Back to Index

May 23, 2007

SANDPAPER

THE CHOCOLATE BAR IN BEACH HAVEN PAINTS SWEET INDULGENCE IN A NEW LIGHT

The Chocolate Bar in Beach Haven, readying to begin its second season on Long Beach Island, has relocated to a larger building, right next door to its previous location on Center Street.

Last weekend found the shop’s Manhattan-based owner Alison Nelson, along with her husband Adam, her two little ones, 3 ½ year old Lulu and six-month-old Sailor, and her parents, Beach Haven residents Tom and Megan McGonigal, hard at work putting the final touches on what will be, when it’s complete, a sweet spot for all manner of chocolaty indulgence, homemade baked goods and espresso.

All 60 varieties of chocolate bar in the six different lines, from the recipe to production to packaging, are Nelson’s original creations, for which he has called upon the talents of her family members and artist and writer friends to contribute. Among the available flavors are coconut cream, malted milk, key lime pie and salty pretzel (all part of the Retro Bar line); crispy rice, toffee and dark chocolate (in the Artist Bar line); and s’mores, dark rum and cookies and cream (in the graffiti bar line). Incidentally, $1 dollar from every graffiti bar purchased supports New York’s All Stars Project, a program that provides an opportunity in the performing arts to urban youth in need.

Meanwhile, the espresso bar offers tea, hot chocolate, iced chocolate, Italian sodas and gelato floats, and the bakery selections include cookies, brownies, scones, ice-box cakes and decadent chocolate bar sandwiches such as chocolate and peanut butter on honey wheat toast.
Nelson accumulated her food and beverage background behind the scenes of numerous cafés, bakeries and restaurants. The vision that has driven her to her present locale is a destination for high-end chocolate and other gourmet goodies that retains the feel of a small neighborhood café. Add to that a certain irreverent sense of humor that informs the product design and the atmosphere and appeals to all ages, such as that, as Nelson described it, kids might say “Wow, cool!” but the parents get the joke.

Her aim, she said, is “to take away the intimidation of fine chocolate.” For an example, look at the stenciled toast that comes on the chocolate bar sandwich, cutely embossed with the phrase “Bite Me.” Or the cocoa butter transfer images on the truffles.

The new 3,000 square-foot space has allowed Nelson to create a more open, modern look and more lounge-y feel that says to customers: Sit. Stretch out, even. Stay a while.

Where as New Yorkers, in her experience, are always on the move, looking for a café they can pop into and out of with out hardly a break in their stride, Islanders seem to be more interested in a place where they can hang out for a spell.

The striking simple and swank interior is replete with low black leather and tables and minimal-yet-statement-making decorative establishments – the better to “let the product speak for itself” and to allow for the customers own impressions, she explained. The overall effect is an artful combination of elements that bespeak “New York City boutique” and handcrafted charm in equal measure.
“Design within reach,” as Adam Nelson put it.

Exempli gratia: An elaborate and lustrous seashell light fixture is right at home with the counter and cabinetry Alison’s father and his friends built by hand and the three Chocolate Bar-customized surfboards that are an homage to the watermen in Nelson’s life.

The Beach Haven store is one of three Chocolate Bar locations. The first opened about five years ago in Greenwich Village. Just last week the third, a full-scale restaurant offering sandwiches, soups and salads, opened at New York City’s Henri Bendel department store.

Additionally, a deal has been signed to open 30 locations in the Middle East, including inside Dubai’s United Arab Emirates Mall.

“I plan on bringing world peace through chocolate,” Nelson said.

Now that’s something everyone can really get behind.

The Chocolate Bar is open daily from 12 p.m. to 12 a.m.
For more information, call 609-492-2577.
– Victoria Ford