Independents’ Day: Chocolate Avenue

It’s Friday again, and nearly time for that well deserved G&T (or whatever your favourite tipple is) and Independents’ Day arrives again. As promised, we have a very ‘sweet’ interview for you to read through, with Malvern’s very own chocolate queen – the lovely Shalee, Mum of two boys. So go and grab that coffee, find somewhere comfy to sit and read Shalee’s journey to owning her chocolate business. The best bit? This shop is located right here in Great Malvern. Where exactly is this place? We knew you’d be interested. Sounds amazing, right? Well, let us tempt you with a bit of background on how Shalee came to set up the delicious Chocolate Avenue shop then we’ll share the vitals… Enjoy.

 Chocolate Avenue Malvern

So Shalee, tell us a bit about yourself and how you came to set up Chocolate Avenue? 

I was a qualified Registered General Nurse, but gave up practice when my boys came along. During twelve years of being a full-time Mum and homemaker I developed a love of all things food related, especially chocolates, which are my guilty pleasure! With our boys now both at Secondary School the time felt right to do something for myself and the idea of setting up independent specialist artisan chocolate shop in Malvern just really appealed to me.

What a great idea! And what yummy chocolate products will we find in your shop?

As well as a large selection of quirky chocolate bars sourced from numerous specialist suppliers, I also stock sugar-free, nut free, dairy free, gluten-free, and vegan products. My main stock is sourced from local artisan chocolatiers, all of whom are personally vetted, are multi award-winning, and have been chosen for their quality, consistency and integrity (fair trade).

The cocoa used in Chocolate Avenue loose range connects closely with the cocoa farmers in Madagascar and is certified as fairer than fair trade (Raisetrade), which is extremely important to me. 

During the summer months, I also stock a comprehensive range of the wonderful Bennett’s Ice Cream, made on the farm here in Worcestershire.

Ah yes, we love a Bennett’s ice cream. How much discipline does it take not to eat all the chocolate?!

I do succumb all too regularly to temptation, but it is important to thoroughly test the products, isn’t it?

It’s a must! We’d fully agree with you there Shalee. As a busy Mum with two boys, and a couple of successful businesses, what do you do to ensure you get out for yourself as much as possible? Some me-time…

I won’t deny it can be challenging juggling everything, but as a former nurse, I can assure you the stress of general practice has more than prepared me. Decisions about chocolate, after all does not carry potentially life or death consequences. Occasional, evenings out with friends are the perfect tonic, with of course the odd gin! And most importantly, reminding myself that I am doing something that I love.

Good advice. A good night out with the girls is essential for ones own sanity we think. So, what piece of advice would you give a Mum thinking of setting up their own business?

Ensure that you have the full support of your family, research as much as possible and make sure you’re doing something that you love.

What’s the best perk of living in the Malvern area?

That’s an easy one, the people.

We can’t argue with that. We’d agree. Fantastic! We were lucky enough to sample some of the utterly delicious products Shalee sells – a must purchase is the chocolate liquor – this was just heavenly! Thank you for hosting us Shalee. We look forward to popping by again soon for the ultimate chocolate purchase.

How To Find Chocolate Avenue?

If you’re looking for the perfect gift idea, an anniversary present, a Thank You gift, something to take to a dinner party or simply an indulgent Saturday night in, then head to Chocolate Avenue, for the ultimate in customer  service and the best chocolate experience to rival any good artisan chocolate shop. You can find the shop located in Church Walk, Great Malvern (near Wilko’s and across from Waitrose).

To learn more about Chocolate Avenue and keep up-to-date with their news and products find them on social media and check out their website:

Website: Chocolate Avenue

Facebook: Chocolate Avenue Malvern

Instagram: Chocolate Avenue Malvern

If you enjoyed this, and our other blogs (be sure to check those out) then FOLLOW and LIKE us on social media. You can find us on Twitter, Instagram and Facebook: @MagicOfMalvern


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