Five Star Truffles has made its home in the Castro since early 2011, ever since the shop moved from its Divisadero location, which would go on to become a controversial Chase bank location.
We recently visited with owner and truffle-maker Santos Euan to learn how he began his career in chocolate, how business has been in the Castro spot, how his recipes and products have evolved over time, and what he looks forward to with his company.
Santos Euan showing off the goods
Before Five Star Truffles and his life in San Francisco, Euan spent his younger years in Yucatán, Mexico, where his mother helped him develop a passion for chocolate, he told us. He later made chocolate in Mexico before moving to the States. In San Francisco, Euan worked in a variety of food outlets, working with sushi, coffee, Mexican food, and another chocolate business. (Ed. note: His previous employer, XOX Truffles, has weighed in on that relationship in the comments, below.)
When he was ready, Euan opened Five Star Truffles in 2006 on the corner of Divisadero and Oak. While the location got a steady flow of reviews and customers, things went sour in 2008. "The economy going down and construction around the area made it hard," Euan recalls.
To add to Euan's headache, he and his business partner parted ways, later leading to issues with their lease agreement and subsequent loss of their space, which later turned into a Chase location. "I looked for about three months to find the new space in the Castro," Euan says. "But it was good to have everything in my name. I was motivated to work hard and make quality truffles."
While things got off to a good start at the current location, the major Castro Street construction project hit hard. "It hurt a lot," Euan remembers. "I lost a lot of money during that time."
Once the project completed, however, things began to slowly improve. "The economy is doing better, but it's always a challenge," he tells us, referring to a business that's highest periods of income are twice a year, with slower periods in-between.
But when his truffles are in-season during Christmas and Valentine's Day, Euan works extra hard to keep an abundant supply ready of the 25 flavors that he typically offers daily. "Those times are crazy, and I make about four times as much of each batch that I normally make. It's great for business."
Euan makes a point to perfect his many different flavors, tasting each batch and adjusting ingredients. "I've created entire batches before that I threw away because the flavors weren't right," he explains. "Truffles made with the wrong types of ingredients or with chocolate that has been melted in too high temperatures lead to differences in taste and texture."
While favorites like dark chocolate, caramel, and hazelnut all do well, Euan likes experimenting with new ideas to keep things interesting. His newest flavor, cayenne caramel with coffee, takes him about eight to nine hours to create. "The caramel has to be cooked very slowly and prepared with the chocolate in cool temperatures around 50 degrees," he explains. He uses Ubuntu Columbian Medium Roast in his truffles—the same coffee that can be ordered in the store.
Each truffle is 90 cents, with discounts for larger orders ranging from 20 truffles for $14 to 80 truffles for $48. Euan also offers a variety of boxes and ribbons for gifts.
Beverages are the other offering at Euan's store. "In addition to the coffee, espresso, and mocha, we offer a variety of Italian sodas and a special hot chocolate made with 100 percent chocolate, rather than using any powder. The powder is fine, but the flavor of the real chocolate makes a difference," he says.
Five Star Truffles has slowly developed a base of regulars who enjoy seeing Euan and catching up with him each day. During our interview, a couple and their son came in to order some Italian sodas. The child practiced some Spanish with Euan while his parents browsed the selection of truffles.
Currently and looking forward, Euan has teamed up with Eat24 to help expand his customer base. "I contacted them to work together and they had already heard of me because the person there had a friend who was a regular of mine," he tells us. "It's been great so far."
With his fifth year in the Castro on the horizon, Euan says that he'll continue to improve his flavors and come up with new ones as he works to grow his business and keep the Castro supplied with chocolate.
Five Star Truffles is located at 4251-A 18th St, and is open Monday through Saturday from 9:00am to 8:00pm, and Sunday from 11:00am to 6:00pm. Learn more about their flavors, prices, and more on their website.
