece hiding a ganache, does not lose graphic design complicated to indicate the taste but displays the color marking on each if it is hazelnut, lemon or chocolate with nougatine.

If the House is made a specialty of traditional candies, humour, the blink of an eye are never very far away. As this very realistic but any chocolate chestnut Turkey. Or, already scheduled for Easter, this "chicken egg of gold" cut through the Middle for the famous golden eggs. The decision is fast, the desire to be happy, obvious. And each Member of the family puts the hand to the dough, used or holding the Fund, according to the needs in rush period. The only risk: the inability to remove references to make room for new.

Of all ages, the public of the sign, of which 80 of products sold are manufactured internally, is broad. In the original store are inhabitants of the neighbourhood as lovers from far places as well. There are still of the roudoudou to 20 cents. And a customer comes every day to buy a bite of chocolate. Confectionery table also on gustatory memories of each. As this couple all content find Negus of Nevers, their city of origin, to the shop of the spring.

For 2009, the project is to build a merchant Web site. Opening in March. Derived products such as bags insulated to keep the ice or the cabas should make their appearance. The sign could also dig its roots. The legend speaks of a religious hidden in a cave. But history still keeps many mysteries. However, Steve Dolfi is not really considering him devote a book. He would prefer to publish an album of photos of the clients.