Mini-Case Study for August 2009
THE TEA ROOM
HISTORY — This company began in 2003 as a quaint patisserie and tea shop in downtown Los Angeles. Owner and founder, Heinz Rimann, wanted to combine his two passions, fine teas and chocolate, to create something wonderful.
His original creation was chocolate truffles infused with different teas. Heinz was so successful in this endeavor, he left the retail world and relocated to the California Bay area in 2006. The Tea Room is now based in Napa Valley and is devoted to organic chocolate manufacturing specializing in tea infusions. By 2009 the line has grown to 30 organic truffles and 8 organic, tea-infused chocolate bars.
The 2009 NASFT sofi Silver finalist in the category of Chocolate was Green Earl Grey Dark Chocolate.
SUCCESS – Ethan Ash of the Tea Room defines success “as being happy and achieving the goals which you have set for yourself. Success should not be up to the discretion of others, but rather something you strive after for yourself, for you own reasons and motivations.”
“Success takes an entire lifetime. It is up to each individual to remain true to what they believe success to be for them personally.”
FUNDING – Funding began with the retail success of The Tea Room that allowed them to carefully devote time and talent to create the The Tea Room Chocolatier Team. It is a family-owned business.
ADVICE – “Do not compromise your vision and goals for anything. Profit and success will come if you stick to your vision and create an employee base that shares this same vision. If you stick to your vision and beliefs, it may take a bit longer to obtain a profit, but once you reach that point there is much more of a chance that it will remain continuous and continue to grow.”
VISION – “In 5 to 10 years the goal for The Tea Room is to be the industry leader in tea-infused chocolates. Other chocolate companies are dabbling in tea-infusions at this point, but we intend to bring this concept beyond a fleeting dabble.”
Contact: Heinz Rimann and Ethan Ash, 110C Mezzetta Court, American Canyon, California 94503
