We’re looking forward to introducing you to Lisa Jaimes-Toon. Check out our conversation below.
Hi Lisa, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What are you chasing, and what would happen if you stopped?
I have come to realize I am chasing legacy. I am wanting to prolong the celebration of my grandmother, her impact on me and in return dedicate my “flavors of heritage” to her. Chasing this dream has led me down a path of a creative outlet, an extension of myself, of Carolina to hopefully grow into a generational company. If I were to stop, my life, to my own standards, would not be incomplete. This is something that is within me, ignoring such creative call would be letting myself and those who know me best down.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Lisa Carolin Jaimes-Toon; a daughter, wife, mom of two, world traveler, teacher, Chef and now chocolatier. I am the product and culmination of my parents, grandparents, Tio’s and Tia’s, culture and heritage; all that has made me the honorable life navigator I am today. Carolina’s Chocolate LLC is the result of my life. One thing in my life that has followed me throughout all phases is the love of chili. Hence, the “Flavors of Heritage”, the love of chili and spice, the spotlight ingredient throughout my chocolate bars. For the love of spice and my dearest memories of my grandmother, Carolina, a wonderful cook, together inspired me to create Carolinas Chocolate.
My memories of Carolina’s cooking and her wonderful flavors inspire the rich dark chocolate bars, reminiscent of her recipes. Spicy Sonoran tastes like Mexican hot chocolate at Christmas. The Jalisco Jalapeno is her rice pudding. I added a touch of Jalapeno for a warm glow in every bite. All eight flavors are unique due to the variety of chili used and the depth of chocolate. No one bar tastes like the other. Currently, my goal is to continue expanding Carolina’s Chocolate brand throughout Arizona and into neighboring Southwest states.
Okay, so here’s a deep one: Who taught you the most about work?
My dad was the epitome of hard work, creativity and integrity. He was an entrepreneur, and a creator. Joe Jaimes dropped out of high school to join the Navy in 1943. Regardless of completing a formal education, he went on to successfully run his own men’s clothing store. He enjoyed building and creating from the ground up. He built our first trailer we used to camp in the woods. Though he had no drafting experience, he drew plans for both our homes. His salesmanship was renowned in town. One did not enter the store for a pair of socks without coming out with an entire wardrobe. His success was due to his unwavering focus to have the best service and fair prices. Long nights and years without vacations wasn’t unusual. He was my inspiration, being an entrepreneur allowed for complete freedom to make choices and use your creativity.
If you could say one kind thing to your younger self, what would it be?
Lisa, for all the moments that will seem to be the end of you, they will actually make you stronger and, surprisingly,
the results will be better than before. Slough it off and start again tomorrow.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What truths are so foundational in your life that you rarely articulate them?
So far my foundational truths have been,
Hard work pays off and having integrity in all you do. There is no need to speak of what I am doing, my actions speak for themselves. The way I conduct myself and treat others is what will carry me forward. It’s difficult for me to not give %110 in all I do. I recall times that I have not given my all and I am disappointed in myself. I feel lucky to have learned these truths early in life, they’ve kept me striving for more.
Okay, so before we go, let’s tackle one more area. When have you had to bet the company?
Every-time I order the next big supply of chocolate for the coming season. Just making it though Covid was a huge bet. Chocolate was not an essential item. Chocolate isn’t necessary, but I have to believe that I have a product that is unique. I believe there is a story to tell that people consider interesting. I am betting on myself to keep on scratching at the surface.
Contact Info:
- Website: https://www.carolinaschocolate.com
- Instagram: Carolina’s Chocolate
- Linkedin: Lisa Jaimes-Toon
- Facebook: Carolina’s Chocolate
- Youtube: Carolina’s Chocolate/Mesa
Image Credits
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so if you or someone you know deserves recognition please let us know here.
