Sweet Success: How Two First-Timers Revitalized a 110-Year-Old Chocolate Brand

When Brian and Sally Krichbaum bought Gilbert Chocolates in 2012, they had zero experience making or selling candy. Brian was a seasoned automotive engineer and consultant, while Sally was a freelance writer and stay-at-home mom. What they shared was a taste for challenge — and for good chocolate.

Founded in 1893 and beloved by generations of Jackson, Michigan, residents, Gilbert Chocolates was a hometown treasure in need of fresh energy. The Krichbaums took on the task of modernizing operations and expanding distribution while preserving the small-batch, Belgian-style quality that defined the brand.

Their journey wasn’t easy. “I thought retail would be simple,” Brian admits. “It’s not — selling is hard.” Sally adds that learning the rhythms of retail, hiring and training staff, and mastering the art of tempering chocolate all came with a steep learning curve.

Today, Gilbert Chocolates is thriving, with multiple locations, a booming e-commerce business, and budding national partnerships. For the Krichbaums, success tastes sweet — not just because of the chocolate, but because they’ve proven that passion, persistence, and purpose can turn even the most unlikely entrepreneurs into hometown heroes.

Monday Morning Radio is hosted by the father-son duo of Dean and Maxwell Rotbart.

Photo: Brian and Sally Krichbaum, Gilbert Chocolates
Posted: November 3, 2025
Monday Morning Run Time: 57 minutes
Episode: 14.22

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