Celli’s Chocolate Chips is moving

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Celli’s Chocolate Chips, owned by Gina Celli, will move to a new location in the fall. (JMJ / Alexa Doiron)

Fans of Celli’s Chocolate Chips won’t have to drive this far for their favorite baked goods anytime soon.

The company will move from its current location to Courthouse Commons on Monticello Avenue this fall and unveil a new branding, said owner Gina Celli.

“We are in the process of a whole new rebranding,” Celli said. “We want it to give us that luxury feeling because our cookies are a luxury cookie.”

Celli’s Chocolate Chips opened on John Tyler Highway in Spring 2019 and has since become a favorite here. Celli said the secret to her special cookies is that they are handcrafted with love.

But after a year and a half at the old business location, Celli said she felt like it was time to move to an area with more foot traffic. The move will not only make the business more accessible, but it will also help develop the work that Celli has become so passionate about.

“It’s huge, it’s very humiliating to tell you the truth,” Celli said. “Because when we opened you were afraid that no one would like what you are doing. But we have had great success and although these times are risky, we are convinced that we can be the number one destination for cookies.

The move brings about some changes for the company.

When Celli’s first opened, it was designed to provide a dining experience where people could also buy coffee and enjoy their cookies at a table.

Celli said she wanted to move to a more hands-on operation at the new location.

The concept of takeout cookies didn’t really take off, so switching to a takeout model seemed to make more sense, she said.

The move also offers the opportunity for a “new look” for the company. Celli said the company’s brand will have new colors, labels and other marketing aspects that will help it look more like a luxury treat.

This rebranding process will hopefully help the company become a household name in cookies, she said, and build on an already growing national distribution.

“It looks different when it comes to the way we pack and approach our customers,” she said. “We are very comfortable with our award and have just gained a lot of confidence in a year and a half moving forward.”

Another advantage of moving the location is that it will be more centralized for the guests. Instead of traveling to a location away from the John Tyler Freeway, shoppers will now be able to purchase their cookies while they shop in the surrounding popular neighborhoods.

“We look forward to our new customers discovering us,” she said. “But we will also be easier and more accessible for the people who have been with us from the start. “

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