Monday Morning Radio

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,