Chocoholics across the land are quietly crying into their cocos after it emerged Choccywoccydoodah has closed its doors for the last time.
The Brighton business was famed for the quality and artistry of its creations, starred as part of its own TV show and had celebrity fans, but that wasn't enough to save it.
Ultimately, the quality and fame of the shop - which had stores in Covent Garden and Brighton until last week - wasn't enough to save it.
"Had hoped to take my children to their amazing shop one day," wrote Felicity Hannah on Twitter , who used the firm for her wedding cake.
"They were artists."
Marcella Whittingdale agreed: "So sad to hear that Choccywoccydoodah has permanently closed in Brighton.
"They summed up everything that’s creative and cool about this city. And they made us an unforgettable wedding cake. YOU WILL BE MISSED"
Kat Williams added: "Truly, truly gutted that it seems like Choccywoccydoodah have closed their doors."
The company shot to fame after being featured in a fly-on-the-wall documentary series.
It kept it's place in the public mind with a string of stunning creations, with everything from wedding to Christmas cakes as well as incredible Easter Eggs.
Fans travelled from far and wide to visit its shops, stars including Kylie Minogue, Elton John, Simon Cowell and Johnny Depp all commissioned cakes from them.
The company was founded in 1994 by Christine Taylor and Christine Garratt - and specialised in hand made chocolates and show-stopping cakes.
Choccywoccydoodah opened it's London branch in 2012 – but shut it last week. There was also an Eastbourne that shut its doors back in 2005.
Quantuma’s has confirmed they have been appointed as administrators.
Stephen Cornford, of Midas Touch Jewellers in Meeting House Lane, told The Argus : "I am very shocked.
"It is very sad news indeed.
"They were certainly creative people, seeing some of the sculptures they made."
