Welcome back to the Velvet Runway and our “Inspiring Women” series, with this exclusive interview with Jade Genin, owner and founder of Chocolaterie Jade Genin.
Jade was born in Paris, close to the Opera, and began her professional life as a figure skater. In 2002, at just ten years old, she entered the figure skating section of a specialist sports academy where she stayed, until the age of 15, when she joined a professional troupe: “Rêves de glace”.
From figure skating, she changed career paths to law, and in 2014 she was admitted to the Paris Bar School, after studying law at the Sorbonne. Then she practiced as an attorney at Latham & Watkins.
But, in 2019 she realised that Law can’t beat chocolate… and so she left everything to become a chef-chocolatière at her father’s company, Jacques Genin, before creating her own chocolaterie in 2022.
Image Credit : Malthusian Belt
You can find her chocolaterie in Paris, at 33 Avenue de l’Opéra: the main entrance is on the iconic avenue de l’Opéra and the workshop entrance is on rue Danielle-Casanova. The two spaces are connected by a curved corridor: a main stage and a backstage … which is not without evoking the Comédie Française, nearby.
Image Credit : Malthusian Belt
The interior was designed with the help of designer Khaled Kolsi, creating an atmosphere that respects the primary virtue of chocolate: its magic. The interior is a mix of pure white with a touch of gold, inspired by Jade’s two passions, the Taj Mahal and ice-skating. It represents the coming together of a beautiful duo: the sparkling purity of frost, combined with the warm reflections of gold: Ice and fire.
Image Credit : Malthusian Belt
Her signature chocolates are chocolate replicas of the tip of the Concorde obelisk – an ode to Paris, her birthplace, and its timeless beauty.
Image Credit : Thomas-Duval
The pyramidions, each face of which reflects the light, are nestled in a golden box.
Image Credit : Thomas-Duval
Some chocolates are infused with Asian spices, others carry tastes of the Orient in floral notes. You can also find delicious pralines and fruity ganaches.
“The flavors of Asia have enriched my palate: Japan, Korea and Thailand never cease to inspire me. Hence my jasmine chocolate, tamarind chocolate or seaweed and sea water chocolate. The Orient also infuses my ideas with sunshine, aniseed and fennel. I love these luminous touches that make you dream”
All the ingredients are strictly natural and sourced with passion. Additives, preservatives, flavors and flavor enhancers are banned from the workshop.
“When you have such a noble material as chocolate in your hands, it is forbidden to alter it!”
Take a read of our exclusive interview with Jade Genin, and find out what inspires Jade and more about her chocolaterie.
Exclusive Interview with Jade Genin
Thank you so much for joining us, Jade. Can you tell us a little more about yourself?
There are 3 things that will really help you to understand me.
First, the city I was born and grew up in: Paris. Since birth, I’ve never left it. I grew up surrounded by all the beauty and the grace Paris offers. I really think the surrounding beauty is essential in one’s life: it soothes the soul and increases sensitivity to the beauty of mankind’s work, of craftmanship and art. Paris is my first and my everyday inspiration.
Second, the love I have for my parents. They are my everything. I can’t imagine my life without them. I sometimes think the fear of losing them is the unconscious reason I’m continuing the legacy of my father…and my mother because she works with my dad too!
Third, my first passion for ice-skating. At 10 years old, I was in intensive training. I had school in the morning and I skated in the afternoon. In France it’s called “l’école de glace” (the ice school), and I started taking part in national competitions. When I was 15, I quit competitions and started national tours with a professional ice-skating ballet company, until my twenties (when my law course at college started taking too much of my time). It seems like another life, but it was the foundation stone of my personality and really taught me the benefits of hard work.
And, can you tell us more about your career path prior to opening your chocolaterie?
After studying law at The Sorbonne, I was a trained attorney at the age of 24. I joined Latham & Watkins as an associate in Mergers and Acquisitions for 2 years. If I had to do it all over again, I would not skip this part. It was a crucial step in the development of my brain and my organization skills. It’s the best training you can hope for! But it was not my true calling…
Image credit : Stéphane Grangier
Can you tell me what inspired you to take the leap to launch your own chocolaterie, and can you describe your brand to us in a few words?
There were so many ideas I wanted to develop. And the only way to give them a real chance was to bring them out as fully and completely as I could. It just seemed logical to me.
Jade Genin is a modern, elegant, and Parisian luxury and handcrafted brand. It proposes a one of a kind approach to chocolate making. Our chocolate candies are treated like gems. The pyramidions are paint-brushed one by one. Everything is made from fresh and natural products.
Image Credit : Malthusian Belt
In the atelier, preservatives, aromas (even natural ones – we only use the real product!) and white sugar are banished. Also, I use no cream, milk, or butter in my recipes. It allows me to have heavenly light textures and more pronounced tastes.
How much did your childhood upbringing influence your decision to launch “Jade Genin”, and also impact the values you have for your brand?
My childhood allowed me to understand the beauty of food and cuisine at a very young age. It helped me find my true calling.
But it did not influence the launching of my brand: I could have stayed working with my dad. The launching of my brand and its values really result from the person I became and everything I have accumulated in my life to date.
Can you tell us a little more about the chocolate making process, and what it is that you love the most?
I can only speak for artisanal businesses. But even then, the chocolate making process really differs from one chocolatier to another.
One very unique thing at Jade Genin, is that we hand paint every chocolate one by one. I really love the painting, it is so relaxing.
“When I work with chocolate, I have no notion of time passing. I forget everything, fears and regrets, appearances and futility… I abandon myself to it, completely absorbed… With chocolate, everything that constitutes me is fully occupied. Hands, mind and senses are all focused on the creative process.”
Where do you source most of your raw materials from and what is your favorite chocolate?
I choose my raw materials with a lot of attention. I choose only wholesome, premium and “coup de coeur” products. Most of my raw materials are organic.
I don’t have a favorite chocolate: it really depends on my mood. You can crave something strong and powerful one day, and the next day look for a comfort food.
This series is all about representing and empowering dynamic women everywhere; can you recall a particular moment that influenced your growth and evolution as a woman?
When I was 14, my ice-skating coach was trying to teach me a figure. I came to her and said “I almost made it”. She looked at me and said, “almost achieving is failing”. It hit me as a pure truth.
From that day, it became my mantra.
What do you want to be known for in your life and career?
I don’t really focus on my legacy. I focus on my achievements. Right now, my goal is to be a successful entrepreneur. And to participate in the spreading of French luxury handicraft.
What has been the biggest challenge/ hurdle you have faced so far?
The biggest challenge was to leave my parents to start a business alone. It was sentimentally hard but also professionally hard because I now have to handle everything on my own. I have no business partner so I’m really the only one I can count on.
What has been your biggest milestone / achievement so far?
Being true to myself and knowing that it’s the only way to bring something to the table.
What are your aspirations for the future? Where would you like to see yourself 5 years from now and are there any imminent plans that you’d like to share?
Photo Credit : Stéphane Grangier
My aspiration for the future is to successfully manage both Jade Genin and Jacques Genin. When my father retires, I will take over his business. Running two businesses at the same time will be quite challenging but I need them both: one defines who I am and the other one is my legacy.
Finally, what advice do you have for other women, who are aspiring to launch their own business?
Firstly, you will need some savings, so start saving ASAP!
Second, you must be ready for hard work. Nothing comes without it.
And third, take time for yourself!
Is there anything else you would like to share with us today, Jade ?
I’ve spoken a lot but what you really need from me is to taste my chocolate! So, come and visit the Paris atelier!
I hope you enjoyed this exclusive interview with Jade Genin, owner and founder of Chocolaterie Jade Genin, and don’t forget to check out our otherinspiring women posts.
I will be back soon with morestyle, lifestyle and travel inspiration and don’t forget to subscribe to the blog below to make sure you never miss a post,
JADE GENIN : 33, avenue de l’Opéra 75002 Paris. Open from Tuesday to Sunday : From 11am to 7pm, from 11am to 7:30pm on Saturdays and 11:30 am to 6:30 on Sundays
Jade is an inspiration! I love the quote from her coach. It’s so true. Her chocolates look amazing! I’m pinning and hope to visit her chocolaterie when I go back to Paris one day!
I enjoyed this interview so much, Julia! I am a huge fan of chocolate and these chocolates both look and sound heavenly! What a gorgeous place too, and love Jade’s attitude. Also, it is so special how much she loves and cars for her parents!
What an incredible woman! It’s amazing how she pivoted in her life. Dying over the look of her chocolate haven. The minimalist but glamorous look is gorgeous. Thanks for sharing her story Julia!
Have a fantastic weekend 😀
Thank you Kinga! Same to you 🙂
Such an interesting interview with Jade. Thank you for sharing!
So glad you found it interesting, Ivana x
Amazing story!
Glad you liked it 🙂
Wha a nice person <3 I agree, when we choose chocolate, it all depends on our mood 😀
Thanks Kinga. I agree xo
How gorgeous are those chocolates! And my respect and admiration to that wonderful and inspiring entrepreneur woman! <3
http://www.couture-case.com/
Thanks Jelena. She is really an inspiration and the chocolates are incredible!
Jade is an inspiration! I love the quote from her coach. It’s so true. Her chocolates look amazing! I’m pinning and hope to visit her chocolaterie when I go back to Paris one day!
Jill – Doused in Pink
Thanks Jill! I agree the quote from her coach made me think too – it really is true! And I hope you get to taste the chocolates one day xo
Hand paints them?? Wowza. Now that is incredible.
XOXO
Jodie
I know, right? I was amazed to find out that they are all hand painted too! xoxo
These chocolates look and sound delicious! If I am ever in Paris I know where to get amazing chocolate! xx
Janet
Absolutely Janet! And it’s very central too -right by the Opera x
I always enjoy your interviews!
Shauna
http://www.lipglossandlace.net
Thank you Shauna 🙂
I enjoyed this interview so much, Julia! I am a huge fan of chocolate and these chocolates both look and sound heavenly! What a gorgeous place too, and love Jade’s attitude. Also, it is so special how much she loves and cars for her parents!
Make Life Marvelous
Thank you Ashley! I love Jade’s attitude too and I agree that her relationship with her parents is so special xoxo
I could go for some chocolate about now! This looks incredible!
Thank you Laura! Chocolate is always a good idea 🙂
INteresting
Thank you x
Oooh…I just love chocolates.
Me too Nancy! 🙂
What an incredible woman! It’s amazing how she pivoted in her life. Dying over the look of her chocolate haven. The minimalist but glamorous look is gorgeous. Thanks for sharing her story Julia!
https://www.kathrineeldridge.com
Thank you Kathrine! I agree the minimalist glamorous look is gorgeous and the chocolates look amazing 🙂