In the heart of London's West End, where the streets are alive with the echoes of centuries-old plays and the charm of historic theatres, sits a chocolate shop that shares more than just its sweet creations with this world of drama and artistry.
Prestat, known for its exquisite chocolates and truffles, holds a rich legacy deeply intertwined with the theatrical scene, a legacy that flourished under the imaginative ownership of the Croft brothers.
The Croft Brothers' Entrance
It was the early 1950s, a time when the West End was buzzing with creativity and artistic ambition. Neville Croft, a struggling playwright whose work had graced the BBC's Sunday-Night Theatre in 1950, found himself at a crossroads.
After one of his plays flopped, Neville's future in the competitive world of theatre seemed uncertain. But as fate would have it, his passion for storytelling and drama was about to find a new stage—one lined with chocolates and filled with whimsical flair.
Neville Croft, alongside his brother Maxwell and his wife Elizabeth, became intrigued by the possibility of owning Prestat, a chocolate shop established by Antoine Dufour, the French chocolatier known for bringing the first truffle to the world. With the owners looking to sell, the Croft family saw an opportunity not just to take over a business, but to infuse it with the same magic that Neville had longed to bring to the stage.
Infusing Theatrical Whimsy into Prestat
The Croft brothers' tenure at Prestat was marked by a deep love for the theatre, a love that permeated every corner of the shop. Neville, ever the dramatist, envisioned Prestat as a place where the art of chocolate-making met the grandiosity of the stage. He transformed the shop into a theatrical experience, introducing elements that made every visit to Prestat feel like stepping into a performance.
One of Neville's most notable contributions was the installation of a thick red velvet curtain that separated the shop from the back of the house. This wasn't just any curtain—it was a prop, a stage element that allowed Neville to make grand entrances when greeting important customers. With a flourish, he would sweep aside the curtain, welcoming guests with the same grandeur as an actor stepping onto the stage for the first act. This small touch of theatre became a hallmark of Prestat, setting it apart from other chocolate shops in London.
Maxwell, Neville and John Croft
A Hub for Theatrical Luminaries
Under the Crofts' ownership, Prestat became a beloved haunt for some of the most famous actors of the time. The legendary Sir John Gielgud, known for his impeccable Shakespearean performances, and the equally esteemed Dame Peggy Ashcroft, a leading lady of the British stage, were among the regulars who frequented the shop.
The Croft brothers' connections to the theatre helped Prestat become more than just a place to buy chocolates—it was a meeting place for the creative minds of London's West End.
These actors and playwrights were drawn not just to Prestat's chocolates, but to the atmosphere that Neville and his family cultivated. The shop became a place where the lines between theatre and reality blurred, where the artistry of chocolate-making was celebrated with the same reverence as a well-crafted play.
It was this fusion of the culinary and the theatrical that solidified Prestat's position as a cultural institution in the West End.
Neville and Elizabeth Croft
A Lasting Legacy
The Croft brothers managed Prestat with the same passion and creativity that Neville had once brought to his writing. They understood that just as a play requires more than just words on a page to come to life, a chocolate shop requires more than just confections to truly capture the imagination. By infusing Prestat with theatrical whimsy and fostering relationships with the stars of the stage, the Crofts ensured that Prestat would be forever linked with the world of theatre.
Today, Prestat continues to honor the legacy of the Croft brothers, celebrating the intersection of art and indulgence that they so skillfully crafted. The red velvet curtain may no longer be there, but the spirit of theatricality that Neville Croft introduced remains an integral part of the Prestat experience. Whether you are a lover of chocolates or a devotee of the theatre, Prestat offers a taste of the magic that has enchanted London for generations.
