SO CHOUX was founded in London in early 2013 by Sophie, a former public relation expert in Paris. Sophie worked in the French gastronomy industry and more specifically for the Salon du Chocolat in Paris for 8 years. When she moved to London with her husband and their three children, she knew it would be difficult for her to do this job in the British capital. Having been surrounded by foodies and experts in pastries, she wanted to start her own business in that field. Sophie used to buy her eldest daughter macarons every week back in Paris as it was her daughter’s favourite sweet treat. In London, she did not find much choice in her neighbourhood and the idea of So Choux emerged.