Toronto-based Aline Nasseh Artisan Chocolates has opened a seasonal pop-up at Holt Renfrew Yorkdale, introducing its hand-painted bonbons to a luxury retail audience ahead of Valentine’s Day. The pop-up runs through February 22 and features the brand’s signature artisanal chocolates along with a limited-edition Valentine’s collection.
The activation places the young Toronto chocolatier inside Canada’s most prominent luxury department store. For a brand launched only a few years ago, the placement signals growing recognition and an opportunity to reach new customers.
“Holt Renfrew is proud to provide space to local brands who amplify our connection to the community while bringing additional uniqueness to our product selection,” said Robert Bunka, Divisional Vice President and General Manager at Holt Renfrew Yorkdale.
Persistence Leads to a Yorkdale Opportunity
Founder Aline Nasseh said the opportunity came after repeated visits to the store and a determination to connect with the right person. After sharing samples with the store team, Holt Renfrew proposed a Valentine’s activation rather than a Christmas placement.
“They explained that the holiday season was already very busy, so they suggested doing something for Valentine’s Day instead. I thought it was a great idea,” Nasseh said.
She said the pop-up has performed better than expected, even during the slower post-holiday period.
“The response has been amazing,” she said. “January is usually a quieter time after the holidays, so I was not expecting strong sales. But the bonbons have been a very good fit for the store.”
Sales held steady even during early winter storms.
“We had a snowstorm in the first week, but the sales were still strong. The team at the store was pleasantly surprised,” she said.
Traffic has increased as Valentine’s Day approaches, a peak period for premium chocolate.
A Gift-Driven Luxury Environment
Nasseh said Holt Renfrew’s customer base aligns closely with her target market. The brand is positioned as a luxury gifting product rather than an everyday purchase.
“Our chocolates are a luxury item, and that means they are not for every day,” she said. “They are meant to be special gifts or indulgences.”
Inside the department store, many customers arrive looking for inspiration.
“Many customers come in without a specific item in mind. They are simply looking for a gift. When they see the chocolates, they are drawn to the presentation and decide it is the perfect option,” she said.
A key feature of the pop-up is the ability for customers to create their own assortments from more than 20 flavours.
“We offer more than 20 flavours, and customers can choose exactly what they want,” Nasseh said. “It becomes part of the experience because they are involved in building their own box.”
The interactive approach mirrors the brand’s e-commerce platform, where customers can also build custom assortments online.
A Young Brand Growing Through Events and Direct Sales
Aline Nasseh Artisan Chocolates was founded in 2022. The business began in a rented kitchen and initially sold through markets and seasonal activations.
“I started by producing chocolates in a rented kitchen and selling at markets,” Nasseh said. “It was a way to test the concept and introduce the brand.”
As corporate and wedding orders increased, the company shifted to a dedicated production facility in North York in 2023.
“We eventually moved into our own production space because the demand was growing, especially for corporate and event orders,” she said.
Participation in the One of a Kind Show helped raise awareness.
“That was our first major exposure. Very few people knew the brand at that point, and after the show we started to see real growth,” she said.
Today, the brand sells primarily through direct channels, corporate gifting, events, and online orders with Canada-wide shipping.
Pop-Up Model Lowers Barriers to Luxury Retail
The Holt Renfrew pop-up structure provides a relatively accessible entry point for emerging brands. Nasseh said the arrangement involves a customized cart and a percentage of sales rather than a traditional lease.
“We pay to customize the cart, and then Holt Renfrew takes a percentage of the sales. There is no traditional rent,” she said.
She described the model as an effective way for smaller brands to enter premium retail environments.
“If we had to pay full rent in a location like that, it would be very difficult. This kind of opportunity makes it possible for small businesses to be present in a luxury environment,” she said.
The Yorkdale location also works from a logistics standpoint. The store is close to the company’s North York production facility, making it easier to manage inventory and staffing.
“It is only about 15 minutes away without traffic, so it is very convenient,” Nasseh said.
Future Pop-Ups and Measured Growth
Discussions are already underway about returning to Holt Renfrew Yorkdale for another activation, possibly around Mother’s Day.
“The team told us they would like to have us back, so we are discussing the possibility of returning for Mother’s Day,” Nasseh said.
While the brand is growing, she said the company is taking a cautious approach to expansion and is not rushing into permanent retail.
“Maybe in three to five years we could consider our own store, but for now we want to continue growing step by step,” she said.
Focused on Perfecting a Signature Product
Rather than diversifying into multiple categories, Nasseh is concentrating on refining her core product.
“My goal is to create the best bonbons in Canada,” she said. “I would rather focus on one product and make it exceptional than try to do too many things at once.”
She believes a focused approach is key to long-term success.
“If you try to make too many products, none of them may be strong enough. If you do one thing very well, that can be enough,” she said.
