Ladies Who Launch is a newsletter I regularly receive. It regularly features brilliant female entrepreneurs who've made their mark on the business world. Sometimes it is an indie fashion star, other times a corporate CEO.  This week the featured superstar is Katrina Markoff, the genius behind Vosges Haut-Chocolat.

Haven't heard of them? This isn't Cadbury. Vosges offers a unique culinary experience. Chocolate Covered Matzos. Taleggio cheese truffles. Unusual. Inspired... and very imaginative. So I thought it would be fun to learn what Katrina draws upon for inspiration. Below are outtakes from her LWL interview:

beyond the bar
"Everything is based on an experience I've had with a certain culture or musician or artist or architect—every product has a lot of meaning. Some people just see a fancy, expensive chocolate, but once you read the story behind it, it has a strong, renegade, save-the-world voice. I came from my heart and made it about the things that are important to me and that's what resonates. Be genuine and true to yourself at all costs because people are attracted to passion, and passion speaks louder than anything."

how vosges came into vogue
"I always made sure the craftsmanship of my product was super high-end: I used regal colors, created luxurious textures, gathered unique flavors from all over the world, gave it a chic feminine vibe, and mixed it all in with my cause. We also sought out strategic partnerships with brands that would bring us into the lifestyle category, like Bobbi Brown Cosmetics and Nota Bene, an upscale destination review guidebook.

learn from those around you ...
"I've always been fascinated by luxury brands. My mom was really into silverware and antiques and taught me to look closely at details and to understand why certain things are so valuable. So I get marketing and branding, but I'm not a great businessperson or financier—I rely on other people to help and guide with that."

sell your story
"We've never advertised because I think it's cheesy. I hate to say that, but it's better to get people genuinely interested in writing articles for you. We had such strong word of mouth and the story was so unique that it got people interested."

you are who you sell to
"We just recently started using brokers and distributors, which is kind of late in the game for a company our size. We grew by going to shows and getting buyers one by one because I really wanted to control where we were seen. Costco has been asking for our products for a long time and we keep saying no. Maybe in a couple of years, but right now I'm focused on the first tier of specialty food stores."

Regardless of your current career, there are lessons in there to apply to your life and your work. In this case, her commitment to keeping her brand elusive and upscale stands out. It maintains a level of mystery and allure - two things which can never be regained once lost.That's true whether you're selling fine interiors or custom jewelry. Build your reputation and guard it like precious gold!