Walking into Pizzelle’s, you're immediately greeted by the hum of activity, from the rhythmic whirl of mixers, the soft hiss of spray painters, and the clinking of bowls in the open kitchen at the heart of the store.
As you step further inside, it hits you: the rich, unmistakable smell of chocolate. When you reach the counter, it feels less like a chocolate shop and more like a jewelry display.
Each chocolate, with its vibrant colors, resembles something that should be worn on your hand
rather than put in your mouth.
As you read names like “Nutty by Nature” or “Totally Tubular,” you can’t help but feel as though
you're standing in front of Willy Wonka himself, handing you an Everlasting Gobstopper and
leaving you wondering, “What could this possibly taste like?”
Sweet Beginnings
From a young age, Michelle Novosel, Co-Owner and Executive Chocolatier was fascinated by
chocolate. It all started when she watched wide-eyed for the first time as Gene Wilder in Willy
Wonka and the Chocolate Factory opened the doors to his candied wonderland. From then on, Michelle was hooked.
Determined to pursue her dream of owning her own chocolate shop, Michelle took the plunge by attending culinary school. “They didn’t have a pastry program, but I decided to go anyway
because I needed to get my hand in the business,” she said. “Before culinary school, I had
experience in the hospitality industry and customer service, but culinary school is where I
learned the fundamentals of running a kitchen.”
Although Michelle excelled in everything from breaking down a chicken to filleting a steak, her
heart was at the dessert station. After culinary school, she attended Ecole Chocolat, an
international chocolate school, all while balancing life as a new mom. By 2013, Michelle was
ready to open the first iteration of Pizzelle’s which started as an 800-square-foot studio in Lowe
Mill. “When I opened, I thought this would be my art studio. I’d make some chocolate here and there, create cool things, and maybe people would come in and buy a couple of items,” Michelle
reflected. “But that’s not what Huntsville had in store for us.”
From day one, Pizzelle’s was bustling. “One thing that’s amazing about chocolate is its
versatility," Michelle says. "The artistry that goes along with it, the incredible taste—it’s like wine or coffee, with so many nuances. We just love everything about it, and I think people can see
that love poured into our creations.".
In 2016, they expanded again at Lowe Mill, adding a new kitchen and bringing on pastry chef,
Emily Hawkins, but even then, they couldn’t keep ahead of the demand.
Sisters in Business
It wasn’t always clear that Michelle would end up working with her older sister, Jennifer
Sherman, but in 2022 her sister came aboard to join the team at Pizzelle’s. “She’s eight years
older than I am, so I just assumed we’d go our separate ways,” Michelle explained. But they
found their way back together at Pizzelle’s.“I’m the ‘Woo,’ and she’s the ‘Whoa’ in our relationship,” Michelle said. “I’m like, ‘We can do anything! Let’s go for it!’ And she’s like, ‘Whoa—do we have money? Do we have staff?’ We balance each other out.”
In 2024, Pizzelle’s was bursting at the seams and the team was eager for a
change of scenery, thus Pizzelle’s made the move to Campus 805.
Achieving Full Recognition
Don’t just take our word for it—Pizzelle’s was named the Best Chocolate Shop by USA Today in
2024. "It was amazing," Michelle said with a beaming smile.
"Huntsville really came out for us. The small business community here is amazing, and I think
it’s different from anywhere else. Everyone is truly here to support each other " Michelle added.
What To Choose?
If you find yourself in Pizzelle’s for your sweet tooth or to satisfy someone else's, “Don’t worry,
we have something for everyone” Michelle reassured. Even if chocolate is not your preference, Pizzelle’s offers a selection of macaroons and mini cakes that are just as beautiful and delicious as their chocolates. “One of my favorites is the "Green Dragon," which combines coffee and cardamom. We also have unique flavors like "I Do Declare," made with goat cheese, balsamic, and honey, which people love. We create custom designs inspired by movies or actors, like our "Beetlejuice" tribute with banana, blueberry, and almond” said Michelle. “For Halloween, we made smoked chocolate inspired by Yellowjackets, aiming for it to taste like a plane crash. We love bringing that creative energy into everything we make”.
The takeaway Michelle hopes you get from Pizzelle’s: “We want it to be a full
experience—where you slow down, relax, and use your senses to appreciate the small joys of
life.” So just like a golden ticket in a world of pure imagination, Pizzelle’s offers an experience that is nothing short of magical.
You can visit Pizzelle’s in Campus 805 or at their website at https://www.pizzellesconfections.com.
So just like a golden ticket in a world of pure imagination, Pizzelle’s offers an experience that is nothing short of magical.