Established in 1958, The Chocolate Box is an Australian family owned business. 

Our Story


The Chocolate Box is a family owned Australian business started by European migrants Rose and Richard Adler. In 1958, The Adlers bought a chocolate shop called “Smile Away Chocolates”, situated on Camberwell’s now famous Burke Road shopping strip. 

The previous owner, Miss Reed, showed the hard-working couple how to make their delicious chocolates, which became so instantly popular that soon Mrs Adler could no longer keep up with demand from her small back-of-shop kitchen.

The Adlers’ daughter, Marion, can remember working in the store at age thirteen: mixing fondants, pouring them into chocolate bases, and piping completed chocolate with a decorative initial. The chocolates were then laid out on trays behind the glass counter and sold the same day.


Rose and Richard fitted their store with air-conditioning in 1960, becoming the first store in Melbourne to do so. They also imported popular international chocolate brands into their store, introducing their customers to the exciting new gourmet tastes and chocolate-making techniques coming out of Europe. 

The owners of The Chocolate Box still research overseas chocolate trends to this day, but since they introduced their own label to Melbourne in 1990, the percentage of Australian made chocolate* in their stores increased to approximately 90-95% of their products.

The Chocolate Box knew it would take time to build trust and win over their customers when they launched their own brand in 1990. Their first “own label” products were milk and dark chocolate blocks that were crafted from The Chocolate Box’s own blend of couverture chocolate (the “superfine”).

Aside from the delicious and fine quality chocolate (of course), the Adlers believed that customer service and a hands-on approach were the keys to The Chocolate Box’s success. 

Since Gary and Marion took over the business from their parents, those principles are still at the core of The Chocolate Box’s retail philosophy. Product sampling, boutique hand-packaged products, complimentary gift wrapping, and staff product knowledge are just a few of services that stem from that philosophy. 

 The Chocolate Box currently has 7 retail stores in Melbourne, and a store at Sydney airport. Our online store went "live" in 2004. With delivery services Australia wide, The Chocolate Box is now covering the whole of Australia in chocolate!

Our Products

Own Label and Australian Made

When Marion Adler Bishop came back to The Chocolate Box in 1987, she brought fresh new ideas to the business. In London, boutique chocolatiers and supermarket chains had already positioned their own labelled brands in the marketplace as top-end, high-quality brands.

The Chocolate Box knew it would take time to build trust and win over their customers when they launched their own brand in 1990. Their first “own label” products were milk and dark chocolate blocks that were crafted from The Chocolate Box’s own blend of couverture chocolate (the “superfine”).

As a result of the success of own label, more Australian made products were added to The Chocolate Box stores than ever before, replacing known imported brands such as Lindt, Perugina and Ferrero Rocher. Within a few years, The Chocolate Box’s range would be made up of approximately 80% Australian made products. Today it is between 90-95%.

Always a strong supporter of Australian chocolate, Marion believes that Australia’s countryside, and the largely unpolluted skies, fields and earth, create an ideal location for producing many of chocolate’s main ingredients, including dairy milk and sugar.   

Today, The Chocolate Box’s own label consists of boxed assortments, panned/enrobed chocolate sweets and nuts, blocks, confectionery and more. 

The Chocolate Box’s online store carries hundreds of own label products, retaining much of the boutique hand-applied packaging that is reminiscent from the company’s earliest days. 

The Owners

Second generation brother and sister team Gary and Marion run The Chocolate Box today.

Marion Adler Bishop

Co-owner, Head Product Designer and Marketing Director


Full of passion, ideas and drive, Marion (daughter of the founders) has been with The Chocolate Box since 1987, since returning from the UK where she managed her own successful retail business.


Marion’s entrepreneurial spirit, inherited from her parents, has seen The Chocolate Box transition to 95% Australian made own label products. With a love for service and a wealth of chocolate knowledge, Marion can usually be found in one of The Chocolate Box’s 8 retail stores; training staff members and offering samples to customers, or out and about town, dreaming up the latest chocolate creation.

Gary Adler

Co-owner and Managing Director


Gary’s history with The Chocolate Box dates back to his early teens, where he started working in The Chocolate Box’s first store in Camberwell, alongside his parents (founders Mr and Mrs Adler). Gary began working for The Chocolate Box full time in 1972. 

Under his management, The Chocolate Box continually improves it’s processes to ensure efficiency and high levels of productivity. A natural people-person, Gary looks after human relations and is always on the hunt for hardworking and enthusiastic chocolate lovers to join the team. 

When he is not managing the staff, Gary is on the lookout for new Chocolate Box sites and opportunities, in the ongoing mission to cover Melbourne and Sydney in fine quality chocolate.

Our Posters

Many of our seasonal store posters are taken from the Adler family's albums. 

Find out more about our business

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* A note about Australian made. The majority of the world's cacao beans are grown near the equator, where the temperature suits the growing of cacao plants. Our "superfine" couverture chocolate is currently Australian made from local and imported ingredients. 

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