From Wine to Chocolate - The Sweet Journey of LaRue Fine Chocolate

LaRue Fine Chocolate, a Greenville-based business owned by Elizabeth Logan McDaniel, isn’t just a chocolate shop. Elizabeth McDaniel, the founder, began her career in the wine industry, where she developed a keen palate and built solid relationships. However, a casual and fun afternoon with her niece changed everything and led her to where she is now.

In the early 2000s, while trying to find a fun activity to do with her niece, Logan McDaniel discovered a recipe for hand-rolled chocolate truffles in Bon Appétit to try with her niece. What started as a simple bonding moment turned into a delicious obsession. After receiving a thoughtful Christmas gift—a Culinary Institute of America chocolate book and options for classes—McDaniel decided to take the plunge. She left her corporate job behind to follow her newfound passion for chocolate.

In 2015, she launched LaRue Fine Chocolate from the guest house on her property, transforming a cozy room into a Department of Agriculture-approved kitchen. While starting out as a one-woman show was no easy feat, she quickly gained attention. Local media featured her chocolates, and demand surged, leading her to meet customers in parking lots and gas stations—a humorous yet telling sign of her entrepreneurial spirit.

When the COVID-19 pandemic hit just as she was ready to open her storefront in March 2020, McDaniel faced a major setback. She pivoted to curbside service, showcasing her resilience and adaptability. With support from her landlord and the community, LaRue Fine Chocolate not only survived but thrived, eventually being named the #1 chocolate shop in the country.

The success of LaRue Fine Chocolate is centered on her giving back to her community.  Her connections from the wine industry opened doors, helping her gain access to local markets and media. Throughout her journey, her husband’s unwavering support and the camaraderie among local small businesses as well as her LaRue team members played vital roles. During tough times, fellow entrepreneurs rallied around her, reinforcing the idea that when one of us rises, we all rise.

Today, LaRue Fine Chocolate is celebrated for its exquisite truffles that tell a story with every bite. McDaniel’s background in wine informs her chocolate-making, allowing her to create complex flavors that surprise and delight. Seasonal offerings, like pumpkin caramel in the fall and passion fruit chocolates for Valentine’s Day, keep customers coming back for more.

Looking ahead, her focus is on maintaining the quality and experience that earned LaRue its accolades while exploring new product lines and flavors. Her journey is a beautiful mix of creativity, community, and a dedication to craftsmanship—an inspiring story for chocolate lovers and aspiring entrepreneurs alike.

LaRue Fine Chocolate is a shining example of what can be achieved through passion and perseverance. McDaniel’s story reminds us that the sweetest successes often come from taking risks, embracing change, and nurturing community ties.

As of June 2025, LaRue Fine Chocolate has been ranked as the best chocolate shop in the USA! Whether you’re a chocolate connoisseur or someone simply looking to indulge, stop by Elizabeth’s shop in Greenville. Treat yourself to a delightful experience, savor the exquisite flavors, and discover why LaRue has captured the hearts and taste buds of so many.