Cowboy-Up Chocolates Sweetening San Angelo

Voices of The Concho Valley

Tucked into downtown San Angelo is a place where chocolate is more than a treat—it’s an experience.

Cowboy-Up Chocolates, a local artisan chocolate shop with deep roots in the community, has become a staple not just for its premier sweets, but for the memorable, joy-filled moments that come with every visit.

Charles “Charlie” Mullin didn’t always see himself in the world of confections. The Granbury native moved to San Angelo in 1998 to attend Angelo State University, eventually building a career as a food and drug inspector for 16 years. But life had a different path in store.

Mullin’s journey into chocolate began in 2019, when friend and original founder of Cowboy-Up Chocolates, James Crowder, approached him with a surprising offer.

“He told me, ‘You’re the golden ticket winner,’ and I didn’t know what he meant since I didn’t know anything about chocolate making,” Mullin said with a laugh.

Crowder, who had started the business at the age of 66 after a lifetime of baking, saw something in Mullin. The two shared a love for good food—“The way to my heart is through my stomach,” Mullin joked—and a strong friendship.

Over time, Crowder passed on his knowledge and his vision for Cowboy-Up Chocolates.

That vision was about more than sweets.

“Crowder was a really insightful man. He loved wordplay, puns, and creating something memorable,” Mullin said. “We’ve done everything we can to carry on those traditions”

Mullin and his wife, Misty, officially took over Cowboy-Up Chocolates in 2019. While Misty stepped into a leadership role, Charlie began transitioning out of public health and into the world of chocolate.

By 2022, they had moved the shop from its original College Hills location to a new home downtown, further cementing its place as a destination in San Angelo.

And chocolate isn’t the only sweet thing Mullin’s involved with. Around the same time, he also purchased a local honeybee business and sells jars of golden honey in the shop.

“When people ask me, I tell them I live in the land of milk chocolate and honey,” he said with a smile.

Every purchase at Cowboy-Up Chocolates comes with a faux rose and a business card featuring what they call “Western Wisdom”—inspirational or funny quotes collected over the years. The collection of sayings now numbers over 4,000.

“It’s about connecting,” Mullin said. “The unique thing about food is that it’s community. It’s about coming together, enjoying something, and building a bond. It’s the same thing with chocolate.”

A Philosophy of Fun

Cowboy-Up Chocolates takes pride in being a fully in-house operation. Every truffle, bar, and bite of brittle is handmade with care, creativity, and a bit of whimsy.

Mullin calls chocolate making a “delicate dance”— an art form with many variables, from temperature to timing.

Offerings range from classic to bold, reflecting a philosophy of inclusivity and fun.

There’s something for everyone, Mullin insists, regardless of taste or background. That idea is rooted in chocolate’s own journey—from being an indulgence for the elite to becoming a universal comfort, enjoyed across all ages and cultures.

Among the shop’s most popular creations is the “Squittle;” a clever combination of real smoked bacon, pecans, and maple in a brittle-style candy.

The name? A pun, of course, mixing “squeal” and “brittle.”

“We keep the names fun and playful,” Mullin said. “That’s part of the experience, too.”

New seasonal flavors roll out throughout the year, with 3 to 5 unique creations launched each season.

Halloween brings out “Vampire Bites” (a bold raspberry chocolate ganache) and “Beetle Juice” (a blood orange flavor), while fall offers pumpkin spice varieties. A decadent “Death by Chocolate” is also in the works.

And if you ask Mullin to pick a favorite?

“It’s hard to choose—they’re like my children,” he joked.

But if he had to name just one, it would be the “Dubai,” a rich, luxurious flavor he holds close to heart, and one that has quickly become a customer favorite.

According to Mullin, Cowboy-Up’s reach extends well beyond San Angelo, with chocolates shipped to all 50 states, and 47 countries, building a global fanbase one sweet bite at a time.

But no matter how far the chocolates travel, Mullin and his team stay focused on what matters most: making people feel something when they walk through the door.

“That’s the thing we focus on—when people come in, we want to create a really great experience,” Mullin said. “You can buy chocolates anywhere, but we want customers to walk away saying, ‘Man, that was amazing.’”

Cowboy-Up Choclates is located at 6 E. Concho Ave. in San Angelo. They open at 10 a.m. Monday through Saturday, and close at 5:30 p.m. on weekdays, and 5 p.m. on Saturday. The shop closes on Sundays.

Shipping is not available in the hottest months of the year, but local delivery is available through San Angelo to Go and Doordash. They also offer gift cards.

• Contact: Charles Mullin
• Phone: 325-949-3248
• Website: https://www.cowboyupchocolates.com

“Voices of the Concho Valley” is a weekly series that highlights local residents who shape and enrich our community. Through personal profiles, it explores their passions, careers and connections to this unique region we all call home.