A Victorian encounter with Anood Ahmad Ali Al Efaishat 

A Victorian encounter with Anood Ahmad Ali Al Efaishat 

Anood Ahmad Ali Al Efaishat, shop owner and manager of Victorian chocolate, believes that every occasion should be celebrated in style. Here, we to find out about her leading gourmet chocolate concept, the pastry scene in Jordan and what’s on the horizon.

What sets your pastry shop apart from others in the market?
I believe that most retail shops in Amman lack the art of good customer service, as it’s severely undervalued. What sets my shop apart from the rest is our impeccable customer service and a firm belief in the fact that no matter how good our products are, without great customer service, the job is only half complete.
Furthermore, Victorian was the first to offer fresh, unwrapped pralines tailored to customers’ tastes in terms of flavor, color and design.

Pastry helps to create memories. In your opinion, how can a skillful pastry chef achieve this?
We continuously follow new trends and perfect new chocolate recipes. We make it a point to stay up to date with the latest innovations and needs of the market to provide our customers with the finest chocolate around. Training the team is a constant priority.
Our chefs are privileged to benefit from the ongoing support and mentorship of some of the best EMF chefs, who constantly provide tips and tricks to become pastry masters.

Do you have plans to expand?
We managed to stay afloat for eight years despite the economic crises we faced locally and internationally. We were sure that we could continue operating.
Although we have no plans to open a second branch in Amman, we plan to franchise in the Middle East. It is our dream to see Victorian in the UAE or Saudi Arabia.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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