Ethel M Chocolates Upscale Stores

Ethel's Chocolate Lounge.

That's what they're calling it.

It's the efforts of the Mars Retail Group, Ethel M Chocolates' parent company, to create the ultimate upscale chocolate experience for its chocolate lovers. Much as Starbucks did for coffee, Ethel's Chocolate Lounge is trying to do for chocolate ... making your chocolate experience a regular event in your life instead of a holiday and special occasion event.

How do they hope to do this?

By redesigning their stores into comfortable, yet happening lounge areas where you'll be surrounded by everything chocolate. You'll discover chocolate cookbooks, posters and sofas, and a new gourmet line that's aimed directly at the gourmet chocolate lover. Consider this: chocolate fondue for two, with a choice of strawbereies, bananas, marshmellows, graham crackers or pound cake for dipping. Cost? $18. Or this: ten chocolates plus hot cocoa for two. $18.

In addition, you'll find the Cocktail Collection with candy featuring rum, brandy, and champagne, the American Pop Collection, featuring peanut butter and jelly, and apple pie, and much more.

The new Ethel's Chocolate Lounges were first tested in Chicago, where ten stores were redesigned. More recently, they redesigned a new store in The Fashion Show mall in Las Vegas.