Is My Chocolate Shop Still in Business? (2026 Update)
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Look for My Chocolate Shop on AmazonFull story →The Luton founders behind My Chocolate Shop asked the Den for £40,000 for 30 percent of the business, offering personalised chocolate bars for gifts and events, and Sara Davies backed them after a hard round of questions.
The company is still open and has added new customers since its television appearance.
A Hard Pitch, Not A Smooth One
The idea centres on messages and custom artwork pressed straight into chocolate for gifting occasions, fitting into the broader rise of personalised presents that has also lifted custom cards and engraved keepsakes in recent years. Accounts of the filming describe an unusually tense negotiation before terms were agreed.
Davies, who built Crafter's Companion around hobbyists and gift buyers, put up the full £40,000 for the 30 percent stake at the price originally asked, no haggling on either side.
Turning A Rough Moment Into A Story
Rather than downplay the difficult segment, the brand has kept referencing its Den episode as part of its identity, and it has taken on work making chocolate for well-known online personalities and other public figures, beyond straightforward retail gifting.
The website still takes orders directly, with no sign the brand sells through Amazon, keeping the customer relationship, and the story around the pitch, entirely under the founder's control.
What A Rocky Pitch Actually Predicts
A tense moment on camera says very little about how a company performs afterward. Some of the calmest pitches in the show's history have led nowhere, while this one, grilled hard in the room, kept expanding its customer base for years afterward.
For anyone after a personalised gift, ordering direct from the company remains the way to go.