Emma Morales Neyra founded Edible Piñatas as a solo entrepreneur in September 2020, specializing in personalized smash cakes that could be delivered to loved ones during a time of isolation and restrictions.
By prioritizing customers' online experience, Edible Piñatas experienced quick growth fueled by rave reviews and word-of-mouth advertising.
By the end of 2021, Edible Piñatas earned the opportunity to create thousands of beautiful custom smash cakes for well-known companies like TD Bank, Joico, Women's College Hospital, Deciem, and Dior.
Copycat Brands & IP
By the summer of 2021, Edible Piñatas' success was met with challenges surrounding copycat brands and copyright. A large local competitor plagiarized a significant amount of pages from the Edible Piñatas website, began using "Edible Piñatas" throughout their social media accounts and advertising, and instigated fake negative reviews that targeted credibility on the Edible Piñatas website and Google page.
"I began to hear from confused customers that wondered if Edible Piñatas was affiliated with the company that had stolen our work, and I became greatly concerned of the risk of damage to Edible Piñatas' reputation. As a result, I took next steps to seek legal recommendation.
After consulting several lawyers and sending a cease and desist as well as repetitive DCMA takedown notices, it was agreed that my best plan of action would be to begin the process of rebranding." -Emma Morales Neyra
Rebrand: A New Chapter
After 8 months of behind the scenes work, Darvina Chocolates was launched on April 20th, 2022.
The goal of the rebrand was to develop a brand that could become valued within the community, as well as provide meaning to Emma as the founder.
The rebranding process allowed Emma to take a step back and reassess her business. This resulted in the creation of a one-of-kind chocolate experience that aims to keep people connected.
"The name Darvina Chocolates is a tribute to my grandmother, Larissa Darvina: a WWII Leningrad Blockade survivor, retired nurse and doctor. Larissa is the heart of our family and a huge supporter of my journey as an independent woman in business." -Emma Morales Neyra
Emma Morales Neyra was born in Toronto, Canada, and is a creative at heart who grew up with a love for food and a constant need to create. From the years of 9 to 17, when not baking, Emma would often remain in her room writing stories and music.
During a grade 10 school project, Emma used her culinary skills to start an online cookie business called "From The Cookie Jar". There, she discovered a love for entrepreneurship that would later solidify her decision to study International Business at the Schulich School of Business at York University, with the intention to develop a successful business post-graduation.
In January 2020, Emma travelled to Paris, France on a study abroad program. On a trip to Cologne, Germany, Emma visited the Lindt Chocolate Factory, which opened her eyes to the world of chocolate before abruptly returning home to Toronto at the height of the COVID-19 pandemic.
In August of 2020, while looking for the perfect gift for her boyfriend's birthday, Emma decided to get creative and use her culinary skills to make her own twist on a chocolate smash cake. The gift was a success, and Emma was immediately flooded with requests from friends and family to make more. By September 2020, Edible Piñatas was born, which would finally catapult Emma into the world of entrepreneurship while developing her skills as a chocolatier.
In April 2021, Emma graduated from the Schulich School of Business with honours and distinction, allowing her to begin running her business full-time.