It is no secret that artists love food. If asked, many will list cooking as the second most important activity after their art. And the food that probably entices more than any other is chocolate. Who among us would pass up a chance to meet the president of Varda Chocolatier, the company that produces the prize-wining Varda chocolates, at the factory where her edible gems are made? After talking with this enterprising and creative alumna, however, she became the "prize" of the visit.

Varda Shamban (PGD '80, piano) came to the U.S. to study, first at Indiana University and then The Juilliard School. She had considered New York "the center" of the arts and was thrilled to have the opportunity to pursue her career under the tutelage of Abbey Simon. While at the School, she pursued her love of the piano in numerous ways—performing chamber music, accompanying singers, and serving as accompanist for Dorothy DeLay's violin studio, as well as performing solo repertoire. "I felt a big excitement while at Juilliard and the great push towards making a career and perfecting my playing. Life as an artist was hard—but it was exciting to be following my dream."

Alumna and chocolatier Varda Shamban shows off her delicious confections. (Photo by Jamée Ard)

Along the way, Shamban did what most artists must do—worked a non-arts job to support herself while she entered competitions and pursued her solo and accompanying careers. "I'd always had an affinity for food, so I took a catering job. I loved to cook and had small dinner parties that included my teacher."

One day, she passed the chocolatier Teuscher, and stopped in to buy a piece of chocolate which was "gobbled" down right away. "It reminded me of Europe and I said to myself, 'I must do this.' It haunted me. I always believed in keeping myself open, so I believed that this intense feeling was something I had to look at."

She started in her own kitchen, making chocolates for friends, who encouraged her to continue. "For a while, I had a totally 'split' professional life—chocolate and music. Both were extremely satisfying. And, I felt I could not do one without the other."

Slowly, the challenge of creating her very own business took over. "However, I was not a born sales person. I had to transform my personality to think like a businessperson, to sell my creations. I soon learned that it was essential to speak well and convincingly. I think today, more than ever, the ability to express oneself is key."

She devised a business plan by studying many hours in the library and learned how to raise money—which she did with her homemade truffles. Her first big break as a chocolatier came when she received a commitment from the Brazilian airline Varig to use her chocolates exclusively on their flights. This was an important first step on the path she envisioned to success: marketing directly to airlines, hotels, and caterers.

Along with this marketing strategy, she chose to develop all visual aspects surrounding her product: the chocolates and their decorations, the design of th

e boxes and containers, as well as the brochures. Another innovation occurred when she learned to mold the chocolates in whatever shape the customer wanted. Each order had the potential of being a unique creation, melding the customer's circumstance and request with Varda's ability to fashion the chocolate.

She says that, all along, "keeping my eyes open was key. Somehow in ourselves, we must stay aware and be willing to look at new and different th

ings. Chocolate is 'moody'—so I made sure that I kept a sense of play and exploration as part of all that I did. Also, I learned in my study of business that out of 10 tries there would be, on average, only three successes. So, I began to think of rejection as just math—not personal."

t commitments from additional clients that included the White House. Varda Chocolatier has continued to grow to her present circumstances: a staff of 40 and clients around the world.

"It's funny, but I attribute most of what I can do today to my study of and participation in chamber music at Juilliard. It was there that I learned the 'give and take' of relationships. Without that 'first life' of collaboration and discipline, I would not be here today."

—Jamée Ard