Often the term “boutique chocolatier” is substituted for artisan chocolatier, but they are different. While an artisan sells his/her handmade wares in a small shop, or boutique, anyone with no skills can open a shop or “boutique” that sells chocolate purchased from elsewhere, that is not necessarily handmade or or artisan quality. (In fact, companies like Hershey’s have chocolate boutiques—shops that sell only their products.)