Running a Chocolate Shop is like a Box of Chocolates: Intrigue Chocolate Co.

There are few things as universally adored as chocolate, and our society’s love for chocolate goes much deeper than its sweet, delicate flavor. Chocolate is social, it’s individual, it’s the perfect gift — in a very real and tangible way, chocolate is cultural. Now, there’s a new artisan chocolate shop on the block: Intrigue Chocolate Co., and they’ve got so many delicious flavors just waiting to be explored.

Intrigue is run by husbands and co-owners Aaron Barthel and Karl Mueller, and one of the things that makes Intrigue so unique and special is how they build the business together.

“Karl handles operations, marketing and business development, while I keep my hand in the creative, technical side of making chocolate,” Barthel says. “Frankly, we rely on each other to fully participate on both sides of that equation. Neither of us could do this alone.”

Along with this trusting partnership, there’s another facet to Intrigue that makes it a truly one-of-a-kind chocolate shop: Barthel’s dedication to flavor exceptionality.

“The idea for Intrigue emerged from a love of flavor discovery and its botanical origins: to explore herbs, spices, unusual pairings, using chocolate as the perfect flavor delivery medium,” Barthel says. “Starting a chocolate business was thrilling — there’s the alchemy of cacao, the craft of balancing flavors, and the joy of seeing people’s faces when they taste something unexpected and delicious.”

From that spark of interest, the couple has created and developed well over 400 flavors of chocolate truffles. In other words, you could try a new truffle every day for a year, and you still wouldn’t have tasted all of their delectable flavors!

“It’s important to mention that cocoa butter is where the real magic happens. Cocoa butter, when tempered into a hard, snappy chocolate bar, will melt at a temperature just below body temp,” Barthel says. “It’s that melt that feels so luxurious, and it’s the melt that slowly releases the aromatics of the cocoa solids. Take your time with a good piece of chocolate. Let it melt. Breathe. Cacao is such a gift to the senses.”

Intrigue is full of mouthwatering chocolate products, which is especially timely if you’re looking for an impeccable holiday gift!

“Our flagship product is the Truffle Collection gift box,” Barthel says. “These ganaches are fresh and perishable, with no hard shell, and perfect for pairing with wine, giving as a host gift or sending in the mail with a holiday note.”

Barthel and Mueller began Intrigue in 2005, but this is the first time they’ve set up shop in Minnesota. The couple made the move from their home in Seattle to Chisholm to be closer to family, and they’re already falling in love with the local Minnesota culture.

“We wanted to be near family in Duluth, Two Harbors, Bemidji, Princeton and Minneapolis, but the price of real estate encouraged us to expand our search,” Barthel says. “We found Chisholm, a charming town with lots of character, and decided to take a risk… We are delighted to be here in Minnesota.”

As they settle in and learn all about the cultural flavors and ingredients that are important to locals, they plan to devise a line of Minnesota chocolate bars, just like they did in the Pacific Northwest.

As of right now, Intrigue plans to be open for in-person shopping for several events throughout the year, offering some retail hours, but that isn’t their main plan anymore, like it was in Seattle.

“We gave almost 20 years of retail hours to Seattle, and although we loved the relationships we built with our customers — even winning ‘Best Chocolate Shop in Washington State’ on Yelp in 2022 — shifting to an emphasis on web orders is where it’s at,” Barthel says.

So, whether you’re looking for that perfect holiday gift, a sweet treat to enjoy yourself or you want to try something you’ve never tasted before, Intrigue Chocolate Co. has something that you’ll love.

“Chocolate is a social connector,” Barthel says. “When enjoyed with friends, the process of tasting, thinking about what we are tasting, identifying the memories that come up during that process, and sharing them are what make chocolate particularly special.”

Welcome to the neighborhood, Intrigue! If you want to keep up with Intrigue on social media, follow their Instagram, @intrigue_chocolate_co. But when you follow… just know you’ll start craving chocolate immediately!