Why a chocolate shop?
We wanted to create a magical, dreamy place with an other-worldly atmosphere. Then we realised we wanted to extend to an artisan bakery. I really believe things should be handmade. I can’t bear anything that isn’t.
Are you a big chocolate fan?
I love good food. Period.
Who cooks here?
We have two chocolatiers, one pastry chef and one choux chef.
How did you get together with your co-founders [Walid Al Damirji, who has his own accessories collection and Serena Rees, founder of Agent Provocateur]?
Walid and I have been friends for years. Serena loved what we did and joined us.
Why did you choose Connaught Village?
It’s close to the West End and has a lovely village atmosphere.
Did your experience at Liberty [as former head of concept] influence the style of this store?
No, I think I influenced Liberty and that experience has nothing to do with what I’ve done here.
What’s your favourite chocolate?
The pomegranate is quite unusual – it’s slightly tart.
Can you name-drop some celeb customers?
No. We do get the fashion crowd because the store is so visual, but we also get the serious food posse which is a huge compliment.
What’s your guilty pleasure?
Three cappuccinos a day.
What’s your philosophy on life?
Live and let live.