The founders of Madelaine Chocolate, brothers-in-law Henry Kaye and Jack Gold, started out learning the art of fine chocolate making. Wanting to brand themselves with an elegant name, they chose Madelaine, after Ms. Monroe. They bucked the trend of inexpensive and less serious chocolates and used the best chocolate they could find to create a superior product. Five years into the business they hit on their first big success, egg-shaped chocolates for Easter. Since then Madelaine has produced many seasonal chocolates in addition to its year-round varieties. They're known for their unique shapes, such as roses and fishes, and their unique Italian foils. The company remains in the family and still operates out of New York City, now in Far Rockaway, Queens.