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Pure Dark
Category: Food Specialty Food Chocolatiers and Shops Chocolatiers and Shops [Edit]
350 Bleecker StNew York, NY 10011
Neighborhood: West Village
(917) 284-1927
- Nearest Transit:
-
Christopher St - Sheridan Sq (1, 2)
W 4 St (A, B, C, D, E, F, M)
14 St (1, 2, 3)
- Hours:
Mon-Thu 11 am - 7 pm
Fri-Sat 11 am - 9 pm
Sun 11 am - 6 pm
- Price Range:
-
$$$
- Accepts Credit Cards:
- Yes
- Parking:
- Street
- Wheelchair Accessible:
- Yes
About This Business:
Offers authentic, approved-by-the- Queen Cadbury's chocolate, as well as sweets from Thornton's, Nestle's, Terry's and Mars chocolate. Confections like… read more »
34 reviews for Pure Dark
Review Highlights
"Prices on the higher side, but lots of free samples."
(in 6 reviews)
"Spice covered dark chocolate disks are out of this world."
(in 3 reviews)
"i walked away with a bomb custom made trail mix."
(in 4 reviews)
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34 reviews in English
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Review from Line B.
12/8/2010
It is a shame that this store is no longer located at Bleecker. I like their chocolate and it is definitely a great place to go if you want some quality chocolate for either a gift or for your own needs. Being a big chocolate fan I know how hard it is to find real good chocolate especially here in the states. Hersey is NOT a good option sorry to all you Reese's pieces fans and Hersey fans out there but to me it tastes like.... not like pure dark, who specializes in DARK YUMMINESS.
If I have to choose between dark and light chocolate I would go dark any day but that does not mean that the darker the better. I like the 65-80% cocoa ratio and Pure Dark is definitely the place to go for that.
I also like that you can mix your chocolate however you like it and they will make it for you then and there.
The price is a little steep but you know you get the good quality if you just enter the store which had a great atmosphere. Hope to see you at Food Emporium one day. -
Review from Lauren B.
2/21/2010
So, I have said this in other reviews, but I think it's an important disclaimer: I don't really like chocolate.
I wandered into this store looking for stocking stuffers for Christmas. They had a few samples out, so I thought I would indulge. I was surprised that I enjoyed the dark chocolate pieces I tested out. They were really pretty good! I decided to randomly pick anything there (as I am not a chocolate connoisseur and therefore didn't know what was best) and head home.
I didn't think anything of it until Christmas morning when my mom found one of their "Slabs" in her stocking. Being a chocoholic, she ripped into it right away. She looked like she loved it so much that I had to try it for myself. It was really good. Better than I had remembered. I had gotten her the Slab, dark chocolate with caramelized and roasted nibs and coarse sugar. Really tasty. I had about 3 bites and had had enough (again, not a chocolate lover), but my mom loved every bite.
Since even I liked the chocolate, I went back to get some for myself and my boyfriend (another chocolate lover). The store was clean and minimalist. The focus was on the chocolate and rightfully so. They also have a bar where you can mix whatever you want into your chocolate and get a hot chocolate or some other chocolatety treat and eat it there in their small seating area.
I recommend this place for chocolate and non-chocolate lovers. I am case in point. They also have a ton of different ingredients to mix with the chocolate, so you will never be bored, no matter how many times you go back.Listed in: Sweet Treats
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Review from lora c.
New York, NY
1/6/2009
On a cold, blustery winter day, there's nothing I want more than a cup of steaming hot cocoa. So imagine my delight when, after stepping out of Westville, I saw the awning of Pure Dark. Immediately visions of decadent 70% cocoa dark chocolate started to swim in my head as I walked through the door and was greeted by friendly, unobtrusive staff. Tons of samples galore, from chocolate disks, nibs, and trail mixes so don't be shy about sampling. Four stars alone, for that.
The place is primarily a shop but there's a counter in the back where you can make your own chocolate/granola mixes or have a chocolatey drink. I ordered my drinking chocolate plain (you can have it with nibs or add a shot of espresso) and it was probably about $4.50 for six ounces. Would have loved it with a dollop of whipped heavy cream or just cream but, even though there were two slightly-out-of-place armchairs in a secluded corner, Pure Dark isn't really a cafe. The store has a lot of space-- too much, maybe-- that isn't really being used effectively. Still, it's a nice place with OK prices. Nothing to come out of the way for but if you're in the area and you're in dire need of a dark chocolate fix, Pure Dark is a nice solution. -
Review from Patty T.
New York, NY
7/21/2009
I heart this place.. Who can't love a place full of chocolate?
Not only does it have the most amazing chocolate ranging from almond covered to chipotle cinnamon chocolate. But it goes through the history and process of making chocolate.. delish. I LOVE their bark with the bits of coco shell tastes like a gourmet crackle bar.
Perfect for little kids or kids at heart.Listed in: The Places I Go Out
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Review from Sarah M.
4/2/2009
I am conflicted about my visit to Pure Dark. The chocolate is DAMN good. I love, love, love dark chocolate. I don't even bother with milk chocolate, and don't even get me started on the revoltingness that is white chocolate.
So I was pretty excited to find a store that specialized in dark chocolate, so I made a point to stop by during my day visit to NYC a few weeks ago. The chocolate itself is very good, as I said. But holy god, is it expensive. I got two pieces of bark, a package of rounds, and a personalized mix.
The rounds were dusted with chipotle and cinnamon. That may sound gross, but it is so effin good. Trust me. SO GOOD. Spicy chocolate is one of my favorite things ever. And since it was just dusted, it wasn't too overwhelming. The mix was chocolate covered raisins with dried cherries--tres tasty. I haven't actually eaten my bark yet, but I bought a piece to give to my mother and she said hers was amazing.
OK, but these four things were MORE THAN $40. Really???? If I had any idea how much that mix was (half a pound, mind you), I would have said peace out, see yo later. I didn't want to say no when I went to pay so I paid, but very unhappily.
So just a heads up to everyone--yes it's very good chocolate, but it is extremely pricey. -
Review from Leigh K.
San Diego, CA
9/15/2010
This place is ridiculous. Only two words are needed to describe it: PRETENTIOUS and OVERRATED.
It's all hype. They jumped on the chocolate bandwagon and don't have the product to back it up.
That's probably why it closed. They had all that space and absolutely no customers. Good riddance. -
Review from angela n.
2/10/2010 3 photos
The retail space is minimalist, elegant, and smells like heaven. There's a couch in the back to enjoy your hot cocoa, and a display of photos and artifacts about the chocolate-making process.
The chipotle hot cocoa is so fierce, you'll feel like a fire-breathing dragon (Don't worry, there's a watercooler in the back for situations like this).
We took home some "Island Bark" - dark chocolate bars with dried mango, macadamia, and roasted crushed cocoa beans with caramelized sugar. A nice mix of flavors, not very sweet, with a unique crunchy-creamy-nutty texture.
Pure Dark's products are made with "natural ingredients" (but they're not certified organic). The chocolate is "pure dark" (but not vegan, as there's milkfat). I saw no mentions of fair trade in the store or the website, unfortunately. -
Review from nc c.
New York, NY
2/28/2009
I stopped by here on my way to dinner. I didn't have as much time to look around as I would like but I did go home with some nice chocolate. The atmosphere is mellow with a slightly jungle feel. I was a little intimidated by being one of the few customers amongst the many employees and the experience seemed a bit confusing somehow. There are different counters for different purposes. You can order your own mix at the 'chocolate bar' in the back and order chocolate bark at another. There's a display in the back where you can touch some of the ingredients used in making chocolate. I ended up picking one of the pre-prepared little bags of 'rounds' in a raspberry acai flavor. I like little pieces...the bark would have been too much for me I think. The berry flavor is subtle because the pieces are dusted rather than filled.
Compared to some of the other chocolate specialty stores in ny, ie, Jacques Torres, Vosges, Chocolate Bar, etc, I would say Pure Dark is ok but wont surpass them. However, it's always nice to have more options for good quality chocolate and I think it's great that there's more of a demand for it. I wont let the fact that they are owned by the Mars Co. prejudice me against them. -
Review from Liz E.
Flushing, NY
11/19/2008
I now own a super secret member card that gets me five percent off of anything I buy in the store. A bit of a paltry saving, but it's something.
And quite honestly, the chocolate isn't that expensive to begin with. I got a plentiful ounce of ginger/pecan/nib bark for a little over 2 bucks. It was delicious, crunchy, and best of all: dark. Not only that, the amount of free samples they give away make you feel like you're committing a crime...it's a miracle they stay in business with their kind of generosity.
I'm especially found of these little chocolate disks they were sampling a few weeks ago, and the trail mix selections look better than Harry&David moose munch (and that's saying something.) However, a word to the wise would be to stay away from their hot chocolate. A sample proved overly milky, chunky, and not very thick. With the likes of Jacques Torres and City Bakery, they'll have to seriously, as they put it, "work on it."
A bonus: Staff kisses your ass in a not-so-obvious way, making the service delightful. -
Review from Tasha S.
Bronx, NY
5/11/2010
It is O-so nice in this jungle-ess, cool, downtown contemporary chocolate shop. I feel bad for saying this but I have yet to buy anything from this store. I just enjoy the free samples of chocolate. My friends and I stop here on the way to Marc Jacobs. I convince one of them to buy a piece and split it with me. "Have you ever ate the chocolate here? OMG you haven't? Oh yeah, you gotta try it." Muah ha ha ;-)
They have ranges of chocolate from semi sweet, very sweet, very dark, etc. I didn't quite know how intricate chocolate lovers can be. They make a trail mix which is what I always get and you can even make your own mix. They have chocolate drinks as well. They have some packages in there theat would also make great gifts for someone "special".
Against the wall in the back are different products made with real cocoa. Very interesting. -
Review from elizabeth b.
New York, NY
2/14/2010
Haven't yet been o the store, but I had the opportunity to sample treats from Pure Dark yesterday at USQ's wine tasting.
Spice covered dark chocolate disks are out of this world. Dipped dried fruit were delicious as well. The chocolate was earthy and dark and just a touch of sweet. -
Review from Melissa P.
Boston, MA
8/20/2009
In the last couple of years there's been a lot of buzz over dark chocolate being the healthful sweet. Even Nancy Pelosi said her secret weapon of climbing to the top of the Democratic ladder was chocolate. So with all this hype it is only appropriate that a new dark chocolate boutique graces NYC's SoHo area.
A plethora of different varieties of dark chocolate is what you'll find a Pure Dark. Their dark chocolate comes in many forms from cocoa (flavors like chipotle cinammon and sea salt), trial mix blends, to large meaty chunks of pure chocolate. No matter what form you choose you've pretty much abandoned any concerns over texture in pursuit of the lovely taste.
A selection of dried fruits, chocolate nibs and nuts is used to make your own trial mix. My own creation is that of crystallized nibs combined with ginger and cherries.
Or try their slab of chocolate. The higher the percentage of chocolate the bolder and more striking the flavor. 65% is the way I roll.
The sampling and staff will make sure you get your fix for stopping by to visit.
A suggestion, if you're going to sit and eat a lot of this dark chocolate at once, have a glass of water handy; this chocolate does make you thirsty. -
Review from Lee H.
10/26/2009
With a name like Pure Dark, I had high hopes for some good chocolate. The retail space is very sparse, with not a lot of product. However, I spotted a hot chocolate bar that looked promising.
I went with the 57% with cocoa nibs and made with water. It was surprisingly rich and creamy, even though it didn't contain a drop of dairy. -
Review from Mark T.
New York, NY
8/8/2010 2 Check-ins Here
Walked by here today and it is cleaned out and locked up! Gone. Yes gone. Good thing the economy is on the rebound. *sarcasm*
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Review from Remi C.
10/14/2008
Beautiful weather....walking through the west village and I see this store that I have never seen before. Which initially doesn't mean anything, but this place looks pristine. Well...it only opened a week ago.
You enter and are welcomed by a scent of beautiful chocolate. I say beautiful because the chocolate itself just LOOKS as good as it tastes. This is a store for chocolate lovers. Although, the highest percent of cacoa I believe is only 65% sadly (even though it prides itself on being a dark chocolate store).
It's kind of a mix of Vosges and the Rainforest cafe where you can taste whatever you want. There are mixes of chocolate and sugar, chocolate and macadamia nuts with fruit, cardamom. The difference here is that the focus is on the chocolate instead of unique creations (a la Vosges).
There is a nice little lounge area in the back with a water station...to cleanse the palate? The staff was very knowledgeable and willing to advise different combination's for a stellar trail mix (macadamia nuts, cranberries and blueberries with one of their darker chocolates).
Along with their tasting stations is a "making of chocolate" station that gives a cursory yet educational look at the process of transforming the chocolate fruit pod into what we actually eat.
The reason that this gets only 4 stars from me is that they could have done more with their packaging. The whole store seems has a very natural and earthy feel...it works very well with a brown/green theme. They have biodegradable/recycled mini tasting cups, but that's the extent of it. They really could have made a "green" store and used recycled packaging for their chocolates etc...I think it would have gone much better with their "back to nature" kind of vibe.
Great addition to the area and it's spacious inside...feels nice and open. For somebody who is looking for a little less of an adventure within their chocolate, and are just looking for quality ingredients. -
Review from Laur T.
New York, NY
1/24/2009
3.5 stars
One day, I was walking and distinctly noticed a new shop in place of what used to be a defunct "Thai?" restaurant spot. Let's just say I was really excited when this new shop popped up and I was curious what it would sell. From the outside, I assumed this to be a cafe (based on the name and the space it occupied). However, I soon learnt that it's a chocolat shoppe!
I got their mango and cherry nibs. Quite refreshing but rather steep in price... got a lovely "earthy" looking bag for my purchase. Fab~ easily doubles up as a traveling pouch for knick knacks... -
Review from Gerald K.
Brooklyn, NY
10/7/2009
I rushed into Pure Dark, running very late for a date and needing a last minute gift. Quickly realizing I knew nothing about chocolate, the staff took care of me completely, suggesting the perfect gift, and packaging it beautifully. They even scrambled around to find me a little card, so I could jot a note to my date.
I was in and out, completely satisfied, in about 6 minutes.
Great staff, beautiful store, and most importantly-- wonderful chocolate.
You can guarantee I'll be back. -
Review from mark l.
Brooklyn, NY
1/19/2009
I really enjoyed my brief visit to Pure Dark. It is a small place and you can miss it if you are not careful. They have many different selections that you can browse. You can also sample their goodies.
I bought some to go. The Chocolate with Cayenne powder. I really like spicy foods. I bought some for some as a gift and they really enjoyed it. It is something different. I would recommend a visit when you are on a bleecker. -
Review from Brian L.
New York, NY
8/16/2009
Purely dark chocolate!
Upon arriving, we were greeted by a nice gentleman asking if it was our first visit. And since it was, he offered us many different samples of chocolate. Gosh were they scrumptious! Almost to the point where I'm stuffed with chocolate!
And since this was such a hot and humid day, I asked if they made cold chocolate beverages, which they did! Yay, cause I really needed one.
And soon enough when I brought it up front to pay, it was $6 for the chocolate drink. Something I didn't expect because it wasn't on the menu in the back at all, but what the heck, I'm thirsty!
Boy did the beverage taste good, like a chocolaty sensation!
Not too sure if I'd purchase the drink again, but definitely a couple chocolate products this place has to offer in the future. -
Review from Joey T.
11/7/2008
so, admittedly, I was never a huge fan of dark chocolate. sign me up for some milk chocolatey goodness any day.
i walk in here, and i'm almost intimidated by the dim lighting and natural surroundings. i am greeted by a friendly associate, who lets me know that if i want to try anything, let him know.
and let me tell you. i tried almost everything.
the associate who helped me out asked me what i liked (macadamia nuts, in case your interested) and gave me little chunks of bars and chocolate covered everything!
i walked away with a bomb custom made trail mix.
try it yourself. the experience in itself is worth the trip - there's lots to learn about chocolate, and lots of great mixes to try. even if you're not a fan of dark chocolate, (which i wasn't till today) you're sure to find something you'll like. -
Review from jeff c.
10/23/2008
FREE SAMPLES! My friend runs a chocolate meetup and they approached her to do an exclusive tasting event. There was Red/white wine, unlimited samples, and goodie bags. I may still prefer Sweet Riot nibs, although these definitely taste roasted. Cocoa nibs are the cocoa beans that have been carefully harvested then lightly roasted and crushed, releasing the natural chocolate flavor aka roasted chopped up cacao pieces. I tried ginger and mango nibs which were definitely different. They also offered very unique flavors such as raspberry & acai rounds, all spice & cardamom rounds, and chipotle and cinnamon rounds (my favorite, i love the kick!). Their Goodie bags included a small potato sack with two 2oz samples of your liking ($11 value) and 10 flyers good for one 2oz sample per flyer ($5.50 value) to hand out to your friends. I hope people bought stuff, as I think they are out at least $10/pp w/ this promo event. Pricing is $2.75/oz = $44/lb.
P.S. Their macadamia nuts here are stale!
PIcs: http://www.meetup.com/...Listed in: Dessert Sh*t
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Review from Lauren S.
New York, NY
3/24/2010
Just the words "Pure Dark" (referring to chocolate of course) on the outside of the store were enough to draw me inside. The aroma and earthy, cavernous, inviting interior full of free samples and friendly staff were enough to keep me in for a while! Everything I tasted was rich, full-flavored, and high quality. I bought a nice-sized chunk of their "slab" of dark chocolate with roasted cacao nibs. It had amazing crunch and taste. I loved it... every last bite of it.... and unfortunately it's long gone by now! ;-p
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Review from Humphrey B.
New York, NY
Updated - 8/18/2010
Pure Dark is closed. Overpriced chocolate shops everywhere have closed for the day in mourning.
1 Previous Review: Show all »
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3/4/2009
Yeah, the chocolate is OK,, but the prices are far too high, even for this neighborhood. $2.75/ounce… Read more »
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Review from David G.
Washington, DC
11/20/2009
This store should be called The Audacity of Overpricing. They don't have prices on most things... if you have to ask you can't afford it. The staff is all gorgeous hunky gay guys who seem quasi-bored because the shop is open and empty and phoney-chic with no chairs except a few in the far back. They need more chairs, because people who love chocolate tend to dawdle in there, making their friends stand and stand and stand and stand waiting for them. And why not add some chairs when they have tons of empty space? The chocolate here is very good, but the prices are just over the top. They have tables full of chocolate slabs (no prices on them so you know they are expensive as heck) but the packaging prevents you from SEEING the actual slab of chocolate you are about to spend a fortune on. No thanks!
Some nice upbeat and romantic French music would brighten this place up considerably. And chairs. Don't forget the chairs!!! -
Review from James L.
New York, NY
1/31/2009
An overly polished shop with a theme-park feeling that could be straight from Disney. It's obvious that a great deal of effort went into disguising the fact this is owned and operated by the Mars snack food company. At $44.00/lb for alkali (Dutch) processed chocolate something better set it apart. And mostly, that something is the knowledgeable and friendly staff.
This isn't to say that the chocolate is terrible or that the ingredients are poor quality. The spices, nuts, and fruits are definitely premium in taste and combined cleverly enough. I just felt I was paying more for the artfully placed cacao pods than exceptional chocolate. -
Review from Franny A.
11/16/2008
Delish samples abound on the corner of West 10th. and Bleeker Street down the corner from my fave Housing Works shop. This store is a little confusing as it is huge and ambitious with a seating area in the rear. Lots of barks with dried fruits and nuts. Soon to arrive will be hot chocolate and given the quality of the chocolate it should be yum.
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Review from Allison h.
New York, NY
1/7/2009
Truly delicious. I had the bark with blueberries, cranberries, cocoa nibs and nuts. It's thin, so the fillings go a long way and you can eat more.....or maybe i just eat more. My bro suprised me with some the other day, and now I am craving it. You can also make your own bar with choices of darkness and toppings.
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Review from Erica C.
Portsmouth, NH
1/26/2010
I am obsessed with Pure Dark. This chocolate shop does not have a ton of products, but what they do have is wonderful. The shop is super cute and looks almost like a museum with a mini exhibit about how chocolate is made. I was suprised and happy to find out that their dark chocolate is not super bitter. The employees are really helpful and let me try tons of samples. I would also highly suggest their liquid chocolate. Yummy!
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Review from Dan T.
Manorville, NY
2/9/2010
Great selection, even better service; the chocolate is as pure (and dark) as you'd expect. Lot of space to walk around, hang out, and check out their "exhibits" (not sure what they'd call them). Very generous but not pushy with samples. Definitely would recommend and return.
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Review from Mikey T.
New York, NY
9/16/2009
I recently went to Pure Dark because I'm a chocolate fanatic and wanted to see what all the fuss was about.
Pros
1) There are some cute girls that work there
Cons
1) The price is way too much for chocolate. At those prices, you should get a bottle of wine with it or something.
2) Everyone looked bored, leaning over the counters and daydreaming (in other words it wasn't very inviting)
3) The Chocolate is not that good. Actually when I got home to taste it, there was a huge hair in it. Not very sanitary or appetizing.
4) The Chocolate is made through the company Mars. It says so on the package. They might as well put snickers bars in the front and turn it into a corner deli.
My Advise is stay away because your not missing out on much. I spent around 25.00 on one of there mixes and a small slab . -
Review from Zafer B.
New York, NY
2/1/2010
Their chocolate is neither very pure nor very dark (alkali-processed, milkfat added) for all the snobbery their brand aspires to project, but flouting the purist few doesn't mean the end result is not good. Walk into the serene, earthy store, and ask the very helpful staff about their mix of the day. Walk around their museum displays. Try the hot chocolate (with nibs if you never have -- sort of like orange juice with pulp). Custom order your own bark for an original gift (takes 20 mins to set). Prices on the higher side, but lots of free samples.
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Review from nancy t.
Jersey City, NJ
10/28/2008
This place is wonderful...the staff is knowledgeable and very friendly, the vibe is relaxed, the store itself is very pretty. I can't wait until they have a hot chocolate bar, as there seems to be a little lounge in the back. Yum. I especially loved their "rounds" with a dusting of chipotle chili.
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Review from Ellen L.
Nassau, NY
7/10/2009
Browsing on Bleeker this week, I came across Pure Dark. Yes, they spent a lot on ambiance and there is perhaps too much space. But there are ample samples, and one is better than the last. I brought my husband home a chunk of the bark, for a little over $10. While that's a bit pricey, we managed to make it last 3 days, which was no easy task. We wanted to devour all of it the 1st night. We both thought the quality and the taste were fabulous and can't wait to go back! YUM!
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Review from brooke r.
New York, NY
3/11/2009
I work in the West Village close to Pure Dark and sometimes go in there for a taste of their delicious free sample chocolate pieces, plus I've bought a few cans of chocolate covered cherries before, which are also delicious. On this particular day, I was mosying around on my break and stopped in to check out the chocolate. i happened to be on the phone while I was in there, since the only time I can talk on the phone is during my one half-hour break. So I walk in and its empty, I take a sample of chocolate and make my way back to the front of the store, when I was rudely interrupted by one of the sales people. "Excuse me" she shouted across the room, interrupting me talking on the phone. "Do you need help with anything?" I said, politely, "No, I'm okay". "Are you sure?" "Yeah, I'm fine". She goes, "Okay, see you next time". Her tone was quite sarcastic and I did not appreciate it. Are the free samples there for no reason? Are we not supposed to eat the free samples? Are we obligated to by something just for walking into the place? I work at a clothing store and people come in here all the time on the phone, browse for 2 minutes, and walk out. I am not annoyed- that is just what people do. She should understand that if you have free samples of chocolate out, people have a right to taste them and not buy anything. I used to go in all the time but after this incident i am DEFINTIELY not going back- even if I was really craving an overpriced canister of chocolate covered cherries.
