In the Business of Happy

The Forum, Peterbrooke Chocolatier of Peachtree Corners

Located in a corner shop located in The Forum, Peterbrooke Chocolatier has been a staple of Peachtree Corners since 2008. The shop, lit by large windows, features shelf after shelf of chocolate goodies, popcorn, truffles, candies and a large gelato case. When I visited, the store was decorated for Easter with pastel colors, bunnies and giant decorative eggs everywhere you look.

Founded by Phyllis Geiger in 1983 in Jacksonville, Florida, the company lives by the motto that chocolate should be fun. And here, surrounded by candies lining the aisles of Peterbrooke Chocolatier, fun is abundant. The air itself carries the alluring aroma of chocolate and stepping inside feels a bit like stepping back in time. Being in the shop reminded me of my childhood; the magic of being surrounded by treats is intoxicating.

“It’s a wonderland,” said Head Chocolatier Geoffrey Wilson, who has grown up around chocolate and developed a deep love and understanding for the art of making chocolate.

A personal history of chocolate and happiness

Wilson’s affection for the craft can be traced back to when he was about 10 years old. He described his mother as an overachiever, and one manifestation of that was the assortment of extravagant treats she made for her children’s birthdays, Boy Scout meetings and school parties. A mother to nine, the act of making confectionary goodies became a family pastime with Wilson and his youngest four brothers.

While making chocolate remained a hobby in Wilson’s life, his career led him to hold a variety of roles, including working in customer service for AirTran as well as an Episcopal church position where he was in charge of making large meals for the congregation.

He enjoyed the flexibility to improvise when making these large meals and finding ways to make them more enjoyable to the diners. “Normally church food is kind of boring and bland, so we would kind of spice things up a little,” said Wilson. “It made everybody happy.”

Making people happy is a theme of Wilson’s life, and it’s evident when talking to him about his work at Peterbrooke. “That is very important, probably too important sometimes. Other people’s happiness supersedes my own,” he said wryly.

An artist at heart, Wilson is the type to always have crafts ready for when he entertains family at holidays. He is constantly seeking opportunities for artistic expression. Since he began working at Peterbrooke 12 years ago, Wilson has been able to flex those creative muscles in both the act of crafting chocolate goodies as well as the intricate decorations he installs for major holidays. “I create new designs and have fun with it,” he said.

Year-round sweets and events

Products like hand-dipped strawberries, molded figures and even corporate gifts made in the shape of company logos keep the dedicated staff at Peterbrooke busy year-round. Their busiest season runs from October through late December, when they prepare a plethora of Halloween, Thanksgiving and Christmas treats.

“We shipped just over 1,000 packages last November and December, so that’s the busiest because it’s the longest period of time. Valentine’s is the craziest of all of them. We fill the store up with hearts and cherubs,” Wilson explained.

“We shipped over 800 pounds of chocolate dipped strawberries this year. Easter and then Mother’s Day are pretty big for us, too. Easter is the most chocolate of all the holidays,” he said, gesturing at the shelves behind him. “It’s a lot of chocolate bunnies.”

The store also offers summer camps, field trips, adult nights out, team building and private parties. For the camps, Wilson typically conceptualizes a theme and builds projects and tasks around that topic.

The theme of last year’s summer camp was Minecraft. Kids were able to come into the shop and craft tasty treats such as krispie creepers, golden apples, and enderman graham crackers.

Wilson infuses the workshops with lessons about chocolate and confectionery, finding fun ways to pepper that information throughout the day in the form of trivia. “I teach them the history of chocolate and where chocolate comes from. I do a Girl Scout class on the economics of an Oreo,” he said with a chuckle, describing how large-scale manufacturers differ from independent local makers. He’s passionate about his knowledge and enjoys sharing it with others.

Keeping connected through chocolate

Wilson truly thrives when working with kids and has developed long-lasting relationships with many of the families who frequent the shop. “With the summer camps, I see pictures of some of these kids from 12 years ago and now they are getting married and graduating college. I still know their parents and they come in and I get to hear about what they are doing,” he shared, adding that some of the kids who attended camps there end up coming back to work for him later on.

“I’ve had some really incredible people who have worked with me, and they have gone on to get master’s degrees, travel and experience the world.”

Working in a chocolate shop is — no surprise — a great way to connect with kids and families. Many locals love their special events, such as the recent 12th annual Easter Egg Hunt that took place on April 9. Sponsored by the Forum and Peterbrooke, they closed the alley just outside the shop and eggs are hidden on the street and sidewalks for eager children to find.

After my interview, I decided to try a few sweets. You know, for science. Choosing just one treat is nearly impossible when faced with so many options. I finally settled on a few goodies: chocolate covered graham crackers and hot cocoa bombs, plus goodies for my daughter’s Easter basket, including a classic chocolate bunny and sugar cookies in the shape of carrots. The chocolate is such high quality it positively melts in your mouth.

This sweet little shop in The Forum is truly a gem, and sure to please every chocolate-lover in your life.

For more information visit peterbrookeatlanta.com