Beloved employee becomes owner of Oldtown's original chocolatier after nearly 20 years in business.
On the eve of announcing Chocolate Maya’s new ownership, I meet Maya before business hours at 15 W. Gutierrez. Willow, Maya’s protégé chocolatier and new owner, greets me with a smile as she unlocks the door.
Inside, rich aromas of cocoa float through the air, and deep red painted walls seem to buzz with a hint of magic. As Willow finishes tending to a couple of things behind the kitchen counter, Maya and I pull up a couple of wooden stools in the adjoining room and settle in.
I notice Maya’s eyes looking over the gallery wall filled with colorful photographs of villagers and small children that she met on her first trip to Venezuela. She wonders out loud how their lives might have turned out.
“She was 3 years old there, so she’d be 21 years old now…” A soft smile lifts her cheeks, and there’s a reverence in her eyes recognizing the passage of time. “That’s where this all started.” As she looks around the shop, I see a mother’s love—the kind of love that is all-encompassing, joyous, and somehow heartbreaking at the same time.
There is a warmth to Maya that has become the definitive essence of Chocolate Maya’s legacy and the very thing that brought Willow into the shop all those years ago.
FSS: Chocolate Maya officially has a new owner. How does it feel to be stepping into this new chapter?
Maya: Willow is taking over, and I can’t think of anyone who would be better to take over the shop. I just remember when she came here 15 years ago… She was so young. We’ve really been through so much together—COVID, everything. I think in all that time she was out sick maybe twice? She’s someone you can really count on.
FSS: What was it like for you, reaching this decision—was it something you realized gradually or did you wake up one day and know you were ready for a change?
Maya: I never thought that I would retire… never. And then suddenly, maybe a year ago, it just hit me. I think the holidays, especially Christmas and Valentine’s, just hit me really hard. I’m tired. There are so many things I want to do. I want to volunteer and travel. Sunday, I leave for Switzerland where I will be volunteering to help preserve wolves. It’s really cool.
In my time getting to know Maya, I can see her compassion and care is not just something she brings to the shop: it’s how she moves through the world. It drives her passion for community.
Maya: When I get back, I want to continue volunteering. With all of the problems we have here now, politically—I am an immigrant myself, so I can feel the pain of a lot of people. I am going to see what I can help with. I’m really excited for the future.
FSS: Once you decided you would retire, did you have a plan?
Maya: I told Willow one day. I said to her, “How about you take it over?” And she looked at me, and she gave me a hug. It was really cool.
Willow: It was really, really special because we had talked about this a few years ago as being an option. At that time, my life was in more of a transitional phase, and I wasn’t sure I was staying in Santa Barbara. I couldn’t say yes at that time. Then, a few years later when she was ready and she made her decision to retire, it was perfect timing.
FSS: What was your first impression of Chocolate Maya and how has it evolved from those early days to today?
Willow: I came here on a whim. I was taking a break from college when I realized that I loved what I was studying, but I didn’t see myself in that career. So, I took a break to figure out what I wanted to do. I had passed out some résumés and happened upon the shop. I had never been in before, but I got a call back a few days later to interview, and the rest is history. The shop is incredibly warm—Maya, as well. We’re both a little reserved, and when we met, I just felt that her personality really mirrored mine.
FSS: These days, 15 years working with one business is a long time. What about the shop has kept you here all these years?
Willow: I am an extremely loyal person, and I take great pride in my work. So, when I find a space that I feel supported in—and also align with the values—I like to maintain that relationship. As a local small business in Santa Barbara, we’re very involved in our community. We’re supporters of many charities, including Planned Parenthood. It’s that level of welcoming and giving that feels aligned with who I am and my vision of how Chocolate Maya should also continue.
Maya: You know, I think Willow will take Chocolate Maya to higher grounds. Sometimes people do the same thing for too long and then you lose the energy to grow bigger. I always wanted to stay small, but I think Willow—she has the juice to grow bigger and better.
FSS: Chocolate Maya has been the heart of State Street for nearly 20 years. What gives this place its magic?
Maya: Our customers. We have great customers. We have some that have been coming here forever. People are so sweet.
Willow: The takeover just happened this past week, so this is brand new and we’ve had to change a few systems. When we’re checking people out and they find out what’s going on—or they see what’s on social media—they come in specifically and want to know what’s happening. They’ve been incredibly supportive. They want Maya to enjoy herself, and they’ve seen me around, so I am a familiar face. They’re thankful that the shop is staying—that we’re still going to be here.
Maya: It would have been really sad for me to just shut it down. I would feel so responsible to our regulars—our regulars during COVID—they saved us. They did deliveries. They would order online, and they were just really amazing.
FSS: In your biggest dream what do you see for the future of Chocolate Maya?
Willow: I am hoping to definitely grow the business but still maintain our small-town, small local shop charm—mainly expanding in our events sector.
FSS: You’ve done small classes in the past, from tastings to chocolate making. Is that something you will continue to do?
Willow: Yes, I would love to! Right now, we are doing private tastings and private classes where there needs to be a minimum number of people, but I’d also like to possibly start a series where it’s a free sign-up for a class with strangers. So you don’t have to have 4 or 5 people to book something. It could be just you, or it could be you and a partner. You can get to meet new people, and it can be a fun little social experiment here to really get either educated in the chocolate world and do a tasting, or get your hands dirty and make some confections as well.
As I stepped out of Chocolate Maya, it dawned on me just how essential local shops like this are to a vibrant and thriving downtown. At a time when everyone, everywhere is seeking community and longing for connection, people like Maya and Willow—the ones who dare to dream and work hard to cultivate a place of belonging for all walks of life—are the lifeblood of Santa Barbara.
You can support local businesses like Chocolate Maya in-store at 15 W. Gutierrez Street in Santa Barbara or follow on Instagram @chocolatemaya for updates.