So we had peracottaio and today we give you cioccolataio.

A cioccolataio is someone who makes and sells chocolate. ‘Fare una figura da cioccolataio’ means leaving a bad impression (fare brutta figura).

There is a nice story attached to this.
A cioccolataio had done brisk business and with the  proceedings bought himself a very nice carriage which looked very much like the one the king had. The king was now forced to buy a carriage which would be more expensive otherwise he would ‘fare una figura da coccolataio’.

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