“Chocolate seashells, so small, so plain, so innocent. I thought, oh, just one little taste, it can t do any harm. But it turned out they were filled with rich, sinful . and it melts, God forgive me, it melts ever so slowly on your tongue, and tortures you with pleasure.
Most people have seen or read “Chocolate by Joanne Harris, about a woman called Vianne Rocher (played by Juliette Binoche in the movie adaptation) who opens a chocolate shop in a village during Lent.
Dina El-Salawy is Cairo’s Vianne Rocher. In a city craving tasteful chocolates, El-Salawy has created a service that beautifully packages, arranges and displays sweets for all occasions.
“The whole idea came to me last March when my first granddaughter was about to come to the world, she says. “I started to look in all the chocolate shops for something suitable for a baby shower. And that’s how it started.
After starting with baby shower chocolate arrangements, she started doing engagements, weddings, birthdays and even corporate events.
Just last week El-Salawy opened her own shop “Celebrations after using her house as the headquarters for a year.
Clients would explain the details of their special occasion and El-Salawy then gets creative with the theme. She is always doing research about decorating to come up with new ideas and make sure every piece is unique.
A basket filled with stuffed animals and colourful feathers covered in simple pink fabric with lace fringes and of course packed with chocolates is a perfect centrepiece for a baby shower.
Or it can be a dark box filled with chocolates each printed with a company logo – appropriate for corporate gifts.
“We lack beauty in today’s world so I find this to be a way out, says El-Salawy, who buys imported chocolates, but all the decorations including baskets, silver trays wooden and iron containers are made locally.
El-Salawy is impressed with the quality of the Egyptian craftsmanship: “We have a reputation for being lazy but believe me when people are well guided they do deliver and they do perform very competently, she says.
At her shop presents are also available; chocolates of all shapes and sizes are sold by the kilo.
Celebrations also offers a delivery service for those who want to avoid traffic.
“We will take it one step at a time, Say El-Salawy. “I would like to have more branches and participate in exhibitions but realistically I’m still crawling so I won’t think of running till I stand up on my two feet.
Celebrations51 Mohammed Mazhar St., Zamalek, Cairo.(02) 735 7134 or (018) 141 1771
