South Africa’s chocolate scene just got a whole lot more delicious and dazzling. The beloved artisan brand Just Gorgeous has officially been crowned the Best Chocolate Brand in the Luxe People's Choice Awards 2025, a coveted recognition that cements its place among the country’s most exceptional indulgences.
“It’s such an honour,” says co-founder Clint Burgess. “It’s a real ‘pinch me’ moment to see how far we’ve come. We owe everything to our incredible supporters who have helped make Just Gorgeous what it is today.”
A sweet beginning
Just Gorgeous was born in 2021 in a home kitchen in Johannesburg, during the aftermath of the COVID-19 pandemic. Founders Dominique De Villiers and her fiancé Clint began by creating macarons—"not macaroons!" they laugh—as the first step in their vision for a truly luxurious dessert brand in South Africa.
Their big break came with the launch of the now-viral Tree of Life chocolate bar, inspired by the famed "Dubai chocolate". Filled with pistachio and kataifi, and airbrushed in a signature abstract design, the bar was posted on Instagram and instantly took off.
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Where art meets flavour
Every Just Gorgeous chocolate bar is a work of edible art. Designed using imported Belgian chocolate moulds and premium ingredients, each bar combines bold flavour with stunning visual appeal. Flavours like Sorrento (lemon meringue), Aurora (brownie and marshmallow), and Paris (caramel croissant) are named to evoke travel, nostalgia, and indulgence.
Each product is made to order from the brand’s Sandton-based studio, with no storefront, because they consistently sell out online.
What’s next?
Looking ahead, Just Gorgeous is preparing to launch a new line of low-sugar, high-protein chocolate bars that maintain the same luxury experience with added benefits. They’re also expanding into corporate branded chocolate bars, offering custom logo printing, a first of its kind in South Africa.
With its growing cult following and Luxe Award win, Just Gorgeous is setting the gold standard for luxury chocolate in South Africa, one handcrafted bar at a time.
Discover more at justgorgeous.co.za and experience the taste of South African artisan chocolate at its finest.
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