Tuesday 4 May 2021
Syrian chocolate brand Ghraoui Chocolate has opened a store in The Dubai Mall.
The Ghraoui name is the legacy of an ancient Damascene trading family that established its business in 1805.
In addition to founding several big companies – among them the National Sugar Company in Homs and a cement company in Damascus – the Ghraoui family engaged in various commercial activities including the importing and distribution of food products.
After a visit to France in 1931, Ghraoui decided to introduce quality chocolate to consumers in the Middle East. To people used to traditional Arabic confectioneries, artisan chocolate was a new delicacy and a culinary discovery. At first, chocolate in and of itself was not alluring enough, so sterling silver scissors or a golden letter cutter were included in every chocolate box to tempt people into buying this novelty.
During the 1930s and 1940s, Ghraoui products were sold in London emporiums such as Fortnum Mason, Selfridges, and Harrods. Through the Army & Navy Store in London, they gained the title of Purveyor to Her Majesty, the Queen of England. In Paris, Ghraoui products were sold in Fauchon and Hediard.
Ghraoui chocolates were awarded the ‘Prix d’Honneur’ award in 2005 at the most exclusive chocolate fair in Europe, the Salon du Chocolat trade fair in Paris. Ghraoui broadened their participation, including the first annual Salon du Chocolat fair and Chocolate Fashion Show held in Moscow in 2006.
Ghraoui also has boutique stores in Abu Dhabi and Budapest.