 During Pierce's ownership of Baker Chocolate Company, from 1854 to 1896, he was to increase business greatly, so much so that he created an urban mill village with modern chocolate mills along the Neponset River.His budget for advertising and marketing was tremendous, but none was more important than the adoption of La Belle Chocolatiere as his trademark.He employed women to dress as the trademark come to life in silk gowns, with crisply starched white lawn aprons, caps and cuffs.