As Easter Approaches, Local Chocolatier is Ready

“It’s the week before Easter, why wouldn’t I be busy?!,” exclaimed a semi-exasperated Matt Magyar.

The Spring Lake resident – owner of Third Avenue Chocolate Shoppe, 1118 Third Ave., Spring Lake, and 97 Main St., Manasquan – was up to his elbows in chocolate the week before Easter.

The 52-year-old has been in chocolate for decades. 

“I had on-the-job training when I started making chocolate on the boardwalk in Seaside when I was 14.  Then, I went to California after college, and worked for Helen Grace Chocolates for five years,” he said.

The chocolatier then returned to New Jersey, and opened a chocolate shop in Seaside for five years.  A jovial man of few words, Magyar did explain why he chose Spring Lake over his original site in Seaside:  “It’s cute!”

Obviously, after being in existence for almost a quarter century in Spring Lake, and five years in Manasquan, the shops don’t need promoting, yet Magyar is his own best promoter.

“Nothing is unpopular,” he said, stressing his chocolates are fresh and made daily.

He was uncertain about how much candy he has in either shop at any given time, but stated, “It’s all fresh; it’s hand made daily!”  His chocolate-smeared appearance reinforced this statement.

Magyar is proud of what he does, and how he does it.

“I hand-dip it, it’s not commercially made," he said. "I make my own caramel in a copper kettle over an open flame. It’s not shrink-wrapped or department store candy that was made six months ago.”

His years in the business notwithstanding, what inspired Magyar  –  a member of both the Spring Lake Chamber of Commerce and Manasquan Chamber of Commerce – to make and sell chocolate?

“I like it!  Who doesn’t like candy?  Who doesn’t like chocolate?  I like retail when people come in and buy my candy, and leave with a big smile on their face,” he opined.

Chocolate is chocolate is chocolate, right?  Not necessarily.  Third Avenue Chocolate Shoppe’s chocolate is made of a blend consisting of high-grade fresh chocolate, chocolate liqueur, and cocoa butter, not vegetable fat.

The shop’s confections are re-stocked by Magyar as soon as shelves are depleted, as the glass cases were still bursting with mouth-watering delectables for patrons.  Nestled among the shelves were nonpareils, chocolate and caramel cashew clusters, pecan turtles, peanut butter cups and barks offered in white, milk and dark chocolate.

Chocolate-covered cherries were artfully perched on trays, as were caramel and chocolate Rooster Leggs. Also featured at the shops are unique creations such as chocolate baseballs, and Lollidoders, festive chocolate lollipops enveloped with nonpareils.

Chocolate-covered creams such as lemon and raspberry are carried, although “You don’t see as many creams as you did in the old days,” claimed the chocolatier.

Naturally, being close to Easter, there were dozens of chocolate bunnies in various sizes, white chocolate carrots, and dozens of Easter baskets.  Magyar names the bunnies for various people such as family members, and prominent people such as “Norman,” for Norman Schwarzkopf.

“Special” Oreos covered in milk or dark chocolate are prominently displayed for Easter patrons, but are also available year-round.

A small case held flavored, and white, milk or dark chocolate fudge, although Magyar said he prefers to concentrate on chocolate and caramels, not fudge.

“Pretty much most of what I sell is chocolate,” he said, with a one-pound box of assorted confections priced at $24.70. 

Third Avenue Chocolate Shoppe also carries Gummi Bears, cards and stuffed animals by Gund, Ty and a few other manufacturers.  Premium-brand ice cream and salt water taffy are sold during the summer months.

Although it was mid-afternoon on a weekday, the moderate-sized Spring Lake establishment was abuzz with patrons, and the cozy Manasquan shop had occasional patrons as well.

The most popular confection among children? 

“Anything!  Gummi Bears,” gushed Magyar, noting it runs the gamut as far as adults are concerned.

“Anything with caramel seems to be most popular – mostly Rooster Leggs to caramel turtles,” he continued.

The chocolatier is proud of what he does.

“Nothing’s difficult – I make chocolate-covered cherries.  I make nonpareils – it’s all fun!” he said.

Magyar doesn’t tire of being immersed in chocolate all day, and thoroughly enjoys what he does.  He claimed to eat as much chocolate as he wants and stays fit via exercising and yoga.

The father of two said his children will go into the chocolate business only “if they want to.”

When asked where he sees himself five years from now, the devoted chocolatier commented, “I’m going to be on ‘Survivor,’ and be a big celebrity, but I still like making chocolate.”

The Spring Lake shop’s hours are Monday-Saturday, 10 a.m.-5:30 p.m., and Sunday, noon-4 p.m. (except Easter Sunday), with summer hours 10 a.m.-9 p.m., seven days.  The Manasquan location’s hours are Monday-Saturday, 10 a.m.-5 p.m., and summer hours are 10 a.m.-9 p.m., seven days.  The phone numbers are 732-449-7535, and 732-528-0006, respectively.  Third Avenue Chocolate Shoppe will also ship to any location.