This may over-date me by a bit, but I have an insatiable love for all things Williams Sonoma. I love perusing row upon row of Technicolor Le Creuset, Copper, and Cast Iron. I love each and every signature sauce and seasoning. I love the country linens, and kitchen soap and lotion sets. And don’t get me started on novelty pans and spatulas. I can imagine each occasion in which I turn the corner to a room filled with eager party guests as I present every heart shaped, Octopus shaped, and cupcake shaped cake perfectly adorned with branded sprinkles and funfetti flakes. I can see the admiration in my guests’ eyes as the first slice is presented to the lucky recipient. In my opinion this is what Williams Sonoma does best. They create a need before creating a product to fill it. And I am happily there waiting to find out what I need before I want it and then purchase it. And then enhance my life with it.
It all started with my jalapeno pepper roaster. This solves the basic problem of how to grill stuffed peppers in an upright position so that they grill evenly and without losing filling. Now I have never tried to grill peppers before, but I clearly remember the day when I realized that I would need to immediately begin. I was sitting on my computer, around noon when I received the Williams Sonoma Newsletter, which featured my future miracle roaster.
As I moved my right hand to delete the e-mail, a little voice inside of me said, “Don’t do it, this newsletter could change your life.” Without a clear understanding of why I clicked open said newsletter and to my delight became face to face with genius. There it was; a simple metal contraption with holes to support 18 jalapeno peppers filled with bubbling cheese and chorizo. Suddenly a slow motion montage unfolds before my very eyes, “I love jalapenos, I love cheese, I love chorizo, and I love grills. How will I ever be able to make grilled, stuffed, jalapenos without this glorious gizmo?” A flow chart diagram connects my three innermost desires in a virtual cartoon thought bubble above my head. A block arrow yields the solution of the jalapeno grill pan as I click purchase and enter my order.
And hence the pepper griller, filled pancake pan, and hand held mini pie griddles were born. And now my barbeques, brunches, and soirees are all the more festive and delicious.