In this episode, we step into the deliciously detailed world of Audrey’s Chocolate with owners Alice and Will Crone. From rebranding a heritage chocolate company 🍬 to managing a growing team 👥 and crafting every piece by hand ✋, they share the real stories behind building a luxury brand rooted in nostalgia, creativity, and joy ✨.
🍓 Takeaways include:– The power of storytelling 📖 and tradition in brand building– How to manage growth without losing your creative soul 🎨– Lessons on working as a couple 💑 and staying in your lane 🚦– Why premiumization is reshaping the UK chocolate market 🇬🇧– The role of sustainability 🌱, quality ✔️, and customer feedback 💬 in product development
Perfect for anyone curious about artisan business, thoughtful entrepreneurship, or the simple magic of a well-made chocolate box 🍫🎁.
👫Alice and Will Crone are the visionary couple behind Audrey’s Chocolate 🍫, one of the UK’s oldest independent chocolatiers, which they acquired and revitalized in 2023 ✨. Alice, with a background in food 🍽️ and a passion for design and storytelling 🎨📖, leads the brand’s creative direction—bringing warmth, beauty, and a touch of magic to every product. Will, drawing on his experience in finance 📊 and operations from roles at Morgan Stanley and Soho House 🏢, guides the strategic growth and keeps the business running smoothly.
Together—both in marriage 💍 and entrepreneurship 🚀—they’ve reimagined Audrey’s as a modern, sustainable luxury chocolate brand 🍬, blending heritage with heartfelt innovation 🌱.
🍫 Audrey’s ChocolateAudrey’s is the oldest chocolate maker in Sussex, UK 🇬🇧, handcrafting delicious chocolates since 1948. Known for their artisanal cream chocolates 🍬, they now use Valrhona — one of the world’s finest chocolates — which is 🌍 100% traceable from cocoa bean to bar. Audrey’s is proudly palm oil–free ❌🌴 and uses fully recyclable packaging ♻️ across all products.
🎁 Listeners get 10% off using the code thekollective10 at audreyschocolates.co.uk 🛍️
WANT MORE OR TO SUPPORT?👉 Become a patron and get exclusive access & behind-the-scenes perks:www.patreon.com/TheKollective828 💎
Mentions:
Duzi Studio, Audrey’s Chocolate, The Kollective Institute of Ideas, Valrhona, Fortnum & Mason, Dozy Studio, Morgan Stanley, Soho House, Number One Lounge, Cadbury, Hotel Chocolat, Thorntons, Neuhaus, Penguin
🔥 Fireside chat🔥:
💫 3 things you get joy from:Spending time with family and children, playing sport, getting home to excited children and a fun bath time, my 20-minute walk to work
🧘 A mantra you want to embrace now would be:"Embrace the chaos"
🔮 One unusual thing that gives you pleasure:Fulfilling orders and watching the chocolates come together during busy periods
🧠 Best advice ever received:"Don’t overcomplicate it" – talk to your team about what matters to them, not just the business
📚 Something you want to learn more about:(Will) How to systemize admin processes better; (Alice) Slowing down decision-making in a fast-paced business