(To our readers: the Paperjam editorial team was in Dudelange on Thursday and Friday to meet the political, social and economic players in this town of 22,000 inhabitants. This article is part of that ‘concentrated’ approach. We hope you enjoy reading our articles.)
It’s been just over a year since Gabriel Mjahed, aged 26, opened his first permanent shop, RG Chocolaterie, in Dudelange. Far from the big names, the young chocolatier is gradually developing his brand thanks to his authenticity and passionate approach to his craft.
Originally from France, he was not destined to follow the beaten track. “I’m not someone who’s going to study or read. To learn, I need to practise,” Mjahed explains. During his CAP in pastry-making, he discovered chocolate-making and became fascinated by the subject, which he found “very pleasant to work with.” His curiosity and desire to go beyond traditional techniques led him to travel all over France and as far afield as Mexico, where he worked for six months on cocoa plantations. “I went through every link in the chain, from the farmer who harvests the fruit to the processing of the finished product.” It was there that he realised that to fully master his art, you have to understand cocoa from bean to bar.
Attracted by Canada, it was Luxembourg that finally became Mjahed’s home port in 2020, in the midst of a health crisis, following a job offer from the chocolate maker Genaveh. But his entrepreneurial spirit and need for freedom soon became apparent. After a spell at Oberweis, he decided to launch his own business. He began by opening pop-up stores, first in Esch, then in Dudelange, as he had no money to rent permanent premises. The young craftsman eventually found a location in the “Forge du Sud,” where he has had his shop since January 2024.
Authenticity is the watchword
RG Chocolaterie stands out for the quality of its products. The master chocolatier favours simple ingredients, without preservatives or excess sugar. At the source of his art are meticulously selected cocoa beans, mainly from small Madagascan producers. “We’ve built up a relationship [with the producers]. We sleep in their homes and eat with them. We’ve really created a bond,” says Mjahed. It’s an approach that goes beyond the simple quest for taste, enabling him to ensure that the production process complies with a certain ethic, particularly when it comes to the delicate issue of child labour, to which he pays particular attention.
As well as producing quality chocolate, the entrepreneur also seeks to tell a story through his creations, inspired by his travels, experiences and encounters. In particular, he has developed made-to-measure moulds for his creations, giving his chocolate factory a unique visual identity. One of his favourite models? Origami moulds. These initiatives and this authenticity are particularly appreciated by his customers, who also value his personalised approach and the opportunity to taste his new products when they visit the shop.
Despite a promising start, Mjahed has his feet firmly on the ground in the face of the challenges that lie ahead. Rising cocoa prices and competition from large companies remain major obstacles. Aware that he cannot rest on his laurels, he has set his sights on expanding his range, including customisable ballotins and a range dedicated to Luxembourg, even though his marshmallow bears, pralines and orangettes are already a huge success.
An ambassador for chocolate
More than just a craftsman, Mjahed is an ambassador for his profession. He strives to educate his customers about the challenges facing the cocoa industry and to make them aware of the need for more responsible production. “People have very little information,” he says. To achieve this, he doesn’t just sell chocolates, but also offers workshops on Sundays, which range from learning about cocoa to passing on his knowhow. He also offers customised team-building activities for companies.
And when asked why he chose RG Chocolaterie as his name? Mjahed replies: “The G stands for Gabriel, my first name, and the R for dream [rêve in French], because those close to me have always considered me to be a great dreamer.” His ultimate dream is to conquer the Japanese market, “a country that is very fond of chocolate.” But first things first. For the time being, Mjahed is investing in the future: new equipment for his laboratory, a redesigned shop front to appeal to passers-by... and above all, an undiminished taste for creation. It’s a chocolate adventure that’s only just begun.
This article was originally published in French.
