Let's start with the basics. How do you pronounce the name of the new luxury chocolate shop and cafe on Cross Street?
Knoops, the brand which prides itself on being a purveyor of 'expertly crafted chocolate drinks', is pronounced 'kuh' like huh and 'noops' like hoops, but its founder Jens Knoop doesn't mind how you say it, after all he's heard many variations since first launching the brand ten years ago.
"Knoop is a Dutch word and it means button - and we use chocolate buttons so it's very playful," he tells me as we sit down for a hot chocolate at the newly opened site. "I like to say that given my last name, It was meant to be before I was even born - I really don't mind how people say it, as long as they come back for more," he smiles.
