A Journey Through Luxury Chocolate and Patisserie

reserved only for those with industry contact, money or a

personal like. Anyone can become a great chef but it takes a vast amount of commitment, dedication and motivation to do so.

My journey began in my hometown in the east cost of Scotland, the Kingdom of Fife. I am the son of a docker and my career was already set to follow in my fathers footsteps. Though the fates did not intend this to be my future. My granny was a great source of inspiration and still is to this day. As a child I spend weekends with her baking tradition cakes and confections.

When I left school at 15, I did not direction or a career plan. I was sent to Glenrothes technical college to chose between woodwork or cooking. I chose the unlikely option of cooking and from there, with the guidance and support of mentors and teachers I began my career as a pâtissier.

with an apprenticeship at Gleneagles Hotel.
I then went on

to spend many years at numerous Michelin-starred establishments with the most respected chefs and pâtissiers in the business including Pierre Koffmann at La Tante Claire, Raymond Blanc at Le Manoir aux Quat' Saisons, Marco Pierre White at The Oak Room and Marc Meneau at L'Esperance in France.
Subsequently I became the youngest ever Chef Pâtissier at The Savoy working under Anton Edelman and leading a team of 21 pastry chefs.

‘William Curley’ shop in Richmond in 2004. In November 2009,

we launched the UK’s first dessert bar in central London.
During 2013, I achieved the MCA (Master of Culinary Arts). It is the highest accolade awarded to chefs in the UK. Making him one of only seven masters in patisserie in Britain.
William Curley is a member of Relais Desserts International, the most prestigious association for patissiers. Pierre Herme and Alain Roux were his sponsors upon entering into the association.
I was also invited to become a ‘Disciple Of Escoffier’, in recognition of achievements.
We have been awarded ‘The Next Generation Award’, which recognises companies which put something back into the industry. Training the next generation of chefs has always been an integral part of the business.
William Curley is four times winner of ‘Best British Chocolatier’ by the Academy of Chocolate. We are renowned for producing the most delicious and inspiring range of handmade chocolates, patisserie and desserts.
I have represented Scotland at international culinary events, winning Gold medals in Chicago and Basle, and at the Culinary Olympics in Germany in 2004. Other awards include ‘The Craft Guild Pastry Chef of the Year’, ‘The Caterer’s Acorn Award’, ‘The Academy of Culinary Arts Award of Excellence’ and ‘British Dessert of the Year’. In 2012. We also created the world’s most expensive chocolate Easter egg for charity and received recognition by the ‘Guinness Book Of Records’.

in the UK.
 
Mission Statement:
To continue as one of the

most esteemed chocolatier-patissiers in the world. To ensure all customers experience William’s own passion for patisserie and chocolate. To remain a leading light in the evolving chocolate market while maintaining the highest quality at all times.
 
  Brand Values:
Quality – Always an uncompromising standard of product and service.
Innovation – At the forefront of British and International trends.
Experience – A journey of the senses for every customer.
Education – Be an ambassador for our industry and educate each
customer in the depth of what we do.
Creativity – Continue to explore new concepts and push the
boundaries of our craft.

food hall of London’s most prestigious
department store, Harrods.

We retail

chocolates on our online boutique.

We supply some of the best hotels and restaurants in London.
Including The Corinthia Hotel, Claridges, The Ritz, The Mandarin Oriental, The Intercontinental Park Lane, Le Gavroche

and consideration, we finally found a location for the William

Curley Flagship boutique.
The new shop is located in Soho, Central London.

To help make this boutique a reality, we launched a crowdfunding campaign to raise the funds.
In total, we raised £85,000.

This allowed the business to remain completely independent, while creating the ultimate chocolate boutique in the heart of London.

upon being the best!

We do not compromise on the quality

of ingredients or the skills required to create perfection.
Everything is handmade, and contains no additives, preservatives, artificial flavours or colours.

There are of course pros and cons to producing in this way.
The lack of preservatives decreases the shelf life of our chocolates, which means we need to create recognition of chocolates as a fresh product.
Not using additives is much better for our health and therefore is in line with the current market trend for healthier product.
All flavours are created by using natural infusions and ingredients in their pure form.
Ultimately, the flavour of what we do is superior when not using additives due to the impact these ingredients have on flavour and texture.

We are very proud of this as so few chocolatiers make this commitment to their products.

Since 2007, William has been the main ambassador for their

chocolate in the United Kingdom.
They are a small Tuscan producer and are regarded as the best in the world. All the cacao used by Amedei is ethically sourced Criollo and Trinitario beans from Venezuela, Ecuador, Peru, Columbia, the Caribbean and Madagascar. All beans are fairly traded. They work closely with the cacao farmers and grow the beans using only natural pesticides and fertilizers.

Brand partnerships are important to nurture in a competitive luxury market. Together with other brands, we share not only a quality product but also customers, clientele, marketing and events.

the best publishers in the UK

I have produced three books

to date with Jacqui Small Publishing.

The books are now available internationally and have been launched in many different languages and countries including: France, Germany, Spain, USA, Australia, Russia, Brazil and Estonia.

Couture Chocolate
Our first books was released in 2012. It won ‘Cookery Book Of The Year’ and also ‘The Gourmand World Cookbook’.
‘Couture Chocolate’ is now available in

Patisserie
In 2014, Patisserie was released and immediately published in France by Larousse and in Germany by Dorling

Nostalgic Delights
In 2016, Nostalgic delights was launched. It showcases recipes from throughout history and throughout my career.

flavour and texture are the most important elements, then we

make it beautiful in appearance.

Seasonality of ingredients is also a crucial aspect to creating great patisserie.

within the business and offering a range of baked products

enriches our range. Macarons, financiers, loaf cakes, biscuits are all sold within our flagship boutique.

Bonbons, truffles, bouchees, nostalgia, bars, slabs, nuts, fruits

to maintain innovation and remain at the forefront of creativity

in the industry.


New ideas and concepts can often come from unexpected places.
Art, natural spaces, sculpture, fashion, travel, restaurants and the people around you
can all be great sources of inspiration.

My favourite aspect of running a business is harnessing inspiration and using to create new desserts and chocolates.

you has enjoyed the time spent creating patisserie and learning

new techniques.


The new skills and ideas will hopefully inspire your own creativity and encourage you to take this forward in your own journeys of patisserie and chocolate.