Once upon a time

Nicole Dunphy, the founder of decadent Irish brand Pandora Bell, tells Confectionery Production where it all began.

 

What is your background and what inspired you to start the business?

I studied English and the History of Art for my degree and my father is an antique dealer. This gave me a lifelong love of great design, which has developed into a fascination for packaging design. My background in art has been one of the cornerstones for Pandora Bell. However, before starting the business, I spent 10 years working in radio production, nurturing a passion for food while food culture and interest in artisan food in Ireland was beginning to blossom. I later studied at Valrhona Ecole du Grand Chocolat, The Italian Culinary Institute and the Ecole Chocolat.

 

How did you get the money together to get started?

I got started using a combination of savings and funding from a supportive bank manager. I also stayed in my full time job for the first couple of months. The bank liked the idea that I had a steady income. However this was not sustainable for more than three months as Pandora Bell soon needed a full time commitment.

 

What are the unique selling points of the brand?

Pandora Bell is a specialist boutique for fine confectionery with a taste of Once Upon a Time. Pandora Bell confectionery is made using traditional methods that have passed down through the centuries and recipes that are never changed or compromised. Style is vital to the brand. We pride ourselves on a chic and elegant approach to design that has been celebrated by design forums worldwide. Classic sweets made using traditional recipes and superior ingredients. It is an elegant and timeless range that transcends the ‘sweet shop’ craze as the products are a luxury food item. Pandora Bell is a ‘one stop shop’ for a broad range of upmarket confectionery that fill gaps in the category. The focus is on exceptional quality.  All products are the best in their class using natural colours and flavours and traditional methods. The range is gluten free and the Real Fruit Jellies are vegan. Packaging design is elegant, gift orientated.

 

What type of retail outlets do you sell through?

We sell through a network of fine food shops across Europe and further afield.  We also sell through many department stores and gift shops.

Direct sales are via our website.

 

Who is your target consumer?

Pandora Bell is all about sweets for discerning foodies.  We appeal to the consumer who is interested in quality. Our customers are mainly female and aged from 30 to 55.  They appreciate the good things in life and are not afraid to spoil themselves and their loved ones

 

What are your best sellers?

The demand changes seasonally, but always our soft honey nougat, which is soft and rich and incorporates the natural taste of honey and the crunch of nuts. A Christmas tradition, and a year round favourite, our 200g nougat bars are hand wrapped, making the perfect gift.

 

How have you developed your range?

Despite training as a chocolatier, I chose to concentrate on non-chocolate confectionery. Initially we focused on putting together a range of high quality confectionery that was not available at a premium level in Ireland. As the business has developed our focus has switched more to export markets. The same principles of quality traditional European confectionery apply, but our focus is now broader.

 

How do you promote and market your products?

We organise tastings for our customers in Ireland and the UK.  The response from the press at home and in the UK has also been hugely encouraging and vital for growth. Food is a hot topic and we take advantage of this when we can. To reach out to business customers we also exhibit at some trade fairs

 

What exhibitions will you be attending in 2015 and why?

We exhibit on the Irish Stand at ISM every year. ISM has been key to the growth of the business over the past few years and it retains its relevance as the key event in the calendar for us.  We also exhibit at Speciality & Fine Food at London Olympia and in 2015 Bord Bia is running one of its marketplace events where it invites buyers to Ireland and matches them with companies.

 

What are your plans for the future of the business, particularly in terms of product development?

I have so many ideas that sometimes the challenge can be to refine them and make a decision. This year we concentrated on looking at the existing range and making changes to that, which I feel is as valuable than new product development. We also cut some flavours of sweets and added new ones. We have refreshed the packaging design of some of our classics and this will filter through to the shops in the coming months. We also overhauled the website to reflect the growth of the business and changes in technology. I am very proud of what we have achieved this year.  Next year? Yes, it is time for some new goodies, but I am not saying anything yet.

Related content

Leave a reply

Sweets & Savoury Snacks World