🍫✨ Inside Audrey’s: The Couple Bringing Nostalgic Magic to Luxury Chocolate
In a world filled with fast trends and fleeting treats, Will and Alice Crone are building something richer, slower—and infinitely sweeter. Welcome to Audrey’s Chocolates, a family-rooted business in Brighton that’s become a beloved symbol of tradition, joy, and exquisite craftsmanship.
🎩 From Finance to Fondants
Will’s background isn’t exactly dipped in ganache. After years in finance with Morgan Stanley and a stint at Soho House, he stepped into the world of chocolate—a world as complex as it is delicious. 📊➡️🍬
To prepare, he enrolled in a two-day foundation course with Barry Callebaut, diving into the bean-to-bar journey and the science of tempering chocolate—a technical art that gives each bar that satisfying snap and glossy sheen.
“I underestimated how emotional chocolate can be. It reacts to temperature, humidity—even the seasons!” – Will
💫 Alice: The Heart of the Brand
Alice, meanwhile, is the creative force behind Audrey’s—curating product ranges, designing packaging, and infusing every piece with emotion and heritage. 🖌️🎁
“We have recipes dating back over 100 years. Our chocolates have sat on tables during weddings, funerals, Christmases… it’s storytelling through sweets.” – Alice
From lobsters and hedgehogs to gold coins and selection boxes, Alice makes sure every item feels like a moment—not just a product.
🛠️ Handcrafted, Not Mass-Produced
With a team of 54 skilled artisans, Audrey’s makes chocolates that are handmade, hand-packed, and deeply loved. There’s barely any machinery—just people, precision, and passion.
🧑🍳 Half the team makes chocolate.
📦 Half pack and ship it.
❤️ Every piece is a work of edible art.
“Our selection boxes are like jewel cases—each chocolate brushed, shaped, and shining with its own personality.” – Alice
🌱 Cocoa, Sustainability & the Market Shift
The UK chocolate market is evolving. As cocoa prices have soared, big brands are cutting corners—reducing cocoa content, using substitutes, and even rebranding chocolate as “chocolate-flavored.”
But Audrey’s? They’ve leaned in to their values.
💎 Only real chocolate—no compromise.
🌍 Sourcing with care and ethics.
🌱 Plans to explore single-origin bars and reduce milk reliance.
“The market is premiumizing. If you’re spending on chocolate, it should be truly special.” – Will
💑 Building a Business (and a Life) Together
Running a business as a married couple? As Will and Alice put it—“intense but amazing.” 💥❤️
🎨 Alice handles creative, branding, and product.
📈 Will focuses on operations, finance, and systems.
They’ve learned to “stay in their lanes,” resolve disagreements on walks, and embrace the chaos during peak seasons like Christmas.
💌 Chocolate as a Connector
Whether it's a box for a family gathering or a tiny self-indulgent treat, Audrey’s sees chocolate as more than candy. It's comfort, nostalgia, celebration, and healing—all wrapped in a bow.
“One customer’s eaten our mint fondants for 50 years. When we changed the chocolate, he noticed instantly—but still loved it.”
📈 Vision for the Future
So, what’s next for Audrey’s?
🚫 No rush into “functional” or “healthy” chocolates (for now).
🛍️ Growing sustainably, staying true to luxury gifting.
🎯 Dream: Seeing Audrey’s bags on the London tube, recognized and loved.
🧠 Parting Wisdom
Will’s top leadership advice? Keep it simple, human, and heart-led.
“In staff meetings, don’t just talk numbers. Share things that matter—birthdays, free tea, plans for holiday. That’s what people remember.”
🎁 Special Treat for Listeners!
Get 10% off your next order at audreyschocolates.co.uk using the code:
thekollective10 🛍️
✨ Because good stories—and even better chocolate—are meant to be shared.
Listen the the full episode here: https://linktr.ee/thekollectiveinstituteofideas
