The Chocolate Den e-magazine The Chocolate Den e-mag April/June 2014 | Page 3

About Us
The Chocolate Den was established in the early 1980s by my mom Felicity Phillips. It was the first of its
kind in South Africa, offering chocolate moulds, moulding chocolate, fillings and packaging to anyone and
everyone who wanted to mould and create delicious chocolate.
Felicity built the business through hard work and long hours travelling around the country to various trade
and retail shows where she would display and demonstrate her products. At the same time she opened a
retail store which was situated in the main street of Edenvale, a suburb of Johannesburg. A short while
later the shop moved a few kilometers down the road to Glendower where it has remained for the past 30
years.
Today the business has grown into the largest retail outlet of its kind in Southern Africa, supplying
customers from South Africa, Mozambique, Zimbabwe, Botswana, Namibia, Angola, Malawi and Kenya
with moulding and baking supplies.
Around seven years ago Felicity went into semi retirement and I took over the running of the business.
Together with my dedicated and hard working staff we have enlarged the shop, introduced some new
lines both local and imported. Recently we revamped our demonstration and teaching kitchen were we
hold lessons throughout the week in chocolate moulding, cake decorating and baking.
Chocolate Den today continues to focus on providing a friendly and helpful atmosphere to all who drop by
and shop and for those too far away with an easy to navigate online shopping website.

Toni