Franchisee Stories
Julie Reston has turned her love for Peterbrooke into a thriving franchise in the SilverLeaf community, creating a joyful space for handmade chocolate and community connection.
After years of focusing on her home and family, Julie Reston was ready for a new chapter. With her kids growing older, Reston wanted to pursue something she could truly call her own. Peterbrooke Chocolatier, a brand she had loved since her childhood visits to the original San Marco location, checked all the boxes.
“I have always loved Peterbrooke,” said Reston. “I gift it to everybody — and I always have. I grew up near the original Peterbrooke, and so we went there all the time. My husband said, ‘Why don't you just look into opening Peterbrooke, since you like it so much? You have to do something that makes you happy.’ So I looked into it and I decided that was totally the right step for us.”
Reston opened her Peterbrooke location in the SilverLeaf community of St. Augustine, Florida, in 2023 with the goal of creating more than just a place to buy chocolate. She wanted it to be a bright, welcoming space where customers could enjoy the simple joys of handmade treats.
“Peterbrooke has such a strong reputation, and locals immediately recognize its quality,” said Reston. “From the way the stores are designed and built to the way the shelves are set up, everything reflects the classic Peterbrooke brand. People often tell me how they used to visit the original San Marco location [in Jacksonville, Florida] 20 years ago or how much they enjoy going to other Peterbrooke shops.”
The community has embraced the store, which has become a go-to spot for gifts, celebrations and even just a quick treat. Reston takes pride in her shop’s ability to spread happiness and create a joyful atmosphere for her customers.
“It's just a happy place,” she said. “I know that probably sounds ridiculous, but it's just happy. Nobody's upset at a chocolate store. I wanted something that was light and happy, and something that my kids would love, and Peterbrooke just felt like the perfect fit.”
For Reston, the holidays bring a special kind of excitement. Her store becomes a hub of activity, with customers searching for everything from corporate gifts to holiday party favors. The bustling season helps support the business during slower months, and Reston enjoys the fast-paced, festive environment.
“It’s such a fun and exciting time during the holiday season,” she said. “We offer a wide range of gifts at different price points. For example, we can create something simple and affordable that’s beautifully packaged, or go all out — like when a customer recently ordered seven chocolate Santa Claus pieces at $800 each. No matter the price, the presentation always looks amazing and makes a great impression.”
Reston credits much of her success to the strong support system provided by Peterbrooke. Whether it’s help with equipment, advice from corporate staff or resources from other franchisees, Reston has always felt backed by the franchisor. This close relationship has been instrumental in navigating the challenges of her first year in business.
“They’re amazing. I can text, email or call anytime, and they’re always there to help,” Reston said. "For example, when I ran into issues like my label printer breaking or needing a portable gelato machine after a customer accidentally damaged mine, corporate stepped in immediately to help. They even lent me a mold for a special order and a block of chocolate, no questions asked. It’s such a supportive and close relationship.”
Reston is already planning for the future of her business. She hopes to open additional locations in downtown St. Augustine and the nearby Nocatee area. Her vision includes expanding while maintaining the same level of quality and care that has made her SilverLeaf store a success.
“I want to open another storefront in downtown St. Augustine, near St. George Street, where we can be part of the Nights of Lights. That’s the plan — I’d like to produce all the chocolate at the SilverLeaf location and have the downtown store as a retail outlet. I’m also working with a realtor to find a location in the Nocatee area for another store.”
By turning her love for Peterbrooke Chocolatier into a thriving business, Reston has created a space where customers can experience the simple joy of handmade chocolate.
About Peterbrooke Chocolatier
Founded in 1983 in Jacksonville, Florida, Peterbrooke Chocolatier is a “neighborhood chocolate shop” offering a wide selection of European-styled handmade chocolates through a distinctly American experience. The first shop opened in Jacksonville’s historic San Marco neighborhood in 1983 and today the brand has 25 locations throughout the Southeast, including Florida, North Carolina, Alabama and Georgia. The brand began franchising in 2006 and continues to focus on high-quality, delicious and beautiful chocolate creations that are perfect for personal or corporate gifts, custom baskets, private parties and more. For more information on franchise ownership or to find the nearest location, visit peterbrooke.com.
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