Julius Truffles: Chocolate, Art & Sociology

Julius Chen has found considerable success with his business, Julius Truffles. At only 22, he and his chocolate creations have made quite a splash - both local and foreign media have featured him countless times. (You can see the exhaustive list at http://www.juliustrufflesmedia.blogspot.com/) You might have seen him on Primetime Morning, read about him in I-S, or even heard him on the radio. And if you're living in Australia, ABC Radio Australia Breakfast Club had a tete-a-tete with him too.

There's much to be admired about this budding entrepreneur - or sociologist, as he probably would prefer to be called. Either that or artist. He started selling homemade truffles on his blog at 21, and through the course of a year he's found time to expand his business, work part-time in retail, and aced his way onto the dean's list in NUS where he's reading sociology! 

Yet surprisingly, chocolates are not the love of this young chocolatier's life. Or at least that's what he told me during our chat at the boutique where he works. Julius declaims, "I'm not [just] selling chocolates; I'm selling a lifestyle".

He's also fiercely private about business sales, refusing to provide concrete answers to any inquiries of the kind. He insists that that's not the main point of Julius Truffles.

That piqued my curiosity. And before I knew it, a simple chocolate interview evolved into an intellectual discussion about art, networking and sociological principles. 

How is Julius Truffles doing?

My chocolate business is doing (hesitantly) okay.

Wow, you're fiercely private about your earnings. 

It's not that. It's just that I want to make it clear that I'm not trying to earn money from this business. It's more about sharing networks. It's not about the sales, but how the network is spreading and whether Julius Truffles has reached various segments of society. I'm trying to spread a chocolate cult here.

How did Julius Truffles first begin?

It began as a social experiment on how a social network can be created through a common love of food.

So, what have you learnt one year on from your "experiment"?

That I'm famous?

Haha, but seriously, I found out that chocolates are actually something society perceives to be prestigious. Chocolate eaters tend to be of a certain social status. And through my crafting of chocolates I found myself holding the invisible key into the lives of people in this demographics.

Are you saying that "low class" plebeians don't eat chocolates?

No, no, I don't mean that. What I'm saying is that there is a different market for everyone. Some people who can't afford will eat mass produced chocs. My chocs fall into the category of [chocolates that are crafted with] creative, artisan techniques. So it's more expensive.

It's not that "low class" people don't eat chocs, but I'm targeting a particular demographics of people who will enjoy my food. I believe that my chocs are good and crafted with skill, and good things come with a price.

You have to juggle university, retail, and of course, your chocs. How do you manage?

I follow the schedule that NS taught me: maximum 8 hours of sleep. Rest of the day is about doing and planning what to do. (laughing)

Of course, there are compromises. But ultimately, it's about discipline and time management. Especially since I've got a lot of things going on - I have to walk my dog too! Haha.. Yea, it's about time management although it's very cliche.

Sources of inspiration?

That would be myself. My experiences in life and the things I see. Not any particular person. It's like art. It happens when it happens. You don't plan for it.

Just like my chocolates - akin to being designed by a craftsman - you can't find it in the market.

What does Julius Truffles mean to you? 

(with conviction) It is my "space to dream". You don't have to live life by its stages: what people say you must do at a certain age. Like you must go to school, go through NS, go to university first then you can start a business. Singaporeans are "waiters". They just wait for things to happen.  

No, I've proven with my business that you don't have to follow the stages. You are really ready when you say you are. You must have confidence to succeed.

Also, the "space to dream" is extended to the friends of the chocolatier, where I have selected the best foods I have eaten in my life, and showcased them in my collection. In doing this, Julius Truffles is also about providing a platform for people with a common interest of gourmet foods to come, bake and share..

Finally I see myself as an artist. And as artists, we know we will all be wiped out if we are not sustained by people of the same trade. So this community, and Julius Truffles really is about Network, Art, and Sociological Theories. 

That's really deep.

The great social thinkers are my best friends.  

Finally, what do you think of life as a box of chocolates?

That's a lame phrase. Life is what you make of it. 

To buy Julius' chocs or find out the latest news about what's happening, visit juliustruffles.com.