"We find pleasure in chocolate, and we know you do too." That's the pitch from Hedonist Artisan Chocolates, a new, small chocolate company operating out of the Equal Grounds coffee house on South Avenue. And after sampling some of Hedonist's flavorful truffles, you'll likely agree that a little indulgence now and then is nothing to be ashamed of.

Partners Jennifer Posey and Zahra Lansford started Hedonist in February. They moved to Rochester from California two years ago and fell in love with the Wedge. They bandied about ideas for a small business and eventually settled on artisan chocolates.

The name Hedonist came from an aunt, who referred to Posey and Lansford as hedonists after an especially indulgent weekend of camping, dining, etc. "That's exactly what we are: pleasure seekers," Posey says. "And that's what we want to share with others. Chocolate is the ultimate pleasure."

Posey had briefly worked with a chocolatier in California and majored in leisure studies in college. She "focused on having fun and creating opportunities to have fun, to experience pleasure," she says. "That transferred well into chocolate." Graphic designer Lansford applied her artistry to a logo, spiffy packaging, and overall presentation. The results are tiny, edible works of art packed with exotic flavors, like raspberry wasabi, ginger macadamia, and orange chipotle.

There are less exotic selections, too, like chai, espresso, or jasmine. They continue to experiment with flavors, Posey says, and they like to try new things with a "sleek, urban edge." Posey also tries to infuse some Cali spirit into the handmade truffles by using organic and natural ingredients when possible.

In addition to the chocolate counter in Equal Grounds, Hedonist chocolates will soon be featured as desserts at Solera Wine Bar. Posey and Lansford have also created an espresso box for Coffee Connection using that shop's roast, and they have partnered with Ravines Wine Cellars to create chocolates from and inspired by its vino. Truffles can also be ordered via website at www.hedonistchocolates.com. That's key, since Posey wants her creative outlet to be "local as well as global, and chocolate is both"; so far Hedonist chocolates have been shipped to California, Texas, Washington, and Oregon.

Hedonist also holds tasting events once a month; past tastings have taken place at the RPO, the Business Forum, and Nook. The next one takes place Saturday, June 16, at Coffee Connection.