One Square. No Rush.
Swiss-made chocolate for slower moments.
Meet the founder
Omar Rasul
Vellane exists because I believe the most familiar pleasure in the world deserves to be treated with the care of a great fragrance house.
Before Vellane, I was a 20% shareholder in a B2B ingredients business that generated approximately £50 million in revenue over four years, supplying customers in more than forty countries. For over a decade I worked across international sales, supply chains and commercial growth, inside the industry that feeds the world's food brands.
When I decided to build something of my own, I looked for a category where craft, ritual and gifting had been perfected everywhere except the product people actually give most often. Fragrance has Byredo. Skincare has Aesop. Chocolate, the most universal gift of all, had nothing built with that level of intention.
So I spent 17 months building it myself. Every decision, from the Swiss recipe to the weight of the box in your hands, has passed through one filter: would this feel at home beside the finest objects a person owns?
Whether you've discovered Vellane through a presentation box or a conversation, welcome.
£50m
Revenue built over four years
40+
Countries supplied
17
Months of development
How it works
A ritual object, not a snack.
One Square, No Rush.
One square of exceptional chocolate, taken slowly, as a deliberate pause in the day. It places Vellane beside the rituals of fragrance and skincare rather than the confectionery aisle.
Swiss Made.
100% cotton paper outer carton and rigid presentation box wrapped in Fedrigoni Italian papers. Finished with debossing and hot foil detailing.
Corporate Gifting First.
We launch into luxury corporate gifting, where margins are strong, order values are high and one relationship can create hundreds of first impressions. Direct-to-consumer follows on that foundation.
The product
Considered down to the last detail.
Swiss-made milk chocolate, developed and refined until it earned the name on the box. A short list of carefully chosen ingredients, presented in rigid gift packaging finished with hot foil. Designed to remain long after the chocolate has gone.
The market
Where luxury and gifting meet.
Vellane sits at the intersection of three growing markets, each rewarding brands that take craft and presentation seriously.
Luxury gifting
A resilient market where presentation, provenance and story command a premium.
Corporate gifting
Firms in private wealth, property and hospitality compete on the quality of their gestures.
Premium chocolate
The fastest growing part of the category, as consumers trade volume for quality.
Business model
Corporate gifting
Where we begin.
Direct to consumer
Built on that foundation.
Selective retail
In time, on our terms.
International
Where gifting culture already lives.
Progress
17 months of quiet progress.
Around £50,000 of founder capital invested to date
Swiss manufacturing partner secured, with the recipe developed, tasted and locked
Vellane & One Square. No Rush. trademarked in the UK, with EU and US filings in progress
Packaging fully specified with luxury print partners in final selection.
Complete brand system delivered: identity, voice, and photography shot and edited
Third-party fulfilment partner confirmed.
Launch scheduled for March 2027
65 qualified luxury corporate gifting targets identified
Roadmap
From here.
Today
Round open
SEIS round in progress. Presentation boxes with corporate gifting targets and invited investors.
March 2027
Commercial launch
Vellane launches with corporate gifting orders and vellanechocolate.com live from day one.
Following
Corporate gifting at scale
Converting the scored pipeline into recurring seasonal and year-round gifting relationships.
Growth
Direct-to-consumer growth
Building the consumer side of the brand on the credibility the gifting channel creates.
Expansion
Selective retail and international
New products, selective retail placement and the first international markets.
Why now
Luxury gifting is changing. Consumers are buying fewer, better things, and corporate gifting is becoming more premium.
Why me
I've already helped build one international business. Vellane is my opportunity to build one of my own, applying everything I learnt to a category that deserves the same level of care.
Current round
£250,000
SEIS eligible
This round funds commercial execution: the launch itself and the first phase of growth.
The founder remains the largest shareholder, fully committed to building a long-term independent brand. Our ambition is an enduring luxury house, not a short-term exit.
Craft
Launch
Inventory
Brand
Resilience
The full picture
The investor deck and financial model cover the brand, the numbers and the plan in detail. Available here, or brought to a meeting in person.
Contact
If this feels like the beginning of something worth building, I'd be delighted to continue the conversation.
In person in London or Manchester, or by video call, whichever suits you.
