Jacob Margolis
covers science, with a focus on environmental stories and disasters, as well as investigations and accountability.
Published December 18, 2023 2:39 PM
Cacao fruits are seen growing on cacao trees on a traditional cacao farm on Dec. 2, 2021 in Cuernavaca, Colombia.
(
Jan Sochor
/
Getty Images
)
Topline:
Who would ever decide to keep highly temperamental trees comfortable at a specific temperature and humidity for multiple years, pollinate thousands of small flowers by hand, ferment, roast, winnow and grind beans into a perfectly smooth paste, all for a few wonderful bars of chocolate? A couple of people down the street from the LAist studios, it turns out.
The hardest part: Because cacao trees are usually pollinated by gnats that don't exist in SoCal, each flower has to be pollinated by hand.
You can do it: Why not give it a go? We've got more information on what can be your most ambitious DIY project.
Anytime you snap a bar of chocolate, sink your teeth into a Reese's or sip Swiss Miss from a mug, the cacao that makes up the best part of each of those sweet treats likely came from within 20 degrees of the equator. As far north as Vietnam and Hawaii, and as far south as Madagascar and Bolivia.
View of the oldest cocoa tree planted in Ghana in 1879 at Tetteh Quarshie cocoa farm in Mampon on June 14, 2019 in Eastern Region of Ghana.
(
Cristina Aldehuela
/
AFP
)
Theobroma cacao, the trees from which chocolate comes, are picky about their environment. They prefer warm and humid conditions with a lot of rain, thriving in partial shade where they’re afforded a whole lot of protection from strong wind and sun.
All of which makes the environment here in Southern California — dry, windy, at times both brutally hot and cold — less than ideal for them if you’re going to try and grow them outside. Which is why I was surprised and thrilled when I found out that there are multiple people who've figured out how to both grow cacao and make chocolate from the beans nearby.
After talking through the process with three different people, it’s not easy by any means, but maybe if you’re up to it you too can give it a go. I know I’ll be trying in my backyard (with the proper greenhouse setup) sometime soon.
Think of this less as a how-to guide and more so a post meant to get you excited to go on an experimental cacao journey of your own.
The intrepid DIY-ers
One of the things I love about the rare fruit-growing community here in Southern California is that it attracts all kinds of different people interested in ridiculous experimentation in less-than-ideal environments.
When it comes to cacao trees, I found two groups taking on the challenge of going from dirt to bar.
Cacao trees growing in steel drums at the Pacific Light & Hologram lab.
(
Samanta Helou Hernandez
/
LAist
)
The first group is down the street from the LAist studios in Pasadena, in a nondescript warehouse. Seamus Blackley, physicist and creator of the Xbox, is growing several trees with his creative partner Asher Sefami, a trained microbiologist. They took on the process as distraction to get their minds off of the other super-secret engineering work they're doing at the same location.
Meanwhile, up in Santa Barbara, Mike Orlando, the owner of Twenty-Four Blackbirds, has been making boutique chocolate since 2009. He recently began importing cacao pods, sprouting the beans and growing his own trees in a nearby greenhouse.
So, what can we learn from them?
Step 1: Growing the trees
First, you need to get your hands on some trees.
You can pick them up from rare fruit nurseries in L.A., like Mimosa, or you can sprout your own.
An Afro-Colombian farmer separates pulpy cacao seeds from a cacao pod during a harvest on a traditional cacao farm on Dec. 1, 2021 in Cuernavaca, Colombia.
(
Jan Sochor
/
Getty Images
)
If you get your hands on some fresh pods, pull out the seeds, wash off the pulp, peel off the outside skin and stick them along with a moist paper towel in a plastic bag. Keep them in a warm environment, somewhere between 80 to 90 degrees, and wait.
Cacao seeds sprouting.
(
Mike Orlando
/
Twenty-Four Blackbirds Chocolate
)
Each pod has 30 to 50 seeds, so you'll have a lot of opportunities.
Cacao plants that've been sprouted from seed.
(
Mike Orlando
/
Twenty-Four Blackbirds Chocolate
)
Once you have your cacao tree, you need to plant it.
Sefami stuck theirs in oil drums with standard potting soil.
Cacao trees growing in steel drums at the Pacific Light & Hologram lab.
(
Samanta Helou Hernandez
/
LAist
)
Orlando planted his in a greenhouse.
One of the most critical components of this process is controlling the environment the trees live in, as they prefer moist and warm conditions with dappled light.
Orlando shoots to keep his greenhouse from 60 to 80 degrees at about 70% humidity, though he's seen the trees survive in 40-degree weather.
Cacao trees kept warm and moist in a greenhouse.
(
Mike Orlando
/
Twenty-Four Blackbirds Chocolate
)
In Blackley's climate-controlled lab, a nearby water jet keeps the humidity up and grow lights above the trees give them at least 12 hours of sunlight. They had a problem with aphids, so they tried to remedy the issue with thousands of ladybugs before eventually just using pesticides.
For fertilizer, Orlando sprays the leaves with a kelp mixture and sprinkles Miracle Grow Osmocote every three months or so, depending on how they look.
As you'll find if you start growing plants, a lot of it's a feel thing.
Step 2: Pollinating tiny flowers (the hardest part)
In the wild, cacao trees are often pollinated by biting midges, which don't exist here. So, you'll need to pollinate each tiny flower by hand, using pollen from different plants.
Orlando hasn't quite gotten to this point in the process, but Sefami and Blackley have, after about two years of trying to figure it out.
"The first pod we got, we were through the moon," said Sefami. "And it got to about the size of a Tic Tac and then it just falls off. And it was like ... it was one of the most painful moments."
Cacao flowers grow on trees at the Pacific Light & Hologram lab.
(
Samanta Helou Hernandez
/
LAist
)
"The hard part is when you have tweezers and you're trying to decide if this plant and this plant are different enough genetically, they might work. And you spend half an hour pollinating, and maybe it works or maybe it doesn't, and you don't know what's going on, and the tree is dying, and you're not sure why," said Blackley.
Asher Zelig Sefami pulls pollen from a cacao flower.
(
Samanta Helou Hernandez
/
LAist
)
"Basically you need to take the flower apart into its constituent parts. We remove the pollen and then we have to rub it on the other flowers in a way that just touches where it needs to go,“ said Sefami.
"The flower needs to be at just the right stage of development. Within about a day, they fall off. It’s really hard to get it right."
Cacao pods grow on a tree at the Pacific Light & Hologram lab.
(
Samanta Helou Hernandez
/
LAist
)
Turns out the biting midges are quite effective, said Blackley.
Step 3: Harvest and ferment the beans
If you get to the point where you're harvesting the pods, next you've got to ferment them.
Blackley and Sefami pulled the beans out of the pods smushed them into a bowl and stuck them in a proofing box.
Cacao beans fermenting.
(
Seamus Blackley
)
They kept the beans at about 83 degrees Fahrenheit, around 80% humidity and mixed them once a day. There was so much microbial activity that the temperature of the beans climbed to 115 degrees before dropping down over the course of about a week.
"At first it smells ... doughy and bready. And then the fermentation process gets taken over by bacteria that produce essentially vinegar, so it starts to smell kind of sharp," said Blackley.
"And then one day you open up the fermentation chamber and it starts to smell like chocolate. It's completely strange."
After they were done fermenting, they dried them to 3% moisture to get them ready for roasting.
Step 4: Roast, grind and temper the cacao
While you can purchase all sorts of different specialty roasting equipment, Orlando recommends you just throw them into your oven at about 250 degrees for 15 to 20 minutes until they start to smell like brownies.
Then, separate the nibs from the shells, blend them in a spice grinder and then grind them into as fine a liquid as you can get them to in a mortar and pestle. This is when you'll add your sugar — 30% by weight will give you 70% dark chocolate.
Alternatively, you can purchase a wet grinder, which uses stone wheels to pulverize the cacao into a smooth chocolate liquor.
"If that was your first time making chocolate, you'd be pretty impressed. It tastes pretty good," said Orlando.
Step 5: Make the bars
Finally, you can temper your chocolate, which gives a bar its characteristic snap when you bite into it.
A bar of finished chocolate.
(
Mike Orlando
/
Twenty-Four Blackbirds Chocolate
)
You then pour it into molds, wait for it to harden and enjoy.
Step 6: Taste the chocolate
If you get this far, you've probably since spent years of effort and thousands of dollars for something you could've purchased at the store for about $12. And we should be friends because it's the kind of absolutely insane experimentation I love.
"I'll tell you, growing chocolate from seed is quite an adventure, but it's the kind of thing you should do in your life. Don't you want to know how to do that? Make chocolate from dirt? Come on," said Blackley.
The final product from Blackley and Sefami.
(
Samanta Helou Hernandez
/
LAist
)
So how did their chocolate taste?
Absolutely delicious! It was fruity with notes of cinnamon and I could've kept eating it. Though, considering the investment each square was probably worth its weight in gold, they only gave me a tiny piece.
If you want to just buy already-made chocolate, you can also check out Twenty-Four Blackbirds in Santa Barbara.
The machine on the left keeps the chocolate in temper so employees can fill molds for chocolate truffles at Twenty-Four Blackbirds in Santa Barbara.
(
Mike Orlando
/
Twenty-Four Blackbirds Chocolate
)
Resources for DIY-ers
This is far from a comprehensive guide, but if you do go on a dirt-to-bar chocolate journey, there are some great resources out there to guide you through the chocolate making part in particular.
Chocolate Alchemy is a reliable resource with links to equipment suitable for a DIY-er.
President Donald Trump once insisted he had "nothing to do with Project 2025," the right-wing policy plan that became a key flashpoint during the presidential campaign. A year later, many of the policies have been implemented, from cracking down on immigration to dismantling the Department of Education.
What Trump said in 2024: Then-candidate Trump tried to dismiss the hysteria, calling the ideas "ridiculous" — and claiming he did not know who was behind it — even though key people involved in developing the plans served in his first administration. And when it was clear the firestorm would not go away, Trump went on the attack against those allies who wrote the playbook.
What he did after winning the election: Trump tapped Russell Vought, an architect of Project 2025, to lead the Office of Management and Budget — considered the nerve center of the White House. Other contributors followed. And Trump soon unleashed a flurry of orders reshaping the government, many of which were outlined in Project 2025.
Read on ... to learn how Democratic officials have responded.
President Trump once insisted he had "nothing to do with Project 2025," the right-wing policy plan that became a key flashpoint during the presidential campaign.
The Democrats tried to turn the 900-page Heritage Foundation-led blueprint to remake the government into a political boogeyman, and succeeded to some degree, but it wasn't enough to win the election.
A year later, many of the policies have been implemented, from cracking down on immigration to dismantling the Department of Education.
"A lot of the policies from Day 1 to the last day and in between that the administration has adopted are right out of Project 2025," said Rob Bonta, the attorney general of California, who has used Project 2025 to prepare legal papers against the administration.
Concerns about the project started to bubble up over the spring of 2024, but really caught fire a few months later when actress Taraji P. Henson singled out Project 2025 while hosting the BET awards.
"Pay attention. It's not a secret. Look it up!" she said, speaking directly into the camera during the show. "They are attacking our most vulnerable citizens. The Project 2025 plan is not a game."
'Ridiculous'
Then-candidate Trump tried to dismiss the hysteria, calling the ideas "ridiculous" — and claiming he did not know who was behind it — even though key people involved in developing the plans served in his first administration.
And when it was clear the firestorm would not go away, Trump went on the attack against those allies who wrote the playbook.
"They're a pain in the a--," said Chris LaCivita, a senior adviser to the Trump campaign, who tore into the organizers of Project 2025 at an event hosted by CNN and Politico during the Republican National Convention in Milwaukee.
"Look, I think that in the perfect world, from their perspective, they would love to drive the issue set, but they don't get to do that," he added.
Yet days after winning, Trump tapped Russell Vought, an architect of Project 2025, to lead the Office of Management and Budget — considered the nerve center of the White House. Other contributors followed.
Trump soon unleashed a flurry of orders reshaping the government, many of which were outlined in Project 2025.
"As of today, it will henceforth be the official policy of the United States government that there are only two genders, male and female," he said during his inaugural address.
Trump ended diversity, equity and inclusion programs. He launched massive immigration enforcement and took the first steps to overhaul the federal workforce.
Bonta, the attorney general of California, said Project 2025 defined Trump's first year back in office. The country's 23 Democratic attorneys general studied Project 2025, consulted with each other and, he said, prepared a response for every potential action should it be taken.
"The existence of Project 2025 was the Trump administration telling us exactly what they were going to do and sending it to us in writing," Bonta said.
Bonta has filed or joined lawsuits that have successfully blocked Trump's policies requiring states like California to join his immigration crackdown, freeze of domestic federal funding and layoffs at agencies such as the U.S. Department of Education.
The White House dismissed concerns about Project 2025, calling them irrelevant theories from Beltway insiders.
"President Trump is implementing the agenda he campaigned on and that the American people voted for," said Abigail Jackson, a White House spokeswoman.
Jackson said the president focused on implementing the agenda he campaigned on — lowering gas prices, accelerating economic growth and securing the border.
Fueling controversy
Trump may have actually fueled the controversy by rejecting Project 2025 during the campaign, said Tevi Troy, a presidential historian and former White House aide to George W. Bush.
"I would say that Project 2025 was largely standard conservative fare, but with a bit more of a MAGA flavor than previously."
Troy sees little difference between what the Heritage Foundation did with Project 2025 and what think tanks on the left and right have been doing for years compiling policy proposals for incoming presidents.
He pointed to the personnel and policy ideas of the Hoover Institution that helped shape the George W. Bush administration and the Center for American Progress' influence on the Obama administration.
"If the Trump campaign had leaned into it and said, 'sure, this is an agenda that has been put out as a think tank. This happens all the time. We will look at them in due time when the election is over,' " said Troy. "By criticizing and disavowing Project 2025, it suddenly became more radioactive."
Paul Dans, the director of Project 2025, says he never took the attacks personally, which he chalked up to political calculus.
He likened watching the president sign executive orders and directives that first came across his desk to being an animator who watches his or her sketchbook come to life on the big screen.
"I believe the proof is in the pudding," said Dans, who also served in the first Trump administration. "Every day that President Trump rolls out another Project 2025 item, it's really an endorsement of our work, myself and the work of thousands of patriots who came together."
Dans is now highlighting that work in a run for the Senate, against Trump-ally, Republican Lindsey Graham.
Trump did eventually embrace Project 2025 during the shutdown fight last fall.
He boasted of meeting with "Russ Vought, he of PROJECT 2025 Fame," while threatening to dismantle federal agencies.
"I can't believe the Radical Left Democrats gave me this unprecedented opportunity," he said.
President Donald Trump says his controversial push for U.S. control of Greenland comes after he failed to win the Nobel Peace Prize last year, adding he no longer feels obliged to think only of peace.
U.S. president to Norway's leader: "Considering your Country decided not to give me the Nobel Peace Prize for having stopped 8 Wars PLUS, I no longer feel an obligation to think purely of Peace, although it will always be predominant, but can now think about what is good and proper for the United States of America."
The response: The Norwegian prime minister suggested diplomacy and noted that his government does not control the Nobel prizes.
Read on ... for more about the latest turn of events in the Greenland saga.
President Trump says his controversial push for U.S. control of Greenland comes after he failed to win the Nobel Peace Prize last year, adding he no longer feels obliged to think only of peace.
In a message to Norway's prime minister Jonas Gahr Støre on Sunday night, Trump criticized the European country for not giving him the prize.
"Considering your Country decided not to give me the Nobel Peace Prize for having stopped 8 Wars PLUS, I no longer feel an obligation to think purely of Peace, although it will always be predominant, but can now think about what is good and proper for the United States of America," Trump said in the message.
"The World is not secure unless we have Complete and Total Control of Greenland," Trump added.
The message was reported by PBS NewsHour, and was later confirmed by Norwegian Prime Minister Jonas Gahr Støre in a statement.
Gahr Støre said he received the message on Sunday in response to a text he and Finland's President Alexander Stubb had sent to Trump, in which they had conveyed opposition to Trump's proposed tariff increases on eight European countries over the recent Greenland dispute.
In their message to Trump, according to The New York Times, which received a copy of the exchange from the Norwegian prime minister's office, Gahr Støre and Stubb wrote: "We believe we all should work to take this down and de-escalate — so much is happening around us where we need to stand together."
The pair suggested a joint call.
"Norway's position on Greenland is clear. Greenland is a part of the Kingdom of Denmark, and Norway fully supports the Kingdom of Denmark on this matter," Gahr Støre said. "We also support that NATO in a responsible way is taking steps to strengthen security and stability in the Arctic."
Gahr Støre also pointed out that while President Trump claimed that Norway "decided not to give me the Nobel Peace Prize," the government of Norway is not responsible for the awarding of the Nobel Peace Prize. The Nobel Peace Prize has been awarded by a five member Norwegian Nobel Committee since 1901.
The Danish navy's inspection ship HDMS Vaedderen sails off Nuuk, Greenland, on Sunday.
(
Mads Claus Rasmussen
/
Ritzau Scanpix Foto / Associated Press
)
The Peace Prize, which was last awarded to Venezuela's opposition leader Maria Corina Machado, is also awarded for the previous year. That means the most recent prize was awarded for 2024, before President Trump commenced his second term of office. Machado gave Trump her prize last week as a symbolic thank you for his recent actions in Venezuela.
In a phone interview with NBC News on Monday, Trump again claimed that the Norwegian government has control over the Nobel Peace Prize. "Norway totally controls it despite what they say," he said. Trump also said he would follow through on his threats to impose further tariffs. When asked whether he would use force to seize Greenland, the president replied: "No comment."
The European Union is set to hold an emergency summit on Thursday, in which attendees will discuss how to respond to the threats. In a statement on social media, the EU's foreign policy chief Kaja Kallas said the bloc had "no interest to pick a fight" but would "hold our ground."
Trump's message to Gahr Støre comes as tensions rise between Europe and the United States over the status of Greenland, an autonomous territory of the Kingdom of Denmark that is strategically important and rich in resources.
On Monday, the World Economic Forum said officials from Denmark would not be attending the meeting in Davos, Switzerland, this week. "We can confirm that the Danish government will not be represented in Davos this week," a spokesperson, Alem Tedeneke, told NPR.
On Sunday, in a collective rebuke to President Trump, the leaders of Denmark, Finland, France, Germany, the Netherlands, Norway, Sweden and the United Kingdom issued a joint statement condemning recent U.S. tariff threats. The eight countries, which are all members of NATO, said that Trump's proposed tariffs "undermine transatlantic relations and risk a dangerous downward spiral."
On Saturday night, President Trump had written on his Truth Social social media platform that he would impose tariffs on imports from the countries, after they had deployed limited military personnel to Greenland to participate in a Danish-led Arctic exercise known as 'Arctic Endurance.'
Trump said America would levy a 10% tariff on goods from the eight countries starting on Feb. 1, which would rise to 25% on June 1, and remain in place "until such time as a Deal is reached for the Complete and Total purchase of Greenland" by the United States.
The open dispute comes after weeks of increasingly assertive U.S. rhetoric regarding Greenland, in which Trump has repeatedly said that Greenland is strategically vital to U.S. national security, citing its location and untapped mineral deposits.
In his text message, Trump questioned Denmark's right to claim Greenland. "Denmark cannot protect that land from Russia or China, and why do they have a 'right of ownership' anyway? There are no written documents, it's only that a boat landed there hundreds of years ago, but we had boats landing there, also," Trump said.
Trump made similar comments last week, saying "the fact that they had a boat land there 500 years ago doesn't mean that they own the land," drawing mirth on social media, with comedians like Jon Stewart noting on The Daily Show "how do you think we got our land?"
Copyright 2026 NPR
Keep up with LAist.
If you're enjoying this article, you'll love our daily newsletter, The LA Report. Each weekday, catch up on the 5 most pressing stories to start your morning in 3 minutes or less.
Kavish Harjai
reported from Exposition Park on Martin Luther King Jr. Day.
Updated January 19, 2026 6:18 PM
Published January 19, 2026 2:34 PM
People gather outside the California African American Museum in Exposition Park on Martin Luther King Jr. Day.
(
Kavish Harjai
/
LAist
)
Topline:
At the California African American Museum’s annual King Day event, museumgoers listened to and reflected on a speech the Rev. Martin Luther King Jr. delivered less than a year before his assassination.
“Three Evils of Society”: As part of its program celebrating the civil rights leader, the Exposition Park museum played King’s keynote address to the 1967 National Conference on New Politics in Chicago. Attendees participated in a group discussion after.
Youth musicians: Later, the Inner City Youth Orchestra of Los Angeles performed.
Read on … for more about the Martin Luther King Jr. Day event.
The Martin Luther King Jr. Day holiday weekend is typically busy for the Inner City Youth Orchestra of Los Angeles. On Monday, the orchestra finished its third performance of the weekend at the California African American Museum, which included a musical rendition of the civil rights leader’s seminal “I Have a Dream Speech.”
It was flautist Tionna LeSassier’s first time playing with the orchestra on the federal holiday. Tionna said she began playing flute when she was 12.
“I feel really relieved that I was able to accomplish such a big performance for a really big holiday,” Tionna, who has been playing flute for more than two years, said. “I cannot believe I’m here playing with these amazing musicians.”
The orchestra’s performance, which included pieces like “We Shall Overcome” and the “Afro-American Symphony,” capped off the museum’s annual “King Day” celebration.
The event is held on the federal holiday that honors the legacy of the Baptist preacher whose nonviolent protests and eloquent speeches helped shift American attitudes about race in the 1960s and beyond and lead to landmark Civil Rights legislation.
Earlier in the day, museumgoers listened to and reflected on a recording by the Rev. Martin Luther King Jr. from 1967. Nearly 60 years later, event participants said, the words still feel fresh.
“When machines and computers, profit motives and property rights are considered more important than people, the giant triplets of racism, economic exploitation and militarism are incapable of being conquered,” King said in “The Three Evils of Society,” his keynote address at the National Conference on New Politics in Chicago.
Cameron Shaw, executive director of the Exposition Park museum, told LAist on Monday that the speech has “incredible relevance to the political and social moment and what we’re going through as a people today.”
In a brief discussion after the speech, one attendee spoke about the need to interrogate racism as a systematic ill, not just as one-off acts, and another commented on the importance of standing up to injustice.
Shaw says the museum’s celebration on Martin Luther King Jr. Day has evolved over the last several years, but one of the main throughlines she sees is the continued message of “speaking truth to power.”
“When we celebrate Dr. King today, we celebrate all of the folks past and present who have been brave enough to speak truth to power,” Shaw said. “That is something we truly need.”
Monday’s event also featured a faux stained glass workshop inspired by an exhibition the museum has on display about architect Amaza Lee Meredith.
In South L.A., an annual parade drew thousands of people, with a march concluding in Leimert Park. "It was a wonderful and powerful tribute to Dr. King’s memory to march down MLK Boulevard alongside so many friends and community members in the historic Leimert Park neighborhood," L.A. Mayor Karen Bass said in a statement.
A report of a stabbing marred the end of the event. Bass' statement said city officials were investigating and ensuring people got home safe. She added that "Los Angeles has zero tolerance for this type of violence."
Italian fashion designer Valentino died Monday at his Roman residence. He was 93.
Valentino's legacy: In the world of haute couture, Valentino embraced sophistication, elegance and traditional femininity through his dresses. His work embodied romance, luxury and an aristocratic lifestyle. He dressed the likes of Audrey Hepburn and Jackie Onassis, as well as modern stars, including Anna Wintour to Gwyneth Paltrow and Zendaya.
How he got his start: Valentino owed much of his success to his former lover and business partner, Giancarlo Giammetti. The two met in Rome in 1960, where Valentino had opened his first couture studio. They founded Valentino Company the same year. Together, the pair built a fashion empire over five decades.
Retirement: They sold the Valentino company in 1998 for nearly$300 million. It made $1.36 billion in revenue in 2021, according to Reuters.
Read on ... for more about Valentino's early life.
Italian fashion designer Valentino died Monday at his Roman residence. He was 93. His foundation announced his death on Instagram.
Dubbed an "international arbiter of taste" by Vogue, notable women wore his designs at funerals and weddings, as well as on the red carpet. He dressed the likes of Audrey Hepburn and Jackie Onassis, as well as modern stars, including Anna Wintour to Gwyneth Paltrow and Zendaya.
The image of style and lavish living, Valentino's signature features included crisp suits and a "crème brûlée" complexion — due to his fervor for tanning. He was heavily inspired by the stars he saw on the silver screen and had a lifelong fixation with glamour.
"I love a beautiful lady. I love a beautiful dog. I love a beautiful piece of furniture. I love beauty. It's not my fault," he said in The Last Emperor, a 2008 documentary about him.
In the world of haute couture, Valentino embraced sophistication, elegance and traditional femininity through his dresses and trademarked a vibrant red hue. His work embodied romance, luxury and an aristocratic lifestyle.
He was born Valentino Garavani and named after the silent movie star Rudolph Valentino. A self-described spoiled child, the designer acquired a taste for the expensive from a young age; his shoes were custom-made, and the stripe, color and buttons of his blazers were designed to his specifications.
His father, a well-to-do electrical supplier, and his mother, who appreciated the value of a well-made garment, catered to their young son's refined palate and later supported his fashion endeavors, sending him to school and financing his early work.
Growing up in the small town of Voghera, Italy, he learned sewing from his Aunt Rosa in Lombardy. After high school, he moved to Paris to study fashion and take on apprenticeships.
Valentino owed much of his success to his former lover and business partner, Giancarlo Giammetti. The two met in a café on the famed Via Condotti in Rome in 1960, where Valentino had opened his first couture studio.
They founded Valentino Company the same year, and its first ready-to-wear shop opened in Milan in 1969. Together, the pair built a fashion empire over five decades.
They separated romantically when Valentino was 30 but remained business partners and close friends. Valentino knew little about business and accounting before meeting Giammetti; together, they formed two parts of a whole — Giammetti the business mind, and Valentino the creative force.
"Valentino has a perfect vision of how a woman should dress," Giammetti told Charlie Rose in 2009. "He looks for beauty. Women should be more beautiful. His work is to make women more beautiful."
They sold the Valentino company in 1998 for nearly$300 million. It made $1.36 billion in revenue in 2021, according to Reuters.
Even after his retirement in 2008, he couldn't completely leave fashion behind and continued to design dresses for opera productions.
Once the fashion world became more accessible to the public, millions of aspiring fashionistas bought jeans, handbags, shoes, umbrellas and even Lincoln Continentals with his gleaming "V" monogram. By the peak of his career, Valentino's popularity would rival that of the pope's in Rome.
