Jose Raul Padron

Jose Raul Padron hasn't always had a sophisticated sweet tooth. In fact, prior to joining Godiva Chocolatier in 1998, he wasn't a big chocolate lover at all. But that all changed when he went to work for the premier chocolate company, where he serves as senior manager for visual merchandising, overseeing in-store consumer communication for Godiva's retail and wholesale operations.

“When you dive into the chocolate world, it is like wine,” says Padron. “There are all sorts of ways to indulge and at all levels of quality and price. The downside is clearly the stack of clothes you don't fit into anymore.”

Padron started in the industry as a product designer in New York. He eventually branched out into designing displays, fixtures and stores before going to work on the vendor side of the p-o-p industry. He later moved to the client side, working for Swatch during its sponsorship of the 1996 Atlanta Olympic games. In 1998, he joined Godiva, where he has been involved with the retail expansion of stores in North America and Asia.

What satisfies his sweet tooth now?

“We have a product called Bark that is a thick slab of chocolate with almonds,” explains Padron. “When Bark gets placed out at a meeting or event, it gets devoured.”

Padron will be joined by David Kepron of Kepron & Associates at VM+SD's International Retail Design Conference, Sept. 15-17, 2004, in Miami Beach, to discuss “Godiva Rides Again.” They will share how Godiva is being transformed by changes in customers' perceptions of luxury and value. For more information, visit www.irdconline.com.

How have consumers' tastes for chocolate changed?

There is a larger awareness of gourmet and high-end chocolate as there is an increased awareness of gourmet coffee and wine. Look at what Starbucks has done to the morning coffee and you can see parallels to what is happening to many gourmet categories, including chocolate. People are eating out more and their tastes have been refined and expanded.

In 10 words or less, describe the reinvented Godiva?

When you think of indulging yourself, you'll think of Godiva.

How do you describe your job to your daughter?

She thinks I work at a chocolate store arranging boxes and making it look nice. At first, she thought I was actually making the chocolate. But I guess it's good enough, because I'm the only father whose occupation is known by the kids on our block.

Who inspires you?

I am an avid reader, and get inspired by what I am reading. I just read a book about Magellan's circumnavigation of the earth. It is amazing to dive into the details of another time and place. Just getting out and seeing what is out there also inspires me. I travel enough that I get to see large parts of the country and it really helps when you work in a bubble like New York.

If you could compete in the summer Olympics, what sport would you choose?

Soccer. It's the most democratic game. A ball and a field – that's it.

What song do you sing when no one else is around?

With a 5-year-old, I keep singing Nickelodeon theme songs. I can't get them out of my mind.

What's your first thought in the morning?

Where's the coffee?

Your last thought at night?

I wish I had more time with my wife and daughter.