Tel Aviv…Roy Gerson and his wife Sharon Moshkowitz thought their life was good together as IT specialists. When Roy began to “play” with chocolate in “an artsy way,” Sharon thought that it was a nice hobby to have. But when Roy began to share his artistry with family and friends, Sharon took notice: “I looked at the 1,000 boxes of chocolates on Erev Rosh Hashanah that all but filled my house, and thought that maybe Roy is right in that this could be a business.” Four and a half years later, the couple no longer debates the issue. They are partners in Israel’s most successful chocolate venture. The Tel Aviv store was termed Israel’s leading boutique chocolate shop by Yediot Ahronot, Israel’s leading daily. Roy is now a celebrity in his own right, including frequent appearances on TV. The Gersons now have 8 shops with a major production facility in Petah Tikvah. The shapes of his bottles, the themes of his chocolates, and the design on every piece of chocolate are so unique that people come from around the world just to taste a small sample. His chocolates, most certified by the Chief Rabbinate and some by the Badatz, are the gifts of choice on the eve of Jewish holidays. Roy’s celebrity status is not so much because of his retail success, but because of his constant innovation that ushers in many new products on a regular basis. Roy and Sharon are thinking about taking their successful chocolate boutique model overseas, perhaps to the kosher market in the US. As good as life was for the Gersons in their previous life, it is a lot sweeter after their major success.