Our Design Team recently paid a visit to Chelsea’s sweetest new gem, Makers, an artisan chocolatier that is turning heads (and satisfying cravings!) with every bite. We were blown away by the bold flavours and luxurious textures, all crafted without a trace of refined sugar or dairy. The magic behind it all? The wonderfully passionate Noor Freiha, whose mission is simple: chocolate you can love without the guilt. Handmade with heart and packed with feel-good ingredients, this is healthy indulgence at its finest. Naturally, we could not resist sitting down with Noor to hear how she turned her delicious dream into a reality. Join us as we meet the maker.
What inspired you to start a dairy and refined sugar-free chocolate brand, and was there a moment you knew you had to bring it to life?
I have loved chocolate my whole life. It has always been part of my daily ritual. I grew up in Lebanon in a family that believed in cooking from scratch and eating clean, long before it was called that. If we wanted dessert, my mum made sure we baked it ourselves. That is where I learned that flavour and nutrition do not have to be at odds. For background, I am a chemical engineering graduate from Columbia University and a former management consultant. I taught myself how to make chocolate at home.
Your chocolate is both indulgent and mindful. Where do you draw inspiration from, whether in flavour, philosophy or form?
Flavour and health always lead. That is our philosophy. I follow a mostly paleo way of eating, so it was non-negotiable from day one that we would not use dairy, wheat, refined sugar, glucose, seed oils, or anything artificial (no flavourings, colourings or preservatives). That commitment to clean, health-forward ingredients is at the heart of everything we do at Makers. Inspiration comes from everywhere – flavours I have tasted, places I have travelled, dishes from my Lebanese heritage and Alex’s classical background in luxury chocolate. It is about pairing things that taste undeniably amazing together and letting curiosity guide the process.
Our display fridge is organised into three collections, each with a distinct personality and expression of flavour:
• The Fantasies (sphere bonbons): fun, playful and approachable flavours in bold, bright colours, like Matcha Cassis, Cappuccino, Soba Cha, Salted Caramel and more.
• The Classics (square bonbons): a more refined range that highlights traditional techniques and single-origin cacao, enhanced with pairings like mango and bergamot, or Lebanese-inspired notes like orange blossom marzipan, pistachio marzipan, coffee cardamom and black sesame tahini.
• The Nostalgics (candy bars): our take on childhood favourites reimagined with superfoods and clean ingredients, in baton form with a vibrant, graphic finish.
What were some of the biggest challenges in getting the flavour just right?
Flavour was our greatest challenge and our greatest obsession. Alex and I work closely on every recipe. I bring the flavour ideas and he brings them to life with serious precision and creativity. Reimagining indulgence with our ingredient list is no small feat. Without dairy, refined sugar, gluten, preservatives or additives, Alex had to reengineer the classics from the ground up. He built every element from scratch: pralinés, caramels, ganaches, feuilletine, nougats, fruit jams and more, all without shortcuts. Some recipes took months to perfect. For example, in order to make a truly exceptional clean caramel, he worked on it every single day for a whole month. But we have one rule: if it does not taste better than the conventional version, it does not make the cut.
Do you have any rituals or daily habits that help keep you creatively inspired or grounded as a maker and entrepreneur?
Yes, a few. My day always includes chocolate, truly. A small piece after lunch is a ritual that keeps me connected to why I started all this. I carve out time each week to fall down a flavour rabbit hole or to spark new ideas around the brand, interiors or packaging. Just walking around London or reading can do that. I also keep a running folder of inspiration – flavours, textures, interiors, colours, design references – and every so often I scroll back through it. It always reignites something.
How do your travels, surroundings or even childhood memories influence the flavours and packaging of your chocolate?
In a big way, but not always in the most obvious ways. I grew up in Lebanon, where cooking from scratch was just how we did things, and clean eating was not a trend, it was normal. Our household had this beautiful way of balancing flavour with nutrition, and that is something I carry with me in everything I make. Flavours like orange blossom, pistachio and coffee cardamom nod to that heritage, but there is also so much influence from where I have travelled, what I have tasted and honestly, what I just like. A lot of our flavours are playful and intuitive and we do not take ourselves too seriously. You will find fun, unexpected pairings like matcha cassis (which is also one of our signature drinks), soba cha, peanut butter honeycomb, cappuccino and salted caramel, made with our clean caramel which took Alex a full month to perfect.
The packaging and interior reflect that same mix of memory, place and imagination. Our boutique is in Chelsea, where I grew up, next to a florist, a luxury wallpaper maker and antiquarian and rare booksellers. There is this very local, crafted energy I love. The sense of craftsmanship and community is important to me. Our packaging is inspired by Japanese bento boxes and the palette comes from the cacao story, from the golden yellow of the ripening pods to deep reds and oceanic blues. It is warm, rich and unexpected – just like the chocolate.
The name Makers is not just about the fact that every chocolate is handmade from scratch. It is about celebrating craftsmanship in all its forms. Every detail of our boutique was chosen to honour the work of true makers. Rosanna Bossom, who designed the space, worked exclusively with artisans whose pieces carry that same sense of care and storytelling. The wallpaper on the walls is by MINDTHEGAP, designed by Minnie Kemp. Our banquette seat fabric is Kit Kemp’s Jogalong fabric for GP & J Baker. I chose hand-painted Delft tiles that feature the Lebanese flag, wild strawberries, coconut oil and palm trees as an ode to both Lebanon and LA. Every inch of the space reflects our belief in artistry and collaboration.
Makers redefines what chocolate can be. Each bonbon bursts with bold flavour and elegant simplicity. Thoughtfully crafted and entirely unforgettable, these treats are a must for any chocolate lover. Visit their charming Chelsea spot at 2–4 Queen’s Elm Parade, Old Church Street, London SW3 6EJ.