The Sweet Success of Chocolate for Solihull company

An enterprising husband and wife team has shrugged off a number of set backs to launch a specialist chocolate business

[UKPRwire, Tue Jul 03 2007] A Solihull-based artisan Chocolate Company is reaping the benefits of new premises and branding after seeking help from Business Link West Midlands.

Elixir Chocolate, which began trading in the Merry Hill shopping centre in April 2006 by husband and wife team Gary and Carol Watson, sells own branded, exclusive, hand made chocolate produced by small family owned artisan companies.

The company had a tricky start; whilst the trade was strong the unit they rented was not adequately air-conditioned, and, as the stock was temperature sensitive, the business was forced to move out of the centre. Affordable retail premises were hard to locate so, in order to continue trading, the company commenced a mail-order operation while they continued their search for the right site.

Moving its mail order base to Walsall, a suitable unit was quickly found but far more disastrous problems ensued for the company. On the day of moving into their new premises, an air-conditioning unit malfunctioned sending a torrent of hot air into the chocolate store and within hours the whole of their £6,000 stock holding was destroyed.

Despite these major setbacks, Gary and Carol felt far too passionate about the time, effort and savings that had been invested into the company to give up. They felt they had a strong and unique range of products to offer both consumers and businesses to compete with the usual ‘high street’ mass-produced alternatives. With the individuality and quality of their hand-made chocolates the couple was convinced that their products would have an instant appeal to any real chocolate lover.






So, they started again, continuing the mail order business and operating an online offering. At this point a friend recommended that they contact Business Link West Midlands for advice and help (0845 113 1234).

Business Link helped the company establish the support they needed and put them in touch with a marketing specialist, who developed a new corporate image, logo and stationary. This, when combined with a new mail order catalogue and website (www.elixirchocolate.com), gave the business the professional image it needed to compete in the market.

“I think that a lot of people would have given up on the business if they’d experienced the problems that we’ve been through. But both Carol and I felt that Elixir Chocolate was a dream worth pursuing and that our hard work could turn it into a reality,” explained Gary.

“Business Link was excellent and our marketing consultant worked incredibly quickly so that, with the new mail-order catalogue designed and printed, we were able to trade far more effectively from Christmas through to Easter – the busiest times of the year for chocolate.”

Elixir Chocolate has really reaped the benefits of a more cohesive image, enabling it to strengthen the brand and open up new opportunities to market to wedding and corporate gift markets. The company also opened a new shop at Earlswood Lakes Craft Centre near Solihull in May 2007 and business is booming.

Gary continued: “We felt incredible relief to talk to someone who understood our business, our aims and objectives. If it wasn’t for the support provided we would have had to close.

“June not only saw the launch of our new website but also the completion of a new promotion – The Elixir Golden Ticket!”

Business Link West Midlands provides a single point of access for all business, skills and manufacturing advice.

It has a team of up to 140 advisers, who have been selected because of their skills and experience to ensure that specialist advice meets customer needs.

One of the biggest benefits of using the new service is the opportunity to undergo a comprehensive business and training needs review, which looks at all aspects of the company.

This holistic approach – worth £1000 in the commercial marketplace – will identify where a business is going and what it needs to do, in order to meet its objectives. A full action plan will be drawn up and then, if required, access to the West Midlands Supplier Register will be provided so that the right consultant can be chosen.

This means that by 2010, over 70,000 businesses every year will be helped with basic information, with a further 16,000 receiving intensive support. The Contact Centre is open Monday to Friday from 8am to 6pm and Saturdays 9.30am to 1pm.

For further information on Elixir Chocolate please contact them on 01564 702188 or email sales@elixirchocolate.com