Few names in British chocolate command the quiet respect earned by William Curley. Known for precision, restraint, and an unwavering commitment to craftsmanship, the acclaimed chocolatier has spent decades refining a philosophy rooted in purity of flavour rather than spectacle. Trained in patisserie from the age of 15, Curley opened his first shop in 2004 and has since become synonymous with chocolates that balance technical mastery with understated elegance.
Here, he reflects on the formative moments that shaped his journey, the lessons learned in Michelin-starred kitchens, and why — even after more than two decades — the pursuit of exceptional chocolate remains a lifelong passion.
What first drew you to the world of chocolate, and how did your journey begin?
It feels like a long time ago now, but I started cooking at 15 as an apprentice, working in patisserie and bakery within high-end hotels and restaurants. Chocolate was always part of what we did. When I opened my first shop more than 20 years ago, chocolate naturally became a central focus. Over time, it has grown to represent a larger part of the business, and with increasing interest and understanding of fine chocolate, that journey felt like a natural evolution.
Which experiences shaped you the most as a chocolatier?
From the beginning, working in Michelin-starred restaurants — particularly at The Savoy — had a strong influence on me. We made our own chocolates for petit fours, and that philosophy stayed with me. It shaped how I approached my business: creating chocolates that are fresh, natural, and rooted in craftsmanship.
Was there a particular moment when you realized chocolate would become your life’s work?
Opening my first shop in 2004 was the turning point. I realized this was my future. It has never been easy, but I wouldn’t change it. I’m deeply passionate about what we create, and I believe we strive to do our best without ever compromising on quality or ingredients.
How would you describe your creative philosophy when it comes to flavour and design?
My inspiration comes from the chefs I worked with early in my career, including Pierre Koffmann and Marco Pierre White. Travel — especially time spent in Japan — also influenced my perspective, encouraging simplicity and clarity in both flavour and design.
What part of the process still gives you the biggest thrill, even after all these years?
Even now, it’s the tasting — discovering the depth of flavor that comes from exceptional ingredients. We work with chocolate sourced from Tuscany through a company called Noalya, using beans from regions across South and Central America. That connection to origin and quality remains incredibly exciting.
When you create a Valentine’s collection, what emotions or ideas are you trying to capture?
Chocolate has always been associated with connection and celebration. While we create chocolates year-round, occasions like Valentine’s Day allow people to express emotion through something crafted with care. It’s about sharing passion — both for chocolate and for the moment itself.
If someone wanted to impress their partner with chocolate this Valentine’s Day, what would be your go-to recommendation?
I would suggest the Velvet Box, filled with single-origin chocolates from Madagascar, Trinidad, and Venezuela. Each region brings its own character and depth of flavour, offering a balanced experience that showcases both the quality of the beans and the craftsmanship behind the chocolate.
