IT might have been a very different story for chocolate fans in Colchester had fate not stepped in for Alan and Madeleine Edwards.

They had been looking to open a cheese and wine shop in the town but when no suitable premises were forthcoming their thoughts turned to a sweeter style of retail.

Now their shop, Minerva Chocolates in Eld Lane, is celebrating its 30th anniversary in the town - with a specially commissioned anniversary chocolate which customers will be given with their purchases.

Madeleine explains they spotted the shop was for sale when it had been opened about 18 months and as Alan had contacts in Belgium already it seemed in ideal opportunity.

She explains: “We used the same chocolate supplier as they had until about 1992, so about five years after we took over.

“And then we decided to switch to just one man who had already been creating our figurines.”

Every chocolate in the shop is hand crafted by Karel Peeters in Belgium and a delivery arrives at their Eld Lane shop every fortnight.

The couple also make regular trips out to meet with him and for their trademark packaging, which changes from season to season.

Karel, who also hand crafts chocolates for Harrods in Knightsbridge, has over the years created a host of ambitious pieces for the window of the shop which Madeleine dresses herself.

Over the years it has become a huge draw for shoppers who enjoy seeing the different creations which over the years have included chocolate re-creations of Jumbo the water tower, Colchester Castle and even an entire chocolate village.

As the festive season approaches Madeleine is once again planning two different Christmas-themed windows.

But it is the vast array of chocolate within the shop which keeps customers returning time and again - as well as the bespoke nature of the experience.

Minerva is one of the last of its kind which sell either one chocolate - or an entire kilo - consigning to the past the age old dilemma of who will eat those unpopular flavours.

“Customers choose exactly what they want, so in the case of things like coffee flavoured chocolates, we will find customers either want to buy a whole box of them or they will choose not to have them at all.

“That is the beauty of being able to choose exactly what goes in your box,” explains assistant Ellie Bell.

Customers return time and again to have their gift boxes re-filled with their chosen chocolates and Ellie, fellow assistant Nadine Humphreys and Alan and Madeleine have got to know a great many of them and their favourites.

“Our customers often just like to come in and have a chat, they become like friends.

“One man came in one day and said he wouldn’t be coming in again and it was because his wife had died that morning,” says Alan.

Madeleine continues: “He would come in and buy the same chocolates for his wife time and again and sadly he would not be doing that again.

“But we were the first people he came and told.”

And while fashions come and go - the traditional way of producing and keeping chocolate remains at Minerva.

The shop has to be kept at a steady, cool, temperature and because of their quality their chocolates have a shelf life of about four to six weeks, explains Alan.

He says the skill to their chocolates is finding the balance between filling and the chocolate on the outside.

“We try to get 30 per cent chocolate and 70 per cent filling.

“The vast majority of other chocolates will be 50/50 or even less when it comes to the filling because that is actually what costs more in the production,” says Alan.

And much thought also goes into the actual chocolate used to ensure a top notch flavour.

“There has been much said about having 70 or 80 per cent cocoa content in chocolate being the best you can have, but in the making of chocolates if the cocoa content is too high it kills the taste of the filling.

“So Karel uses 60 per cent cocoa filling in our chocolates.”

Ellie and Nadine also gift wrap the chocolates as customers watch - a practise that is sadly dying out on the High Street but still proves hugely popular.

“We don’t use tape to do it and so people are fascinated at that. And having them wrapped like that makes it into a really special gift for someone.

“You can choose exactly what people want as well and over the years we have had some strange requests, but we do all we can.

“At Christmas time we have had someone buy an entire kilo of our champagne truffles - which is about £80.

“But they said they were their absolute favourite and we only really have them at Christmas time.”

The shop is now gearing up for its busiest season after Easter.

“We tend to sell a lot of eggs and figurines at Easter so it is quicker to serve than at Christmas time when people can take a while to choose what they want in their gift boxes.

“But that is all part of what we do here. We can also advise people on what they might like,” adds Alan.

And while the business might be immersed firmly in traditional chocolatier methods, the modern world has also made even more possible - including putting tiny images on chocolates and messages to personalise them.

“We do that for over a certain number of chocolates and they are really popular for wedding favours and special anniversaries.”

Which brings us on to the special anniversary treats Karel has just created to mark Minerva’s 40th birthday, pictures right.

The white chocolate with a smooth praline filling has the milestone dates and a message of thanks on the top of each one and were created following Madeleine and Alan’s most recent trip to Belgium.

Customers are not just confined to the shop though - they stretch out across the globe thanks to internet sales.

“We have sent chocolates to Uzbekistan and recently a large order went to India.

“And astonishingly they always get where they need to be !” adds Alan.