What is your background and why chocolate?

An eclectic one … PA, Massage Therapist, Aromatherapist, Practice Manager … chocolate found me after competing on BBC Masterchef in 2006.  It got me thinking and exploring and creating.

When did you start Amelia Rope Chocolate and how?

Back in 2007.  I had competed twice on BBC Masterchef (2006/2007) and was thinking about getting into food journalism.  I wrote to William Sitwell,  then Editor of Food Illustrated, to see if I could tap him for advice.  He was very kind and met me.  I took my chocolate mint dark truffles to say thank you. He happened to say he loved them and that I was the next Juliette Binoche … totally off the cuff … this was the confidence shot I needed to think … chocolate … and maybe a Jonny Depp thrown in too 😉. 

The key trigger was a vision, I had, of a rose petal with chocolate at its base and a speck of gold leaf.  It took me 3 months to create and perfect this dream … I then went on to use violas and pansies.  I took the day off work,  dropped them off at the National press and from there it was a surreal time … approaches to appear on the TV and radio to chat about them, my petals to appear on tv and orders from people I had never thought I would be making for. I can honestly say I think these creations were unique in the world.

What was the first flavour of chocolate you created?

The first bar was for a commission for Sofa.com and was a dark Mexican chocolate 70%.  The first flavours were Ginger, Lemon & Sea Salt, Mandarin and Rose (I think).

The most satisfying moment as a chocolate creator?

Ooh, tough one as there were some incredible moments … launching in Selfridges, supplying the stores and hotels I had never dreamed of supplying, visiting Colombia, Mauritius and Tokyo, meeting incredible souls, winning awards, writing commissions, creating flavours people wanted to buy …

I have to ask you what your favourite chocolate is?

It really depends on my mood … I adore Pierre Marcolini, Dormouse, Duffy’s and Lucocoa but also many more too.

I loved the packaging and foil colours of your chocolate, do you miss the aesthetics of creating pretty things..

Yes.  Massively.  I adore creating … it’s in my DNA from Hope, my father’s mother, but I don’t miss the running a chocolate business side of it. 

If you were to do it all again would you and what would you change?  And what advice would you give anyone looking to start their own company?

Have a business partner who complimented my skillset, plenty of cash in the bank, push fast with growth … but then I also wouldn’t change anything either as it’s all helped me become me.  If that makes sense.

Sit with the idea, spin it and spin it again.  Think about the best scenario but also the worst scenario too. Plan. Imagine a life where you will be consumed 24/7 by your business, times when you won’t be there for loved ones, times when you don’t know how you are going to pay your bills.  Then close your eyes and visualise meeting people you have only dreamed of meeting, visiting places you never thought you would ever get to and selling your product wherever you want to sell it.

How did you manage to compete twice on Masterchef and what did you gain from the experience and how did it influence what you did next?

The first time I was so out of my depth.  I thought we had to create recipes that weren’t in any recipe book … so wrong! Tears seeped out when I looked at my two-course menu … the guys I was competing against had the most amazing looking ‘stacks’ – they were really in then – and I had what looked like a plate of s..k.  John Torode was sweet and came backstage and said I should go and get trained up as he hadn’t seen my combinations before.  I would have loved to, but my practical head knew I had to earn a living and I went back to my role as Practice Manager.  

I was amazed when I got the call up to go back on.  I had just been signed off with burn out and knew this was my chance to try and get onto a new path.  So, I went part-time in my job and went on courses to up my game with cooking.  One of which was a 5-day chocolate course at Valrhona.  I went back on the show and again won the restaurant round but didn’t get any further.

John’s words, ‘the experience of the show helped sow a very potent seed to change my life’s direction in the most mind-blowing, dramatic way.’ 

After year 7 of juggling your ‘roles’ of CEO, Creative Director, Finance Director, Sales & Marketing Director, PR Director, Product Development Manager, Packaging Designer, Social Media, Blogger, PA, order processor, in-store taster, customer service and general skivvy you were running on empty… what advice would you give to your younger self?

I can’t believe I managed over 12 years of the above.  I think I would say remember to trust your gut, believe in yourself, push back when you need too, never ever assume anything and trust life will be ok wherever it leads you to.  Oh and well done for not suffering too many fools when they come your way and juggling the tightest cash flow ever!

When did you make the move into podcasting and put chocolate to the side? Or do you still create chocolate on the sly?

I evolved out of chocolate in 2019.  As an opportunist, I always keep my ears to the ground and remain open-minded for things to come my way.  I was chatting with a mate and now my investor about my next chapter.  I have always loved the media – tv, radio and journalism – and podcasting seemed to appear. If you had asked me if I had seen this all happening then the answer would quite simply be: no.

No creating on the sly but still a lot of consumption!  There is a giveaway bar but that’s it.  At one stage I moved 15 times in 15 months to keep money in the business and not on rent and that has always helped me move on mentally … when things have run their course. 

As many of your guests, you’re a woman of many chapters, how would you define yours?

Eclectic but then I think I am a bit of a renaissance woman.  Now they make more sense but at the time I didn’t quite see life in chapters when I was younger and found the constant shifts unsettling yet liberating.  My chapters now make sense and I think my first book written.  Now I am in the sequel and it’s going to be a darn good one! 

Your favourite interviewee?

I don’t have favourites 😉.  I adore them all as each guest shares insights and gems which are free nuggets of advice to absolutely everyone.

A female that inspires you

I don’t have one particular female – people have come on my journey in life and then

An object you would never part with

My ma’s mother, Patience’s ruby and teeny diamond ring which my grandpa gave her for their ruby wedding anniversary.  I wear it every day and know they are around me.  I miss them a lot.  They were amazing grandparents.

The last Hope & Patience podcast that took you by surprise?

Julian Metcalfe’s book choice.  To find out what it is you will have to listen to the episode 😉.

You’re your biggest critic, how do you give yourself a break?

I am much kinder on myself than I used to be but yes I still am a very harsh critic.  Something inside me pushes hard.  I want to deliver quality, try and reach people’s expectations and I want to continue to progress and to grow more.

I wonder if it’s from my school reports which often read ‘could do better’. 

The biggest female influence in your life

I think they have changed as I have travelled through life.  A key influence or sounding board in my teens and twenties was a Godma, Dione.  A very very special soul.  Reading wise Gloria Steinem’s book ‘The Revolution Within’ when it came out in 1992.

In October you launched the Hope and Patience Lemon & Sea Salt chocolate bar as a giveaway. How do we get our hands on it now?

Subscribe to the H&P newsletter – two lucky winners, keep an eye out on social media or catch my attention with something that resonates.

An unforgettable place you’ve travelled to

Ooh, Mauritius – I was very lucky to get a commission for a press trip and flew out first class, stayed in the most amazing hotel, and well the country, the people, the food made my soul go loop the loop.

Your favourite place to be by the sea

Ideally, Cornwall where we went for family holidays for 20 or more years.  My grandparents took a house in Trebetherick and we all tumbled in. 

Is there a flavour of chocolate you would love to see on the shelves?

Dark nougat and sea salt.  It was on my list to create and my tastebuds are craving it.

How do you celebrate your birthday?  

I always daydream that someone will organise a surprise … still daydreaming!

What are you dreaming of?

Freedom. I need to be on the move – I always have.

Apart from Hope & Patience, your favourite website

I love the ‘How To Do Academy’.  Its created by the founder of Intelligence Squared and jam-packed with interesting guests and topics for you to stream online.  It’s been my go-to in lockdown.  I now subscribe but you can pay as you go too. 

Has anyone turned you down for your podcast?

Not so far – a few guests I haven’t heard back from yet so does that mean they have turned me down, in spam or in the pending slot.  Only time will tell  😉.

A recent “find”

Clairol 6 and 6R – needs must in lockdown😉, the most amazing black socks for my boots by Finisterre, The Trouble with Dreams – Sugrue Wines and Eastgate Larder Medlar Jelly.

The last music I downloaded

On my Spotify play list and shuffle play ‘Que c’est triste Venise’ Charles Aznavour.  He takes me back to one of my best road trips to France exploring Burgundy and Beaujolais, meeting a friend in Nuits St Georges and … listening to Charles A. 

In my fridge, you’ll always find

Cheese, milk, lemons, chocolate (you shouldn’t store it here but some I do!), butter, cranberry juice (I drink this heavily diluted with water), a bottle of fizz waiting for an excuse to be opened, Fever-Tree Refreshingly Light Ginger Beer, salad, veggies, and leftovers!

The beauty staple I’m never without

Organic Pharmacy’s Double Rose Ultra Cream.  I use this every morning on my face and neck – I adore their products and have been loyal to them for around 20 years I think.

Favourite Hotel

Ooh … sadly I haven’t been to many for some time but one I have never stayed in but adore their décor and cocktail bar is the Firmdale Hotel’s Ham Yard.  Kit Kemp’s design eye is utter magic.

For one I have stayed in … Constance Hotel in Mauritius.  I went there on a press trip and it was really one of the most amazing places EVER.

WHAT’S NEXT?

To keep building the H&P audience and hopefully bring a little sparkle to lives, ramping up to launching an episode very week from March, a few exciting pitches and importantly to see what opportunities flow my way.