I still don’t know if it is utterly genius or completely bonkers… but Jamie and I somehow found ourselves strolling into the most extravagant toy shop in New York City - right outside the Rockefeller Building. It was 9.30 am on a random Thursday, and a HUGE queue was already forming outside. We skipped that one (can’t say the same for Joey’s Pizza later that day!), climbed what felt like seventy floors, soaked in those incredible NYC skyline views, and came back down just in time for the queue to vanish.
So, for marketing research purposes only, we went in…
Instantly, it felt like stepping into a scene from Mr Magorium’s Wonder Emporium. You know the type, where you pay 100× the Argos price and still feel like a kid in a sweet shop. The whole place buzzed with magic. Even Jamie was peering at the Barbie Dreamhouse section, trying to decide which colour Ken’s swim shorts were best!
The magic didn’t stop at the door. Three floors later, we reached the basement. The busiest floor of all. It looked like a coffee-shop queue: mums, dads, caffeine-deprived. Made sense, right? Kids running wild, parents desperate for a flat white. But after a closer look (and a bit of shoulder-barging), we realised this was no coffee queue
This was a “Let’s fry fluffy stuffed burgers on a fake grill” situation. The crowd was there for the new-season Jellycat drop! Yes, people queuing like it was the new iPhone launch, but for cuddly toys. Marketing genius? Absolute madness? Still undecided.
It did, however, make me smile. My nan actually bought me my first Jellycat elephant from our local farm shop about fifteen years ago, long before they were a global craze. They’re one of those brands we all assume “just popped up overnight”. But they didn’t. They’ve been around for decades, building quietly until suddenly, boom, everyone’s obsessed.
After New York came my annual panic call with our first investor, Mark. It seems a tradition at this point. Once a year, I spiral into adrenaline mode and Mark calmly brings me back down.
Mark was the first “outsider” who believed in Catherine’s Originals. There’s a hilarious story about how Jamie and I accidentally sent him the wrong pitch deck when we first met (I’ll save that one for the book). But every year, around this time (Q4 chaos season), the panic creeps in.
This year’s version: “I don’t think we’re doing enough on the marketing front.”
After seeing the insane creativity in NYC: Rhode launching into Sephora, Prada doing freebie pop-ups, glowing billboards, and Jellycat cafés, it was hard not to compare. Then, waiting at the airport, I scrolled LinkedIn (big mistake) and saw every other “startup” brand doing something amazing. Sampling at train stations, festival vans, Like Steven Bartlett-type masterminds behind them all… It’s inspiring, but dangerously deflating.
Mark, as always, reminded me of reality:
We’re growing fast, our chocolates are loved, and we’re doing it with integrity. We’re not backed by millions or filling supermarket shelves “stack ‘em high, sell ‘em cheap”. We’re building steadily, strongly, and sustainably. Protecting our margins, our values, and our product.
And honestly, if we were in supermarkets right now, with what’s happening in the cocoa market, we’d be in trouble. Cocoa prices hit all-time highs this year. Look at the data — that little red dot marks when Catherine’s Originals moved into our own chocolate factory. Since then, prices have soared.
We’ve kept our cocoa content pure, our packaging the same size, and our prices unchanged. No shrinkflation. No shortcuts. We’ve taken the hit on margins because we’d rather protect your trust than trick you with smaller sizes.
While long-standing chocolate giants have struggled or even closed, we’ve grown over 100% this year. Selling 85% of our chocolates online means we can stay nimble and stay true. It’s proof that challenger chocolate can thrive and that you, our community, are helping reshape this industry, one bite at a time.
September also brought a huge win: Catherine’s Originals are now stocked nationally. Blue Diamond Garden Centres, Fenwick, Hollies Farm Shop (yep, the Molly-Mae one!) and Whole Foods Market.
These are exactly the kinds of retailers we love: supportive of small brands and excited about innovation. If you spot us on the shelves, please snap a photo or cheeky selfie and tag us (and the store!). It honestly means the world and helps us stay in their good books for future expansions
September wasn’t just about sales and stores, it was about our team.
We kicked things off with Tough Mudder, our annual “let’s suffer together” team-bonding tradition. There were cuts, bruises, cold plunges, hysterical laughter, and a few heroic moments. Exactly how it should be.
Then came our yearly “We Love Our Team” trip. Three beautiful nights in Seville. Sun, sangria, orange juice (and maybe a few beers). It’s not something many startups do, but I’ll never stop. Our people are Catherine’s Originals. Whether we’re a team of seven or one day a hundred, this tradition stays.
Now we’re rolling into October, the spooky month. The weather’s dropping, which means one thing: chocolate season.
If you haven’t tried our Halloween O’Bar yet, what are you waiting for? It’s sweet, sour, sticky, and spooky - everything a Halloween bar should be. We were completely inundated with orders, so if you’re waiting on yours, don’t worry, we’re catching up fast.
If you fancy a proper autumn treat, grab our Autumn Bundle (a mix of everything), or stick to what you love with our 3 for £30 Selection Box offer this month. All Boxes have best-before dates beyond November, so you’re safe to stock up now!
Stay sweet. Eat chocolate. And keep your eyes peeled for our upcoming Bendy Bar. Oh… and if you’re thinking of getting your chocolate advent calendar sorted this month, my advice would be hold off on that for now;)
Catherine xxx