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Our Philosophy
Not a strapline. The standard for every recipe, every decoration, every design, every box.
Why A Philosophy?
Most chocolate companies have a strapline. We have a philosophy. “Indulgence is everything” isn’t a line on a box — it’s the guideline every recipe gets held to before it earns a place in the collection.
The world of chocolatiers can look the same from one maker to the next — same look, same colours, same basic feel. We’d rather be different: playful where it counts, uncompromising where it matters, and always chasing the same question — what does true indulgence actually taste like?
The Taste Framework
Behind every recipe is a framework Paul developed himself — taste profile, and what he calls “width of flavour.” It’s not marketing language. It’s the actual method used to decide whether a new flavour is ready, or needs another six months in development.
We’re building this out into proper masterclass content — starting with Lesson One: can indulgence be measured? It’s the first time we’ve taught this openly, and the first time we’ve shown the creative journey behind a new range as it happens, rather than after the fact.
Can Indulgence Be Measured?
“The chocolates we create are made from some of the finest ingredients in the world, which we have taken a great deal of time to source. We are proud to say that we do not use any artificial food flavourings or artificial flavoured compounds.
The concept of our style starts with the look of the chocolate and ends in that rich after taste of smooth silky chocolate in the back of the mouth, with the main flavour taking centre stage. This is to create an experience of indulgence, which created the company’s mission of ‘Indulgence is everything.’
A touch of salt or a minimal percentage of sugars may be added to selected chocolate fillings, to simply enhance the natural flavour of the main ingredient or simply to bring out a hidden taste note of flavour, to enhance a savoury ingredient, or simply to balance the flavours within the mouth. This understanding has been discovered through careful research and testing with our chocolate range and concept — creating what I call the flavour width to build from.
Let me explain: you do not come to us to get a meal which will fill you, or even a stop gap between meals. People come to us for one reason and one reason only — a moment of pleasure, a moment of self indulgence, for yourself or someone special.
It’s that fine blend of selected chocolate, perfectly tempered to give that crisp crunch in the mouth. With full flavoured centres, light and well balanced with the right percentage cocoa from the chocolate selected to create that rich smooth finish, and then, that after taste of rich smooth silky chocolate to savour.
To most people, this is just an experience one must undertake at least once in their life time. For me, this is my life.”
— P.W. Gregory
Indulge Yourself
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