How Did Belgian Luxury Chocolate 'Godiva' Come to Be? [Hidden Industry Story]

Godiva Grows into a Company with Over 700 Stores from a Home Basement
Brand Name Reflects Lady Godiva's Spirit of Generosity
Committed to the Finest Ingredients from Premium Cocoa Beans to Greek Almonds...

Godiva chocolate. Photo by Godiva Japan Twitter

[Asia Economy Reporter Heo Midam] Belgium, known as the "Chocolate Heaven," is famous for owning globally renowned chocolate brands such as Guylian and Leonidas. Among them, there is a company considered one of the world's top three chocolates alongside Belgium's Neuhaus and America's Ghirardelli. That company is another Belgian brand, Godiva. Starting as a small company in the basement of a home in 1926, it has grown into a business with over 700 stores worldwide. How did Godiva, with its tradition spanning over 90 years, come to be?

What is the secret hidden in the Godiva logo?

Godiva logo. Photo by Google Images

Godiva's glory began in 1926 when Joseph Draps, a chocolatier, started a chocolate company called "Chocolatier Draps" in the basement of his home in Brussels, Belgium.

The entire family devoted their efforts to growing the business, but in 1937, Joseph's father, Pierre Draps Sr., passed away. Nevertheless, Joseph and his three children?Pierre, Fran?ois, and Yvonne?each took charge of different areas and continued the chocolate business.

In 1956, unable to find a suitable name for the chocolate brand, Joseph began searching for a distinctive name. At that time, his wife, Gabrielle Draps, suggested the name "Godiva."

This was inspired by Lady Godiva, an 11th-century English noblewoman. The story of Godiva and her husband, Lord Leofric, dates back to 1043.

The lord, who ruled the Coventry region in England, was notorious for harshly taxing the villagers. In response to the people's complaints, Godiva asked her husband to reduce the taxes. However, he refused and instead said to Godiva, "If you want the taxes lowered, ride naked through the town." Being kind-hearted, Godiva rode through the village on horseback wearing nothing but a thin cloth. Moved by Godiva's sacrifice, the lord lowered the taxes, and her noble sacrifice and character have been remembered by people ever since.

Joseph and his wife Gabrielle were also inspired by Lady Godiva's spirit. With the intention of producing chocolates embodying Godiva's boldness and spirit of generosity, they opened the first "GODIVA Chocolates" store at Brussels' Grand Place. The brand's symbol is also shaped like Lady Godiva on horseback. This was the origin of the Godiva logo.

Godiva's focus on luxury... from the finest ingredients to store interiors

Godiva chocolate. [Image source=Yonhap News]

Godiva is not inexpensive, fitting its nickname as a "luxury chocolate brand." Nevertheless, it is sold in over 700 stores worldwide and achieved sales of about 1 billion dollars (approximately 1.135 trillion KRW) in 2017. What is the reason for its global popularity despite the high price?

Consumers praise Godiva for its "finest chocolate products." Godiva is famous for using top-quality ingredients such as premium cocoa beans, naturally dried fruits, and almonds from Greece.

Godiva chocolates are also known for using the "shell-molding" technique, which employs intricately designed molds, and the "enrobing" technique, which coats the chocolate with specific ingredients. These two methods allow Godiva to create chocolates with detailed designs.

The store interiors also contribute to Godiva's luxury image. Initially, the stores featured a sophisticated design using black and cream colors, but since 1994, they have been renovated to create a soft and warm atmosphere by adding tables decorated with gold leaf motifs. Godiva also strives to win customers' hearts by displaying elegantly and luxuriously packaged products in shop windows. As a result, Godiva has evolved into a premium chocolate brand.

Godiva's popularity is not limited to this. The company is also famous for introducing innovative chocolate products. In 1939, to celebrate the screening of the movie "Gone with the Wind," they launched "Autant," a chocolate inspired by the feather decoration on Scarlett O’Hara’s hat. In 1958, they created "Fabiola" to celebrate the engagement of Belgium’s King Baudouin I and Queen Fabiola.

Although many chocolates have been released, consumers who want elegant and special chocolate gifts still think of "Godiva." The perception of "a luxurious gift for special occasions" remains strong even after several decades.