Hype Chocolate was founded in 2022, and ever since, they have been pushing the boundaries of what chocolate can be. Hype is best known for its creative collaborations and one-of-a-kind flavours. Co-owners Scott Symons and Marlayna Pincott bring their passions for fashion and design to their flagship chocolate and ice cream shop on East Hastings. We spoke with Symons and Pincott to learn more.
What is your business called and what does it do?
Our business is called Hype Chocolate. We are a Vancouver-based, part-Indigenous-owned chocolate and confectionery company creating handcrafted chocolate bars, gourmet gummy bears, freeze-dried treats, custom corporate gifts, kids’ parties, luxury pop-up activations, adult chocolate master classes, and specialty collaborations.
What made you want to do this work?
We’ve always loved creating experiences that make people feel excited, surprised, and connected. We wanted to build something that blended creativity, culture, community, and high-quality products in a way that felt fresh, memorable, diverse, and progressive.
What problem did you want to solve with the business?
A lot of chocolate companies feel very Eurocentric, and we saw an opportunity to do something different. We wanted to create a brand that felt more original, more reflective of our community, and more open to bold flavours, modern design, and a wider range of cultural influence and customer experience. We also care deeply about creating opportunities and connection, including working with Indigenous youth who face barriers and many obstacles.
Who are your clientele/demographics?
Our clientele is broad and intentionally diverse. We serve everyone from our local East Vancouver and Downtown Eastside community, including people who are less fortunate, to tourists, families, event planners, and corporate and luxury clients, including brands and spaces such as Loewe, Dior, and Holt Renfrew. We strive to be inclusive, progressive, and accessible, where everyone who walks through our door is treated equally while still receiving a premium experience.
How does your business make money? How does it work?
We generate revenue through in-store sales, online orders, pop-ups, wholesale, corporate gifting, private events, kids parties, luxury activations, adult chocolate master classes, and custom orders. We create our products in-house, work with clients on custom concepts and event experiences when needed, and sell through both direct-to-consumer and business-to-business channels.
Where in the city can we find your profession?
You can find us at our flagship location at 855 East Hastings Street in Vancouver, as well as at select pop-ups, events, and collaborations around the city, including work connected to spaces like Holt Renfrew.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
A great question is: “What are your ingredients, values, and what makes your chocolate experience different?”Our answer would be: We focus on originality, quality, and experience. We use ethical sustainably sourced chocolate and a lot of local, high-quality ingredients, and we approach what we do in a way that reflects our values and Indigenous perspective. Everything we create is designed to feel memorable, from the flavour combinations to the presentation to the story behind the brand. We also offer custom work, events, and collaborations that help clients create something truly personal and standout.
What is the best part about what you do? What is the worst part?
The best part is seeing people light up when they try our products or experience the brand for the first time, whether that’s through a chocolate bar, a kids’ party, a luxury activation, or a master class. We love creating moments that feel joyful and unexpected. The hardest part is balancing the creative side with the constant operational demands that come with running and growing a fast-moving business.
What is your favourite joke about your own profession?
We’re in the chocolate business, so you could say we deal with a lot of meltdowns — and not all of them are the chocolate.
Where can we follow you?
Instagram | TikTok | Facebook | Website
PAY IT FORWARD: What is another local business that you love?
Another local business we love is Salmon n’ Bannock. We really admire their leadership, their celebration of culture, and the way they create meaningful experiences through food.
