The Magic of Godiva

In collaboration with Convergence, VOICE OF ASIA is proud to present timeless articles from the archives, reproduced digitally for your reading pleasure. Originally published in Convergence Volume 13 in 2012, we present this story on how Godiva took on the name of a legendary woman to grace the boxes of timelessly delicious chocolates.

We all have our desires and indulgences. For some it is the thrilling sensation that comes from chocolate. Its aroma is heady and hypnotic, and its taste intoxicating. As the piece slowly melts in your mouth, you feel a sense of bliss washing over you and smooth and silk-like richness allures you to reach out for more and more… that is the power of Godiva.

A Timeless Legacy

Before her name resonated around the world on a chocolate box, Lady Godiva was more famous for her iconic ride around Coventry. Her husband Lord Leofric had threatened to impose increasingly crippling taxes on the people and the virtuous Godiva pleaded with him to lift the sanctions. He eventually agreed to do so if she would surrender her dignity and ride naked through the streets of the town.

Covered by just the tresses of her hair and shielded by a proclamation ordering all citizens to board up their windows, Godiva carried out the deed and in doing so convinced her husband to concede and abolish the taxes.

As old as the tale of Lady Godiva may be, the history of chocolate is even longer. Since the time of the Mayans and Aztecs, the cocoa bean has been noted for having a powerful, hypnotic effect. It has been said that it stimulates a similar reaction to that of falling in love.

The Conquistadors brought it back to Europe from the New World. However, unlike the Aztecs – who infused the cocoa with spices – the Europeans developed new methods of preparation. The Spaniards for instance added sugar to the concoction in order to counter the bitterness. Then there were the Swiss, who in the 19th century, added powdered milk and gave chocolate a smooth, creamy texture.

An Event in Itself

Over the years, a city which gave its name to less-than-palatable sprouts became associated with the finest quality chocolates. It was here in Brussels, that a confectioner by the name of Pierre Draps decided to set up the eponymous Chocolatier Draps in 1926 – a brand which would later evolve to become known as Godiva.

The company built a strong reputation until Pierre Draps and his wife passed away. His four devastated children – Francois, Pierre Jr, Yvonne and Joseph – debated whether to close or continue on with the business. After consulting with a family friend, the quartet decided that the show must go on.

Although young, the Draps were brought up in the business, having helped their father and mother in the preparation, packaging and marketing of the chocolates. Each one brought a unique flair and specialty to the business. Pierre Jr tapped into his creative nature and concocted new flavours and forms for the chocolate. Francois mastered the art of making taste-bud melting marzipan. Knowing the importance of presentation, Yvonne used pretty ribbons and paper to create a distinctively attractive packaging that was befitting of the delicacies.

This left Joseph, who fused his own flair for chocolate-making with a deep understanding of what their customers wanted. A man very much in tune with the desires of consumers, he set out to create an exclusive line of chocolate that embodied a timeless hallmark of style and sensuality.

Inspired by that legendary tale from 11th century Coventry in England, Draps adorned each box with the name ‘Godiva’. In a country already famous for its chocolates, Godiva soon became synonymous with exclusive and sumptuous confectionary. Its reputation was a reflection of the meaning of its name in Old English – a ‘Gift from God’.

A Legend Renewed

One of Godiva’s earliest signature techniques was to pipe a creamy hazelnut praline filling or ganache into a moulded chocolate shell. This delicacy soon became a favourite among gourmets. However, aside from producing quality products, Joseph also saw the advantage of associating Godiva with major occasions. Thus, it became a norm for the company to release a special chocolate or range of chocolates in line with celebrations.

For instance, the Fabiola was created to honour the engagement of Queen Fabiola to King Baudouin I of Belgium. Then there was the Autant – a hand-decorated chocolate leaf made with coffee and chocolate cream coated in milk chocolate – which was made to commemorate the premiere of the film Gone With The Wind.

Sophisticated and luscious, the Draps chocolates were in high demand. This was not only because of the quality of advertising and taste but also because the astute Joseph limited distribution to select outlets only. They opened a store on the streets of Paris in 1958, their first outside Belgium, and as the world began to agree on the magnifique of Godiva, the company became a Warrant Holder to the Belgian Royal Court.

Fifth Avenue, First Rate

The company expanded to America and in early 1972, opened a store on the famed 5th Avenue of New York. Ensconced between elite names like Tiffany and Cartier, Godiva went toe-to-toe with the giants.

Displaying the chocolate in refrigerated glass cases like the jewels of their neighbours, they treated their customers like the purchasers of fine stones. As they left the store carrying a golden box of chocolates tied with a golden string and placed in a golden bag, the customers basked in a honeyed yellow glow.

The early 1990’s marked a departure from the original store format as pink marble was replaced by a warmer, more welcoming layout to encourage browsing, and prices were displayed in public view.

Today Godiva can be found in 450 shops in over 75 countries and the aroma of Godiva wafts into all the major holiday events. Receiving one of their signature Gold Ballotins as a gift is an experience in itself. It is a bliss that is second only to tasting the creamy delicacies yourself.

A Taste of Success

Now owned by the Turkey based Yildiz Holding, the production of Godiva remains focused and true to the Draps’ commitment to taste. Be they white, dark, fruit filled chocolates, or one of the ‘beyond chocolate’ range of truffles, biscuits and liqueurs, the devotion to velvety smoothness endures.

An elite culinary concept, Godiva confectionary is treated like a fine dining experience, with wine pairing sessions and champagne tasting to heighten the sumptuous flavour of the chocolate upon the palette. The company uses the Istanbul based 86-carat KasiKci Diamond as an example of the class that they stand for.

With a heavy presence online and in stores, Godiva is becoming more available, but no less desired. A treat not just for your own pleasure, Godiva is a gift good enough to share with the people you care most about. Tantalising the taste buds, the Godiva experience begins from the moment you lay eyes upon the shimmering packaging through the shop window. And, luckily for you, there are no 11th century decrees upon you to look away.